10 reasons your promotional video is failing to bring new clients and 10 tips to improve your video marketing results on YouTube
If you are using video to promote your business or services on YouTube, you certainly are on the right track. Your hopes are that the video helps to spread the word about your company and ultimately brings you new clients.
However, if it doesn’t, this may be an indication that your video needs improvements. In this post I’ve put together some of the most common issues with small business promotional videos that may be costing you new clients.
Video is one of the best promotional tools available to a marketer on the budget
The digital equipment gets more and more affordable and you can upload virtually unlimited video footage to YouTube for the entire world to see. If done properly, event the simplest promo video can help you to expand your business and to reach new clients with relatively low cost and effort.
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Don’t make these 10 common online video marketing mistakes that may cost you new clients
- Non-descriptive title and thumbnail. The very first thing your viewers will see are the title and the thumbnail of your video. In many cases your video will or will not be watched based on how closely the title and the thumbnail resonate with what the viewer is looking for. For example, don’t simply use your business name as a title, add few words about the industry, location, or your specialty. Don’t put lots of text in the thumbnail, it may work better with a logo or an image that clearly shows what your business does.
- Poor production. I’m not suggesting hiring a Hollywood director to make a small business promo video but you do need to ensure a certain level of professionalism in terms of both the content and its visual presentation. Some of the common issues include inadequate video equipment, poor lighting, background noise, unintelligible speech, inappropriate dress-code (for your industry), too much improvisation / lack of script, and so on. Let’s face it, the production quality of your video affects the perception of how people view your business. Your viewers may simply get turned down by appearance, even before listening to your pitch.
- Unsupported claims. Don’t just say you have the best price, quality, and so on, simply because you think it will make people buy from you . Not unless you have something to back it with anyway. Did you win a competition or a prize? Was your business voted as best provider in your field? Then by all means mention it. Say how you’re different from your competition but be specific and offer your viewers some means to verify your claims.
- Too promotional / Not personal. It may be tempting to give your viewers an impression that you’re running a huge operation but keep in mind that any business is essentially people working with other people. Don’t be afraid to show your human side, address your viewers as a person. After all, we see enough “big business” commercials on TV.
- Too long. We live in fast times. The studies show that viewers attention drops off after 30-60 seconds. Try not to exceed one minute.
- Not specific. If you’re selling something, don’t start with a broad overview of your industry, get to the point. Basically, you need to make it very clear from the beginning – what is that you’re selling and why people should buy from you and not from the next guy in the playlist. The overview videos can surely be one of the components of your content marketing strategy but they should not be in your sales pitch.
- Too professional or too technical. If you need to use any professional jargon in your video, make sure your viewers can understand it. That, of course, depends on your target audience but generally speaking if you’re selling software for personal finance, most of your clients don’t care what programming language you use or how much memory your servers have.
- No music / inappropriate / unlicensed music. That’s a big topic and you can read more in my other post: How Music Can Help your Business Get New Clients. In short, music can greatly help to deliver you message by adding the emotional layer to your presentation. Using copyrighted music without a license, in most cases, will result in copyright claims or strikes from YouTube and if not rectified, third-party ads, muted audio, or in some cases, account suspension.
- No call to action. Make it clear what you want your viewers to do when they’re done watching. Call for a quote? Visit you Web site? Like you on Facebook? If you scroll down to the end of this post you will see that I want you to buy my music and use it in your own promotional videos. You see, very clear 🙂
- No contact info. This one should be a no-brainer but you’ll be surprised how many videos leave this essential piece of information out. Make it visible, make it prominent, and make it convenient for people to reach you.
How I can help
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Here are just a few examples of my music tracks available for immediate licensing and download. If you are a YouTube partner, please note that all my royalty free licenses allow for YouTube monetization.
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Positive, motivational, and uplifting royalty free background music for corporate and small business videos with inspirational and confident feel featuring the mix of acoustic and electronic sounds.
My top 10 best selling royalty free music tracks
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My company came up with a marketing campaign video highlighting our brand’s product, but it didn’t create so much noise; that’s why I’m considering to hire a promotional video production service. I guess you’re right about highlighting the unique selling point of the brand that makes it stand over its competitors. I also agree with you that it is important to add a personal touch to the video by incorporating my human side.