你终于成功地说服了你的管理团队批准了你的视频项目. 现在是发布一个月后,痛苦的事实已经出现了——你的视频是一个炸弹. 没有人关注它, 这个视频从来没有达到你所希望的效果,现在你不得不解释哪里出了问题.

这里有 ten reasons why marketing video projects fail:

 

1. 你的视频无法与观众产生共鸣.

The best promotional videos work on a visceral level. 如果执行得当,它们会让你思考或相信. 如果能让你有所感受就更好了.

如果你的视频很无聊(i.e. 一个基本的头部发言)或者如果你没有有效地使用视频(给我看,不要告诉我!),那么你很快就会失去你的听众. 事实和数字能提供信息,但好的故事能吸引并说服听众.

有趣的是,你的润滑剂的粘性比你的竞争对手高27%, it is more compelling to showcase the fact that your product is the one your local fire department depends on.

Translating the key benefits that you’re trying to illustrate into simple ideas and then building those ideas into a compelling visual story is the important work that needs to get done 在电影摄制组出现之前 开始拍摄. 这 is the hardest part of video development to get right.

How do you develop videos that resonate with an audience?

    • 从讲一个好故事开始. Your story should have a beginning, a middle and an end. It should demonstrably overcome an important problem and you and your product should be the hero that saves the day. 每个人都喜欢精彩的故事!

    • 包括情感挂钩. Your video should clearly illustrate how your product or service solves a specific customer problem and it should do so in an engaging fashion. There is always a personal or emotional hook that can help you deliver your message – you just need to determine what that hook is.

    • 先做调查. Determine what matters to existing and potential customers and make sure you include this information in your video. (If you don’t know what matters and why, you’re likely wasting your time.)

    • Do a little soul searching to determine ‘why’ your business exists and look for customers who care about the same things you do. (看这个 西蒙Sinek视频 理解如何回答“为什么”的问题可以是一个非常强大的方式来接触观众. (警告: 这 video may send you and your braintrust spiralling down a rabbit hole of pointless introspection… so … caveat viewor.)

    • 偷别人的. Use techniques from other marketing videos that you have seen. Watch business videos from other industries and employ some of the techniques they employ to connect with the viewer. (没关系,所有创造性的努力都是派生的.)

     

    2. 没有明确的信息.

    “ABC咨询公司是世界领先的提供尖端解决方案和强大的, 为其全球ballbet贝博开户提供关键任务系统.”

    啊哈.

    即使你有明确的受众, a specific problem to solve and you’ve identified obvious customer benefits that your product or service delivers, 你仍然需要沟通, 以清晰和令人信服的方式, 你是做什么的,为谁做的.

  • The viewer has to easily relate to your message and they should be able to understand exactly what it is you do, why you do it and how you solve their specific problem.

    避免常见信息错误的ballbet贝博开户:

    • 视频不应该是关于你的. 没有人关心你或你的公司, they only care about how you can solve their problem.

    • Avoid B2N (Business to No one) If your message is so general that it applies to everyone it likely won’t resonate with anyone. (“ballbet贝博足彩的ballbet贝博开户是ballbet贝博足彩的重中之重!”)是特定的. 选择一个听众,然后发表一个, 强大而简洁的信息量身定做的特定需求的观众. Don’t try to ‘save money’ by building a single video that explains how you solve multiple problems for multiple audiences.

    • 停止jargon-loading.认真的停止. 做. 这. 如果你“utilize leading-edge best practices to incentivize and leverage your best-of-breed base through groundbreaking, 协同和创新思维" 那么你就只是一个不知道如何沟通任何真正有价值的东西的人.

    • 言简意赅. “我很抱歉给你写了这么长的信,但我没有时间写一封简短的”. {马克吐温.要做到简洁是很困难的. 保持简洁似乎有风险. 脚本委员会对大多数视频项目来说是致命的. 在视频中,越短越好.

    • 从故事板开始. 这就是传递信息的地方 最终确定. That’s where the approach and actions in the video are 最终确定. 再多聪明的拍摄、时髦的剪辑或酷炫的创意都无法修复糟糕的信息. (..尽管你可能还会得奖!)

     

    3. 定义糟糕的目标.

    你为什么要拍这个视频? 你的商业目标是什么? 你要解决的具体问题是什么? (‘Updating the website’ isn’t an objective, it’s an activity.)谁是这个视频的特定观众? 视频是如何传递和推广的?

    如何界定你的业务目标:

    你能轻易地填空吗?:

    这段视频将帮助______ {这些观众}… understand that our product or service solves ___{这个问题}___,并提供____ {这些好处) __ . ballbet贝博足彩将通过……来衡量这个视频的成功程度。这个评级机制}….

    If you can’t clearly and succinctly fill in the first three blanks chances are your video will fail to achieve any measurable results. If you can’t fill in the last blank you’ll never know what was achieved.

 

4. 你从创造性开始.

  • “Our VP of Marketing has this really cool idea he wants us to try.”

  • “I just watched this amazing video that used that new ‘‘ creative technique to position the company… we should try that.”

  • “我刚看了最酷的动画视频……”

  • 等.

就像平面设计是一个网站开发的最后一步(通常是第一步), “创造性”应该是你剧本和故事板开发的最后一步. Creativity should never be the ‘tail wagging the dog’.

确定, if you have a budget to create a whack of branded entertainment, that’s a different story – but for most corporate video projects, 品牌娱乐并不是目标.

How to avoid starting your video project with creative:

Start your video project with a clearly defined business objective and end it by measuring whether you achieved this objective.

 

5. LOOSE, OR NO PROCESSES AT ALL FOR THE DEVELOPMENT OF THE VIDEO.

视频制作过程中最重要的部分是前期制作. Chances are that if you are either surprised or disappointed by the results of your video it’s because your planning process was either flawed or non-existent.

