10 biggest mistakes to avoid in a video marketing strategy
We surely know that one of the best ways to boil down complex ideas or products is by producing videos that feature your own subject matter experts. For that reason, recently, more and more brands want to have a video marketing strategy.
Video marketing can’t be a “stand-alone” activity in your marketing plan. We know that consumers are engaging with video more than ever before. That’s why, regardless of your industry, video marketing must be part of the digital marketing strategy (and it’s why you’ll want to avoid making video marketing mistakes!)
According to a 2020 report from Wyzowl, around 40% of marketers said that the health crisis has led brands to use strategic and engaging communications. From a user perspective, around 68% of respondents said the pandemic increased the amount of video content they viewed online.
Video consumption is on an upward trend, and more and more brands have been incorporating video into their marketing strategy. In a recent study, Hubspot reported that 80% of users were able to recall a video ad that they viewed in the last 30 days. This is data that brands can’t ignore! To maximize video marketing ROI, here are 10 mistakes to avoid when creating a video marketing strategy.
Before we get to the video marketing mistakes you’ll want to avoid, it’s important to emphasize that creating strong video content is a good way to reach a variety of markets and engage different audiences (and to test different target reactions). From the consumer’s point of view, brands' videos are a reflection of the brands themselves.
1) Making a video without strong objectives
“If you fail to plan, you are planning to fail,” Benjamin Franklin once said. This saying totally applies to marketing strategy and video marketing. Before starting filming, you need to address these questions: Does this video serve a higher strategic purpose? Why are you making it?
As with any other marketing campaign, when making your video, you need to plan, to establish the goals you want to achieve.
2) Not branding products/services correctly
Hearing someone remember your video is amazing. But if they can’t remember the name of your company, you’re failing your mission. Many times, we get so wrapped up in features and details that we forget the purpose: Communicating and promoting the benefits of your business.
You need to brand your video with your logo, and include the website url, tagline, or any other element that recalls the brand identity.
3) Making your video too long (or not suitable for the distribution channel)
How long was the last online video you watched? In the internet age, we know that people have limited attention when it comes to consuming media. This means that if you want your video to be watched, it needs to be short and straight to the point.
The “right” length is about 60-90 seconds, but you need to consider that many people will stop watching your video before the end. With that in mind, you’ll want to be sure to include your logo, website URL, value proposition, and call to action in the beginning of your video.
4) Not focusing on a single message
Producing a video that does not have a clearly defined message is actually a common mistake. Keep in mind that you only have a few seconds to inform, engage, and educate your viewer.
You need to develop a focused message, keep your video on target, and provide one main call to action.
5) Not making your call to action (CTA) crystal clear
A call to action is a simple direction or set of instructions that communicates to your viewers the next step that you would like them to take.
“Visit our website.” “Give us a call.” “Follow us on our social media outlets.” These are different kinds of CTAs that you can embed to make sure your viewers will do exactly what you want them to do.
6) Misusing (or not using) SEO techniques
Getting your audience to watch your video is crucial. Just posting it on YouTube/Vimeo (or whatever) is no longer enough. There are specific tactics and techniques that can drive web traffic to your video, and boost your site’s ranking in search results. Always remember that good content is really good only if someone has seen it.
7) Expecting instant results
Most marketing campaigns take time to produce a return, and it’s relatively rare for a video to go viral. When a video does go viral, most of the time it’s because the campaign has a strategy for distributing and spreading their video (with social media, social ads, Google ads). Video marketing is an ongoing effort that can achieve results over time.
8) Misplacement of selling points
Waiting until the end of your video to convey your selling points is dangerous. As we said in mistake number three, people won’t spend too much time on your video. That’s why marketers must make sure your benefits and the call to action are communicated in the beginning of the video, preferably in the first 10-20 seconds.
9) Failing to address your target audience
As we said before, our video will be more effective if you focus on one point. It’s mandatory to consider that different people have different pain points. You need to decide which ones you want to address. Once you have decided on your message, you can focus it on a specific and well-defined target audience.
10) Working with the wrong partner or producer
Your viewers (and potential customers) will judge your video. They will be critical of the quality of your video and equate it to the quality of your business. This can directly affect not only your brand, but also your success. Although video can be created by anyone with a smartphone, one big mistake that businesses can make is putting out a video that is a poor representation of their brand and business.
We talked about video marketing mistakes but we want to add a suggestion for brands. If you’re thinking about a video marketing strategy, you should take into account a crucial matter: Personalization.
As many marketers know, personalization has become a powerful tool for brands because it helps build better connections with the audience. So, what if two of the most powerful marketing tools come together? Imagine receiving a personal video that speaks your language, with content made exclusively for you.
Personalized video is based on the acquisition of data to build unique experiences that aim to satisfy customers’ specific needs or requirements. Engagement will be a breeze using personalized video! This is one way that brands can establish a bond between them and their customers to achieve long-term loyalty.