With more and more people watching videos nowadays, the importance of including videos in your overall marketing strategy has become a necessity. A few years back, they predicted that in 2019, 80% of all web traffic will be video.
This means failure to deliver video content to your target audience can translate to less traffic and even lesser leads coming your way. Of course, nobody wants that. However, while a “just do it” attitude is always welcome, some people choose to be daring and spontaneous.
While spontaneity is a good thing, it can sometimes result to a mistake (or two!). For those who are not expects in video marketing, it’s easy to make a few missteps every now and then. This article aims to help you become aware of those mistakes so you can easily avoid them.
Mistake Number 1
Making the video all about you and your brand
Those who are ardent video watchers can attest to this. You watch a video on YouTube which is more a sales pitch than an actual story. What do most viewers do? Most likely, tune it out and take mental note not to watch any video from that brand again.
When you make your video all about you, you make it very easy for your viewers to lose interest. When you lose people’s attention and interest, you’re also losing a prospect or a potential lead.
What You Should Do
Create videos targeting each stage of the buyer’s journey
Take a step back and look at examine your buyer personas and the buyer’s journey. What are some of the possible questions they want an answer to? What are their pain points? What are the things they want to resolve with the help of your brand?
Like any content you create, your videos should be designed to guide your leads through their journey towards eventually purchasing your products or service. For example, if you want to create a video for awareness, you should create a video educating people about your product or service.
If people are in the “consideration” stage, they are doing research on the possible products, services, or brands that can address their issues. Consider this the best time to dish out videos that showcase why your product, service, or brand is way better than your competitors.
Lastly, when they are already in the “decision” stage, creating tutorials, product demos, and testimonials is considered ideal.
Mistake Number 2
Forgetting about search engine optimization (SEO)
Search engine optimization is not in any way connected to video marketing, right? Wrong! This might not be common knowledge but having a strong SEO strategy for your video is crucial.
In line with this, you can help ensure people can easily find your videos by keeping SEO basics in mind when creating descriptions and titles for your videos. You also need to make sure that when people are looking for a solution to their problems, they can easily find your videos.
If you leave out SEO around your video content, there is a high probability you’ll get buried in all the noise of the internet and your potential buyers will never be able to find you.
What You Should Do
While search engines can’t fully digest every word of your video, it does not mean you have no way of optimizing your videos for the search engines. For instance, when deciding on the title or description for your video, think of possible search terms it can be found under.
Also, it would be a good idea to create a video sitemap. It would be an excellent way to let Google (and other search engines) know where your videos live and what they are talking about.
When looking for titles and descriptions, use YouTube’s auto-suggest results. Start by searching for a specific term or keyword that’s relevant to your video content and you’ll see the most popular search terms are already auto-filled.
You will also find long-tail options that can help you identify what you should incorporate into your description and title. You might also find great ideas for future videos. Just like written content, long-tail keywords in videos can help drive qualified traffic for keywords that are less competitive.
Mistake Number 3
Going for the hard sell
One of the biggest mistakes brands make when it comes to video marketing is always going in for the hard sell. Videos can be really effective when creating meaningful relationship between leads and brands.
In fact, 90% of users reveal video has helped them in their decision process. However, creating videos for your audience can be counterproductive when you’re constantly pushing people to buy.
Creating videos that people actually want to watch is ideal especially for your prospects that are in the awareness stage. If you stumble upon a similar video on your newsfeed, find out what keeps your attention.
What You Should Do
It is important to keep in mind that in most situations (this is true on most video platforms as well), people don’t want to be sold to. On the contrary, they want to be educated. They are looking for answers to their questions. Some might also want to be entertained.
When creating videos, use it a great way to tell a story. While at it, share knowledge that will resonate with your audience while addressing their interests or pain points. If anything, it is essential to focus on your buyer’s concerns and give answers that are beneficial.
If you have zero experience creating videos, the task can be daunting and overwhelming. Fortunately, we’re here to help. Get in touch with us today and we’ll help you create videos that will take your business to new heights.