So you’ve considered all the benefits and you can see that video production is right for your company, which is a smart decision. The last thing you want to do is make any avoidable mistakes that could nullify all your efforts. Before you proceed with any web video production, take note of these common pitfalls.
Lose Focus On Your Audience
As your first production step, you have to decide what your video will be about. You may want to focus on a specific product or service or the capabilities of your company, but in the process of promoting that, you must not lose focus on your audience.
With every point you make, ask yourself why a viewer would care or want to hear more about what you have to say. If you want to talk about the decades of experience you bring to the table, make sure you qualify that with how it will specifically benefit your customer.
If you want to talk about a specific feature or the years of development invested in your product, then you should tell your viewer why it matters and how they’ll experience an advantage as a result of your efforts.
If you fail to consider your audience and do not put your offerings in the context of their experience, you’ll end up losing them.
Go Beyond The Scope
Consider the scope of your video. Is it the first that will be part of a regular series or is it a standalone overview or unique message?
You want to consider these things so you don’t find yourself trying to cram too much within a limited runtime or end up repeating yourself because you’ve stretched your content too thin.
Lots of companies will make the mistake of trying to talk to too many markets and reach as broad an audience as possible. The outcome is they end with a message that resonates with no one.
It’s also common to see videos that will attempt to promote too many solutions with too many features. As a result, anything that truly makes them relevant and interesting can become lost amid too much information.
Forget The Call-To-Action
Including a call-to-action sounds like a no-brainer, but this essential portion of any marketing effort can become forgotten or overshadowed by other production elements. You’ll want your viewer to do something after watching your video, but have you told them what it is?
Make sure your video ends with a clear directive for your prospects. If they just watched a product demo, make sure you tell them what they need to do to learn more about that product.
Do you want them to sign up for a trial offer, a newsletter, or free consultation? Be sure to specify whatever it may be and provide a direct link or means of contact.
Remember, the fewer steps between your video’s conclusion and the steps your prospect should then take, the more likely they are to follow them.
Try To Do It All Yourself
While technology makes it possible to produce and broadcast a marketing video all on your own, trying to do it all yourself isn’t always a smart approach.
If you prefer a DIY approach to video production, make sure you are realistic about your capabilities. Maybe you have a knack for writing and can do a fine job of creating your own persuasive script, but can you also perform a flawless read on camera, layout and edit graphics, and piece everything together and broadcast on your own?
If you spread yourself too thin or pile too many tasks on a team member who’s not qualified, it’s going to show in your end result, and then you haven’t really saved any money, time, or gained much in the long run.
There are reasons why web video production teams and agencies exist, and that’s because it takes a lot of resources and knowhow to achieve the results that make a difference. There are plenty of reasons to rely on the professionals and a big one is your ROI.