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5 Common Video Marketing Mistakes and How to Avoid Them

With ever-shrinking attention spans and hundreds of hours of free video uploaded every minute, it’s not hard to see why video marketing is important in 2020.In fact, 92% of marketers who use video say that it’s an important part of their marketing strategy, up 14 percent in 5 years. But the truth is, video is an investment. And without a solid go-to-market video plan, you could be missing out on a full return. To help you avoid that, we’ve broken down five of the most common mistakes we see companies make in their video marketing:

You stepped outside your area of expertise

As you may have noticed, Google knows you pretty well. Like, better than your mom at this point. In exchange for 50 percent more internet this past month, we’ve collectively signed our souls over to our robot overlords

 

 So, trying to rank your thought leadership webinar on your “Proven LinkedIn Lead-Gen Secrets” when you have no history of selling LinkedIn services and recently typed “how can I get more leads on LinkedIn” is not going to fool any search engine. Not even Bing.

Google knows who the real experts are in certain spaces and it rewards content taught by credible sources.

TL;DR: Stick with what you know— it will strengthen credibility in your brand and increase your chances of getting ranked.  

You got too cutesy with your title

It happens to the best of us. You got a little carried away (or squeezed for time) with your video title, and now you can’t find it even if you wanted to. Before hiring a video company, it’s helpful to get crystal clear on the answer to this question: “What question will this video answer?” Then, when people are actively asking that question, you’re more likely to show up at the top. That said, gone are the days where keywords alone will keep you ranked. 

TL;DR: Use the headline to tell viewers what they can expect to see in your video. And then deliver. 

Your script didn’t land

Maybe you outsourced to Fiverr. Perhaps you went off the product engineer’s notes. At any rate,the result wasn’t great. 

As we mentioned in our previous blog, there’s an art and a science to writing a compelling script. Some scripts attract viewers but not customers, others bombard viewers with facts but skimp out on the fun.While writing 60-seconds worth of content may sound simple, it’s an uphill battle. Remember, you first need to convince your audience to care. If they don’t know you, chances are they don’t care about the history of your company.Instead, focus on what problem your company solves for your audience. Relatability and simplicity are both key in video marketing.  

If you’re unsure how to get started with your video script, check out our go-to script-writing template. Then, get in some reps with Harmon Brothers’ 14-Day Script Challenge (free if you agree to social distancing). They’re video course will walk you through the exact process, start to finish. Of course, going back to the whole experts thing, you may find that hiring an agency to take care of script writing makes more sense for your company. We’re happy to help you take one more thing off your plate. 

 

TL:DR: The story is key. Invest the time into writing a (true) story that sells, or hire an expert. 

The production quality was low

Your video is an extension of your brand. If it feels low-quality, viewers may assume your services are low quality. It’s not their fault. It’s just human nature. We tend to judge books by their covers.Or, in 2020, their video thumbnail. So, one bad marketing video can be worse than several mediocre ones.

There’s a place for DIY videos, even in business. But you’ve got to be strategic about which videos to do in house and which to outsource. Think, “what kind of clients do I want to attract with these videos?” and “What do I expect them to pay for my services?”

 

TL:DR: Nothing turns people off like pixels and cheesy animations. Especially high-end clients. 

 

You’re not targeting the right keywords

Choosing the wrong keywords could mean two things: either you didn’t start with a keyword strategy or you have a long list of keywords, but you’re not sure how to prioritize them. 

If you own or work for a small brick and mortar business, we recommend targeting locally branded terms. These are much more likely to make it into the top rankings and will attract the right audience — neighbors within walking distance. Well, if you happen to live in a walking city that is. We Houstonians will still have to commute. 

A free, easy way to get started with keyword research for your marketing video is by typing in your topic to YouTube and taking note of all the suggested phrases. These will not only help you hone in on a specific topic (videos often try to cover too much in too little time), it will also help you know what words and phrases people search for most often.

 

TL:DR: If you need your video to rank, you’ll want to do some keyword research before starting your video project. 

 

There’s a lot that goes into making a good marketing video. More than five things in fact.  Then there’s all the other junk you have to do to promote it. 

Whether you’re a marketing manager, content creator, or entrepreneur, we’re here to help you get the most out of every marketing video. Reach out if you’ve got marketing questions or just want to talk Lord of the Rings. We’re happy to help steer you in the right direction. 

 


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