The purpose of the storyboard is to show everyone involved exactly what is being said and what visuals are being utilized to support those messages. 通过阅读故事板,你应该确切地知道你的视频中会有什么——想法, 消息传递, 地点和人.

Some clients might claim they are ‘visual thinkers’ and really need to see an edited video to formulate an opinion. If this is the case then you’re project is going to fail.

故事板确切地告诉你在视频中正在说什么和正在显示什么. 这取决于导演和摄影师确保这些任务以合适的风格完成, 但任何制作团队都无法挽救一个糟糕的理念, 故事板脚本或.

如何确保你正确地开始拍摄:

  • Always create a storyboard even if it’s a simple video.

  • 在你拍摄之前,一定要创建一个拍摄清单,告诉你到底需要什么拍摄, 和谁,什么时候.

  • 你需要在故事板和脚本的制作过程中与视频制作公司合作. 除非你的视频制作公司对你的业务和你服务的市场了如指掌, 他们不应该是告诉你该说什么的人.

  • Share the storyboard with everyone who should see it. Asking people who should have provided input (but didn’t) for their opinion after the video is completed will likely end in tears.

 

6. 预算不够大.

  • “We took a couple thousand out of our cleaning budget to do this video.”

  • “Yep, that’s all we’ve got, but we still want it to look like Avatar.”

  • “My cousin Eddy said it would only cost him $500 to make the same video.”

在过去的十年里,视频制作的成本急剧下降. 也就是说, 如果你没有为项目分配合理的预算,那么开发一个视频是没有意义的.

专家提示: Communicate your budget with your 视频制作 company. 让他们猜有什么用? 如果他们猜得过高或过低,他们可能会提出不符合你需要的选项.

如何预算一个视频:

  • 看看这个 视频制作成本计算器 来了解不同水平的视频制作的成本. 然后, find a video similar to what you are thinking and talk to a few production companies about the cost of making that type of video.

不知道视频制作成本并不意味着你没有预算. 每个企业都有预算.

 

7. 你的视频不支持你的品牌.

通常情况下,视频是单独创建的. 视频不应该是一个独立的努力. 你的品牌是人们对你公司的所有体验的总和——包括视频.

Your video needs to support and complement the tone and key messages that you want associated with your brand. (警告古怪的病毒视频往往弊大于利.)

视频制作不是一个孤立的活动. Your 视频制作 company has to understand how you market your business and has to be willing and able to engage with your marketing department and /or the marketing agency that is helping to guide your brand.

How to ensure your video complements and supports your brand:

  • Whoever is doing your video should work with your marketing folks to ensure that they have a clear understanding of your brand – what you stand for, 你给市场带来了什么价值,你希望人们如何看待你的公司.

  • 你有责任确保视频制作理解你的业务. 向他们展示你是谁, and what you stand for and show them examples of videos you like, 反映与你的品牌一致的价值观和风格的视频. )不是你的就是别人的.)

  • 视频制作简单 是开始你的项目的好ballbet贝博开户吗.

 

8. 你用错了视频类型.

企业视频有许多不同的风格、结构和类型.  2分钟的宣传广告太长,30秒的招聘视频可能太短.

Hiring actors to speak to a technical audience isn’t a good idea. Putting your President on camera may (or may not be) a good idea. 一个会说话的人往往是在浪费时间. A detailed technical video won’t resonate with people in the awareness phase of the sales cycle but can work very well for people in the consideration phase.

What type of video you develop and what structure you use for the video is just as important as what messages you choose to employ.

如何确定最好的视频类型来使用您的营销推广:

做你的研究. 这里有 51种不同类型的视频 你可以通过开发来推广你的业务.

 

9. 没有行动的号召.

What do you want people to do after they have watched your video? 如果你不知道,你的观众也不会知道.

在你的视频中添加一个行动号召.

 

10. 没有分销,seo或推广计划.

有人看过你的视频吗? 即使你的视频很棒,如果没有人看,你就是在浪费钱. 制作一个好的视频只是第一步.

我应该如何推广我的视频:

  • 你是否在优化网页或网站的特定着陆页面时使用了有针对性的关键词, calls to action and supporting information to support your video?

  • 你在Facebook上推广这个视频吗, 在Youtube上, 在行业门户或其他相关网站上,您的目标受众可能潜伏在这些地方?

  • 你是否制定了一个电子邮件活动来向已知的观众推广视频?

  • 你是否有一个过程,让潜在的观众在看过你的视频后,通过你的销售周期?

  • 在广泛发布之前,你是否测试过视频,以确保它达到你想要的效果?

  • 你是否有修改的预算,或者你认为你能在第一次完成时就完全正确地完成它?

  • 你有社交媒体活动吗, 公关活动或其他宣传活动来提高人们对该视频的兴趣和知名度?

  • Do you have a plan in place to measure any of the above?

The 视频制作 piece (shooting and editing) represents about one third of the total value in the video development process. Planning (building the right messages for your audience) and promotion (making sure the video is seen) are equally important.

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Note: 这 post is also found in the Top Ten Posts for this blog.

关于“30个想法”你上一个视频项目失败的十大原因(以及针对这些问题的十大解决方案)

    • 斯科特,大点. 还有一些例子是言过其实的, 滑稽的, whacky videos that produce results but there’s no question that authenticity is the new coin of the digital realm.

  1. Clear message about video marketing now I understand why didn’t get sales through video marketing because I’m using old method Jimm write something about business growth with paid marketing

  2. Clear message about video marketing now I understand why didn’t get sales through video marketing because I’m using old method Jimm write something about business growth

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