Video marketing can be effective for any entrepreneur; however it requires appropriate execution and resources. Sometimes even the best-planned videos don’t get the expected results. Below we have mentioned the 7 most common reasons for video marketing failures.
1. The Message is not Explicit.
With the massive amount of marketing content that the average person is exposed to on a daily basis, clarity is imperative to get your message across. You must first understand what the goal of your marketing video is in order to craft the message. Next you must understand whom exactly your sending that message to.
2. Your Video is not in Sync With the Kind of Customers You Target.
Even if you hire professionals for your corporate video production and direct huge amounts towards your marketing budget, it’s going to be futile if you don’t know who your customers are and what type of media makes an impact on them. Rap music and flash edits aren’t going to work if you’re selling retirement home spots and you wouldn’t choose Nickelodeon as the channel to advertise your malt liquor commercial. You need to be sure that your target audience can connect with the video but first you must know who your target audience is; otherwise all your time and money would be spent in vein.
3. Lack of Pre-Production Planning
Before you get started with shooting and editing a marketing video, everything has to be already complete on paper. Without thorough pre-production (scripting, story boards), the filming and post production process will be confusing and time consuming and the final product will suffer. You can save money by completing this process yourself or you can put it on the production company. Either way, this crucial first step can’t be ignored.
4. Substandard Production and Editing
If your video has corny visual effects, bad audio, or mediocre content, it will be visible to your viewers. This field is very competitive and viewers have come to expect top quality media from marketing videos. Don’t be the company that sticks out for the wrong reasons. A good example of this (or rather a bad example) is the video included in this post, which incorporates the tri-fecta of corny visual effects, bad audio AND mediocre content, and the video shows.
5. Buying the Bargain = Getting What You Paid For
So your nephew got a video camera for Christmas and wants to make your next company clip? Maybe you should think twice about the “family/friend hookup” and leave it up to the professionals. Sacrificing your individual or company image for the sake of saving dollars on the production process will only do more harm than good in the long run.
6. Your Video Lacks Sufficient Promotion and Advertising
Your end product needs to be promoted well to get to your target viewers. Even the best videos could go unnoticed if they lack advertising. You need to reach out to various platforms (Youtube, DailyMotion, Metacafe, TubeMogul etc.) where you can attract your potential customers. Don’t just sit back after your video is done and wait for results.
7. There’s No Call-To-Action.
A successful marketing video gets the audience to act. The goal is to trigger a specific response from your potential customers to engage with your business. Start a Facebook page or a twitter or e-mail campaign and keep your potential customers and viewers active with your brand’s movement. This is an effective way to convert a viewer into a customer, and results will be easier to track with a direct call-to-action.
This article was written by Joe Forte, co-owner of D-Mak Productions. Clients choose D-Mak Productions for top quality Phoenix video production. D-Mak Productions specializes in commercial, event, training, web, TV, music, fashion and corporate video production and is known for its creative video production style, quick turn-around time and ease to work with.