In this article, we’ll give you 10 reasons why your video marketing campaign is failing to produce revenue for your business.

And the best part is: we’ll help you correct your mistakes and get on the path to profitable video marketing.

Let’s get started. There’s a lot for you to learn, young Jedi.

1). You aren’t creating videos for every stage of the sales funnel

People rarely watch a single video and pull out their credit card to make a purchase.

If you want people to purchase your product or service, you have to build trust, and trust isn’t built overnight (especially if you sell high-ticket items).

To build trust with your prospects, create a body of videos that moves them along the sales funnel. Every video you create should answer a different set of questions your prospects might have.

Understanding the sales funnel will improve your video marketing efforts

Imagine if 10 people walk into a car dealership and all look at the same car. Should the car salesman approach all 10 people with the same brochures and sales pitch? Of course not.

Some people might know everything about the car already. While others may need a basic briefing on the car features and safety record.

Whether it’s in real life or online, every customer needs to be spoken to differently. And your job is to create a video marketing campaign that speaks to each of your prospects directly. And while this can feel impossible, it can be done.

Diversify your videos so every stage of the sales funnel is accounted for.

Top of funnel content - for people who are unfamiliar with your product or service. Or know of it a little bit.

Middle of the funnel - for people who are interested and want more info about your product or service

Bottom of the funnel - for people who are really close to making a decision about buying your product or service.

Keep in mind that there is overlap. A single piece of content can satisfy several stages in the sales funnel. However, you do want to create each piece of content with one stage of the sales funnel in mind.

2). You only do paid marketing

If you want to create a video marketing campaign that boosts revenue and strengthens relationships with customers, you need both paid and organic marketing strategies in place.

Let’s look at the pros and cons of paid marketing.

Pros of paid marketing

Running video ads on Facebook, Instagram, and Youtube will allow you to reach a highly-targeted audience.

These types of ads generate leads, get more people to the awareness stage of the sales funnel, and they give you the ability to run effective remarketing campaigns.

Cons of paid marketing

As large companies continue to shift their advertising money away from TV and radio, in favor of online channels, the cost to advertise on social media will continue to get more expensive.

The cost to advertise on social media increases every single year. You don’t want to be too dependent on paid advertising.

One day you might not be able to afford it. And when that day comes, if you’re over-reliant on paid marketing, you’ll lose all of your traffic.

Now let’s look at the pros and cons of Content Marketing.

Pros of Content Marketing

Organic reach is free—aside from time and effort—and it often builds the greatest trust with your audience. I mean, think about it: When was the last time you trusted a paid advertisement?

Cons of Content Marketing

Algorithms are crushing organic reach, making it very difficult to build an audience without paying for advertisements.

You need a strategy which includes paid ads & Content Marketing

Paid Ads Keep customers coming into your sales funnel. After all, if your sales funnel doesn’t stay full, you’ll go out of business.

Content Marketing builds trust with your audience and grows an email list full of people who genuinely love your content. And when paid traffic becomes too expensive for you, it won’t kill your business because you took the time to build an audience.

Remember, video-marketing campaigns are more than just a collection of advertisements. In addition to ads, you need to create videos that educate and entertain your audience. You need Content Marketing.

3). Your video production process isn’t scalable

Audiences have come to expect consistency. This means that you need to have a Content Calendar. But your content calendar can be impossible to stick to if your videos are expensive and take too long to produce.

If you can’t reliably produce videos, you will never build an audience. And if your videos are too expensive to produce, you’ll go out of business.

The solution is simple. Create a workflow for your videos. Every video you make should follow the same workflow.

By creating a workflow, you’ll be able to produce videos with the efficiency necessary to stay consistent and within your budget. And this will make your audience happy.

4). You aren’t optimizing headlines

There’s too much content available online right now. Marketing-guru Neil Patel claims that there’s 1 blog for every 7 humans on earth.

And you can expect content production to continue at an unrelenting pace.

According to Mary Meeker’s 2019 Internet Trends Report, which is widely known as the holy grail of annual marketing reports, 50% of the global population are internet users, with mobile being the preferred way we experience the web.

