In the dynamic world of digital marketing, video reigns supreme. With its ability to grab attention, convey complex ideas swiftly, and connect emotionally, it’s no wonder businesses are jumping on the video bandwagon. But just because everyone’s doing it, doesn’t mean everyone’s doing it right. Let’s explore some of the most common video marketing blunders and how you can sidestep them.
1. Skipping the Strategy
It's tempting to dive straight into filming, but without a clear strategy, you're navigating blind. Define your target audience, set clear objectives, and decide on the type of content that will resonate most.
2. Focusing Solely on Selling
If your video feels like a relentless sales pitch, viewers will switch off. Instead, offer value – be it in the form of information, entertainment, or both. Remember, people buy from brands they trust, and trust isn't built through hard selling.
3. Ignoring the Platform
A video that rocks on Facebook might flop on LinkedIn. Each platform has its unique audience and algorithms. Tailor your content to fit the platform's specifications and user expectations.
4. Overlooking Video SEO
Videos can be a boon for SEO, but only if optimised correctly. Use accurate meta descriptions, engaging titles, and relevant tags. Transcriptions can also boost accessibility and SEO value.
5. Keeping it Too Long (or Too Short)
While it's crucial to convey your message, you don't want to lose your viewer's interest. On the flip side, overly short videos might not provide enough substance. The key? Strike a balance. Know your platform, understand your audience’s preferences, and adjust accordingly.
6. Neglecting Call-to-Actions (CTAs)
After watching your video, what should viewers do next? Whether it's visiting your site, signing up for a newsletter, or sharing the video, a clear CTA guides viewers to the next step.
7. Disregarding Analytics
Feedback is gold in the marketing world. Regularly review your video analytics. Which videos have the highest engagement rates? Which ones are being skipped? The numbers don’t lie, and they can guide your future strategies.
8. Poor Production Quality
While not every video needs a Hollywood budget, avoid shoddy production. Poor sound quality, bad lighting, or unstable footage can detract from your message and brand image.
9. Forgetting About Mobile Users
With mobile video consumption on the rise, ensure your videos are optimised for mobile viewing. Consider aspects like video dimensions and text size.
Is Your Video Marketing Up to Snuff?
It’s easy to fall into these pitfalls, but with awareness and strategy, you can navigate the video marketing landscape with finesse. Are you curious about how your video marketing efforts stack up as we approach 2024?
Take a moment to check out our Video Marketing Scorecard. Find out where you shine and which areas could use a bit of polish.
