Top Video Marketing Challenges and How to Overcome Them

Creating a video marketing strategy for your business is certainly important. With more than 82% of all internet traffic related to video, and 55% of consumers stating that they use videos to help them make purchase decisions, there is really no question if video is important but rather, just how important is it to your success? While the benefits of video marketing are certainly plentiful, we often fail to recognize the many video marketing challenges that small business owners face, particularly when getting started.

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If you’re a business owner that’s facing some typical video marketing challenges, it’s very important that you do not allow them to get in your way of success. To help you overcome the various common video marketing challenges that small business owners face, we’ve put together a list of solutions to these challenges.

At Beverly Boy Productions, we hope that this is enough to assist you in overcoming the hurdles or potential roadblocks that could be limiting or preventing your own success in video marketing. If you require additional help, please give us a call.

Challenge #1: I Don’t Know Where to Start

This is a common challenge when it comes to video marketing for a small business. You read so much about video marketing strategy and what’s important, and you keep seeing over and over that you need a plan, and yet – you don’t know where to begin?

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The best way to be successful at video marketing is to plan out your objectives and your goals, just like you would with any other kind of marketing campaign or really any project that you take on as a small business owner. So you need to:

• Thinking about your goals. What do you want to achieve with video marketing?
• Consider your audience. Who are you trying to reach?
• Consider the solution you can provide. What can you offer your audience to keep them around?
• Define a clear form of measuring your success. Whether it’s increased organic traffic, more leads, or more sales – you need a form of measurement.

Consider starting small. Think of a simple goal that you wish to achieve with your video marketing, and tackle it. As you do, you’ll gain confidence to try something a little bit harder and potentially more effective each time.

Challenge #2: I Don’t Have the Budget

A common misconception is that video production is always expensive and out of reach. This just isn’t true. In fact, while 21% of brands do outsource all of their video production to a third-party, many tackle the process with a mixed approach of in-house production and outsourcing.

If you’re worried about budget, there are steps you can take to minimize the overall expense including:

• Planning the script and capturing the footage in-house so that you only have to pay for editing.
• Creating videos entirely in-house. Start with simple videos like customer testimonials or simple interviews with a two camera setup.
• Keeping the complexity of the video simple. Avoid expensive graphics or special effects to reduce production costs.
• Start with shorter videos, the shorter the video, the lower the cost will generally be.

Challenge #3: I Don’t Know How to Optimize my Video for Success

Another challenge that small businesses frequently face with video production is in optimizing the video for success. Video marketing challenges like this are really simple to overcome. All you have to do is learn the basics of video optimization, you can always expand your knowledge as you go. Start with:

• Including a target keyword in the title of your video.
• Mentioning your target keyword at some point throughout your video.
• Writing a meta description that includes your keyword and that is engaging for your audience.
• Including captions in your video.

Of course there are other steps that you can take to further optimize your videos, but these will get you started in the right direction.

Challenge #4: I’ve Published Videos but They Don’t Get Views

Small business owners often fall victim to the misconception that, “If you build it, they will come.” This couldn’t be further from the truth! Video marketing challenges like this, expecting traffic just because you added a video to your website or YouTube channel, are really a matter of doing your homework to learn more about the process of video marketing.

If you really want to reach more people with your videos, you need to:

• Share your videos across multiple platforms and make sure they are targeting the intended audience.
• Optimize your videos so that search engines and people can find them.
• Post your videos to your social media pages.
• Include your videos in your email marketing campaigns.

Don’t expect people to always find your videos just because you created them. You’ve got to go out there and get that traffic. You have to share the video, pushing it to your audience and promoting it just like you would any of your other content.

Challenge #5: I Don’t Know if My Videos are Working

One of the top video marketing challenges for small business owners is rooted in the fact that they produce content without a clear plan for measuring the success of their campaigns. If you don’t have a plan in place to measure the success of your video, how will you know if it’s “working” or not? You won’t!

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If you’re going to incorporate video marketing into your routine, you need a plan to measure the success of your campaigns. Whether you’re going to measure based on the number of phone calls a video produces or the number of increased sales that come into your campaign, it’s very important that you have a way to determine whether your video marketing is successful or not.

What other video marketing challenges does your small business face and what steps have you taken to overcome the obstacles in order to be successful?