Video and Inbound Marketing are inextricably linked and with good reason; the authenticity and credibility of video provides audiences with an effective method of communication that’s hard to match. Indeed 93% of marketers use video for online marketing and 96% plan to use video in their B2B marketing in the next 12 months.
Get video wrong, though, and your inbound marketing suffers with low conversions, poor referral rates and brand negativity. So what are the ways video can harm your best laid inbound plans?
1. Bad video strategy – having a solid rationale for doing video in the first place.
2. Bad briefs – a comprehensive document that everyone is working to will enable the content to be exactly as intended.
3. No storyline – without a coherent structure to video content, viewer engagement dies.
4. No format support – working with a myriad different camera types can give you numerous transcoding headaches as you try to standardize in one format.
5. No metadata – the data inside video that enables video search, either within a single clip or an entire library.
6. No way to show your video – got a great video but no way of embedding it to your website or via social channels? Your lead generation stats won’t thank you.
7. See who’s viewed – getting lots of video views is useless without knowing who they are.
8. See how long they viewed – great stories give you great engagement which gives you great leads. Understanding how long a video is viewed is fundamental.
9. Upload – sharing content online depends on uploading that content to the Internet. Make sure you have the bandwidth and the tech to do this.
10. Download – equally important as upload if you plan to share original content amongst your team or production partners.
11. Sharing – having the ability for happy viewers to share your content with others gets you virality – key to inbound success.
12. Poor production values – if the quality of your video isn’t in-line with the brand you’re trying to promote, then you’re wasting your time.
13. Scope creep – creative processes can go awry as new ideas creep in.
14. Poor integration with other campaign elements – inbound marketing’s strength comes from the halo effect of all other activity working together.
15. Not enough storage – as daft as it sounds, it happens all the time!
16. Not specific to the buying stage – make that video speak to people at the specific stage of their journey!
17. Not reversioned – not everyone speaks English, so get some captions or better still dubbing out there to appeal to different markets.
18. Not secure – timing is everything in video and if it can be leaked before the launch date then the campaign will suffer.
19. Not backed up – if you don’t keep a backup copy of your work, then what will you do when Plan A fails?
20. Not recoverable – OK, you have a backup, great! But did you check whether the data can be successfully recovered without interruption to the plan? No? Oh
21. Not reviewed and approved – video has a habit of making everyone a little jumpier, so make sure you have a solid review and approval workflow in place.
22. No sign off – don’t feel tempted to push out content without the correct approvals, you’ll only ever regret it.
23. Not on brand – every component of your campaign needs to adhere to guidelines and video’s visibility make it stand out.
24. High shoot ratio – filming too much content makes it hard to organize, hard to edit and sometimes impossible to tell the story.
25. No way to manage video – whether or not you’ve filmed too much, poor methods of organizing the raw content leads to a poor end result video.
26. Poor editing – the greatest production in the world can be undone by a bad edit. Don’t scrimp on this important area.
27. Over budget – scrupulous planning prevents an overspend so to keep a steady supply of content for the campaign, rein in those costs!
28. Overly ambitious production – think Ben & Jerry’s, rather than Ben Hur.
29. Not reusable – used a drone camera to film a beautiful pan shot of your corporate HQ, make sure it can be reused to save time and money next time.
30. Low quality – film in the best resolution you can, you’ll regret it if you don’t.
31. Not being on YouTube – why the hell not??
32. Supplier failure – having a reliable series of editors, production companies, video platforms and equipment providers is essential to a strong video process.
33. The Video That, Just, Like, You Know, Takes Too Long to Get to the Point – we’ve all seen them. Probably not to the end though.
34. Bad audio – what now?
35. Too long or too short – size doesn’t matter, quality does.
36. No call to action – end that video on a high with a really obvious next step: see another clip, visit a webpage, get in touch with sales!
37. Bad Online Video Platforms – sorry, we couldn’t help ourselves