5 Mistakes that Can Break Your Marketing Video — and How to Fix Them
Video marketing is an incredible growth tool for your business… when done right.
Sadly, it’s all too easy to invest lots of time, money, and energy into creating video content that fails to engage your audience and lead to conversions down the line.
So today, I want to discuss 5 video marketing mistakes that can prevent you from getting the results you want from your videos. If you’re making one — or all! — of these mistakes, don’t worry. In this article, I’ll show you how to fix them and create marketing videos that don’t just look good, but actually grow your business.
Let’s start with the #1 video marketing mistake I see all the time during the pre-production stage…
(If you’d prefer to listen to this week’s article instead of reading it, click here to jump to the audio version.)
1. Not starting with a finished script
Your script is the foundation of your marketing video, and the only good starting point for the entire process. Trying to “wing” a video before you have a finished script is a bit like building a house without the foundation… just don’t do it!
Here at The Draw Shop, we use a simple structure that goes like this:
- Problem. This is where you identify something your audience is struggling with and set up your message as the solution.
- Solution. In this part, you explain how the viewers can solve their challenge. If this is a simple how-to video, give them valuable advice to follow. If it’s a video about your product or service, break down how it works.
- Objection. Anticipate and address your viewers’ questions and concerns (more on that later).
- Action. Direct your viewers to take the next step through your marketing funnel. Again, we’ll cover this in detail later in the article.
If you want to know more about how to write a video marketing script, check out this post where we show you the entire process from start to finish.
2. Not answering the “What’s in it for me?” question
Do you want potential customers to care about what you have to say? Then give them a good reason why!
Why should they choose your video over a hundred other things competing for their time and attention? Why do they need to hear your message? How is it going to add value to their life?
The answers to these questions might be obvious to you, but I guarantee that they aren’t clear to your viewer. So make them clear! Understand what your audience wants to hear, and align the message of your video with their needs.
- Do it at the start, to capture their attention with something that’s interesting, entertaining, valuable… or all of the above.
- Do it throughout the video, “connecting the dots” between your message and the benefits and outcomes they care about.
- And last but not least, do it at the end, to compel your customers to take action on what you’ve told them (more on this later).
Bottom line is, never assume that your viewers care about your message as-is — entice them to care by answering, “What’s in it for me?”
3. Not using stories, examples, analogies, or metaphors
Video is an incredible tool for communicating complex ideas in a way that’s memorable and easy to understand. However, that doesn’t mean you can just dump a ton of information on your viewers and call it a day!
There are all sorts of ways you can enhance your message and make it more accessible and easier to remember.
You can tell different types of stories that resonate with your target customers. You can give specific examples to illustrate an important point. And if you’re dealing with a highly complex topic, a good analogy or a vivid metaphor will go a long way!
- Are you doing a video on, say, quantum computing for non-technical viewers? Then analogies, metaphors, and examples will be your bread and butter.
- Are you making a video promoting your lawn care services? Tell a simple story with a couple of homeowners as your main characters.
- Are you trying to explain a software feature? This is where a specific example will come in handy — and work much better than an abstract explanation.
You get the idea!
4. Not acknowledging potential objections and negatives
A good marketing video flows like a conversation between you and the viewer. And as with any other conversation, questions, objections, and concerns will pop up in your customer’s mind.
Now, just because this exchange is one-sided doesn’t mean you can ignore those things! You always want to acknowledge and address your viewer’s biggest objections and concerns.
This achieves two important goals:
- You show the viewer that you understand their situation and care about their concerns.
- You remove their mental barriers towards action and make it easier for them to say yes to your offer.
For most marketing videos, handling objections is best done after you’ve explained your offer and described how it works. That’s when most people start to have questions, or need clarification. So tell them what they want to know, or they’ll think that your offer is too good to be true. And an offer that’s too good to be true will not convert!
5. Not having a call to action
All your marketing content needs to drive people towards action — no exceptions. Even when your goal is not to make a sale or capture a lead, you still want to have some type of CTA at the end.
Why? Well, because it conditions people to do stuff and not just consume your content passively! Leaving a comment, sharing the video, downloading a freebie, subscribing to your email list, following you on socials — all these things strengthen your relationship with your target customers and indirectly contribute to future growth and conversions.
If you really have no idea about what CTA to use, you can always fall back on “aspirational” calls to action like:
“Tune in next week to learn more about [your industry topic]!”
“Take care, and make sure you [repeat something you’ve shared in the video].”
“If you want to learn more about [the topic of the video], leave a comment or ping us on Twitter and Facebook.”
Even a general CTA is still better than none, so don’t forget to include them in your content!
As a business owner, video should be the most powerful tool in your marketing arsenal, not an expensive gamble that may or may not pay off. Don’t let these 5 video marketing mistakes stand in the way of engagement, growth, and conversions. Now that you know how to avoid them, you’ll be able to use video much more effectively!
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