There are over 244.4 million digital video viewers in the United States and the demand is increasing. According to a HubSpot report, 54% of consumers want to see more videos from a business or brand they support. Since the Covid 19 pandemic hit, the popularity of videos has grown further. Given the huge increase in popularity and demand for videos, it is no surprise that more and more businesses are now striving to include videos in their digital marketing strategy. However, regardless of how popular videos are, not every business succeeds with video marketing.
You need a concrete strategy and a lot of creativity to make video marketing work for you. Watch out for these video marketing mistakes that can hurt your conversions:
Not planning the video marketing strategy well
You cannot simply jump into video marketing without a plan at hand. Before you create your first video, you should define your goals otherwise the whole exercise would prove futile. Once you have defined the goals, you will be able to determine what type of video would best serve the purpose. Do not make a video just to make a video. The aim should be to achieve a business objective with the video. This may include greater exposure, improve customer education, increase online engagement, increase leads, improved lead nurturing, and many more.
Not keeping it short
8 seconds is what media analysts and data scientists believe is now the average consumer attention span. No wonder only 37% of the viewers watch videos to the end. So, the key to effective video marketing lies in keeping it short and crisp. You may be tempted to include a lot of content in your videos but it will do more harm than good. Ideally, one should not go beyond 2 minutes. In fact, the shorter, the better. However, in case of a webinar, demo, or something similar, you can definitely make it longer. The optimal length depends on what you are creating and what the purpose is. As a rule of thumb, you should get to the point within the first half a minute to keep the audience engaged.
Not keeping audience searches in mind
Quite often, businesses create videos based on what they think their audience want and likes. They do not pay attention to what actually their ideal customers are searching for. For this reason, their videos are not discovered online. It is important to conduct keyword research to find out what your target audience is typing in the search bar and then create videos based on these keywords. This will increase the likelihood of your videos showing up in the search results.
While the ultimate goal of every video is to sell something, we should not make it too obvious. When you create a video that contains a lot of promotional content, people will not watch it. By being too aggressive with selling, you may do more harm and lose your customers. The focus should be on engaging the audience and everything else will follow.
Expecting too much from a single video
A lot goes into making a good video. Even if your video goes viral, you cannot expect it to achieve too many goals for you. Each piece of video content you create should accomplish a specific goal for you. A single video cannot help you gain new subscribers, generate leads, drive traffic to your website, and increase sales. Create each video with a specific goal in mind.
If you too want to use video marketing to increase your reach, boost sales, and drive business growth, get in touch with our team now.