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.
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.
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.
Since 2003, our tools have helped the top North American financial institutions, including wealth, banking, and insurance, to create empowering and competitive digital financial experiences. We’re revitalizing financial tools and services to help your customers make active financial decisions with absolute confidence in your products.
Len Smofsky is Executive Vice-President of BlueRush – a leading digital services and solutions company. Len leads the Individeo™ team of personalized video specialists and strategists, with a focus on personalizing the customer journey.