Video marketing is an excellent way to promote your company. Not only is it engaging. It also enables you to reach your target audience where they often reside (online). Video marketing also gets you in front of millions of prospective clients’ eyes. However, video marketing involves more than recording and uploading video content. To run a successful video marketing campaign, you must prioritize customer satisfaction and retention. Read on for eight video marketing mistakes to avoid to create videos that keep your target audience glued to your products.
Not knowing your target audience
One of the biggest time-wasters in video marketing is shooting videos without researching the audience. This could not only cause your target audience to ignore your content. Uploading video content without defining your target customers could also confuse or offend them.
Be sure to conduct in-depth research to define and understand your audience. This will help create video content that shows your audience that you know their pain points, needs, and interests, enabling you to nurture long-term relationships with them. The following are ways you could learn more about your target audience:
- Researching your competition’s audience
- Paying marketing agencies to provide crucial information on your target customers
- Leveraging free tools such as Google Analytics
- Asking existing customers questions that help you understand them better
Failing to define clear goals
Do not launch a video marketing campaign just because your competition is doing the same. Instead, have a clear picture of what you want to achieve at the end of your campaign. Do you want to boost your social media engagement, or are you aiming to increase your website traffic and promote your product? Having definite goals and clarity influences and shapes your video content, setting you up for success. Partner with Keyy Productions to create powerful and engaging online video content that resonates with your audience while helping you achieve your goals.
Being too promotional
While you want your content to help increase sales volume, do not make your videos feel like a force-fed sales pitch. Most people watch video content to be informed, entertained, and educated, so if your videos are too salesy, the audience will quickly disengage. Be sure to upload video content that shows you understand your target audience’s needs and highlights the value of your products and services to their lives. This will inspire them to look further into your brand and take the desired action.
Uploading lengthy video content
With your target audience’s tight schedules and dwindling attention spans, no one will sit through a lengthy video. According to recent research, 20% of the audience will click away from a video whose content is not engaging within the first ten seconds. For this reason, you should strive to upload short video content. You could remove unnecessary add-ons and intros or break large information chunks into smaller videos to keep your content concise. Turning long-form content into a video series can also give your audience a reason to keep returning to your channel.
Failing to leverage video SEO
Search engine optimization is not solely limited to landing pages, articles, and blogs. Optimizing video content can boost viewership results and drive traffic to your business’s website. Below are video SEO tips to improve your ranking on the Search Engine Results Page (SERP).
- Incorporate the right keywords into your title and description
- Add an engaging thumbnail
- Use relevant meta-tags
- Add transcripts and captions
- Make your video content mobile-friendly
- Include links to your website in your video description
Flooding videos with too much information
Your target audience is bombarded with a lot of online and offline information and content daily. This, combined with online distractions and the dwindling attention span, could dilute your message or confuse your target customers, especially when you flood your videos with too much information. Too much information will also overwhelm users, prompting them to scroll off. For this reason, consider creating different short videos to convey the message correctly, especially when you have much information to share. You should also eliminate excessive visual elements and graphics that could detract your target audience from accurately interpreting your message.
Failing to include a clear call-to-action
Help your audience comprehend the purpose of your video by adding a strong call-to-action (CTA) at the end. Without a CTA, viewers will be left in suspense. They will not know what to do after watching your content. A call-to-action can direct viewers to your demo pages, blogs, or landing pages.
Neglecting distribution
Most companies put a lot of effort into creating high-quality videos that they neglect distribution. However, if you do not adequately distribute your video content, it will not reach its optimal potential. For this reason, you should determine beforehand how your videos will be distributed upon completion. You could decide to promote your video content on your business’s social media profiles, embed it on your blog or website, or send emails with links to your videos.
Endnote
With most consumers today preferring videos over other content types, video marketing is an excellent strategy to generate more leads, engage your audience, and boost conversions. Be sure to avoid the above mistakes to launch a successful video marketing campaign.