Your Video Marketing Guide to Success

I have established that a video marketing strategy is a must these days in previous blog articles. I’ve shared how important it is to engage your audience and how creating engaging videos can help you increase brand awareness, improve SEO, and increase leads and sales.

In fact, Google research shows that 55% of consumers use video to make purchasing decisions. According to this research, marketers get 66% more qualified leads per year when using it. And a survey by Wyzowl shows that almost eight out of ten users have purchased a software or app after watching videos from the brand.

But while I’ve focused a lot on the benefits of video marketing, what I haven’t covered yet are some of the challenges small business owners face.

So, in this week’s blog, I’m highlighting 9 video marketing challenges and providing a solution for each one.

1. Not having a goal.

It is crucial to define your goals. To understand why you’re making videos, go back to your target audience and their pain points. What problem are you going to solve? Why should they trust you to help?

Next, think about the type of content you want to share. Here are some examples:

• how you guide

• questions and answers

• behind the scenes looks

• events

• interview

• Unboxings (if you have a physical product)

It’s also good to define the kind of emotion you want your viewer to feel: excited, excited, inspired… If you’re going for fun and lighthearted, make sure you don’t come off as insensitive or even offensive.

2. Not planning before hitting play.

It’s critical to plan your delivery before you get behind the camera (or camera phone, in many cases). This is not the time to “fly”. Write down a few points you want to cover, you can even tape them somewhere where you can see them while you’re recording.

As with many things, practice makes perfect. Don’t read from a script, because the more conversational and authentic you are, the more connected your audience will feel to you and your brand.

3. Not capturing the interest of your audience.

Just as a compelling title is essential for your blog article, an opening hook is what will keep your viewers watching through to the end.

You only have a few seconds to capture the attention of your audience. So decide what question you can ask to pique his curiosity and make him want to learn more.

4. Making your messages too commercial.

Too many small business owners directly explain why you need to buy their product or service, without telling a story or gaining trust.

Determine how you can add value to people’s lives. What can you teach them? How can you inspire or entertain them? If you don’t provide something of value, you won’t get the results you expect.

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READ: How to create a video marketing strategy that gets results

Are videos part of your marketing strategy? If not, it has to be! Because? Well, consumers are now comfortable with video marketing, and many now expect it from brands they know and trust.

There are many benefits of video marketing, including building awareness for your product or service, engaging your target audience, and helping retain customers.

It’s time to seize the opportunity to use this essential, but often overlooked marketing tactic. Here are three steps to creating a strategy that will increase engagement, leads, and sales.

Read more on our website.

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5. Not including your brand.

I’m sure you’ve seen commercials that stuck with you, but do you always remember the brand that created the ad? While your message is an important part of building brand awareness, it’s not everything.

It’s important to brand your content with your website URL and logo to remind people who you are and to keep your company top of mind when they make a purchasing decision.

6. Forget about video SEO.

It’s not just written content that benefits from being well optimized for search engines. But video SEO is not the same as regular SEO. Here are some basic tips:

• Include a target keyword in your title.

• Say your target keyword (YouTube can understand what you say in your shots).

• Write an attractive meta description not only for people, but also for search engines (especially YouTube and Google).

7. Hoping that if you build it, they will come.

You probably won’t get much traction if you put what you’re filming on the home page of your website and do nothing to let people know you’re there. You need to understand effective video marketing, which includes:

• Paid ads to drive traffic to your website

• SEO so that people find you in search engines

• Share it on social media platforms including YouTube

• Embed it in a blog post

• Include it in an email newsletter

You’re going to have to work to get an audience. This is where having a professional marketing company that can help you tackle video marketing challenges can be a huge advantage.

8. Not having a CTA.

Your ultimate goal is to get your viewers to take action, whether you want them to buy something, like and share your content, or sign up for your newsletter.

It’s wise to tell your audience what you’d like them to do (think of it as a verbal call to action) and give them a button or link to follow to take the next step. Otherwise, they will be much more likely to leave your site and go to your competitor’s.

9. Not measuring your success.

You’ll need to decide what are some key metrics for your business and keep track of how you’re doing. For example, how many people bought the product you sell after seeing it?

If a lot of people are looking but no one is converting to a lead or sale, it’s time to take a closer look at your data to see where and when you’re losing visitors. Try some A/B tests between pages and posts and see how your engagement with your users is.

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In the future, effective video marketing will become even more important as more and more people consume video over other types of content. While there will always be challenges, the benefits to your small business are great. Now it’s time to dive in and start shooting!

For the success of your business,

Suzanne