Video Marketing Mistakes You Should Avoid
The popularity of online video is going to fly more than before thanks to the new interactive formats starting to gain ground such as VR and 360 videos. However, if you’re just starting with video marketing or you have been at it for a while, but need some pointers, here are the top four video marketing mistakes brands and content creators should absolutely avoid in order to get the most of video marketing.
Let’s take a look at the vaguest video marketing mistakes and see how we can easily avoid them with these simple tips.
1# Proceeding The Funnel Without Videos
There’s a common delusion spread between new marketers that videos are used just to increase brand awareness. While in fact, online videos can be valuable at every step of the sales funnel.
Use online videos in every step of the marketing funnel and you’ll easily direct qualified leads all over your sales desk!
In the awareness stage (first stage), you can use fun and engaging advertising techniques to grab the attention of your customer and position your brand in your customer’s mind using key messages.
2# Using One Format for All Videos
Learn to use different formats of online videos to avoid monotony and repetition. Keep your leads entertained, engaged and direct their attention into where and how you want them to act for the next step.
Once your customer is moving down the funnel and in the consideration stage (second stage), provide him with explainer videos of your product or educational video content, such as “How To” videos.
Make sure to address your customer’s pain points and explain how your product is the perfect solution to their problems.
Webinars and Facebook live videos can also come in handy at this point. They have the advantage of engaging the audience in real-time and actually getting to know your audience by listening to their questions and answering it. Let alone the amount of reach you can get by simply opening a live video on Facebook!
Now that your customer has reached the bottom of the funnel, a.k.a the decision stage, what video content should you push at this moment?
There are many:
You can go with success stories or case studies on how you helped previous clients. You can create an FAQ video or you can record a testimonial video of your customers saying why they loved your brand and chose it from all the available options. Referrals and public influence play a great role in the purchasing area nowadays!
3# Focusing on The Hard-sell
Of course, the end goal of any marketing activity is generating sales, but you don’t want to end up being the infomercial guy by only listing your product’s feature and price point, right? It has been proven time after time that the famous saying “Facts tell, stories sell” rings true. Using storytelling will guarantee higher engagement rates and more audience retention.
You don’t want to be THAT cheesy infomercial guy, right?
4# Repeated Distribution
One mistake brands make unintentionally is thinking that the same video can work for multiple social platforms. However, that usually spells a quick death for the video’s lifecycle.
Facebook works better for short videos that are easily shareable, while YouTube is the home for longer videos with higher retention rates. There are many pros and cons to publishing videos on Facebook vs. Youtube that you have to study carefully before you even begin creating a video.
5# Not Analyzing Performance
Creating videos consumes time and money, but it’s well worth it if you ask me. Only if you did it right!
Many advertisers make a great deal of creating and spending money on video content. But tend to forget the benefit of analyzing their performance after publishing. Or even worse, they might not even understand how to read the numbers they’re making!
If you didn’t measure each video performance, you won’t be able to measure the ROI you’re actually getting from your video. How else would you know if you’re doing it right?! What’s the point of creating a video while you won’t be analyzing and fully understanding the impact it’s made on your audience?
Video analyzing metrics cannot be more important than creating a video in the first step. Mintrics has made it easy to read, analyze and summarize your videos’ performance all in one personalized analytics dashboard. We do the work for you!
In addition to the usual metrics, you’ll be able to see the performance of your video across different social channels all in one place. You’ll also get access to special metrics designed to make benchmarking videos much easier, such as interactivity rate, shareability rate, and likeability rate.
It’s always easy to attract leads when you know how to create content that engages and sells. Avoid these video marketing mistakes and you’re good to go!
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