When a business needs attention from consumers one of the best ways to attract attention is through a business video marketing campaign. It promotes your brand while getting viewers engaged in your product. However, not every B2B marketing video on the internet yields the conversion and response rates that are desired. It can be difficult to determine why your video campaign is not working. Here are some of the common mistakes that people make when trying to promote their brands with a business video marketing plan.
The content is too long
In online business video marketing, it is best to keep content short and concise. Most people have neither the time nor attention span to watch a lengthy production; they want clear information in a quick and concise way. The best length for a marketing video is between 60 and 90 seconds. A viewer will usually leave a webpage after 60 seconds if they have not been effectively engaged with the content. The internet provides instant gratification for users and your video should do the same. Focus important content early on and provide links to additional information and resources viewers may need.
You forget to add a call-to-action
A call-to-action usually accompanies a video on a video microsite or video landing page. It may ask viewers to buy a product, sign up for a service, or request more information. The call-to-action addresses the purpose of the video. If your video explains the services your company offers, than your call to action will allow people to sign up for those services on the same URL and same page as the video. If a call-to-action is not provided the audience may be confused or apathetic towards taking the next step.
You did not provide enough incentive for viewers to act
Similar to a call-to-action, it is crucial to provide an incentive for your customers to invest in your product. Promotions or guaranteed results can incentivize viewers to sign-up for or invest in a product.
You overloaded the video with your brand image
It is very important to include your brand in your video marketing content. However, most viewers do not appreciate an onslaught of branding in any type of marketing, including marketing videos. The value of video marketing is that it entertains and engages viewers while simultaneously providing useful information about a product. By saturating the content with a brand the video becomes a boring infomercial.
Video Quality was Poor
No video will effectively convince a viewer to invest in your product if it is of poor quality. It is crucial for your video to be high-quality in its appearance, editing and content. The best videos made are often not produced by a company themselves but are outsourced to video direct marketing companies.
You didn’t share it on popular social media websites or email
Video Marketing includes two very important pieces; video and marketing. Although you may develop a high quality and very engaging video, it will not yield results if it is not shared and promoted on social media websites such as Facebook, Twitter and YouTube. Video can also be distributed through opt-in email distribution lists and on company website pages.
Your content was not interesting
A video will only yield conversion and engagement rates if it is interesting, engaging and entertaining. For that reason it is often most effective to outsource a video to an experienced business video marketing company. The results will be more leads and more sales. If viewers believe your message they will be more likely to connect with you and like your marketing content.
Wayne Wall is Executive Director of the Web Video Marketing Council. He can be reached at firstname.lastname@example.org.