Video Marketing – 10 Do’s and Don’t You Should Know
10 do’s you have to apply in Video Marketing
Some of the things that you can implement when using this powerful tool to grow your business are the following:
Use a professional service
It is extremely important to pay close attention to having great quality content in your video. It reflects your brand and engages your audience.
You can look for someone with the experience and skills necessary to capture professional footage for creating a visually interesting production.
Low-quality video will not communicate your message very well and risks discouraging your target audience.
Use online video platforms
One mistake some people starting in the business make is to place a video in one simple location, such as on your business website.
You should upload your video to sharing sites such as YouTube and Vimeo to gain maximum exposure.
Find a platform offering analytical reports in order to measure the efficiency of your campaigns and help you understand your audience demographics.
Use social media
You can link your videos from your online video platform to popular social media sites, such as Twitter, Google+, Facebook, LinkedIn, and others.
This is a great way to increase the exposure of your publishing and helps to engage with your audience, because it allows your fans to share it within their networks.
Create an interesting script
People care more about their own problems and what you can do to solve them than about your company’s history. Your content is to give your audience something useful to take away.
While creating your video, consider your target audience and include the most important points that would be of interest to them.
What product or service are you providing? How can this product or service help your audience? These are questions you definitely need to answer in your script.
A boring script will most likely make your audience lose interest.
Have a call to action
One common mistake is to leave out a call to action after you have gotten your audience’s attention. Always let them know what step they should take after watching the video.
As you create your video content, make sure it includes a clear call to action. For example, close your blog posts with a question that can bring to mind a comment or question.
In case you get positive feedback about any particular aspect of the content, you can use it again in the future.
Remind your customers to sign up for your emails in order to send them all updates, news about your service, and free content.
Be transparent and authentic
Always be transparent and as authentic as you can when communicating your message on a video.
Express your message with honesty and passion through the video. You can pick topics that had done well in the past in a different format, or topics that other people are not currently speaking about, just remember to keep it authentic.
Create video tutorials
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Video tutorials are a great way to create content that is certainly going to be searched for.
People love the visuals that a step-by-step video can offer. If you have a computer and a webcam, then you are all set to create video tutorials that include your screen.
There are several instruments available whether online or offline. As online tools, you have Flixpress, PowToon, and GoAnimate, and for offline, there are Camtasia, Explaindio, and VideoMakerFX.
Use video to respond to your customers
If one or more customers create a video, whether to highlight your product or to criticize it, it is the perfect opportunity to engage in the conversation.
It is a way to attract more traffic and create more conversations about the same topic, which is your video content.
In this case, you need to move quickly and be creative in how you provide your response.
Demonstrate how to use your product
If you are launching software products, you can use screencasts to show people how to use your product by focusing on the interface. People love step-by-step teaching and this is your opportunity to reach them. Professional marketing videos sell your vision, and screencasts make your customers feel you are there with them for every step.
Invest in SEO
If you do it correctly, your video can send your content to the top of search engines.
In order to achieve success in this niche, you need to do more than just embed a YouTube video on the homepage of your website. You must pay close attention to the title, tags, description, and other features of your video, and invest in a good video hosting service.
Whether you are new to video marketing or simply looking to refresh your strategy, a video marketing firm can get you on the right path.
10 don’ts you have to avoid in Video Marketing
As useful and as popular as Video Marketing is, there is a chance of having some problems when not used properly.
Incorrectly using it may have consequences that can be dangerous for your business or simply make your customers feel uncomfortable. Here, I show you 10 things you should not do:
Don’t make your video too long
Keep it short and simple. It is proven that audience engagement drops after 30 seconds, particularly if customers are not familiar with your brand. Your aim should be to make a maximum impact in a minimum amount of time.
It is essential to communicate your message quickly, otherwise, there is the risk that people won’t watch it all the way through.
Don’t Use jargon
Your goal should be to get your video shared by as many people as possible. Keep the language simple and avoid unnecessary terminology, because it may turn off your audience.
Keep in mind that your video content must reach as many people as possible in your target audience.
Don’t forget to assess results
It is important to measure the results of your video, as with any other marketing activity.
This helps you understand what content works well and what platforms are the most effective, so that you can focus your time and attention in the right places.
Don’t make it too informative
It is important that your video does not contain too much information about your company because you could confuse your audience.
The video content needs to contain the most important points about your business. A lengthy marketing video filled with too much information will likely be ineffective with customers.
Don’t ignore aesthetics
There is no need for a Hollywood production, but remember that quality is related to credibility. Don’t forget that your name is at stake here.
Don’t shamelessly self-promote
Avoid posting videos that do nothing but talk about how great your company is. Share your value instead.
Use content that people will likely share on social media, like testimonials of satisfied customers, scenes of your customers behind the scenes, or offer free advice about your business.
Don’t focus too much on going viral
Every business seems to treasure the idea of their video “going viral” but, often, too much energy is placed on achieving this, even when it doesn’t make sense commercially.
Hits or video views are often used to measure success but, from a marketing point of view, this is a poor way to define success.
A well-targeted video could see just 5,000 hits and bring in $10,000, while some other video could rack up millions of hits but only bring in $1,000.
Also, you must consider whether a viral video would suit your business. For example, a video produced for a small-town automobile repair shop is unlikely to lead to an influx of business, even if people around the globe see it.
Don’t express a confusing concept
Not all online videos are as straightforward as they should be, and sometimes videos revolve around a specific concept. It is important that this concept is clear and does not confuse your audience.
Some of the most moneymaking online ads have revolved around a central, simple concept that is effectively linked to a brand.
If you are running a global distribution company, a “cute cat” video will only confuse people and most likely will not promote your company as expected.
Aim to create an effective concept. Make sure the concept relates to your business in an easy-to-understand way.
Don’t sell too soon
Online video is certainly an excellent sales tool, but starting out with a sales pitch video can be shortsighted.
It is essential that you first aim to establish trust, add value and build your likeability factor, and a video is a great way for achieving this.
The fundamental and most important factor is to establish trust first. As soon as you have gained some reputation with your videos, then you can go for the sale.
You need to earn their trust just like when using any other marketing tool.
Don’t post and pray
When people are starting in this business, sometimes they think that once the video is done, their work is done, when in fact, it is just beginning.
Don’t bet on the “post and pray” strategy, which is not actually a strategy at all. Some people simply upload their video to YouTube or their own website and wait for the views to magically appear.
It is more reasonable to believe that unless you effectively promote your video, the likes and shares will not come.
You need to create a marketing plan for every video and determine how you are going to get the best possible reach out of it.
One tactic is to get your video on to as many platforms as possible. You can start with YouTube, and then share your video to Google+, Twitter, Facebook, LinkedIn, and others. Keep in mind that more exposure means more views.