August 28, 2014
There are a few common mistakes that happen with video marketing online, mostly due to misconceptions about how to approach and execute video marketing strategies.
If you’re looking to begin using video, but you’re a little unsure based on what you’ve heard, read on! I’ve listed some of the common myths and mistakes, along with how you can avoid them.
The one and done approach
Like any other marketing venture, results aren’t going to be instantaneous when you’re working with video. If you hear that video performs well for brands, big and small, alike, and your first thought is that it’s going to be easy, or a quick way to improve your numbers, you’re already getting off track.
Video does drive results, but that doesn’t mean you can post one video and wait for them to roll in. Video requires a strategy that you can stick with, a plan that understands what you’re audience is going to want to watch and share. Without relevant content, your video is going to fail to engage and perform in the way that you’re hoping. And it’s going to take more than one video.
When you’re thinking about integrating video into your strategy, the good news is that you have a lot of options. Do you want give viewers a behind the scenes peek into the day to day goings on with your team? Are you going to take frequently asked questions and answer them in an informative video series? Maybe a little of both?
The key thing to remember is that the best video is relevant and gives your brand a human touch. Viewers want to be informed, but they also want to see who’s behind the brand that they’ve decided to trust.
Measuring the wrong results
There’s a lot of hype surrounding Likes and shares, which makes sense if what’s happening on social media is also reflected in concrete results. If you have video that’s performing well in terms of being viewed, even shared, but you aren’t seeing an increase in leads, or whatever overall goal you’ve set isn’t being met, a few things could be going on.
If viewers are tuning in and enjoying what you’re putting out there, but you’re not hitting your goals, there’s a good chance that your call to action needs work. Each video you’re posting needs to include links to relevant pages, including your blog or website, as well as direct action that your viewer can take. If you’re rolling out a new feature and want to highlight it, include how they can get in on it. If your blog is in need of more traffic, include a question at the end of the video that directs them to your blog, where they can leave a comment, or take part in a survey that has some sort of incentive.
In order to get the most out of video, you need to have concrete goals, and ways to achieve them. Social media is booming, and it can be a huge deal in the success of your brand, but an increase in Likes and shares is pretty meaningless if it doesn’t correspond to actual change, which is what you need to be weighing and analyzing.
One or the other: Social media or video marketing
There’s a lot of talk about whether focus should be on video marketing or social media marketing. It’s an important conversation to be had, especially when we’re talking about how to allocate marketing budgets, and where our efforts should be going.
It’s also important to note that simplifying the conversation in terms of choosing one or the other isn’t realistic. Any marketing plan, whether your brand is just starting out or one of the bigger guys, is going to be constructed based on your wants and needs, and how you can reach people in a way that just makes sense. This also means that it doesn’t have to come down to one or the other.
We know that social media can do amazing things for brands that are smart about their engagement, but that doesn’t mean that video should be excluded. Or vice versa! It means that any advice or strategy isn’t going to be one size fits all. You’re going to have to come together with your team to figure out what’s going to get you closer to meeting your goals. More often than not, that means taking on a blended strategy, with both elements at play, rather than choosing between the two.