By 2019 it is predicted the majority of all web traffic will be video, so to avoid video website content rather than embrace it means you may be left behind.Success will come with not only embracing video content, but with taking the time to plan.
Rushing in to ensure your website features video content with enthusiasm, but without a strategy, is sure to lead to a few preventable mistakes.It is easy to make gaffes when entering new, unfamiliar marketing territory.
Here are 10 common website video mistakes you can avoid with some planning and a little foresight:
Mistake #1: Doesn’t play well with others
Your video content, like all multimedia content, must be integrated into your overall content marketing strategy. Ensuring your video content is integrated with the rest of your website’s content means your website’s message is a consistent, complementary and cohesive one. Your video content should support all your existing content.
Mistake #2: Missing the markLike any marketing strategy, one of the basics of video content is to understand your audience. Your videos should be relatable and reflect the values of your audience. When you know your audience and what they want to see, your video content will not only be watchable, but shareable, too.Tell a story, include a testimonial or share your knowledge but always deliver value to your viewer. The more valuable content you offer your viewer (such as answers, knowledge or entertainment) the more likely they will be to share your video.
Mistake #3: Don’t be anti-social
So you’ve made an awesome video – one you know your audience will like and share – and you’ve just uploaded it to your website. Before you congratulate yourself on a job well done, think again. When you fail to deliver your video to your audience where they live and spend their time, you are foregoing views and potential shares.You need to reach your audience by posting your video where they will see it. Whether it’s Facebook, YouTube, Instagram or Snapchat, by posting your video to multiple sites you guarantee yourself the chance of more views – and shares! Your video content should not just be posted to your website or blog, but also posted to where your audience is most likely to see it. Put the social in social media by carefully crafting your post to draw in viewers, don’t just click ‘share’.
Mistake #4: Burying treasure
Failing to optimise video content is a significant video marketing misstep. Wherever and whenever you post your video content, it must be optimised properly or it will be lost. Make sure you include SEO within your video’s title and description so that it can be found.Ensure a prominent play button so it is obvious to even the oblivious it is a video. Don’t bury your video on your website behind links – post it to your home page if possible.
Mistake #5: One direction
Don’t neglect to give your viewers direction by failing to include a call to action. Include at least one direct call to action, even if it is a simple, “don’t forget to like our page for more” or “remember to subscribe to our channel”. Like any other marketing endeavour, your video content needs a call to action. If the platform you are using doesn’t allow you to embed your Call To Action, be sure to include a verbal one.
Mistake #6: The hard-sell turn-off
A effective video should solve a problem for your audience or fulfil a need. However you choose to achieve this, your video content should never feel like a sales pitch! If you push too hard you will turn your audience off.Making video content all about you will have viewers tuning out, turning off and clicking away in droves. Lead your viewers to a purchase decision, but don’t push them.Your video should be engaging and interesting.
You can choose to make it humorous, a helpful impartation of valuable information, or both. It may be short and punchy, or a bit more in-depth – but whatever it covers it should do so in a non-sales way. Think about telling a story and make it the kind of video someone is going to want to share. Make the next step you want your audience to take clear.
Mistake #7: Don’t ignore what works
Know where you are getting the most likes, shares and views by tracking and analysing results. Perform a split test of different strategies or titles if you are able. Note where you are getting your best results and pay attention to what works. Using this information to make tweaks and adjustments should lead to more effective videos as you move forward.
Mistake #8: Quality control
Poor quality video will reflect badly on your business and your brand. This may seem obvious, but it’s a common mistake with businesses in a hurry to create video content. You don’t want your audience to view your business as second-rate, so don’t post low quality content that could see your business perceived that way. The equipment you need to create the quality videos your business needs may be sitting in the palm of your hand.
With smartphones we have up to date technology at our fingertips, making it easy to film and edit high quality video. Use natural light wherever possible and ensure you pay attention to the quality of your audio, investing in a microphone if need be. Use a professional videographer if you need to, keeping in mind one of your videos may be a potential leads first introduction to your business.
Mistake #9: Not going with the flow: failure to stream
If your web server isn’t optimized for streaming video, use a hosted service for better accessibility, speed and up-time. Encode your video correctly for streaming to avoid long buffer times. Use a video format that will allow your videos to stream.
Mistake #10: Forgetting less is more
Well-crafted videos engage their audience. No one will keep watching videos that are too long, too repetitive or too boring. Videos should aim to run for about 1-3 minutes, as a benchmark, depending on content. Longer messages can be broken up into a series or parts. Deliver your core message fast, keeping to the essentials and you’ll have your viewers absorbed. Editing pays off and can be the difference between success and snooze-fest.
Creating great video content for your website isn’t as daunting as you may think. If you create interesting and engaging videos, they will work hard for you 24/7, attracting people to your website or business. Avoid these common mistakes and you’ll be off to a flying start. Click here for more tips on ways you can use video on your website.
Keen to read more of our blogs on Videos? Here are a few.
Top 10 Ways for Using Video on Your Website
How to create a great promotional video for your business website