Five mistakes you’ll make in Video Marketing
Video content is absolutely vital for business today, but is it as simple as throwing your content together, uploading, and waiting for those hits to roll in? No.
So, what are these “video pitfalls”?
Using only YouTube to showcase your video content is a very popular pitfall.
You should use your video across as many platforms as you can, that means on Facebook and Vimeo too. You could even make short versions of your video – teasing or introducing the full piece. Post that short version to your Instagram and/or Twitter page(s). From these platforms, content increases its shareability.
These extra channels also have some impressive analytical reports. In the future, you’ll know where you’re getting the most hits.
“Call to action”
So, you’ve done the hard work? You’ve managed to captivate your audience! …Now what?
At the very least, give them the details so they can follow your video up with a visit to your website. Encourage them to sign up to your newsletters or add you to their social media circles. This means that you have a new point of contact.
If they reach the end of your video but don’t want to purchase from you right away – it’s important to use good social content so they keep you in mind.
“Point and shoot”
When it comes to making your video, the “point and shoot” technique is probably the most common approach.
When a client comes to us, we look into their company. We identify the audience and their goals, we set up meetings and ensure that all parties understand the brief. After that, we storyboard the work, so everyone knows what the end product will look like.
The same goes for when you’re making your own videos. Pressing the red button and pointing the glass end towards things won’t work. You’ve got to know what the end goal is. Why are you doing this video?
“Post and hope”
After you’ve managed to film and edit your video, it’s not a case of posting one video to your YouTube page and then linking that to your website. You have to know what’s worked and what hasn’t. That means looking through the analytics.
You’ve posted it to Facebook, what interaction did you get? You’ve posted it to YouTube – did the majority of the audience switch off after 10 seconds? Did the majority of people link to it from your social platforms, or are they subscribing to your channel?
Once you’ve analysed all these stats, you should have a good idea if you’ve managed to reach your goal(s). If you didn’t, where did it go wrong?
“At the very least”
You don’t always have to have a polished, perfectly produced video – but it’s a good idea to have at least one. A “main video”.
This video should reflect your brand, and encourage your audience that you’re the professional, trust-worthy company they’ve been looking for. It’s important for you to understand exactly what makes you the best people for a given job, and your video needs to take every opportunity to make this clear to the viewer.