The Top 7 Video Marketing Mistakes to Watch Out For

By Sandeep Rathore

Consumers today are turning to video to get their information. In fact, "The State of Video Marketing 2020" by Wyzowl reports that 66% of people would prefer to watch a short video to learn about a product or service, and only 18% would rather read a text-based article, website, or post.

But you shouldn't jump into video marketing just because it’s trending and bringing in a huge return on investment. First, you have to prepare. The following are seven common video marketing mistakes your small business must avoid:

Mistake #1: Your video is too long

When you're creating a video, you might have the urge to pack in as much punch as possible. But too much information is not good for business videos.

In today's hurried world, the shorter the video, the better it will perform. A video that goes for 60 to 90 seconds works best; anything longer, and people may not even watch it to the end. Be sure to deliver your main message within the first 20 seconds. Cut any irrelevant parts and get to the point quickly.

Mistake #2: Your video ignores customer needs

Publishing a video just for the sake of making a video is another mistake that many small businesses make. Before you write the script for your video, you need to keep in mind why you are making the video. Research your target audience, find what they’re looking for, and deliver that information through your video.

If the purpose of your video is to teach people about your product or service, your video should be educational and informative. If your aim is to get users to make a purchase, provide them with relevant comparisons and benefits. And be sure your videos are packed with testimonials and tutorials to drive the customer's decision-making process.

Mistake #3: You are ignoring SEO

You can’t just make a video and publish it to YouTube, your website, or your social media handles and consider your job done. As a budding small business, you need a lot of people to discover your video if they’re looking for a solution that you are offering. This is why your videos should be searchable.

Have an SEO strategy in place—yes, even for videos you need SEO. Figure out what the keywords are—a mix of competitive keywords and long-tail keywords—and weave them into the title, metadata, video description, and everywhere else. Another SEO technique is to use interesting thumbnail images to entice people to check out your video. Ranking of the video will improve as more people watch it and like it.

RELATED: Video SEO: 5 Ways to Optimize Your Videos for Search Engines

Mistake #4: Your video is promotional—not informational

Videos are a very effective way to connect with prospective customers, but remember, people don’t like being sold to. So instead of being overly promotional, the video should lead your prospect towards making an informed decision. Try to grab their attention by adding value or solving a problem they are facing. Share a testimonial, tell a story, touch their pain points and let them realize how your product would be beneficial to them. Not only will people then like your videos, but they will also share them with others.

Mistake #5: Your video is missing a strong call-to-action

Lack of a powerful call-to-action (CTA) leaves your prospects and customers wondering about what to do next, and your marketing efforts will end up resulting in nothing. When someone is curious about your product and realizes they need it, a compelling CTA can be all that's necessary to push them towards making a buying decision.

But if you don’t tell customers they have to sign up on your website or provide them with a link to buy your product, after watching the video, they'll just move on. Whether you want people to subscribe, follow your social media handle, or just buy from you, encourage them through a powerful CTA.

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Mistake #6: Your video is poorly edited

A poor quality video is another turnoff that will drive your target audience away. Shaky visuals, out-of-sync audio, and missing captions will discourage viewers from watching. In addition, your prospects might also associate a terrible video  with your company, thus reducing the brand value of your small business.

You don’t need expensive equipment to produce a quality video, but a microphone and tripod would be worth the investment. And once the shoot is complete, the video will need to be edited. If you don't have the right tools or talent, hire a freelance video editor to do the job. Minimize background noise, include descriptive graphics, and put in subtitles to provide a memorable and pleasant viewing experience. (Check out PC Magazine's Best Video Editing Software for 2020.)

Mistake #7: You are not tracking video analytics

Analytics can help you gain valuable insights to redefine and revamp your video marketing strategy. Failure to track them and monitor their performance can be fatal. Check your content regularly to find out the types of videos people like and the ones they don’t. Go over number of views, viewers' demographics, and clicks on your CTAs. Perform A/B tests and look for any changes in patterns. Analyze the stats, comparing them with your overall marketing strategy, to ensure everything is working as you intended.

RELATED: How to Create High-Performing Marketing Videos for Your Business