So, you know that video marketing is a necessity for your company. The reach and power of video online is unmatchable, making it an invaluable medium for getting your product out there. Putting that theory into practice, though… that’s a different story.

Whether you’ve started making videos and the results aren’t quite what you expected, or you’re planning a video campaign and are worried about making mistakes, this blog is for you.

Let’s have a look at the most common mistakes businesses make with video marketing – and the easy ways you can avoid them.

 

Mistake 1 – Fail to plan, plan to fail

We don’t like this expression, but it does ring true for video marketing. It’s very tempting to just make a video, upload it on to Facebook or LinkedIn and expect the business to come rolling in. But video marketing doesn’t work like that. You need to ask yourself “Does my video have a purpose?”, “Is it evolving our brand?”, “Is there a clear strategy?”. If you can’t confidently answer YES then you’ve got a problem.

How do I fix this?

Simple. Plan and plan well. Video marketing should be approached in the same way as any other kind of marketing campaign that your company would have. If it is planned correctly with a clear business objective, your video marketing will indeed be very effective. What constitutes a good ROI for you? Increasing website traffic? Generating leads? Nurturing existing customers? You should know exactly what you want to achieve, who you want to engage and how well before even thinking about drafting a video brief.

 

Mistake 2 – Forgetting about your brand

Your video could get millions of views, but if people watch your video and don’t remember your brand, then you’ve failed. It’s easy to get wrapped up in the excitement of making great video, and forget why you’re doing it.

How do I fix this?

Make sure that your brand is always clearly visible before, during and after your video. Create a company logo outro to place at the end of the videos and have a name tag/lower thirds template that ideally uses your core brand colours. And always give your audience a link to the company website in the video’s description. It’s simple stuff, but it can get forgotten.

 

Mistake 3 – Making the video too long

People often put a lot of focus on the ‘nose section’ of a video – the first 2% of your video. Most of us appreciate that this initial segment is key to grabbing your audience’s attention. But average engagement is very much dependant on the overall length of the video. 1-2 minutes length videos have better engagement performance after their nose section was watched when compared to 2+ minute videos. And, if your video passes the 5 minutes threshold, the engagement loss is even greater.

So, if you’re making a brand film, an explainer or an industry update type of video, the longer the video goes on, the less likely people are to finish watching it, or even get through 50% of it. And this is terrible if you’re looking to improve your ROI performance and create value for your audience. People are busy and there are plenty of distractions online. If you can’t get your message across quickly and efficiently, you’ll lose them.

How do I fix this?

Keep it short and sweet. Get your message out cleanly and don’t waffle. Aim to keep your video between one and two minutes for optimal results, but if you have a longer (exceptional) piece, make sure to let your audience know it will be worth their time. Alternatively, you can edit it down into bitesize pieces as to make the information more easily digestible.

This is a grey area, of course. An appropriate video length will depend on the type of audience, platform, format and topic. So our advice is, keep your videos concise and see who else is getting it right and wrong in your chosen area and channel.

Also, if you have a detailed written piece on the matter, direct people to that at the end of the film instead of trying to cram everything into your film. Which leads us to the next video marketing mistake…

 

Mistake 4 – Not having a call to action

You’ve made a brilliant video and are getting loads of great feedback. The only trouble is, nobody knows what to do next. Having a clear call to action is a no brainer – even if it’s just pushing traffic to your website to find out more. You don’t have to over think it, but without one you’re throwing away an opportunity to engage even more deeply with every viewer.

How do I fix this?

Tell your audience clearly what to do next, whether that’s ‘buy now’, book a consultation, find out more or something else entirely. Sitting a CTA card right before your logo outro is a piece of cake, and if you’re hosting your video on platforms that allow you to add interactive features to your video, you can even put a direct on-screen button to take viewers directly to your landing page. And if you’re not sure what CTA to use, you can always try testing two or more to see what works best.

 

Mistake 5 – Failing to use a proper SEO strategy

It’s imperative that you put a bit of effort into directing people to watch the video you’ve made. Just putting it up online isn’t enough these days. You need to use proven Search Engine Optimisation (SEO) techniques to drive traffic to your video or website in order to increase its visibility. Otherwise it’s like throwing a party and hoping guests will turn up.

