A successful video marketing campaign can be extremely beneficial to your business, but it is important to get it right. Without careful planning and awareness of key marketing strategies, you could invest a lot of time and resources on something that simply misses the mark.
Here are a few of the most common mistakes that can cause your video marketing campaign to fail, and the steps you can take to avoid them.
1. Poor Targeting
The secret to any form of marketing is to know your audience, and tailor your content accordingly. This means identifying your target demographic, identifying your marketing goals, and determining how, where, and when to deliver your content.
Failure to conduct the correct research and accurately target your video marketing could cause all of your hard work to be wasted. The most brilliantly conceived video campaign will have next to no impact if it isn’t aimed at the right people.
To accurately target your videos, you must have a clearly defined marketing strategy. Determine your budget, message, and what you hope to achieve with your video content. Research your audience, and consider making your content available on multiple platforms to increase your reach.
Once you have set out a strategy for distributing your content to the right people at the right time, consider taking it to the next level with video personalization. Whether you simply include the target’s name in the opening frames, or explore more advanced personalization options, tailoring content to the individual can increase engagement and make your audience feel like your brand is more invested in their interests.
2. Ignoring Marketing Best Practices
Great video content can only achieve its full potential if it capitalizes on prevailing marketing techniques. It is not enough to assume that your content will reach its audience, drive sales, or secure conversions simply on the merit of its entertainment value.
Even if your content is successful enough in its own right, by failing to adhere to marketing best practices, you will miss out on what could potentially have been an even more impactful campaign. After all, your video content is just one part of your overarching marketing strategy, so it is important to follow the same rules as you would for any other content.
Keep your brand’s voice and message in mind at all times, so your video marketing integrates successfully with your existing content. Be careful not to lose sight of your audience or your marketing objectives, and do not neglect SEO when releasing your videos.
While it may not seem like there is a lot of space for good SEO in video content, there is still plenty you can do. This includes optimizing video titles, and keeping keywords in mind when writing descriptions or metadata for your content. Think carefully about the placement of embedded videos, and look out for opportunities to create useful links to authoritative sites within your industry.
3. Poor Quality
Creating high quality videos does not have to mean investing a fortune in effects or trying to create viral content. However, cutting corners in the wrong places can make your video content seem sloppy, unengaging, and difficult to watch. Good lighting and sharp focus should be a priority. A clear, well-lit video is more appealing to the eye and looks far more professional.
It is also important to keep it entertaining. Maintaining an authoritative image for your organization does not mean your content needs to be dry. Consider how you would deliver your brand’s message face to face and allow this to influence your marketing discourse. A more human approach can help to build trust and familiarity with your audience, making them more likely to respond to your CTA.
The length of your content is also a factor. While longer videos may be appropriate at times, be careful not to make content that drags on. If you have a lot to say, consider whether you can break it down into several shorter videos. If you develop a reputation for long, uninteresting content, viewers will be less likely to give your videos a chance in the future.
It can be tempting to pack as much information as you can into your video content. However, this can lead to your central message being lost. If viewers feel overloaded with information, or they cannot easily discern what the purpose of your video is, they are less likely to keep watching.
Similarly, if you focus too much on a sales pitch, rather than offering useful and informative information, your video could come across as being too promotional, which can quickly deter potential clients. Set out your objectives for each piece of content, and refer back to those goals throughout the production process. Remember that additional information can always be included in a separate video, or another form of content.
Define your call to action, and ensure that it is clearly stated in the video. For example, an ecommerce business may call on customers to check out a current promotion, or to learn more about a particular product. Video can be a powerful medium for driving sales and conversions, and should be factored into your content and website strategy. Firms that offer a service rather than a physical product could call on viewers to book a consultation, ask for a quote, or even speak to an online advisor.
The sphere of data analytics may seem intimidating at first, but do not let this deter you from capitalizing on what is an extremely powerful business development tool. Platforms such as Google Analytics facilitate the process of gathering and interpreting your data, enabling you to gain valuable insights about your marketing campaign. Using these tools, you can track consumer engagement, detect trends, and even calculate the profitability of individual pieces of content.
It is too easy to make the mistake of assuming that success is tied solely to the number of views a video receives, but that is simply not the case. For example, viewers may fail to reach your CTA, or even turn off the video a few seconds in. Studying and understanding the data behind your marketing campaign can give you all of this information and more.
Understanding the success of your video content is not only key to determining your campaign ROI, but also enables you to optimize your approach in the future. If the majority of viewers switch off at a particular point, you can look at what might be causing them to lose
interest. Similarly, if certain videos are more successful than others, you can begin to look for trends and determine how to adapt your other content accordingly.
Creating the perfect video marketing campaign is not something that happens overnight. It takes time, patience, and dedication, not just to develop the content itself, but to foster its growth in popularity. That said, if you take the time to continuously review and optimize your content, not only will you see more positive results going forward, you will be so busy focusing on building your marketing campaign that the time will fly by.
Before you know it, you will have created a cohesive body of informative, entertaining video content, that showcases your brand as the growing, successful enterprise into which you have molded it.
I’m Victoria Greene - ecommerce brand marketing consultant and freelance writer. I work with ecommerce businesses and marketing teams to create valuable content and targeted SEO strategies that yield strong performance results.
Your business goals can only be reached with a unified content marketing and commercial strategy. I help ecommerce brands, startups and digital agencies achieve branded business strategies and deliver content that drives leads and engagement.