When done the right way, video marketing is effective for marketers and beneficial to customers. When NOT done the right way, the results are severely lacking and may even be detrimental to your business. Don’t fall victim to ineffective video marketing:
1) Creating videos for the purpose of keyword stuffing – Some businesses think that they’re being super clever when they film and upload (essentially) the same video but only swap out a keyword or city. Think keyword stuffing written content translated into video.
This tactic isn’t worth it and even if the video does rank well, the likeliness that someone will convert from seeing that spammy video is slim to none. When it comes to video marketing, do it right or don’t do it at all! People over search engines, always!
2) Expecting to imitate success – Let’s say that you’ve read an article that discusses how a certain business experienced an 80% increase in conversions because they’ve started to include video in their email blasts. Naturally, your business would like to recreate that success… so you also add videos in your newsletters.
The ineffective video marketer would automatically expect the same results, just because they’ve jumped on the video bandwagon! In reality, videos are different across all industries and you can’t expect the same results for all businesses. It pays to do the research beforehand and track your progress as you go along, so that you can learn how/when/why your video marketing is working.
3) Videos are not reaching the intended audience – Bookmarking social sites and link submissions to hundreds or thousands of directories is no longer a viable tactic in SEO. Along that same line, video submissions to irrelevant, untrustworthy or low visit video websites are not worth your time. If an SEO company ever tries to bring this up as a selling point, please think twice before going with them! A video is not effective unless it reaches a business’ intended target on: the website, (active) social profiles, and email campaigns. Sites that are not appropriate to most businesses: MySpace, joke sites and other low quality video websites.
4) Making a video too long or too short – Depending on your business and industry, the ideal length of a video will vary. An intro video for your website will probably be shorter than an in-depth video on how to solve a specific problem.
Also, a video that is too short implies that it just a “teaser” in that you will have to go somewhere else, sign up, or download something to get the “real” answer. Although this is good click-bait tactic, it doesn’t really work in terms of conversions. A video that is too long can drag on or imply that you don’t have the skills or budget to properly edit the most effective parts of an informative video. Luckily with YouTube stats, you can get a good idea on where viewers start to drop off.
5) Spending too much or little (price wise) – Video production can be expensive but there are ways to make it work on a budget… without it looking like you’re on a budget. Do your research beforehand and take a look at competitor prices and what they offer. Video marketing is a long term investment and when done correctly and well, the assets will be able to be used for years to come.
6) Utilizing the wrong ad formats – Video marketing can give your business great exposure. Pre-roll ads can be a great way for your videos to get exposure. But in most cases, it is spending unnecessary money while bringing in clicks from users who leave the site quickly and visit 0 or very few additional pages. Don’t get scammed into buying video or page views to get some quick hits on your video or website. There are long term actions that may seem beneficial to videos in the short run, but can bring down your site as a whole, with increasing bounce rates and decreasing on-site time in the long run.
7) Not planning ahead – Lights, camera, action! That’s all you need, right? Actually, effective video marketing requires much more. Some people may think that they will just “go with the flow” when video day comes along so that they’ll be more “natural” on camera. But just like any other piece of content, you should plan and outline a script in order to make sure that it accurately contains the message you want to convey. You want to make sure that your video is useful and it answers what you say it will answer. Planning should cover all your bases.
If you’re ready to take the next step towards effective video marketing, take a look at our video production and marketing services here: https://www.emarketed.com/website-video-marketing and call us today for a free consultation.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.