Video marketing should be a big part of your overall online marketing strategy as a small business owner. However, with approximately 72 hours of video being uploaded to YouTube every minute, you need to have a well defined strategy in place in order to compete. If you do it right, you’ll be able to tap into the 800 million plus unique visitors YouTube receives each month. Here are 5 common misconceptions about video marketing that you’ll want to be aware of as you develop your video marketing strategy for the new year:
1.Effective videos are less than three minutes long. Research indicates that the average viewer will click away after two minutes and 53 seconds. However, if you create an informative video that captures the attention of your viewers, you’ll be able to engage viewers well beyond the three minute average. If you know your viewers want more in-depth videos, don’t be afraid to provide longer videos. Ultimately, the key is to focus more on the quality of the video rather than the length.
2.Video marketing is only useful for lead generation. While it is true that video marketing is useful for lead generation, it is also an effective resource for businesses to provide information about products, add a personal face to the company and build trust with prospects. Videos help businesses establish a more personal, emotional connection with their clients and prospects. Gradually, these connections build brand loyalty. Be creative and allow your video marketing strategy to develop over time to allow your interaction with viewers to help shape its direction.
3.To be effective, your videos need to be professionally produced. In reality, you don’t need a huge budget for your video marketing campaigns. In fact, if you focus on creating quality content that people care about, you can use basic equipment and produce engaging videos. Most people are more concerned with your message rather than a slick presentation.
4.Video marketing is as easy as adding videos to your website. Adding videos to your website is certainly part of an effective video marketing strategy. However, in order to be competitive, you’ll want to take a more broad approach. Create a YouTube channel and gradually build up a collection of videos that are of value to your customers and prospects. Your YouTube channel will expose your business to a larger audience and drive traffic to your website. Finally, share your videos on your social networks and work with your web designer to make it easy for bloggers to embed your videos and users to share your videos directly from your website.
5.Your videos are only useful if they go viral. There’s a lot of focus on viral video in the business community. However, only an extremely small percentage of all videos go viral. Plus you never know if your video is going to go viral. Leave the crazy attempts at viral videos to the big businesses. Instead, focus on creating videos that will nurture relationships and trust with your customers and prospects. Ideally, your videos will establish you as an authority within your niche.