My team just got back from the Comfortech trade show in St. Louis, where we spent two awesome days meeting and producing free marketing videos for HVAC company owners in attendance. Afterwards, our team was inspired to share with the rest of the web the top 5 video marketing mistakes we see companies making on the reg. Check them out below:
5. Not Investing in Video Marketing to Begin With!
Last year, my team crawled tens of thousands of home services websites to figure out what the best ranking companies were doing online and also to analyze year-over-year web trends. While video is definitely an up and coming web trend, a majority of these companies had no video to be found!
Let’s take remodelers as an example. Of all the remodeling websites we looked at, only 20% of remodelers had video content on their website’s homepage, and only 30% had video content on their subpages.
If I had to guess, I’d say the reason why most companies aren’t investing in video marketing is because it seems expensive. All of the lights, audio, and camera equipment, not to mention video editing software? Or even hiring a company to come do it for you? That can be expensive too.
So to save a grand or two, these companies will slap a low grade video on their website that—from the looks of it—was filmed on a 90s flip phone. But imagine if this video is the first and only impression someone has on your company (which it very well could be!). Don’t half ass it. Always use your full ass in everything you do.
And for the record, outsourcing your video marketing can be quite affordable. I would know—Blue Corona does it for companies that are probably smaller than yours!
3. Hiring Actors.
A well done marketing video can help you establish a relationship with your prospective customers before they even pick up the phone to call you. When everything online can be faked (have you ever seen Catfish?!), an authentic video showcasing you, your caring employees, your core values, guarantees, competitor differentiators, etc. can go a long way to build trust and drive branding.
With all that being said, I’m always shocked to see companies hire actors (or worse, use a cartoon. Very few companies call pull off the cartoon.) for their marketing videos. She may never win any Emmys, but it’s way more endearing to have Marge the receptionist talking about why she loves working at your company than to hire an actor.
2. No Music/B-Roll.
Giant marketing nerd that I am, I actually enjoy watching other companies’ marketing videos (and like a lot of other people, I mostly like the Super Bowl for the commercials). But there are a few simple things that can separate a good marketing video from one that I get bored with and shut off after 15 seconds.
Music is one of them. Of course, please make sure you have the proper licensing. You can get some inexpensive music from musicbed.com to suit the mood of your video (haha I feel like I should add a bow chicka wow wow here—I’m not here to judge the kind of videos you’re making. Oh wait. I kind of am.).
Another thing that makes a marketing video good is b-roll footage. If you have a video where you just talk to the camera for three straight minutes, well, that can get a little boring (unless you have a fun accent I suppose). B-roll footage (of your office, of you working with clients, of your trucks, of your neighborhood, etc.) can break up an interview while also adding some context to your video.
1. Forgetting About Promotion.
Okay—the #1 video marketing mistake that I bet your company is most guilty of making is failing to properly promote your video(s).
First, just uploading your video to YouTube isn’t enough. While you might not think of it this way, YouTube is indeed a search engine, so you need to optimize your video for search just like you hopefully optimize your website for Google/Bing/Yahoo/etc. To boost views, considering sponsoring the video on YouTube (if you’re a local business, there are plenty of filters to make sure only relevant audiences see the sponsored video).
Next, to expand your video’s reach, you need to promote it in areas other than YouTube. Embed it to relevant pages of your website, share it on your Facebook page, and even consider sending it to relevant online publications with a press release.
Need Help with Video Marketing for Your Business?
When you sign up for video marketing services with Blue Corona, we’ll help you with all aspects of your remodeling company’s video creation, including script copywriting; on-site shot consultation, design, and filming; high-quality video production and publication; graphic creation; video SEO (to help your video show up in search engine results); and more. We will provide all of the video equipment—including lighting.
Ready to learn more? Let’s talk! 1.800.250.2101
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
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