Are you guilty of these 5 video marketing mistakes?
If you think it's okay to make a mistake every now and then...
At least from a video marketing perspective.
Videos are incredibly popular with consumers. In fact, when it comes to finding out more about your brand, 79% of consumers would rather watch a video than read text on a page. In this sense, videos almost act like a 'first impression' for your brand -- and we all know the famous saying:
"You NEVER get a second chance to make a great first impression."
In this article, I'll go through 5 of the most common video marketing mistakes and how to rectify them, so you can achieve maximum results going forward.
1. You're Hung Up on Video Length
When you're being bombarded with horror stories like:
"People have a shorter attention span than goldfish!"
"If we don't grab the viewer's attention in five seconds, we'll lose them!"
It can be easy to get hung up on length. But while it is true that attention spans are shrinking and skip buttons are our worst nightmare, length is only one factor of the whole video creation process.
If you focus too much on the length of your video, you're going to end up compromising the message - and there's really no need! According to a huge study by Wistia, engagement is pretty steady up to 2 minutes. This means that a 90 second video is just as capable of holding a viewer's attention as a 30 second video.
Find this hard to believe?
Here is an example of a "long" brand video that demands attention:
This video works because it instantly grips viewers with a story, without being conscious of cramming everything into an allotted number of seconds. It uses real people and the content is thought-provoking, triggering emotions that everyone feels at some point. This is what makes it so engaging. And, at the end of the day, there's only one thing your video really needs to be: engaging.
If you can make your video informative and enjoyable to watch, then it won't matter whether your video is 30 seconds long or 90 seconds long.
2. You Don't Think About The Buyer Journey
If you've heard the buyer journey referred to before, you might remember that there are 3 stages: awareness, consideration, and decision. (I would argue that there is a 4th stage, but more on that later!)
Each stage of the buyer journey is home to a different group of people -- and the content you put in front of them should be sensitive to that fact. Video is an excellent tool for intriguing people at the awareness stage, persuading people at the consideration stage, and selling to people at the decision stage.
It would be pretty difficult to create one video to perfectly cover all three stages. So, let's take a look at the different types of videos you should use at each stage of the buyer journey:
When people are just becoming aware of your brand, they will be looking for the basics of what you do and who you are. At this stage in the buyer journey, you should make short, engaging videos that you can promote on social media - you know, the place where consumers spend MOST of their time online!
Here's an example from make-up brand, Benefit:
This video works because it's short and simple. Almost half of the video showcases the product, and the other half is the brand's logo - that's it!
So, people are aware of you. They know who you are and what you do. Next, they need to consider doing business with you. The best type of video for this would be an explainer video that is clear about what problems your product or service solves for your customers. The perfect place for this is on the homepage of your website.
Here's an example from digital advertising software, Balihoo:
Image link: www.balihoo.com
This video works because it speaks directly to the viewer and illustrates, in a simple and easy-to-follow style, exactly how the product will solve their problems.
This is it. The moment you've been waiting for - decision time! Video can be a really powerful tool in helping someone to make a purchase decision. The best type of video for this would be a product video (if you sell physical products) or a demo video (if you sell services and software).
Videos like this should be on the product page, ideally placed right next to the 'add to cart' button, and they should highlight the stand-out benefits of your product or service.
Here's an example from electronics store ao.com:
Product videos like this one help customers to make purchase decisions because it is the closest they will get to essentially 'trying' the product before they buy it.
The 4th Stage
Should the buyer journey really end with a decision? After working so hard to turn someone from a stranger into a customer, why let them get away?
In my opinion, the 4th stage of the buyer journey is: excite. Excite your existing customers with great video content that they will feel encouraged to share with their friends. This way, you'll not only create more and more loyal customers, but those loyal customers will also bring lots more people into the awareness stage for you -- and you can start the process all over again!
Here's an exciting example from online gift company, RedBubble:
This video works because it's fun, relatable, and not at all salesy.
3. You Don't Optimize Your Landing Pages
Let me guess...
Someone told you that videos optimize landing pages. So you added a video to yours, but you're seeing zero/zilch/nada improvement.
Well...it's not that easy. Yes, using video on your landing pages can increase conversion rates by an incredible 80%.
You need to make sure you're using it properly. Starting points would be:
- Placing your video above the fold
- Leaving whitespace around the video
- Making share buttons prominent
But you also need to improve the SEO of your landing page. Search engines can't index video as easily as they can with text, so you have to help them find you.
