Top Video Marketing Mistakes

So many companies pour thousands of pounds into video for their businesses, but do not put a second thought into the purpose, value proposition and potential results that they are looking to achieve. As a result this can lead to 4 main video marketing mistakes that we have shared with you below:

1) Not tracking the viewers that are engaged with your video

This is an especially big mistake, because less than 1% of customers will complete a transaction on their first visit to your website, which isn’t too great for business.

This means that you need to retarget those who watch your videos to help you understand where they are on their buyer’s journey through your site. Doing this will allow you to retarget them with highly relevant content across the different social media platforms.

How do you retarget customers?

There are two main ways to do exactly this for your website and both methods are free and should be used together: Google Analytics and Social Media Tracking Pixels.

Google Analytics Guide

Facebook Tracking Pixel Guide

Twitter Tracking Code Guide

LinkedIn Tracking Pixel Guide

Retargeting Users

2) Trying to do everything with one video

Different videos have different purposes. Some have the aim to connect emotionally with the viewer, others seek to provide rational reasons for purchases.

Customers have many different questions that need to be answered throughout their buyer’s journey from awareness to consideration to decision.

You should look to use individual videos for individual purposes. These videos can then be tailored for use in social media advertising, boardroom meetings or on your website.

Given that they focus on answering the viewer’s questions, they’ll be significantly more effective and will resonate with the audience a lot better.

Different Video Purposes

3) Not tailoring the video to the emotions of the viewer

Humans are not purely rational beings. They are driven by both emotion and logic. So, you need to resonate with the viewer’s emotions in your video and understand how to market to the subconscious mind.

To do this, ensure that your video evokes one of these emotions:

1.Pains

Example: If I needed to buy a new pair of shoes my pains might be the hassle/ time consuming nature of searching lots of shops for the style I want or the unknown of if they will be affordable.

2. Fear

Otherwise known as FOMO. Example: This could be something like linking age to missing out on a certain experience before it’s too late, or fear of not being able to share in your peers enjoyment by not having the latest accessory.

3. Emotion

Example: If you are single and see an advert for a dating website with a happy couple on the advert, you would have the fear of never having that, enticing you in.

4. Contrast

Example: Before and after pictures of weight loss, the compelling competition of pepsi vs coke, playstation vs xbox are great examples.

5. Ego

Example: The subconscious mind, due to its survivalist mentality, is very self-centred so making sure all of the above link to them and not what the pains are to you is important.

4) Displaying the Wrong Perceived Value

This mistake is common amongst marketers. Getting a professional or celebrity review for your product or service seems to always be a win for your business. It shows influencers and industry professionals discussing the best parts of your offering.

Perceived Value Diagram

However, unknown to most, using a professional or celebrity review for low priced products will display the wrong perceived value to consumers. They will believe that your product is too expensive for them as they associate professionals and influencers with using only the ‘best’ and subsequently most expensive products in the market.

Dyson use Professional hair stylists to review their high price point, high benefit products

Sharpie use everyday people to review their products as they are high benefit but want to show off as being affordable

How to overcome this:

  1. Use a different type of video that demonstrates lower perceived price by relating more personally with the audience (ie. testimonial, use/installation guide).
  2. Ensure that your professional or celebrity review links directly to your product or service’s price, therefore reinforcing a more accurate perceived value. Try to establish this as early as possible in the video to reinforce affordability for the viewer.

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