3 Reasons Why Your Video Marketing Will Be An Expensive Failure

I've written and produced videos for businesses all over the world for over 20 years.

My work has appeared on YouTube, television, online educational networks, and dozens of websites.

My clients range from clueless to exacting about their video projects, and I'm grateful for every single one.

Here are three tips to maximize the return on your video marketing investment.

Start With The End Goal And Work Backward.

What one specific thing do you want people to do after they watch your video?

And don't just say sales. Sales is a multi-step process.

What's the viewers' next step? To call? To click a link? To come to the showroom?

Your message and call to action should be simple and clear.

Know Who And Where Your Audience Is

This is critical to know because it may determine the style, format, length, and placement of the video.

Is your audience watching 16:9 TV, or are short, vertical Instagram videos their preferred media?

Include Distribution In Your Budget

This scenario happens way too often:

Business owners sink all their marketing budget into production. The $5,000 video ends up stored on someone's computer and forgotten.

Or the unoptimized video is uploaded to YouTube with the title "company video.mov" and embedded on their website. That's it.

Two years later, the video has only been viewed 29 times and generated zero sales.

For marketing videos to be effective, the target audience needs to see it several times. That usually takes some kind of paid distribution on a platform.

Make sure your budget includes money for distribution.