What three mistakes are you making with video marketing?

I recently read a video marketing report by Forrester, Branded Video Marketing Success Starts With Customer-Centric Distribution (Samantha Merlivat, October 16, 2015). While the report was focused on B2C there are insightful points relevant for a B2B audience. As with anything not knowing your strategy, objectives, goals and audience for any program tends to contribute to less successful programs.

Per Forrester the days of “organic viral” videos have past. Today creating good video content isn’t enough – it also requires a clear distribution plan aligned with your goals and audience. Here are three ways you’re incorrectly distributing content and how to overcome them to drive viewers.

Mistake #1 – Putting everything on YouTube

While YouTube has tremendous influence and contributes to Google search, you may be missing the mark in reaching your targeted audience. Understanding who your audience is, where they consume content and what your desired action or result is is important for a successful video distribution plan.

For example:

  • YouTube to increase your organic ranking as part of a larger SEO program
  • Industry publication to drive thought leadership and possibly lead generation
  • Corporate website to nurture leads and drive conversions

Mistake #2 – Producing for large screen only

One of the interesting findings is the platform for consuming videos. Per the Smart Insights blog post – Mobile Marketing Statistics 2015, mobile has reached the tipping point amongst consumers over desktop.

If you’re only thinking about desktops and laptops, you may be missing a core way your prospects and customers are finding, getting and watching content.

Mistake #3 – One video fits all

The time and, for some, the cost of producing a single video can be considerable. So the focus is finalizing the video and getting it out there. However, as mentioned above, it’s important to clearly outline how the video will be, who will it reach, and where it will be watched. Once you’ve answered these questions, you can plan your video strategy during the story boarding phase to leverage one video for multiple uses, such as:

  • 5 second preview for YouTube video ads
  • 15 second interstitial on a media site
  • 60 second product demo.

Then you can create these separate assets as you produce and edit the video vs going back, re-story boarding and producing additional videos. In the long run, you’ll ultimately save time and money.

Conclusion – Don’t overlook video distribution

Video marketing is very similar to content marketing. With each, you have to consider how and where people will find, view and possibly share your content. By keeping this mind during the planning phase, your able to maximize your video marketing program in terms of budget, time and results.

3 thoughts on “What three mistakes are you making with video marketing?

  • November 5, 2016 at 17:49
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    This is great information for those looking to implement video marketing into their sales strategies. I especially love the fact that you mention that you must optimize your video to display on all screen types. Desktops, mobile devices, tablets, and more can view videos on the internet and should render the same regardless. It is also important that you note that YouTube is not the only channel people visit when it comes to online video consumption and that companies can greatly benefit from diversifying their platforms. I would love to add that video length, CTAs, and video/audio quality are all important aspects of video marketing as well. Thank you so much for sharing!

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  • March 14, 2016 at 04:34
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    Completely agree with the mistakes you have mentioned here in this article.

    These are the most common YouTube marketing mistakes which almost every YouTuber make while promoting their video.

    We can’t deny that YouTube is the 2nd largest search engine for videos and people love to watch videos on YouTube.

    According to my experience, Quality is the most important factor for a video when promoting it. I have seen so many YouTubers who aren’t maintaining the quality in their videos. They are uploading just crape videos and reducing the YouTube quality.

    They just include a thumbnail banner in the video and start spaming the video without having any real content in it which leaves bad user experience and they fail in promoting them.

    BTW Thanks for putting your efforts to list all the major mistakes here. 😀

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    • March 15, 2016 at 23:18
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      Thanks David for your reply. Quality is definitely important to provide value to viewers.

      Reply

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