Your business needs attention from consumers, so you decided to try a video marketing plan to help expose your brand. Somehow your video communications strategy does not seem to be generating results. Here are a few common mistakes organizations make when executing a business video marketing communications strategy.
1. The video content is too long.
People do not want to watch a long-winded production. They want everything to be quick so they can move on to the next best thing. Think “snackable” content for business video communications. The Internet brings people the satisfaction of almost instant gratification for information, so videos should be direct. The best videos for web video marketing are short and to the point, yet creative enough to engage viewers.
2. You forgot to include a call-to-action.
Video communications programs will not be as effective without a clear call-to-action, some call these hyperlinks or URLs. In fact, the call-to-action may be one of the most important elements of marketing with video. Let your audience know what you expect of them at the end of the clip. Do you want them to call or visit the website? Maybe you want them to click on a link. Don’t leave your audience confused about what you want them to do.
3. You did not provide enough incentive for viewers to act.
People love information, but they love incentives even more. If you really want to engage a potential customer, include a promotion from which he or she can benefit. HINT: A promotional code included in the material encourages customers to act quickly.
4. You overloaded the video with your brand image.
It is very important to include your brand somewhere within the video. A watermark or logo somewhere in the corner will do. If you overload the video communications with overt branding, it can turn off customers very quickly. You don’t want them to feel as though they are watching one big, long, and boring infomercial. For B2B video communications, consider developing an “explainer” video. Explainer videos provide an excellent opportunity to establish a bond of trust between your organization and viewers.
5. Your video was poorly edited or not edited at all.
A poorly made movie is something that no one wants to sit through. It is the same with your marketing content. Make sure you preview what you have made at least twice to catch mistakes. If you can’t sit through it at least two times, how can you expect your audience to do the same?
6. You didn’t share it on a popular social networking website.
You can have the most amazing video that people will ever see, but you negate the benefits of video communications if viewers can’t watch the content. Connect to several popular social networking sites to get your marketing campaign noticed. Signing up with just one social networking site may not be enough. Also, create content that entices social media participants to share the videos within their own networks. From a social media marketing perspective, video drives twice the audience engagement that static content shares.
7. Your content was simply not interesting.
If your web video production is boring or offensive, you can actually hurt your company image and brand. Make sure your video content is engaging, genuine, and even funny. If people believe in what you are saying, they will be more likely to connect with you and like you. This will get them interested in what you have to say. And, who doesn’t like to laugh?
8. You expected success overnight.
If you have not given your web video marketing plan time to work, then you need to take a step back and look at the big picture. Most success does not happen overnight. Give the plan time to work. If you have made everything the best that it can be and continue to promote you plan, you will start to see results after a little bit of time.
If you still feel like you haven’t got a clue as to how to properly make an engaging and successful video communications program for your business, then contact professionals who know how to get things going for you. They know exactly what to do and how to get your brand name noticed. Just don’t give up on your marketing plans for success.