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As a marketer, you understand how challenging it can be to provide new and unique ways for your product or service to stand out amidst a sea of competitors. In hindsight, video marketing is nothing new \u2014 but it can prove as a unique, powerful, and efficient aspect of a marketing strategy. <\/span> Now, you may be one of the 60 percent of marketers leveraging on this powerful strategy \u2014 but why exactly are your video marketing efforts failing?<\/span> No matter what kind of product or service you put into the world, always remember that your brand will not be rewarded for doing what everyone else is doing. Your target audience will recognize originality, so steer clear of distinct resemblances to your competitors.<\/span><\/p>\n The Fix:<\/b> There is no other workaround than to be original. You must take calculated risks, have fun, and build your brand. Like how every person has a unique personality or quirk that differentiates them from everyone else, your brand must possess a stand-out character. If you don\u2019t know your brand well enough, it will be difficult to use its charm to your advantage. In this case, put your team through rigorous branding to figure things out. Remember that some of the world\u2019s most authentic and inspiring business owners are unapologetically themselves.<\/span><\/p>\n <\/p>\n Making an online business video just for the sake of making one is never a good idea. Have you ever heard of the saying, \u201cIf you can\u2019t explain it simply, you simply don\u2019t understand it,\u201d \u2014 and neither will your audience. If your objective is unclear, or if you are struggling to put into words the message you want to convey, your audience is unlikely to stick around until the end of your video.<\/span><\/p>\n The Fix:<\/b> To start defining your objectives clearly, here are the two questions you must answer:<\/span><\/p>\n It all boils down to crafting a high-quality script. All successful business content has a clear and concise message. They comprehensively describe a problem, provide a groundbreaking solution, then present quirks that show their brand\u2019s personality to keep the video compelling.<\/span><\/p>\n A great video does one thing that no other form of content can \u2014 it makes information super-easy to digest. If a viewer is not able to connect with your story, your video is likely to fail. Aside from the possibility of having an unclear objective, another cause could be not knowing who your target audience is. If you are attempting to tap into all audiences instead of segmented groups, it won\u2019t connect to anyone. <\/span><\/p>\n The Fix:<\/b> It is crucial to make sure that <\/span>audience research<\/span><\/a> is a significant part of your pre-production strategy. Section your audience using demographics, interests, behaviors, and other related factors. <\/span><\/p>\n You may be the one producing the videos, but they are more for your audience than for your business. Therefore, <\/span>hard selling<\/span> will not be an effective tactic to draw in more prospects. If your videos are just like the commercials people see on TV, where they only showcase their product like an advertisement \u2014 your campaign is bound to flunk. Take a good look at how successful Youtube online creators talk about a product. Many of them gather millions of loyal subscribers by making a legitimate effort to define a product, while staying true to their brand’s personality and authenticity. <\/span><\/p>\n Customers are hypersensitive to being sold. Applying psychological pressure or pushing your viewers through urgency and other hard selling tactics will not deliver the results you desire.<\/span> At this point, you may be thinking, \u201cMy content is original, my objectives are as clear as daylight, I connect with the right audience, and my brand\u2019s personality shows \u2014 but my videos are still failing to convert!\u201d If this is the case, the issue could be the journey you create for your viewers. In fear of hard selling, you may be slacking on providing a comprehensible or easy \u201cnext step\u201d for your viewers.<\/span> The types of video CTAs include:<\/span> Spoken by a narrator.<\/span><\/p>\n<\/li>\n Clickable text layered on top of a video.<\/span><\/li>\n CTAs that are part of a video.<\/span><\/li>\n CTAs that are at the final screen of a video with credits, which include links. <\/span><\/li>\n<\/ul>\n In the simplest sense, do not forget to tell your viewers to \u201creach out to us,\u201d \u201csign up,\u201d \u201cregister,\u201d \u201ccall now,\u201d \u201cclick here\u201d or do whatever it is you want them to do. <\/span><\/p>\n
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\n<\/span>As a matter of fact, online videos are so popular that they increase the click-through rates of emails by <\/span>200 to 300 percent<\/span><\/a>. Further research <\/span>shows<\/span><\/a> that adding videos on a landing page increases conversions by 80 percent. Today, 60 percent of marketers <\/span>use video in their marketing<\/span> and roughly 73 percent plan on improving their use of video. The continuing growth of video marketing is due to the 90 percent of people claiming that product-focused videos help them make better buying decisions.<\/span><\/p>\n
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\n<\/span>In truth, producing video after video is not enough. You have to do it right if you want people to take action, make a purchase, and believe in your brand. If your video marketing investments are not producing measurable growth for your small business, here are the top reasons why (and how you can fix them).<\/span><\/p>\n1. Are you creating original content?<\/b><\/h2>\n
2. Is your message or objective clear? <\/b><\/h2>\n
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3. Are you connecting with the right audience?<\/b><\/h2>\n
4. Are you striking a balance between selling and authenticity? <\/b><\/h3>\n
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\n<\/span>The Fix: <\/b>Make sure that your video strikes the right balance between selling and authenticity. Though the reasoning behind your video is to sell your product or service, that should not be the goal. Instead, let\u2019s move on to reason #5.<\/span><\/p>\n5. Do you nail your sales pitch?<\/b><\/h2>\n
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\n<\/span>The Fix:<\/b> Similar to writing a blog post, it\u2019s not necessary to leave your call-to-action (CTA) at the very end. Make sure to use more than one type of CTA, but keep your desired action consistent. Know your CTA options and experiment with different placements and <\/span>choice of words<\/span><\/a>. <\/span><\/p>\n
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Verbal: <\/b><\/h3>\n
Annotations:<\/b><\/h3>\n
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End Cards: <\/b><\/h3>\n
What\u2019s next?<\/b><\/h2>\n