Is your video marketing campaign doing all it can to help your brand and your message do its best? Brightcove Senior Marketing Director, Courtney Pierce, created a video which highlighted the top five mistakes people make in video marketing, and strategies you can use to avoid them.
NOT THINKING LIKE A TV CHANNEL
With the growing move toward YouTube channels, and more people getting their videos from online video programming, it is becoming increasingly important that video marketers think and act like a TV channel in the “real world.” This means providing entertaining programming and features, as well as information. Many big companies, such as Bank of America, Red Bull, and Boeing are investing in original video content with online channels. They say the investment pays off when people choose to share the videos put out by the company.
UNDERESTIMATING MOBILE DEVICES
Think about how often you look at your phone. Mobile technology is growing daily and more people are now on their cell phones more than any other platform. Mobile viewing on portable devices has grown by 330% over the past few years. This emphasizes the importance of having your corporate video and video marketing strategies cater to the mobile user.
FAILURE TO PREDICT THE FUTURE
Remember why you originally created your video, and that the overall goal is to turn the procedure into a sale. Make sure to include a “call to action” in all marketing video messages, asking the viewer to do something, such as downloading a trial version, contacting your sales team, or purchasing something. This is also where you could also offer them a bonus for purchasing or ask them to join a membership.
CREATING A VIDEO PLATFORM ISLAND
Make sure that your video marketing strategy includes integration with other technologies, such as an integrated software program, online membership sign-ups, and social media, to name a few.
USING THE WRONG TOOLS FOR THE JOB
Keeping up with new technology is also important. Make sure the video player you have on your website with your corporate video does not give viewers a below-standard experience. This does not mean, though, that you cannot implement many free services, such as YouTube and others, which are quickly becoming the standard for high profile Fortune 500 companies, as well as individuals and businesses. The saying, “you get what you pay for” is not always true. There are many free services which can be very lucrative; you just have to know how to maximize them for your own uses.
The key to all of this is to use the best of all of the tools you have at your fingertips to maximize the results you get from your video marketing campaigns.
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