Drawing customers to your business in a world where technology is constantly changing can be both beneficial and frustrating. With each new social media platform and mobile media update, keeping up with advertising trends takes time and effort. One such trend is the use of video ads, which are projected to dominate the market by 2019, according to one 2017 report. If you are planning to use video ads to boost your website’s traffic and increase your company’s visibility, there are a few common errors to be aware of and avoid.
1. Failing To Plan a Long-Term Strategy
Some small business owners get excited about the idea of video marketing, create and share a video, but then fail to follow up with new video content because either they got distracted with other advertising venues or were unsure how to continue with their video campaign. This can leave potential clients frustrated or confused. To avoid this, it is wise to form a long-term strategy for your ads so you can continue to showcase your products and services.
One way you can plot your campaign is to ask yourself what kind of content might gain the most interest and what kind of tone you want to set. Some businesses have had success by creating advertising characters, while others rely on humor to get their point across. No matter which you choose, careful planning for the future can be key for success.
2. Neglecting the Customer’s Viewpoint
One advantage of using video advertising is its versatility, as there are nearly unlimited ways to apply your creative ideas to a variety of ads. However, it is important to remember that these videos are a venue to attract customers based on what would interest them rather than what you want to see. Before you create you ad, make a list of what you want your customers to take away from it and how it can serve their needs, answer their questions, and make them interested in what your company has to offer.
3. Focusing Too Heavily on Selling
While video advertising can be an effective tactic in conversion marketing, focusing on the sales aspect in an ad can cause viewers to become bored or annoyed. Since this will likely accomplish the opposite of what you want to achieve, take a look at your ad’s storyboard or script and ask yourself what you are offering. For example, is it a straight sales pitch? What about it is most likely to engage your viewers? Is your ad memorable? If you cannot answer these questions easily, you might want to change your tactic.
If you are not clear about how to create a balance between interaction and selling, think of a television or radio ad with an announcer that shouts about low prices and unbelievable deals at a hysterical pitch. This is the extreme end of the spectrum and something you probably want to avoid.
4. Failing To Follow Successful Examples
Having a unique vision for your video advertising campaign can help you create memorable ads; however, if you are new to this type of media, one mistake that might cost is you failing to take cues from other business leaders who have had success with their ads.
For example, Eugene Chrinian, CEO of one of the largest and most well-known furniture companies in the United States, approached his sales tactic with a focus on customer care and satisfaction instead of a sales-driven campaign. His company’s success is due in part to video advertising, which highlights the company’s products and its focus on customer care. Learning from successful businesspeople like Chrinian can help you improve your video advertising plan.
Video advertising can boost your company’s visibility and improve the number of sales conversions you make. However, it is wise to identify some common mistakes that could harm your campaign and how to avoid them before you film and post your first ad.