September 13, 2017
Regardless of the service or product, video marketing can provide benefits for businesses willing to devote their time to it. An engaging video can be used to build a brand, promote a product or develop an audience.
Unfortunately, because of the sheer volume of videos produced each day, most content fails to gain an audience. There is certainly an appetite for video in all niches, but various problems can prevent your content from gaining traction. Here are some of the common video marketing mistakes to avoid.
The message is overly promotional
Many brands have started to understand the power of creating engaging content that is not focused on making an immediate sale. It is possible also to create a marketing video that includes some substantial content that will be of interest to a target audience. Take this article for example. While I’m not specifically saying “Hire Port City Marketing,” my hope is that the content you are reading will position my business as a thought leader in marketing, and thus worthy of your consideration.
Unfortunately, it is all too common to see videos and digital content that focus on promoting products, so viewers are unenthusiastic and unlikely to share on social media.
The video length is inappropriate
The length of a video will be one factor in determining how many people watch. Commonly, shorter videos will do better than longer ones, but there are occasions where an extended presentation works, for example a step by step tutorial.
Short videos require a minimal commitment, so you do not face an immediate obstacle of persuading people to watch. However, if you have done some pre-selling, a longer video can take the time to hit a number of the buttons integral to selling.
The mood and tone is wrong
Without a clear strategy in place, it is possible to create a video in which the tone doesn’t match your overall branding. Many companies try to make a viral hit, but the content might not make any sense for your business. For example, if “dependability” is one of your brand pillars, an off the wall and wacky video might get you views but will do nothing for your brand.
Whether you are focused on being funny, suggesting something luxurious, being straight to the point or want to create a hint of mystery, think about how the mood of the video matches your branding.
Your focus is too broad
Most videos cannot tackle a wide number of topics effectively. It can be more impactful to think of a single element you want to get across to viewers, creating multiple videos to showcase different aspects of your business or product.
A focused piece of content will give viewers a defined viewpoint that sticks in the memory. In addition, a series of videos on one topic encourages your audience to engage with your brand multiple times. Plan a group of videos before proceeding, so you know in advance the focus of each video.
The video has not been optimized
Optimizing your video allows it to rank in the search engines so searchers can find it. The title is probably the most important factor, but a good description is also required.
Optimizing around a keyword lets you focus on a specific topic; related keywords can also provide relevance. As your video starts to develop views and likes, you can start to gain more prominence in the search engines, whether that is Google, YouTube or an alternative site.
Creating videos is one of the most powerful marketing methods your business can be using today. A sizable part of your audience will choose video as their preferred method of receiving information, while there are also possibilities of repurposing video content into articles and podcasts.
Many businesses make some the same rookie mistakes, and doing so holds them back. Therefore, it is important to watch out for approaches that don’t produce optimal results. When you hone your method, developing videos that resonate with audiences becomes far easier, letting you focus on the important factors that offer a high return on investment.
—Dan Natividad, a Stockton native, is a partner at Port City Marketing Solutions along with Kristen Dyke and Erin Diego. Dan can be reached at dan@portcitymarketing.com
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Dan Natividad, a Stockton native, is a partner at Port City Marketing Solutions along with Kristen Dyke and Erin Diego. Dan can be reached at dan@portcitymarketing.com.
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