Using video content in your marketing is essential, but many businesses are making mistakes that could be costing them customers. You may not think video marketing is worth your time, but 88% of marketers say video brings them a positive return on investment (ROI). However, making small mistakes could be making you feel like your video marketing isn’t working. Let’s run through some common mistakes, so you know what to avoid.
Table of Contents
8 Common Video Marketing Mistakes
1 – Not using video at all
The biggest mistake a business can make is not using video at all. Some businesses think they can get by without using video content. However, as we discussed last week, video content is expected to account for 78% of mobile data usage by next year. By not using video, you’re not giving audiences what they want, and you’re missing out on engagements. If you haven’t already, incorporate video into your marketing strategy.
2 – Not planning your video strategy
When you’re making a marketing plan, and when planning a single video, a video plan will keep your videos aligned with your goals. To plan your video strategy ask questions: What problem do we solve for people? How will we measure performance? Where will videos be uploaded?
Incorporate video into your overall marketing plan, so your message is consistent with your other marketing efforts. Also, have a plan for each video. Even if you’re great at off-the-cuff content, plan your videos. Know your topic, your offer, your goal, etc. You don’t need a strict script, but have clear direction will make sure your video achieves a purpose. Every video you create should have a plan and a purpose.
3 – Always trying to sell
It’s only natural to want people to buy your product, but not everyone is ready to buy. Your videos need to add value to your customers and slowly move them through their buying journey. Once they’ve consumed enough of your content, and know, like and trust your brand, they will be more receptive to sales offers. Overall, remember to give value rather than only selling.
4 – Forgetting the call-to-action
Not using a call to action will cost you customers. If you don’t tell your customers what to do after they watch a video, they’re unlikely to do anything with your brand. Even when you’re not selling, you should tell customers what to do; such as “share” or “comment.” The call-to-action will depend on the purpose of the video. Regardless, you need to tell your customers what to do, so they’ll do it.
5 – Measuring the wrong thing
Although it feels good to get lots of views and likes, these metrics aren’t an accurate representation of a video’s performance. Even though people see or like you video, doesn’t mean they’ve given their attention to it. You should look at metrics like play-throughs, clicks, etc. These will give you a more accurate picture of your video’s performance. Don’t fall for vanity metrics.
6 – Not including branding
Getting people watching your video is great, but it doesn’t matter if they don’t remember who you are. Not including brand, like logos, links, or company colours, will make it harder for people to remember you. They may remember your high-quality video, but if they don’t know who you are, they won’t buy from you. Always include your branding.
7 – Making video introductions too long
People don’t give videos long before they switch off, so long video introductions may prevent people from watching your video. For example, Facebook’s average video view time is six seconds. You only have a few seconds to grab the viewer’s attention. So, long intros will stop you from hooking them. Finish your introductions quickly and get to the point of your video.
8 – Trying to delivery too many messages
As we mentioned above, your videos require planning. Without a plan, you may find yourself covering too many topics in one video, which will confuse your audience. The excess of information will prevent them from remembering anything. It’s like carrying bowling balls. People can only carry so many bowling balls before they drop them. So, focus on one message per video and don’t deviate.
Feel like you’re making a lot of mistakes?
As that was a lot of common mistakes, it would be understandable if you feel overwhelmed. If you can take one thing away from this, it’s planning your videos. Having a solid plan will prevent you from making many of these mistakes. A plan will ensure you’re sending the right message, using the right metrics and are using call-to-actions. However, if you still feel overwhelmed, give SBIM a call. We can help you reach the business of your dreams with effective video marketing. Call us now on 07 3325 0505 or email us at webmaster@sbim.com.au.
