Overcoming video marketing challenges had been easier. Over the years, video has become a vital part of marketing campaigns for all kinds of companies in the market, therefore, overcoming these video marketing challenges can prove difficult. It is one of the most effective and most used media to communicate a brand’s promise, values, promotions, products, and services to its audience. When implemented correctly, video marketing can work wonders for your brand. It does not only help increase sales – proper utilisation of the media can also generate a bigger emotional response from consumers, reeling in new audiences and gaining rapport from prospects who have been on the radar for quite some time.
While the idea of video marketing is not new, many marketers still face obstacles when it comes to implementation. Unlike other media, video production is an intricate process and it is not a one-man job. You will need a whole team working on the different aspects of the material you will produce and distribute to your market to ensure its effectiveness.
Without the right mix of a creative team and superb marketers, your video marketing campaign can quickly go south and cause your business to lose money rather than generate it. Luckily, marketing in 2019 is not as hard as it was decades ago. Aside from the vast selection of social media platforms to release your content on and reach your prospects, it has also become much easier to research and identify what will work and what will not for a certain brand.
If you are looking to kick off your video marketing campaign soon, you have found the right place. Here are some of the most common challenges marketers face in overcoming video marketing challenges, and a few tips on how to overcome them to ensure the success of your campaign.
1. Secure your budget
Video production is not a process you learn over a few days. Creation of high-quality content takes years of practice and implementation.
While most businesses are out to minimise expenses and maximise their profit, with respect to video marketing, ‘cost cutting’ doesn’t necessarily mean ‘making a saving’. Having a low budget for this kind of work will give your marketing team difficulties in looking for the people to create your content and giving your plans a higher risk of failing and spending more.
When planning your video marketing campaign, one of the smartest moves you can make is to prioritise securing the budget to be used in creating the material you plan to release for your brand. For start ups, it can be easier to set a budget aside because there are fewer people to sell the idea of video marketing on. Larger companies can have more difficulty getting the process started, as there are more people that need to agree, across different departments, before you can have the budget set.
Now, to make sure that your budget for video marketing is safe, do not go for the first proposal that lands on your desk and overcoming video marketing challenges will be easier. Take in as many proposals and offers as you can that are within your budget. Always remember that your brand’s image and reputation are at stake when making these decisions. Do not hesitate to go for high quality output, but still make sure that you choose a team that will be able to accomplish what you want for your campaign, not just the ones who are popular and well-known for their craft.
2. Give the process time
Before beginning your video marketing campaign, it is best to understand the whole video production process. Creating high quality content that will match your marketers’ visions will not be an overnight process. A lot of companies fail in the implementation of video marketing because they do not take duration into consideration when planning for their campaigns. Most production companies are not able to produce the expected output for their clients when given timelines that are too tight and unrealistic.
High quality video production needs to have at least covered the concept development, script writing, storyboard creation, shooting, and editing in the process, and it does not matter how many people you will be hiring to get the job done. Video production works like wine – the longer the time it is given, the better the results are.
This is an aspect of video marketing that is well within your control. Meet with your creative team and make sure you agree on timelines for your campaign. Listen to your creatives and make sure that you communicate with them as much as you can to make sure that the output you are getting is exactly what you need for your plan to be executed effectively.
3. The wider the variety, the better the response
Along with tight budgets and timelines, another thing to avoid in video marketing is the lack of variety in content.
A single video that generates positive responses from your audience will not mean the same kind will get you the same responses. Your audience’s attention will only last as quickly as trends shift. As more companies flood the internet with their videos, you need to think ahead and make sure that your audience will not get tired of seeing the videos you release. Have at least three kinds of videos available on your platforms, from informative videos, customer testimonials, promotions, how-to’s, and many more, to ensure the consistency of consumer engagement. This is another way to overcome video marketing challenges.
Having a wide variety of content and keeping your market interested will increase emotional engagement and brand awareness, as your audience will always be on standby, waiting for more content from your brand, wanting to know what you will be up to next.
4. Consistency is key
Even if you have already established your video marketing plan and hired your team of amazing creatives, inconsistency in content release and production will make your campaign fall apart.
Inconsistency begins when you become unsure of the content you want to post and when you restrict the timeline for creation. Instead of being able to release your videos on schedule, you end up not meeting deadlines and this often leads to losing your audience’s interest in any of the content you put out.
This can easily be controlled by making sure you take baby steps in distributing your content online. One great example for this would be the platforms where you will be releasing your videos. While there are plenty of choices you can utilise for your video marketing, the challenge often comes when you fail to understand the way the platforms work. Releasing your material on all channels can be very overwhelming and can put your responses at risk. Take baby steps and pick platforms you are already familiar with to begin your campaign. After successfully releasing your material and gaining the responses expected, you can move on to bigger and more complicated platforms to widen your reach.
5. Set your metrics and goals
The video production process can be very exciting and can make you forget the main point of releasing your content. To keep your team on track, make sure you set the metrics and goals for your campaign to follow.
Metrics and goals keep you on track and let you know if your strategies are working. To figure this out, you may seek advice from a marketing consultant or another businessman in the same field, but always keep in mind that it is not wise to use the exact same metrics that another business has because their goals might not be the same as yours. There is no specific formula to what exact metrics work together and what do not, because this would all depend on what goals you set for your campaign to meet. It is still better to formulate your own line of metrics to follow, because that gives you a higher success rate for your brand.
This part can be challenging, especially for startups. Meet with your team and have everybody involved pitch their ideas in to ensure that the metrics you will be setting for your video marketing campaign are attainable and will help rather than tear the strategy apart.
Video will always be a challenging medium in marketing, but with persistence and the right amount of research, the benefits your brand will get with proper execution are worth it.
If you need to create a video marketing campaign for your business or if you need help overcoming video marketing challenges, send us a message and Scarlett Vespa, our Video Marketing and Content Creator, will get in touch.