9 video marketing challenges and how to solve them

Your Video Marketing Guide to Success

I have established that a video marketing strategy is a must these days in previous blog posts. I’ve shared how important it is to engage your audience and how creating engaging videos can help you increase brand awareness, improve SEO, and increase leads and sales.

In fact, Google research shows that 55% of consumers use video to make purchasing decisions. According to this research, marketers get 66% more qualified leads per year using it. And a survey by Wyzowl shows that nearly eight out of ten users have purchased a software or app after watching brand videos.

But while I’ve focused a lot on the benefits of video marketing, what I haven’t covered yet are some of the challenges that small business owners face.

So in this week’s blog, I highlight 9 video marketing challenges and provide a solution for each one.

1. Not having a goal.

Defining your goals is essential. To understand why you are making videos, go back to your target audience and their pain points. What problem are you going to solve? Why should they trust you to help?

Next, think about the type of content you want to share. Here are some examples:

• Practical guides

• Questions and answers

• Backstage flashes

• Events (edit)

• Interviews

• Unboxings (if you have a physical product)

It’s also good to define the type of emotion you want your viewer to feel: moved, excited, inspired … If what you like is fun and upbeat, make sure you don’t come across as insensitive or even offensive.

2. Not planning before playing.

Planning your delivery before getting behind the camera (or camera phone, in many cases) is essential. This is not the time to “improvise”. Write some bullet points that you want to cover; you can even record them somewhere where you can watch them while recording.

As with many things, practice makes perfect. Don’t read from a script, because the more conversational and authentic you are, the more connected your audience will feel to you and your brand.

3. Failing to capture the interest of your audience.

Just as a compelling headline is essential to your blog post, an opening hook is what will get your viewers to see it through to the end.

You only have a few seconds to grab your audience’s attention. So decide what question you can ask to pique their curiosity and make them want to learn more.

4. Make your messages too commercial.

Too many small business owners are quick to explain why you need to buy their product or service, without telling a story or gaining trust.

Determine how you can add value to people’s lives. What can you teach them? How can you inspire or entertain them? If you don’t provide something of value, you won’t get the results you expect.

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READ: How to Create a Video Marketing Strategy That Drives Results

Are videos part of your marketing strategy? If not, it has to be! Why? Well, consumers are now comfortable with being marketed to them through video, and many now expect it from brands they know and trust.

There are many benefits of video marketing, including raising awareness of your product or service, engaging your target audience, and helping to retain customers.

It’s time to turn sixteen for the opportunity to use this essential but often overlooked marketing tactic. Here are three steps to creating a strategy that increases engagement, leads, and sales.

Read more on our website.

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5. Not including your brand.

I’m sure you’ve seen commercials stuck to you, but do you always remember the brand that created the ad? While your message is a big part of building brand awareness, it isn’t everything.

It’s important to tag your content with your website’s URL and logo to remind people of who you are and to keep your business in the forefront when making a purchasing decision.

6. Forget the SEO video.

It’s not just the written content that benefits from being well optimized for search engines. But video SEO is not the same as normal SEO. Here are some basic tips:

• Include a target keyword in your title.

• Say your target keyword (YouTube can understand what you say in your shots).

• Write a meta description that is attractive not only to people, but also to search engines (YouTube and Google in particular).

7. Hoping that if you build it, they will come.

You’re not likely to get much traction if you put what you film on your website’s home page and do nothing to let people know you’re there. You must understand effective video marketing, which includes:

• Paid ads to drive traffic to your website

• SEO for people to find in search engines

• Share it on social media platforms, including YouTube

• Embed it in a blog post

• Include it in an email newsletter

You’re going to have to work to get an audience. This is where having a professional marketing company that can help you tackle the challenges of video marketing can be a huge asset.

8. Not having a CTA.

Your ultimate goal is to get your viewers to take action, whether you want them to buy something, like it and share your content, or sign up for your newsletter.

It is wise to tell your audience what you would like them to do (think of it as a verbal call to action!) And give them a button or link to follow to take the next step. Otherwise, they will be much more likely to leave your site and go to your competitor’s.

9. Don’t measure your success.

You will have to decide what are some key metrics for your business and track their performance. For example, how many people bought the product you sell after seeing it?

If there are a lot of people watching, but no one is turning into a lead or a sale, it’s time to take a closer look at your data to see where and when you are losing visitors. Try some A / B testing between pages and posts and see what your engagement with your users is like.

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In the future, effective video marketing will be even more important as more and more people are consuming videos rather than other types of content. While there will always be challenges, the benefits for your small business are great. Now is the time to dive in and start shooting!

For the success of your business,

Susan