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Every marketing initiative or major project is spearheaded by a video these days.

And that video has a purpose, whether to:

> influence clients in meetings

> engage visitors to your website.

While client meeting success is a harder video metric to measure, web engagement is a prime measurable.

We expect our latest web video to show an improvement in our site’s performance

– and for this to be reflected in our marketing analytics.

If the resulting performance is lower than we planned, there here are the likely 5 causes.

1 – The video is too long

High traffic pages like home pages need short video messages that quickly engage the visitor and make them stay, or otherwise perform a measurable action.

Lower traffic pages, like About Us, where viewers are more likely to have settled into your site for a look around, are a better place to have a longer video.

Making the video runtime match what you’d expect from its page always has to be considered, ie, consider page relevance vs video runtime, or time on page vs video runtime.

2 – Video not impactful

Unimpactful video often means the same thing as cheap video. Not always. But often.

Consider: If a web visitor is having a look around your marketplace, and probably viewing competitor sites, then how long are they going to spend viewing your video if it’s not much more than a droning voiceover and some uninteresting pictures?

Impact invariably comes from higher production values, and this in turn comes from budget – or lack of it.

And as before, not always. But often.

3 – Too much info, or too complex

I’ve met lots of clients who want to pack as much info in their video(s) as possible.

Why not? After all they have a lot of good things to say.

But the overall video ends up with a crooked story, and higher than expected abandonment rates.

The key point to remember here is that people only remember 3 things that you tell them.

So why tell them 20?

Keep messages simpler and be more obvious

– rather than explain 100% of why you’re 100% the market leader 100% of the time!

4 – No proof of claim

Procurement professionals and buyers generally are a disbelieving crowd.

They have to be, as they hear exaggerations and wild claims fairly frequently.

In a real life situation, the Buyer will simply smile quietly if they suspect a rep is taking liberties with the truth.

But online, the Buyer behaves differently.

Here’s how:

> the buyer is viewing your video

> then you make a claim or statement they intrinsically doubt for any reason.

> they respond by abandoning the video, or otherwise downgrade their opinion of the vendor company.

Yet it’s so easy to stop this Abandonment by providing clear proof of claims made in the video.

For example, stating that “96% of our customers said they were happy with our support service” is far more influential than simply saying “you can rely on our expert support service”.

5 – Dead Spots

Dead Spots are the parts of your video that are dull – usually one liners.

People abandon at dead spots.

Yet the marketer who commissioned the video probably never realised the dead spots existed, or the negative effects they’d have.

This is because Dead Spots usually come in the shape of deadly one-liners, backed by barely relevant footage to illustrate the point, that simply slip through.

A deadly one-liner can be:

> simply a dull thing that should have been left out

> a poorly made or unclear point

> a poor or repetitive image


The Marketer’s Goal

Wherever a video is placed on a website it should be with a specific goal in mind.

For example:

> reducing bounces by x%

> increasing the time spent on page by a minute > send y% increased traffic to the Enquiry page

> increase download rates by n%, and so on.

All marketer’s know this.

But not all do it.

Nonetheless, video with pre-determined goals, conversion rates and similar targets will be less likely to make the 5 business video mistakes that ruin conversion rates.

Here are some B2B digital videos to view, to compare with what you’re currently deploying.

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