CAREER ADVANCEMENT / AUG. 28, 2014
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How to Avoid Video Marketing Blunders

Many businesses nowadays use videos as part of their overall marketing strategy. When done properly, videos can be very effective for promoting a business, product or service. However, many video marketers are prone to making blunders which end up having a detrimental effect on their business’ reputation and sales.

Here are some of the common video marketing mistakes you need to look out for:

1. Failing to brand properly

Videos can be very effective tools for increasing awareness about your brand. Therefore, you need to ensure that all your videos are branded appropriately. Use language, imagery, fonts and colors that are related to your brand. Even when making videos which are not directly related to your business, be sure to include your logo so viewers will know who created it.

2. Settling for poor quality

When the budget is tight and time is running out, many people settle for low quality videos. This is a big mistake. When it comes to creating a first impression, videos are very important. Releasing a video of poor quality is likely to leave prospects with a negative impression of your business. This will lower your chances of turning them into customers. Therefore, you need to ensure that all aspects of your video, whether it’s voiceovers, animations or graphics, are done as professionally as possible.  

3. Using sound and music without authorization

Sound effects and music can help make your videos more vibrant and engaging. However, don’t make the mistake of using music on your video without legal permission. Doing so might result in a lawsuit which will cost you dearly. The good news is that there are several sites on the internet that offer royalty-free music. This includes royaltyfreemusic.com, premiumbeat.com, purple-planet.com and audiojungle.net.  

4. Failing to address your target audience

In an attempt to get their message out there fast, many marketers create videos that are targeted at no one in particular. However, though the message might reach many, it might only resonate with a few. Before creating your video, you need to identify who your target market is. This will enable you to tailor your message for that particular audience, thus enhancing your effectiveness. If you don’t have the expertise required, it would be advisable to hire the services of a professional copywriter or studio.

5. Failing to add a call-to-action

By the time viewers get to the end of your video, they should know exactly what you’d want them to do. However, many marketers fail to include a call-to-action in their videos. When creating your video, don’t forget to tell your viewers what they should do next. This could be joining your mailing list, visiting your site or downloading an eBook.

6. Making it too lengthy

Even if your video is very exciting, most people will only watch it for a few minutes before getting bored. If your viewers click away before getting to the end of the video, they might miss the call-to-action. Therefore, you need to find a way of communicating the features and benefits of your product concisely. Preferably, your video should not be longer than 3 minutes.

Avoiding the mistakes above will enhance your chances of success with video marketing. With a little research and patience, you will gradually improve your video marketing skills.

Image: Flickr, Rego Korosi

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