VIDEO MARKETING MISTAKES YOU CAN’T AFFORD TO MAKE

Man stepping on gum - video marketing mistakes
Len Smofsky Jun 26 ,2018

Video marketing is one of the best methods to capture your audience online. If you’re investing a great deal of time and resources into a video marketing plan and aren’t seeing the conversions you expected, it’s time to review what could be the root of the problem.

Here are a couple mistakes that even the most experienced marketers can be guilty of with their videos.

1. PUTTING THE CUSTOMER SECOND

Your company is amazing and offers the right solution for so many people. If that’s true, you should have no problem generating conversions with your video. That being said, if your video is all about how great your company is, the user may fail to see how the video is relevant to them and you ultimately lose their attention. There’s one thing you can always count on: customers are interested in themselves. So make sure your content speaks to them.

2. UNDERVALUING THE IMPORTANCE OF SEO

Every marketer wants to create a viral video. The reality is, a video is going to have a hard time becoming viral if it isn’t easy to find in the first place.

It’s important to remember that if your video lacks a description, the appropriate metadata, and a compelling title, it is far less likely for your video get to discovered organically. The more data you have to support your video – the more chance it has to gain viewers.

video selling mistake

3. TOO MUCH HARD SELLING

Your audience is exposed to around 5,000 advertisements a day. You have to assume at this point they are advertisement-watching experts. If your ad comes across as too “aggressive”, “cheesy” or “salesy”, you’re likely going to lose a large segment of your audience. You don’t want to come across like a stereotypical “pushy used car salesman”.

If your product is compelling enough, your user is going to find out — one way or another — how to convert. If your video asks them to “BUY NOW” 15 times before the video is over, you may to lose them along the way.

Create engaging content that your users want to watch. As long as you have a CTA that is clear and easy to spot, you are in a good position to convert prospects from your audience.

4. WHY’D YOU HAVE TO GO AND MAKE THINGS SO COMPLICATED?

How much information do you need to provide to your customer? Sometimes marketers try to squeeze too much information in a short video or utilize too much industry jargon and buzzwords, leaving customers a little confused about what you’re trying to say.

The most memorable videos are short, simple and get to the point. Try to get at least one or two points across in a clear, simple manner in your video.

5. THINKING VIDEO MARKETING IS ONLY FOR THE TOP OF THE FUNNEL

Explainer and sales videos are great for engaging with and capturing new customers. However that shouldn’t be the extent of your video marketing efforts. Once they become a customer, it’s important to continue engaging your viewers along their whole journey with your brand using onboarding videos or retention videos for up-sell and cross-sell.

See how IndiVideo utilizes a human approach in a digital environment, at every customer decision point, to create a personalized customer experience.

6. READING INTO THE WRONG VIDEO ANALYTICS

The more data we have as marketers, the better we are able to measure our success. Sometimes, we can become culprits of overvaluing certain sets of data. One statistic that often gets over-emphasized is overall video views. While having a video go viral is something we should all strive for, the real success of a video is how it is able to create a lasting impression with your audience and how it is able to convert.

Read our article “5 Critical Statistics and KPI’s for Video Marketers” to see what sets of data should define your company’s success with video.

Don’t let these common video marketing mistakes cost you valuable ROI. For more helpful insight into the power of personalization, stay tuned to the BlueRush blog.

About the author: Len Smofsky

Len Smofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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