4 Mistakes Small Businesses Make with Online Video Marketing

When starting any new venture, it’s a good idea to learn from the mistakes of others. In the world of online video marketing, there are plenty of mistakes to learn from. Here are four common errors that small businesses often make when entering the online video space:

1. Not Using Video at All

The biggest mistake is choosing to avoid video altogether. Using video for your business is no longer optional, especially given YouTube’s huge audience. And, with the lowered barriers to entry regarding recording equipment and editing software, there really is no longer any excuse not to get into the game.

2. Planning on Videos Going Viral

With 72 hours of video uploaded to YouTube every minute, the chances that your content will automatically get noticed — let alone go viral — are slim to none. You need to have a plan for your videos that includes marketing them with social media and SEO tactics, putting them on your company website, sending them to your email list, and perhaps even paying for exposure using Adwords for Video or other video advertising networks.

3. Focusing on the Wrong Metrics

The number of views isn’t the only thing that matters. In fact, engagement and conversion metrics are much more important than sheer viewership for most small businesses.

Examples of metrics to track other than views are “likes,” shares, comments, and viewing times (all of these are free with YouTube analytics), as well as website traffic and sales increases after your video goes live. Consider the marketing goals you want your videos to achieve and then put systems in place to track their performance.

4. Thinking Short Term

Putting up a single video and waiting for the revenue to start rolling in isn’t a content strategy. After all, you wouldn’t send just one email, put up just one blog post, or have a TV commercial air just once and expect to really connect with your target customers.

To get the best results, come up with a series of short videos that you can release over the span of a quarter. It may sound daunting, but if planned correctly, you can shoot and edit 12 videos over a couple of weekends and then have enough content to release a weekly video for three months.

About CJ Bruce

CJ Bruce is President of New Antics in Los Angeles, CA. New Antics provides video marketing services and develops video technology to drive more revenue and engagement with online video content. He has been in the online video space for over 5 years and worked with large brands like Jamba Juice, Nike and Salesforce.com as well as dozens of small businesses.
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7 comments
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jennifier
jennifier

Video marketing is an effective tool for our business, but it is not so much easy. It need perfection. I suppose it is better to hire experienced and skilled people to do video marketing. At first we need to create a top class corporate video and then proper optimization is important to get benefit.

David
David

I do agree with your tips. We have to keep attention while doing video marketing. Video marketing is a very popular way to get more audience, but we can't forget that video marketing is effective when we do it in right manner and by following proper guideline.; It is better if we will take from professional or experienced marketers.

Derby
Derby

I am happy to find so many good point here in the post writing is simply great thanks for sharing.

Webipromo SEO
Webipromo SEO

These are great tips but I would also like to add that optimizing your videos for the search engines is also important and many businesses don't utilize that.

Autoclavable Fermentor
Autoclavable Fermentor

Such a great information about video marketing. I really happy to read about this video marketing.