Video Marketing: 10 Things You Really Shouldn't Do

Video Marketing is an awesome way to boost your business but if it isn’t done right it can be bad for your reputation and make your customers feel uncomfortable. 

Here are 10 things you really shouldn’t do in order to get it right:

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’s essential to communicate your message quickly, otherwise, there’s the risk that people won’t watch it all the way through.

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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’s 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.

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Don’t make it too informative
It’s important that your video doesn’t 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.

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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 car repair shop is unlikely to lead to an influx of business, even if people around the globe see it.

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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’s important that this concept is clear and doesn’t 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’s 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.

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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’s 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’s 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. 

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Keep in mind that more exposure means more views.

To Your Success!
Lindsey
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www.digital-duchess.com