How to Define Your Target Audience?
26 Jun 2020
14 Dec 2018
Did you know that over five billion videos a day are watched on YouTube?
Videos are popular and highly effective, which makes them a necessity for your marketing strategies. So, if you’ve been avoiding video advertising, you should definitely consider taking the opposite step.
Reports say that by 2020, 80% of the web traffic will be in the form of videos. This says a lot about the future of your online business. Without quality video content, you can’t really expect more traffic and leads, especially not in the long run. Naturally, no marketer wants this to happen.
But, jumping into this without second thoughts or preparations is a huge mistake. When you are planning video advertising as an essential, much-needed part of your strategy for the first time, you can easily fall into the common pitfalls many marketers fail to spot. The good thing is, we have made a list of the top 7 video advertising mistakes marketers make, accompanied with effective tips on how to sidestep them.
When you first start creating your video content, you will probably be tempted to create something you’d enjoy watching. Sure, this is important, and you should definitely use your creativity to make videos. However, creating videos for an audience means that they are not for your pleasure only. That being said, you must focus all your efforts on the target audience.
When they see your video, they should find what they are looking for. Your viewers should not finish watching without getting what they came for or stop watching in the middle of it because it didn’t meet their needs. The first rule about creating any kind of content on a website is to focus it on the audience. Don’t make the mistake of focusing your videos on yourself.
To do this, identify the target audience. Conduct some research that will help you help your audience get what they need. Looking into your competition can really help.
Once you have this information, build funnels of video content that answers the viewer’s questions. Tailor your video message to appeal to the audience, both in terms of content and visually.
A memorable video is a simple video. You won’t get far with videos that have too many messages and ideas crammed in it. The more complex your video is, the higher is the risk of losing your audience or confuse them altogether.
The best trick we can share with you is to use one video for one message. You might have to add two in some cases, but try to limit it to this. Any message you are trying to communicate will be more effective if it is simple, short, and easy to follow. But most importantly, it has to exist on its own.
With so many video making tools available at your disposal, it isn’t at all uncommon if you choose the wrong process for producing videos. This can be extremely complex when it comes to video advertising. You need to choose whether you will outsource to video partners or handle it with your in-house team. Whichever you choose, video production can be overwhelming.
Take your time to get informed on the process. If necessary, get some help. If this is your starting point with video advertising and its production, you might want to consider selecting a video agency that will help you take the right steps. Many things matter in the production of videos, and thinking that the process is simple is a big misconception among marketers.
Once you get your video from an agency or finish your own video production process, you might think that your job ends there. You are not even close. The feeling of relief is mutual and every marketer has it once their videos are finished and out there. However, there is still one large mistake to avoid when this happens – not using metrics to track your video success.
Using metrics will tell you whether your objectives were finally reached, as well as help you improve your advertising strategy.
Once you get the video out there, monitor the analytics to measure success, and improve your marketing efforts. The more often you assess the success, the more you can learn for your future video advertising strategies.
As Peter Bronchi, SEO expert at BrillAssigment says: ‘’Search engine optimization isn’t limited to written content. It does pertain to video, but marketers often fail to recognize it until it is too late.’’
With this in mind, you cannot forget that SEO is part of your video advertising, too. Including it into the titles and descriptions is the only way to have your videos found and seen. This is where everything begins. It is the starting point without which you cannot expect your videos to be seen.
Don’t forget about the content. Focus on the content your video includes or anything that touches the viewer’s ear. Optimize further – your descriptions, your title, search terms you might include under it, etc. Just as you do with your written content.
One great advice is to create your video sitemap that will inform the search engines what your videos are about and where they are. By using tools like Google Search Console, you can get the video description, title, and other details on Google by helping them index the video content.
Your video advertising strategy has a grand goal in mind – to push people to buy. However, this does not mean that you should go for the hard sell. Videos can either be highly effective for your brand or push the audience away.
According to Hubspot, 90% of the users think of videos as a helpful tool in the decision-making process. This is excellent news and a reason to include videos in your strategy, but not if you use them to constantly push the viewers to make a purchase. You don’t want to be that seller – no one wants a pushy seller.
Use your videos to help people instead of selling to them. Help them learn more about your products instead of just telling them that it is the best choice. Let them be entertained in addition to marketing your products and services. Helpful videos are the most effective videos you can make. For example, you can create animated explainer videos.
Ideally, your video should provide some value. It can share expert knowledge or tell a story, resonate with the viewers or address their interests. These are the ideas you get when you determine who your target audience is and focus the video content to meeting their needs. It is only by getting through your viewers that you can turn them into actual customers.
This will also boost your chances of having your video shared among the target audience, which makes it a win-win.
Once you are done creating a great, targeted, and valuable video, you need to give your viewers a shot to demonstrate how happy they are with what you offer. Don’t make them spend more of their valuable time trying to figure out a way to act on the interest your video picked – include CTAs.
Without it, you are probably losing many sales. People want things to be ready for them, especially when they want to act on something. Leaving out calls to actions leaves more time for the viewers to change their mind, and many of them won’t order because it is too much time-consuming if they can’t do it directly.
Don’t let viewers forget to buy or take other action just because you failed to provide them with the next steps. Include CTAs in all your videos to drive viewers to take actual action. After all, this is the goal of your video advertising strategy – to attract a wider audience and turn them into customers.
You can use various calls to actions to make direct sales, take them to a landing page, ask them to subscribe or look at other products or services. Most importantly, you are not limited to one or two – you can give more calls to action throughout the video, at its end, or its description.
Even if you have no experience in video advertising, you are not helpless. Avoiding these seven common mistakes is a grand step toward a successful video strategy, which we have determined that is essential for the success of your online brand. Make sure that you don’t fall into these traps to be on the safe side. Videos are important and highly effective, but only if done well.
Scott Mathews is a professional content writer in such topics as digital marketing, SEO and IT. Scott`s biggest passion is blogging and traveling. He regularly takes part in different career growth conferences and contributes his posts to different websites. Contact him on Facebook and Twitter
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