Myths of video marketing squashed
Today, let’s set the record straight on the most common video marketing myths.
In a previous post, “An increasingly popular way to improve the bottom line” , we discussed the reasons why you should invest in video marketing for your website in 2015 and the reasons it works so well. I talk with many businesses about internet marketing strategies and when the topic of video marketing comes up (particularly with small businesses), the usual response is something like “Ummm, we’ve thought about that but don’t really think its right for our business”. When I ask them why, they typically state one of the reasons below.
If we explore those myths, we may find that there is no longer a reason to hold back.
Videos are expensive
While it’s true that professional services can be more expensive than making your own video on an iPhone, the return on investment that comes from good video production is one of the strongest of any marketing. If you’re concerned about spending thousands and thousands of dollars on production and promotion, rest assured that’s not necessary.
There is no direct correlation to the cost of a video and its effectiveness. You can spend a ton of money to make a highly professional video that has no emotional impact and therefore is useless. A successful online video marketing campaign has more to do with content than it does with quality
Videos should be short – the shorter the better.
Deciding how long your online video should be can sometimes seem complicated, or limiting, so I’m going to try to demystify video length for you.
All situations are unique, but the general rule should be, the deeper within your website the video is found, or the more familiar and invested the viewer is in your organization, the longer your video can be.
So this does usually mean that a homepage explainer video should generally be kept to less than 2 minutes in order to keep engagement levels up as high as possible.
A product video can be 5 minutes long without any trouble, if that’s how long it takes to do the product justice.
An educational blog post video can be 10 minutes long and still have high levels of engagement, as long as the content is good enough, and especially if the viewers are repeat visitors to the particular blog.
Successful video marketing programs have videos ranging from three to 30 minutes or longer depending upon the topic and interest.
Training videos can be some of the longest but try to make them more entertaining by making them interactive. Interactive videos are the subject of a post coming shortly.
There will also likely be differences in different audience demographics. Older generations might be more generous with their time, and happily watch a longer video, while younger generations might need to get the message as quickly as possible if that’s what they’re used to.
My Web site doesn’t need it.
If you want to differentiate yourself from competitors, increase conversions and add professionalism to your products and services, your website needs video. You want your video marketing to result in more conversions and more revenue for your company or brand, but this shouldn’t be your only goal. Some videos can be heavily targeted to showcase a specific product and encourage purchases, others can be used to raise overall awareness of your brand, strengthen your online image with customer testimonials or even teach people how to use your products.
Videos are hard to make.
When you work with professional services, you don’t have to worry about video marketing taking too much time or resources away from you. Simply have a clear vision, and it’s fine to let others do the heavy lifting. However, you’ll still want to remain involved to ensure that the project is unfolding the way you want it to. But you don’t have to worry about spending too much time on it as though you were the producer.
No of views is critical.
Many brands make the mistake of believing that the only measure of success in a video campaign is how many views it gets. The true metric for the success of a marketing video is engagement.
A 90-second video that sees the majority of viewers drop off after 10-seconds isn’t a successful video, even if it has 20 million views, that’s still a pretty dismal performance.
Instead, you need to look at video like any other channel. View counts are important, but you also have to be capable and willing to measure more quantifiable audience behavior. Measure things like attention span, click-through rate, subscription rate, and ROI.
Your video has to go viral.
One of the worst myths of video marketing is that a video that fails to go viral is a failed video. When did going viral become a primary goal? The goal is to raise awareness and exposure for your business, and having a video go viral is not n necessary for that to happen. For instance, a small business doesn’t need the same amount of views as a major corporation to be equally successful. You must consider the size of your business and intended audience before worrying about how many viewers your video marketing is engaging.
Going viral is not easy and is still pretty much of a gamble. Most videos that go viral have a shock value and sometimes questionable content. Unless you can tie that to your company’s value proposition then a viral video is going to be of little help.
Videos are only used to get leads.
Companies using online video for promotion have seen sales lifts from 20% to 40%.
Consumers who watch product videos are 85% more likely to buy products, compared to those who do not watch product videos.
65% of executives visited a vendor’s website after watching a work-related video online.
42% of C-suite execs made a business-related purchase after watching a business-related video.
Taking all of these points into account, it becomes clear that video is a major avenue through which people discover businesses online. And, video has a pretty powerful impact on brand visibility and sales.
Video is a powerful tool that can educate a prospect or customer quickly, effectively and efficiently. Lead generation is just one purpose for this tool and not even the most effective. Video can help remove confusion about your product or add credibility to your company. It can connect emotionally with existing customers to create brand loyalty. To only focus on lead generation with your video program is to miss opportunity. If you take the time to document the detailed actions in your sales process, you can identify many opportunities to use video to save you time and money, and perhaps generate some leads also.
Video marketing is not important
The truth of the matter is having video on your website has never been more important. Online visitors prefer to consume video content over text and the latest statistics prove it. If your competitor is using video and you are not, chances are you are losing leads and conversions. Here are just a few important facts to consider.
Over 1 billion unique users visit YouTube every month
Video results appeared in almost 70% of the top 100 Google search listings.
Videos in search results have a 41% higher click through rate than plain text results
he average website visitor will stay two minutes longer on a site when they watch video
4 in 10 shoppers visited a store online or in-person as a direct result of watching a video
I don’t have anything to say so it won’t work for me
No one knows your business, products, and services better than you. The most effective online marketing videos are short videos that answer the most burning questions a prospective customer has about your product or service. They don’t have to be flashy or contain a bunch of fancy graphics. THEY NEED TO ANSWER QUESTIONS. Answering direct questions in your videos has two key advantages.
These videos are more likely to attract targeted traffic. That is, people who are already interested in purchasing your product or service. The more targeted the traffic you get, the higher the conversion rate.
They establish you as an authority. People are much more likely to purchase a product from someone they trust.