Faster, easier and cheaper does not always translate in to quality, effective and superior. If your videos are to stand out, then your videos need to (1) Educate (2) Entertain and (3) Inspire. Here the Top 10 Video marketing Tips for Your business to succeed in 2017. It is also noteworthy to avoid the pitfalls on video marketing. This article will discuss 10 video marketing mistakes for you to avoid in 2017, and how to avoid them.
1. Videos are too long
Most video hosting platforms now let your audience know the video length (as a preview) before they commit to hit the play button.
If your video is found as the first video on a YouTube search, and the searcher realizes the video below you (for the same topic/keyword) is half the length of your video, they’d prefer to watch it. Nobody likes pro-long story telling, they appreciate if you can get to the point sooner. The top global brands are now committing more towards 30-60 second videos.
* Twitter and Instagram only allow 60 second videos.
2. Videos are not part of a campaign or planned as a strategy
First impression counts, so put on your BEST! tuxedo for the kings ball. You will not make a better impression if you put on your entire wardrobe. Same way try not to “overload” your audience with prolonged storytelling, and glorifying about “everything” you do.
When strategizing your video marketing campaign, take in to account what we discussed earlier –NOT making videos too long. So… rather than creating a five minute video about your business or your brand, focus on a single message or a single story that can be put to five videos that are 60 seconds in length. Video will reshape the future of communications – and do that you need a video strategy.
3. The excessive need to “sell”.
When you try to sell on “every” video, it is like proposing marriage on every date (including the first).
Just like dating, videos allow you to tell stories, and thereby build a relationship with your audience. Make your videos (1) Educate (2) Entertain and (3) Inspire, so that your audience will share your videos. Video is the best medium to make an emotional connection with your business or your brand. Don’t ruin it by trying to sell (all the time).
4. Weak titles and poor descriptions
Having spent enormous amounts of money, time, resources and energy to create a great video is no use if no one can find your videos. If you are a dentist in Chicago, and you don’t include that keyword phrase as part of your video title and as part of your video description, no prospective patient will ever find you.
5. Not focusing on problem solving and improving lifestyles.
There is a reason why the i-phone is in great demand. It is not because of its ability to make and receive phone calls. The i-phone serves as a mini computer you can carry with you that lets you do just about everything but use as a baby sitter. It solves problems and dramatically improves and makes life easier.
Your videos should not be a list about your products or services. Focus on how you can solve problems and improve lives. Focus on people using your products and greatly benefiting from them. Focus on how your services improve lives. If you do this well, more people would want to know more about you.
6. Ignoring video testimonials
We have all seen those written testimonials that really give a boost to a business’s credibility, when seen on a website. Imagine seeing those written testimonials come to life, when those who did business with you become your cheerleaders? This builds instantaneous credibility and trust for your potential clients and customers, and makes it irresistible for them to do business with you.
Video testimonials are a MUST-HAVE tool in your future marketing plans. In this day and age of smart phone, a video testimonial is as easy (and cost free) as whipping out your phone and asking your loyal clients and customers to tell a few lines about how you have helped them.
7. Not harnessing the power of video
Video converts better than any other medium. You’ve heard it, you’ve read it and you know it! Even a 30 second video has can communicate complex concepts, and when put together the right way, can become concrete fixtures in your marketing efforts.
So how do you put together an effective video? By featuring the right content, the right style and creating the right story. Contrary to what most marketers might think, style is more important than content. This is true when making videos. You need to find the style how your videos portray your brand or your business. This elevates the quality of your videos and resonate well with your target audience.
8. Ignoring Youtube
It is 2017. This topic should NOT be part of this article. Sadly enough most business owners and old traditional marketers continue to ignore the branding power of youtube. If you are part of this culture, then do so at your own peril. Read how the top brands are winning with youtube marketing in 2017. It is still not too late to be part of the “in crowd”.
9. Youtube is not king
Wait! I just told you to ignore youtube at your own peril… and now this?
YouTube “was” king back in 2015 and for a good part in 2016… but not anymore. While youtube is great, and should NOT be ignore, it is no longer the “dude” in town. Facebook video generated a lot of buzz in 2016 and facebook live is getting more traction in 2017. Same goes with Instagram and Twitter, and pretty soon LinkedIn will be joining in on the party. Know where your audience is hanging out and know which video platform is more “ideal” to reach out. When strategizing your video marketing campaigns, it is important to understand this.
10. Ignoring video on email
Including a video in your emails will increase click-through rates by 200 to 300 percent – Forbes
Enough said… Here is an Infographic of video marketing statistics from 2016
I hope this article helped you understand the common video marketing mistakes and helped you understand how to avoid them. Good luck – Vijith