Running a successful video marketing campaign is a science
If you follow a good formula you’ll have a profitable video marketing campaign. If you ignore the proven strategies, you risk killing the success of your campaign. All to often, video marketers get caught up with one or two aspects of video marketing, maybe focusing on the production while ignoring distribution challenges or vice versa.
But a lot of people fail to realize that running a successful campaign involves paying attention to all the important aspects of video marketing. Let’s run through some of the most common mistakes people make when marketing their product or service with video.
Making Just A Single Video
I know that you have heard the expression ‘don’t put all your eggs in one basket’. Making just one video and expecting any kind of significant return is naive. Too many people think that uploading a video introducing their company, product or service is sufficient. This may be the case if you’re trying to rank for very specific long-tail keywords in the SERPS but if you are trying to get your brand name out there and build relationships, you need to create a lot more than one video.
And here’s why.
Typically, when a video goes viral, it is not the first the company or individual has produced. In fact, it may be one of many videos that have been attracting a following over time. To be successful in video marketing you need to use your video to establish a connection with your target audience who will then support your content, often sending if viral. To build up this relationship takes time and lots of videos!
Bad Timing
Often you’ll make a video to promote a product launch, live event, trade show or presentation. However, timing is everything and too often video promotion campaigns are not launched in time to allow a significant build up and lead in to the event they promote.
Videos are best use to get people talking, sharing and generally excited about an event. Typically companies and individuals will spend too much time promoting the video after the event when all of the buzz has died down. Promoting after the fact is a big mistake. Be sure to spend more time on video promotion leading up to a key event and not rely solely on post launch promotion.
No Call To Action
Never assume that your viewers will spontaneously take the action you want to trigger from your video content. Video viewers are easily distracted, have short attention spans and will forget about you very quickly as soon as the play buttons stops. They won’t seek out your website or opt-in to your email list … unless you tell them to do so.
Without an explicit call to action in your video content, your campaign is likely to bomb. Use explicit directions inviting users to take action. Better still, offer incentives such a promo codes, contests and teasers to engage them and pull them into your funnel.
Neglecting Social Media
The whole point of producing a video is to generate buzz around you and your content. The best way to do this is with social media. Social media should be an integral part of your video marketing strategy.
Used effectively, it can be a powerful force that will drive viewers to your videos and can often be responsible for content going viral. Sharing your YouTube content on Facebook and Twitter couldn’t be easier now. YouTube even now offers the ability to have new video notifications updated instantly to your Facebook and Twitter accounts.
Lazy Tagging & Descriptions
It is vitally important that you tag your videos with keywords that are relevant to the content. This is critical to your video being found on line by the audience you are targeting. Don’t be tempted to steal a ride on popular, in-demand keywords. Ultimately this will harm your campaign. Users who expect one type of content (indicated in tags) but find the content is unrelated are very unforgiving.
Make sure your tags and descriptions are true to your content. In this way, you’ll receive far more targeted traffic who could potentially be loyal followers. Loyal followers share content and you could generate more video views in this way than you could from spam-my tags
Regards,
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{ 1 comment… read it below or add one }
Very good information! I tell my clients that one video just isn’t going to do it. The funny part is that some of them think the video is the only thing they should do. Well just like sending one piece of mail or one advertisement in a paper, it just isn’t enough