Eight “Don’ts” of Video Marketing – Common Pitfalls and How to Avoid Them

In this episode of tutorial series for b2b video production, we look at some
common pitfalls and how to avoid them:
ONE: DON’T SKIP THE STRATEGY
It’s tempting to jump right into filming, but without a clear strategy, you’re flying blind. Define your target audience, establish clear objectives, and determine the type of content that will have the most impact.
A well-thought-out strategy will not only guide your filming process but also ensure that your content resonates with your intended audience. By carefully planning your approach, you set yourself up for success in creating compelling and impactful videos that leave a lasting impression.
TWO: DON’T BE TOO SALESY
If your video comes across as a constant sales pitch, viewers will tune out. Instead, provide value through information, entertainment, or both. Building trust is key as people prefer to buy from brands they trust, not those that push hard sales tactics.
Create a strong connection with your audience by sharing authentic and valuable content. Focus on providing genuine value to build trust and loyalty among viewers.
THREE: DON’T PUT THE SAME CONTENT EVERYWHERE
Understanding the nuances of each social media platform is crucial for maximizing your content’s impact. While a lighthearted and fun video may resonate well on Facebook, the same content might not perform as expected on LinkedIn, where a more professional and informative approach is often favored. By customizing your content to match the platform’s tone and audience preferences, you can increase engagement and reach a wider audience. Remember, adaptability and creativity are key when navigating the diverse landscape of social media platforms.
FOUR: DON’T MAKE IT TOO LONG
While it’s essential to get your point across, maintaining your audience’s engagement is equally important. Conversely, overly brief videos may lack depth. The solution? Find the right balance by tailoring your content to suit the platform and aligning with your audience’s preferences.
FIVE: DON’T FORGET THE CALL TO ACTION
After viewing your video, what action should viewers take next? Whether it’s visiting your website, subscribing to a newsletter, or sharing the video, a clear CTA directs viewers to the next step.
SIX: DON’T DISREGARD ANALYTICS
Remember, data is a powerful tool in the marketing world. By paying attention to the numbers and letting them guide your decisions, you can refine your strategies and create content that truly captivates your audience.
By examining your video data, you can find valuable insights to shape your marketing strategies. The most engaging videos hold key information about your audience’s preferences. Similarly, skipped videos offer insights on areas needing improvement. Utilize data to refine your marketing approach and produce captivating content.
SEVEN: DON’T SKIMP ON PRODUCTION QUALITY
While not every video requires a Hollywood budget, steer clear of low-quality production. Unstable footage, poor sound quality, or bad lighting can take away from your message and brand image.
Consider the customer journey when budgeting for your next video: in the awareness and attention stages, you typically need higher production values and will prefarably work with a dedicated video production company. For after sales videos, like user manuals or tips & tricks, the priorities are different and these can often be created in-house. 
EIGHT: DON’T IGNORE MOBILE USERS
The viewer experience on mobilde devices, especially phones, is different than on the big 4k screen in your showroom.  In most cases you will need different versions of your videos.  Some points to consider:
Square or vertical video is preferred by users and algorithms on mobile.
Lettering need to be in bigger text sizes to be legible on small screens.
As many mobile users watch with sound off, your spoken content should be subtitled.
By considering these aspects, you can make sure that your videos are accessible and impactful for your audience, no matter where they are watching from.
IS YOUR VIDEO MARKETING WHERE YOU WANT IT TO BE?
Have you fallen into one of these pitfalls? Maybe it is time for an honest assessment of your video marketing efforts. Some things to look at:
•video quality
•consistency
•brand voice
•distribution/promotion
Where do you see room for improvement? Do you have the capacity in-house? Or would you rather outsource some or all of the work? Consider booking a 30 min free video call with me right here.
Thank you for your interest.