A powerful way to do this is by creating an XML video sitemap and submitting it to Google. To create a video sitemap, you need two things: a Google Search Console account and this sitemap generator.
By following the simple instructions on the sitemap generator you can create a sitemap to add to your Google Search Console account. From there, Google will crawl your page and index your video where it can appear in the universal search results.
4. You Don't Measure ROI
If you don't measure ROI, then you won't know how effective your video marketing efforts are. There are a variety of ways you can measure the success of a video, here are 4 of the best:
1. Comparisons (for video effectiveness)
If you want to find out whether video is truly increasing your conversion rate or not, then you should compare a few pages on your site. Test product pages without video against product pages with video to see which converts best.
2. Turnstiles (for lead capture)
If you want to capture leads through video, then a turnstile is a great way to do this. If you have a Wistia account, you can easily add a turnstile to your video by heading to the 'Video Actions' tab and hitting 'Customize'.
From there, head to 'Timeline Actions' and click 'Add Turnstile'.
Personalise your turnstile, link it up to your email marketing provider, and you're ready to capture leads!
By calculating the value of each lead that comes to you through the turnstile, you can effectively measure the ROI of your video.
3. UTMs (for link tracking)
A UTM tag is a tracking marker affixed to a specific URL. By attaching a UTM tag to the call to action button at the end of your video, you can measure the return on investment for each click.
Just head to the Google Analytics Campaign URL Builder to get started. NB: You will need a Google Analytics account to track your UTMs.
The URL Builder is pretty straight-forward to fill in:
You just enter the URL, the campaign source (the website that the link will appear on), the campaign medium (video), and the campaign name (the title of your video).
From this, a unique UTM tag will be created.
All you have to do is copy it and use it in your video marketing promotions.
4. Analytics (for engagement tracking)
All good video hosting sites offer analytics software that will help you better understand the engagement of your videos. It's important to track engagement metrics, such as reach and watch time, because this can inform your future video marketing strategies to improve ROI going forward.
For more information on this, see the analytics tab of your specific video hosting site. If you're using Wistia, this is under the stats tab at the top of the screen:
If you're using YouTube, click on your account icon and then hit the 'Creator Studio' tab. On the left-hand side, you'll see the analytics tab:
5. You Don't Spend Enough Time on Promotion
There is no point in creating a video without a solid promotion strategy, because without this, your video won't reach enough people to make an impact. When creating any piece of content, be it video or otherwise, you should always create a promotion strategy alongside it. Here are the three core pillars of an amazing promotion strategy:
1. Social Media
Social media is the easiest way to reach a lot of people in a short amount of time. You can promote your video organically by sharing it on your business page and also by adding share buttons to your video player.
For maximum impact, you should also create paid campaigns on Facebook and Twitter. It's pretty straight-forward to do this through both sites. Hit 'Create Ads' and follow the steps to create a video campaign on Facebook:
Similarly, for Twitter, head to the 'Twitter Ads' section under the dropdown menu:
Bonus Tip: Pin your video posts so that they always appear at the top of your social media pages. This is easy to do on both Facebook and Twitter! Here's how:
1. Head to your brand page
2. Choose the post you want to pin
3. Hit the little arrow icon in the top right-hand corner of the post
4. Select 'Pin to Top of Page' from the drop-down menu
1. Head to your brand profile
2. Choose the post you want to pin
3. Click the three dots in the bottom right-hand corner of the post
4. Select 'Pin to your profile page' from the drop-down menu
2. Email Marketing
The people on your email marketing list are the perfect group to promote your video to because they already have an interest in your brand, product, or service. Plus, studies have found that just including the word 'video' in your email subject lines can increase click-through rates by 65%.
A word of advice:
It's always safest NOT to embed videos directly into your emails. This is because not all email clients support video playback. Overlapping a play button icon on a static image is just as effective and can also help drive traffic to your site.
3. Influencer Outreach
The best way to promote your video is to tell people about it! By outreaching to influencers in your industry, you can put your video in front of a wider audience.
Finding influencers is easy. Just head to one of the big social media sites and search for a keyword that relates to your industry. For this example, let's use 'marketing'.
After searching for your keyword, scroll through the results to find influencers to contact -- make sure you hit the 'people' tab:
From here, find a couple of influencers that you can reach out to and ask if they would be open to promoting your video.
The good thing about mistakes is that they can always be rectified. By following the tips and tricks outlined in this article, you should be well on your way to a successful video marketing strategy that you can implement time and time again.