Ladies and gents, say hello to 2018. It’s a new year for business and yet another set of three hundred and sixty plus opportunities to make it big for your brand yet again. Everyone’s clamouring about the new trends- what they should be doing this time to market their business right.
But more and more, we should be looking at some things we should stop doing when getting into video marketing. Video isn’t rocket science, but it’s alarming how many people are making big mistakes on their strategies. I’ve personally come to notice a high trend on certain mistakes that we need to bring out to light today. Let’s talk about some video marketing mistakes that business owners should stop wasting time and resources on today.
What’s the number one metric that people focus on when discussing video marketing? Most of the time it’s video views. Nothing wrong about unique views, but it’s not the only metric. Many times those numbers are mistakenly taken as the most important ones when they’re not. Sometimes they are, but other times they aren’t.
Business owners and marketers should look into other metrics as well such as comments, shares and- let’s not forget- actual conversions. What’s the point of having a viral video that reaches thousands of hits but no one buys your product or takes a call to action? By all means let’s measure every metric, but don’t get too caught on the wrong one. Know what metric matters to you most and measure that first.
A lot of businesses don’t intentionally create plans to be consistent with their videos. They make one video this month with no concrete plan on when the next one will come along. “Oh, I’ll just make one when we have the time to.” It’s understandable to be busy, but results from video marketing don’t happen overnight. There’s a long process to it.
Businesses need to be more deliberate in planning their video content for a few months or even a year. At Pluggas, we like signing clients to long term partnerships because video marketing isn’t a one time engagement. It’s a long project that requires consistency and commitment.
The temptation when marketing is to be general. To put out material and let it be for anyone who sees it. But that’s not such a good idea. It’s long been a principle in marketing that the most specific and targeted you are, the higher the chance of success.
Before making videos, determine who you want to target. What season of life are they in? How old are they? What keywords will make them click? What themes will interest them most? The more specific the fewer people will actually find value in your materials. But it’s likely that the smaller tribe that do will really consume your content and even fall in love with your brand.
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Kiko is the Marketing Manager for Pluggas. He started Marketing early on and has consulted with various businesses in many industries including tourism, technology, banking, consumer goods, BPO and B2B. His skills include graphic design, web strategy, social media and business development.