Video Marketing Gone Wrong (And How to Fix It) Part 2April 9, 2018 Peter A. Liefer II
Today, video in web content encompasses several other marketing campaigns. Videos are extensively used to promote brands and businesses. In fact, marketers from all over the world have recognized the effectiveness of video, utilizing its conversion-driving power to attract prospects and turn them into customers.
According to a HubSpot Research, “54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image (41%) based content. We also found that video content was the most memorable (43%) in comparison to text (18%) and images (36%).”
There is no question that the role of video has significantly grown in the last decade. Several blog sites have dedicated pages to the growing trend, and although there are hundreds and thousands of video creation tips online, many continue to struggle from unsuccessful attempts at video marketing.
In a previous article, we discussed the factors that contribute to an unsuccessful video marketing campaign. Today, we will further explore the elements that negatively impact the conversion-driving power of online business videos.
1. Are you producing top-notch quality?
Please tell us that you didn’t use a mobile device’s camera to record your business video. Although everyone with a smartphone has access to decent-quality video recording and editing technology, it simply does not measure up to high-grade equipment.
Sometimes, simply “doing your best” will not be good enough to execute what should be a professional promotion of a brand. It’s important to remember that just because you have a camera does not mean you know how to use it to your marketing advantage. If your video marketing strategy stands on frail foundation, you can bet that it won’t stand tall for long. Even the most original and outstanding video content ideas require quality execution to connect with an audience.
The Fix: The best solution is to work with people who understand video marketing and have track records of success. Do not hesitate to hire a video marketing agency that dedicates their time and resources to creating stand-out video campaigns. Also, ensure that your team works closely with the agency to produce niche videos that maximize your budget and effectively reaches target audiences.
2. Did you promote your video online?
Once you publish your video, the work is only 50% done. Video distribution is only half the battle (if not more). Statistically speaking, only a small percentage of video campaigns ever go viral. Some never get past a certain number of views just because the content is bad. But some high-quality and compelling videos fail to exceed expectations because they lack in one thing — promotion.
The Fix: The purpose of videos is to draw as many views as possible. To attract viewers, you need to refine your online social skills. Get more views by promoting your video on social media, by sending it to influencers and asking them to post or talk about it on their platforms, and of course, encouraging every person you know to share it with everyone they know.
If you have the budget, hiring an outside firm that specializes in social media and online video promotion can be highly beneficial. If not, be prepared and freshen up your social media presence. Remember that social networks are your most powerful marketing channels.
3. Did you remember to include transcripts?
Video transcription is the process of translating a video’s audio into visual text. This is done either done by human transcriptionists or by automatic speech recognition technology (and sometimes a combination of the two for double-checking purposes).
So, did you miss including a transcript of your video? Transcripts are great for improving your SEO efforts. In fact, it could be the reason why your video was unable to reach your audience on other platforms. Without an accompanying transcript, search engines like Google, Yahoo, and Bing have no way of understanding the context of your video. Thus, your video will not show up on search engines.
The Fix: The solution is as simple and as straightforward as making your video more search engine-friendly by adding transcripts. Most interns are given the responsibility of translating audio into text. But you may also use online services like GMR Transcription to get captions for every video you upload.
4. Did you optimize your video for SEO?
Like most forms of content marketing, video has become oversaturated. If up until today, you are not using SEO to help your videos stand out, you are likely to miss out on gathering more views.
Metadata is an underlying definition or description. It summarizes necessary information about data, which makes finding and working with particular instances of data easier. Having the ability to filter through that metadata makes it so much easier for a search engine user to locate a specific document or footage online.
Metadata matters, but not everyone who launches a video marketing campaign knows just how crucial it is and how it works. Metadata includes the titles, tags, and descriptions of your video. Those are the key components that allow people to find your videos when they are searching on Google, YouTube, and other search engines.
The Fix: Use handy online tools such as the YouTube Keyword Suggestion Tool to find appropriate and relevant keyword suggestions. You may also use a tool like TubeBuddy to optimize your videos.
5. Are you working with the right video marketing agency?
Most marketing agencies can support you across a wide variety of different marketing strategies and tactics. But the truth is, some agencies that claim to be the best at video content tend to specialize in only a handful of video marketing tactics.
The Fix: As one of the more recent additions to the marketing mix, video marketing is not something that many marketing agencies provide or fully support. That said, if you are looking for a team that provides excellent video marketing services in the state of Arizona, PrimeView is the company for the job. We will take charge of conceptualizing content ideas, planning strategies, drafting scripts, editing, and even submitting your video to the best video search engines and sharing sites. Your video will then be indexed for optimum search engine optimization to reach your desired target markets. Call PrimeView today at 480-970-4688 to request a free proposal.
Avoiding these mistakes will significantly help you improve the odds of creating videos with tremendous potential. Follow these pro tips, and your video might accomplish your marketing and conversion goals.