10 Reasons Your Video Marketing Strategy Failed (And How to Fix It)
By Ajay Prasad
Everyone loves online videos. People watch them on Facebook, Twitter, Periscope, YouTube, Vimeo and more.
In fact, online videos are so popular and powerful that they increase the click-through rates of emails by anywhere from 200 to 300 percent. Videos on your landing pages create a conversion increase of 80 percent. And 90 percent of people say that product-focused videos help them make better decisions about what to buy.
Yes, everyone loves online videos–so why are your video marketing campaigns failing?
Adding video into your marketing mix can be incredibly effective. But you’ve got to do it right in order to get people to take action, buy and believe in your brand.
If you invested in a video marketing campaign that failed, here’s a look at 10 common reasons that might have happened–and what you can do to prevent them from happening again.
1) Mixed Messages
If the viewer isn’t able to easily follow and connect with the story you’re trying to tell, your video is likely to fail. No one will care if the video is only about you. If your message is targeting everyone, it won’t connect to anyone. Your viewer won’t be able to connect to your message if you are not giving a clear message.
Pro Tip: It all comes down to crafting a high-quality script! The best online videos have a clear message. They clearly and concisely describe a problem, a solution and then add in a little color to keep it compelling.
2) Obscured Objectives
Making an online video simply for the sake of making an online video is a bad idea. If your objectives are not clear–if you can’t succinctly say what you want your video to accomplish, maybe now’s not the best time to launch a video marketing campaign.
Pro Tip: Define your objectives clearly. You should know how the video will help your target audience to solve their problems, what benefits your product or services provide and how will you measure the success of your video campaign.
3) Too Much Talk … and No Call to Action
Do you know what you want people to do once they have finished watching your video?
If you don’t, they probably don’t, either. It’s great to have an awesome script that’s incredibly creative and compelling. But, it’s all for not if there isn’t a call to action.
Pro Tip: Don’t forget to tell viewers to “sign up,” “register,” “call now,” “click here” or do whatever it is you want them to do.
4) It’s an In-house Production
Anything they can do, you can do better, right?
Trying to copy your competitors by producing an in-house video is usually a bad idea. Your video is likely to wind up missing some important elements, looking like a cable access production and just being poorly done.
Pro Tip: Unless you are a video production company, you should probably hire a professional video production company.
5) It’s Too Slick and Sells Too Hard
Your video is just like any other commercial people are already watching on TV. It is only showcasing your product like Go to the full article.