How do I fix this?

If you have access to SEO tools, use them! If not, here are a couple of things you can do. Firstly, invest time in curating the video description. Whether you post it on YouTube, Vimeo, LinkedIn, Facebook, or somewhere else, a good description and up to three relevant tags/hashtags will massively increase its visibility through Google and other search engines.

Secondly, if you’re making a scripted film, make sure to include at least one or two focus keywords on the script, and – if the platform allows it – upload a transcript or subtitles file along with the video. Search engines love that!

Finally, before uploading your video file to your platform of choice, change the actual file title to an SEO focus phrase or include focus keywords. For example: ten_easy_ways_to_beat_aging.mov. This file name will be hidden from the public, but not from the bots, so it’s another easy way to nudge it up the search rankings.

 

Mistake 6 – Not addressing the target audience

If you try to speak to everyone then really you speak to no one. You need to make sure that your video is tailored to the specific target audience that you want to engage. The people who will find value in your product or service. It’s also about quality over quantity. You shouldn’t expect your video to go viral – it’s actually good if it hasn’t, because it shows that your video is concentrated only to the people that you want it to be.

How do I fix this?

You need to decide who you’re aiming at before anything else. Once you know this you can refine the message you want to hit them with. Then you can script and shoot a film closely focused on that message. Ideally, this message should be clear right at the start of the video, whether by addressing your audience directly or posing a very specific question through on screen text.

 

Mistake 7 – Assuming B2B video can’t be fun

B2C gets all the fun, right? They’re the ones that go on TV and create those funny adverts that get millions of views online. B2B video is just the plain, functional cousin.

Wrong. Very wrong. The audience you’re trying to reach are people too, and people love to laugh and be entertained. If you assume your video needs to be conventional, you’re inviting your audience to be bored. The internet is saturated with highly entertaining content, you have to punch against or above that, B2C or otherwise.

How do I fix this?

Not every video needs to be hilarious, just don’t be afraid to let your creative juices flow and work hard to entertain. You are not pitching to robots, you’re reaching out to human beings. What would grab you?

 

Mistake 8 – Not using video analytics

Analysing how a marketing campaign is going is essential for its success and video marketing is no different. The video analytics available on YouTube, Facebook, and other social platforms, allow you to see exactly how viewers are engaging with your video by showing you all kinds of metrics, from reach and engagement to click-throughs and so on. Seeing how well or poorly your video is performing in certain areas allows you to evaluate your ROI and make even better content next time.

How do I fix this?

Generally, all platforms that allow you to host video offer you with performance metrics insights, but not all are as comprehensive as, say, YouTube analytics or other platforms such as Vimeo, Wistia and Hubspot video (or even Facebook!). But as long as you have access to audience retention graphics you’ll be able to measure the engagement with the content and understand which sections of the video could be improved.

 

Mistake 9 – Choosing the wrong partner/producer to make your video

The people who watch your video are discerning in their tastes. Those tastes may vary depending on who you speak to, but with so much video content available they won’t entertain yours if it falls below their personal standards. If you don’t have an internal creative video team, producing the video yourself can end up with a homemade which can have a negative effect on your company’s image. So, you need to choose a production company to do it for you – and the right production company at that.

How do I fix this?

Take the time to shop around and find someone who understands your audience and industry. Someone who has done something similar in the past will be much more likely to nail your objectives on time and on budget. If they don’t show you that they understand your aims and market, and are passionate about connecting with them, they are probably not the right fit for you. If you’re struggling with this, you might find our guide on choosing the right video production company useful.

 

 

There is one more mistake we should mention: not being patient. A good video marketing strategy takes time to come to fruition, so don’t expect to see instant results. ‘Present-focused’ videos will see quicker results (for instance, promotional videos or social media content). But videos produced with the long-term in mind, such as educational pieces and case studies, will take a bit longer to see a return on your investment. And if you avoid these mistakes, you will see that return and then some. So be sure you understand the differences between these formats and use these tips as a foundation – and you’ll be on your way in no time.

 

 

Posted on 25th May 2021