Biggest Mistakes to Avoid in Video Marketing Part 2
At first glance, video marketing can seem very easy and straightforward. You simply craft a message, play a catchy tune, and bam, instant video success! The truth is it can be a very difficult task to keep your audience engaged and focused. If you’re venturing into the jungle that is video marketing in search of new audiences, be warned there are a few unforeseen challenges to overcome.
Expecting Instant Results
Expecting a new initiative to drive instant results not only a mistake in video marketing, but in any marketing tactic. Most marketing campaigns take time to gain momentum and produce a return, so this is rarely the case, and video is no exception. “Viral video” success is rarely due to random luck. Typically, the brand or individual behind the campaign has a strategy for distributing and spreading their video. Even if you do not have a large online following, a sustained and persistent video effort can still yield great results. Results come as visitors to your website watch, share, and return to see your new, engaging videos. To avoid this mistake, realize that video marketing is an ongoing effort, that will yield results over time. Overnight video marketing successes rarely happen, and when they do they are most likely the result of planning, strategizing, and a bit of luck, not to mention they are often very short-lived and lack sustained longevity. Instead of betting on luck, realize that creating great promotional content for your business is a marathon and not a sprint.
Choosing the wrong video partner
Yes, your neighbors’ son just bought a camera, or your niece is in her first year in undergrad film school. Selecting a video partner that lacks the resources, knowledge, and industry experience needed to deliver a premier quality video is the # 1 mistake that businesses make in video marketing. It’s unfortunate, but your viewers and potential customers are going to be critical and judgmental of you by the quality of your video (bad video = bad business). This can directly affect not only your brand, but also your success. Although video can be created by anyone with a smartphone, one big mistake that business owners make is putting a video online that is a poor representation of their brand and business. It is important for businesses to work with video production partners who are not just familiar with their industry, but also excel in it. To avoid this mistake, ask yourself: Do I have the time, resources, and expertise necessary to attempt producing a video myself? If I choose to partner with a video production company, are they professionals and have produced videos that best reflects my vision? Talent, drive, and creativity can only take you so far when it comes to making a good video. Eventually, though, you’re going to have to open your pocket-book. Because when it comes to art in general, and video in particular, you get what you pay for.