April 12, 2019 | By:

4 Video Marketing Mistakes You Should Avoid

It has been proven time and again that videos are immensely powerful marketing tools. In fact, statistics show that marketers receive 66% more qualified leads per year through video marketing and that 88% of marketers are satisfied with the ROI of their video marketing efforts.

However, video marketing is only as powerful as how you execute your strategy. To help you get your video marketing strategy right, here’s a list of the common mistakes businesses commit when working with videos and some tips on how to fix them.

1. Not focusing on a single message

One of the most common mistakes marketers do is to jam-pack as many messages as they can in a single video: talking about their new product, their company culture, their rewards program, and more. This often leads to a longer video that your customers will end up not watching till the end.

How to fix: Narrow down your focus. Create separate videos for each brand message you wish to market. Deliver a single message for each video so that your customers will know exactly what you want to say and what they are getting. It’s also essential to add a call to action at the end of your video to guide customers to the next steps (for example, visit your website, follow your social channels, etc.).

2. Not branding your video

Many times, marketers get so wrapped up in delivering their message that incorporating branding elements to the video is often overlooked. Your efforts would be futile if customers can recall the message in the video but can’t remember your company name.

How to fix: Brand recognition is best achieved by designing your video with your brand identity and theme in mind. This includes using your color palettes and fonts, placing your logo, and including your website URL and/or contact information especially at the beginning and end of your video.

3. Neglecting SEO

One of the reasons why brand videos don’t get the exposure they deserve is that marketers simply neglect SEO. Merely posting your videos on YouTube or other social platforms isn’t enough; you need to apply specific SEO techniques to optimize the online visibility of your videos and to rank better in search engine results.

How to fix: Start with your video title. Use relevant keyword phrases that your customers are more than likely to use when searching for your business. Next, include metadata such as the video description, meta tags, copyright information, and more. Additionally, if you’re hosting your video on your website, it’s a good idea to submit a video sitemap to search engines. For more information, you can refer to Google’s video best practices here.

4. Creating poor-quality videos

Another mistake that many businesses are guilty of is creating videos that are not on par with industry standards. Studies have shown that 62% of customers will have a negative image about your brand if you publish videos of poor quality—after all, your videos are a reflection of your brand in the eyes of customers.

How to fix: Invest in basic video equipment such as a DSLR, microphone, lighting, and video editing software. However, if resources do not permit or if you’re not confident with your video-making skills, it’s best to hire a professional. When hiring, do your due diligence and find an agency who truly understands your needs and have the professional experience and know-how.

In conclusion

When done properly, video marketing can be instrumental in growing your business. With that said, it’s important to carefully plan and execute your video marketing strategy to achieve the best results.

If you want to know more about video marketing, or if you need help with any of your video production and digital marketing needs, Ilfusion has the experience and resources to help you. Give us a call at 888-420-5115, or send us an email to creative@ilfusion.com.

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