There is a lot of advice going on about video marketing. I’m sure a lot of what’s out there sounds great. But don’t be fooled.
A lot of advice out there is BAD and will actually lose you business!
Here are the top three worst suggestions I’ve come across, why it’s bad, and what to do instead.
WORST ADVICE #1: GO VIRAL
This is the worst.
A lot of blogs and marketing is focused on ways to help you make a video that goes viral, because they think that viral videos will bring you a ton of leads.
If your video does end up getting a lot of exposure, you may get lots of hits, but at the end of the day it’s nothing more than that. In fact a lot of those hits will consist of people who are just curious, competitors, and trolls who leave negative comments.
This is time-consuming and fruitless.
Most likely your content isn’t for the average person surfing Youtube (unless your product is for cat fanatics or something very general).
Instead, target your videos at your most ideal clients. Use your video marketing to identify the pain point they deal with most, and how you can help them. This will weed out a lot of unqualified leads, and bring in warm prospects.
Remember, a good video should be specific, and cater to the niche market you are trying to attract.
WORST ADVICE #2: THE LONGER THE BETTER
Some media sources out there are telling us that a longer video with more information is better. More info more interest right?
More info = More margin for losing interest!
Attention is a rare resource these days and you need to keep things simple and concise early on.
It’s true that more content is better, but don’t CRAM it all in to one video.
Introduce a series of short videos with different topics 1-2 mins each. This will keep them engaged over a much larger span of time, and build more trust.
This is especially true with millennials who are mostly viewing your content from their phone. It’s only a matter of time before they get a text, a ping, a DM, or some other distraction (i.e. a hot girl or guy).
Think about it, when was the last time you watched a 10 minute video or webinar on your phone?
Short videos are the way to go when prospects are just getting to know you.
Introduce longer videos at a later stage in your funnel, once there is a strong buy-in.
WORST ADVICE #3: MORE CONTENT IS BETTER
A lot marketers say things like “just put out loads of content”.
Here’s why this isn’t necessarily helpful.
If you put out a lot of video marketing without a strategy to grow your business, it’s going to fall on deaf ears, and be a waste of your time (and precious money).
Jay Bayer, a remarkable and well known marketing expert says
Stop random acts of video!
He says you need to use your video marketing to lead clients to the next step of the buyer’s journey.
Each video needs to hit your ideal client at a specific stage of the journey, and should be strategic.
If it’s the first time they’ve seen you, make your video short and to the point. Talk about your impact on past clients, and give them a simple next step (call me, email me, go to my website, download my book etc).
Beyond that, your videos should focus more on adding value, creating authority, company culture, and testimonials.
Stay away from videos that are aimless or too general, and keep them short and sweet.
The more specific and niche you can make it, the more it will attract people, and the more you will get a return on your investment.
And when you’re getting more clients, video becomes really fun!
Anthony is the Creative Director at UpMedia Inc and a growing expert in Business Storytelling. He’s spent 12 years making compelling content in mediums such as 2D and 3D animation, and video, and on award winning television shows and movies. He is committed to creating impact in the business world with video storytelling.