Producing videos for your business is a great way to reach your customers, leads and employees and to engage your audience. But there is more to video production than just pointing a camera. Here are four common mistakes I see businesses make when it comes to making videos and how you can avoid them.
- Not willing to invest the money. Thinking that a cheap video must be a good video and anybody can do it. Yes my 13 year old son can shoot & edit a video, but while it would be cheap to make, doesn’t mean it would be any good or reflect my company brand. It is well worth getting the advice and a quote from a professional video production company. Expect to pay thousands not hundreds for a professionally produced video.
- Not thinking of the audience. So easy to be caught up on what ‘my business’ does rather than benefits. Put yourself in your customers’ shoes, and ask, “What would I want to know about my company?” , “What are the benefits?” Why am I good at what I do?” Also the video should have a call to action. After the person has watched your video, what do you want them to think, feel and do?
- Making the videos too long. If your video is going to be on your front page, it needs to be concise. Only 20% of videos on YouTube are watched all the way through. Therefore shorter is best, less than 2 minutes. If you have a lot to say, make a series of videos. This will work out more cost effective in the long term.
- Not telling the world and tracking the video. You invest in making a video and don’t even create a marketing campaign around it (email, social media, blogs etc). We live in the 21st Century, and have the technology to track the results. Amazing how many business owners don’t look at the stats, to see how many people have watched their video, where they have viewed it, on what device and how long they engaged with it. Really important to track to see if the video is working for your business and making sure you are getting that return of investment (ROI).
Your video should be a reflection of your brand. Hopefully these tips will help you with your video production and how you can maximise the return on your next video marketing campaign.