4 Reasons your Video Marketing Strategy isn't Working

Not seeing a return on investment, when it comes to your video marketing strategy, can be the result of many factors:

• You’re using video the wrong way
• You’re creating the wrong content
• Your content is not valuable
• You’re not analyzing the data

There is nothing more discouraging than investing in a service that isn’t contributing to your profit margin. The good news is, these “factors” are easily fixable.

If your strategy doesn’t seem to be giving you the return you hoped for, the following tips will help you to rework your video marketing content to engage more of your audience. If you’re new to video marketing, these tips will save you time and money by implementing them from the beginning.

Video can be used throughout your marketing funnel in a number of ways. That being said, it should not be used for everything. The one key ingredient that every video MUST include, is a story.

From there, your video should do at least one of the following:

• Grab attention
• Express emotion
• Entertain
• Explain or teach

Video is king when it comes to communicating. No other medium lets you get up close and personal with your customers. No other medium allows you to connect with someone through facial expressions, tone of voice, imagery, and music. No other medium can take complex information and explain it as efficiently and succinctly as video.

If your video does not tell a story and does not engage with your viewers in one of the above ways, it’s time to rethink your strategy.

Video marketing is all about building a relationship with your viewers. You do this by positioning your brand as a solution to your customer’s problems. But no one in their right mind would accept a proposal on the first date. We must earn the right to offer our customers a solution.

Instead of creating content that sells your product or brand, consider creating videos that do the following:

• Relate to your customer’s common challenges
• Showcase how your products solve those challenges
• Share the success other customers had with your product

It’s normal to want to talk about your brand but it’s undeniably the wrong approach. Start framing your content around the customer, and you will notice a drastic increase in your video engagement.

The intention of every video marketing strategy should be to give away as much valuable content as it takes to encourage viewers to become customers. The key here is that your content must be free AND provide value.

As the industry expert, potential customers are looking to your brand as their source of information and education. The more value you give to them the more likely they are to buy from your brand when called to action.

One short video, that teaches your audience something of value for free, has the power to encourage viewers to sign up for a webinar, attend an event, and most importantly purchase your product or service.

Video marketing provides more analytic data about your content and customers than any other medium. The irony is that most brands never analyze or do anything with that data.

At a minimum, everyone should be analyzing your video’s:

• Play Rate
• Engagement Score

To determine your video’s Play Rate, divide its impressions (how many times your video was loaded on a page) by its views (how many times it was clicked on). This data allows you to measure if your content is interesting enough to convince viewers to click play.

The Engagement Score tells you how much of your video was watched before the viewer clicked away. This one piece of information is unique to video and, in combination with your Play Rate data, helps you easily determine if you’re creating content that interests your audience.