Translation: You’re competing with a lot of people for attention.

To stand out, you must craft perfect headlines for your videos. But crafting a good headline doesn’t happen in an instant. To find your perfect headline, you must first do some testing.

And the best part about testing headlines: It’s free.

Free tools that will help you test your headlines

If you have multiple headlines and can't decide which one to go with, ask your community for help picking a headline. You can do this by running polls on social media.

Here are your options:

5). You make videos without doing keyword research

Text-based content has dominated Google’s search results for 2 decades. However, that is starting to change.

Videos are now appearing at the top of Google's search results. And you can expect this to become the new norm. So if you think keyword research is strictly for text-based content, think again.

By doing keyword research, you’ll know some really important stuff, like:

Here are some Free SEO Tools you can use to perform keyword research:

If you’re unsure about how to do keyword research, here is my favorite free Keyword Research tutorial.

6). You don’t use Instagram Stories

IG Stories are the perfect way to learn how to make attention-grabbing videos that are specifically designed for mobile devices. Using this platform will improve your mobile-first storytelling chops.

Because each video can only be 15 seconds long, Instagram Stories force you to tell quicker stories. And as attention spans continue to shrink, you’ll be happy that you know how to make short, punchy videos.

Instagram Stories tell you who your true fans are

With Instagram Stories, you can find out exactly who watches your videos. And you can find out who stopped watching, and when.

This means you can identify the people who consistently watch your IG Stories. This data can be extremely helpful when deciding on who to reach out to for promotional reasons.

By knowing who watches your videos, you’ll know exactly who will be receptive to your outreach DM’s. And you’ll know who to avoid, too.

(Snapchat offers you the same insights. However IG Stories are more popular.)

If you’re new to Instagram Stories, here’s a great free resource to help you get started.

7). You aren’t remarketing

There’s an age-old principle in marketing known as The Rule of 7. Basically, the rule of 7 states that a customer needs to experience your offer 7 times before they will consider buying your product or service.

That means you need to get your videos in front of your would-be customer/client multiple times. And remarketing is the way you accomplish this.

If you’re new to the concept of Remarketing, here’s 2 of my favorite Free Remarketing Tutorials:

8). You aren’t paying attention to your advertising frequency

According to Buffer, people get annoyed when they see the same advertisement multiple times. This means you could be inadvertently annoying your potential customers with your video advertisements. Don’t do that.

To prevent people from seeing the same video advertisement multiple times, set a limit on your advertising frequency. This way people won’t hate you. After all, if they hate you, they definitely won’t buy what you’re selling.

Remember, you want to get your content in front of your would-be customers as much as possible. However, you don’t want them to see the same exact content over and over. Adjusting your ad frequency will solve for this.

Here’s how to adjust your Ad frequency on Facebook.

Here’s how to adjust your Ad frequency on Google.

9). You aren’t using data to inform your creative decisions

If you ignore the data about the videos you make, you are ignoring your audience.

I understand that data analysis isn’t fun for most people. So if analyzing data isn’t your thing, don’t worry, I’ll simplify the process for you.

If your Youtube dashboard is telling you that most people leave your videos in under 15 seconds, your audience is telling you that the intro of your videos need reworking.

Your job is to look at your data, try to figure out what your audience is telling you, and make the appropriate adjustments.

Simply put, your audience is giving you hints about what they want from you. But unfortunately these hints don’t come to us in the form of something cool like a fireworks display; no, these hints instead come in the form of data.

Here are 2 free resources to help you make sense of your data:

Do You Want Help With Your Video Marketing?

Talk to us over the phone or via skype, tell us about your business and the challenges you are currently facing, and we will answer any questions you have.

In addition to answering all of your marketing-related questions, we’ll teach you, step-by-step, how to create a lead-generating content marketing strategy for your business.

There’s no catch. After the free strategy session, you have no obligation to work with Ouster Marketing. We won’t harass you with phone calls or annoying spam emails.

If you like the value we provide you, we hope you’ll consider hiring us on as your marketing agency. But that’s your decision.

Our mission is to help small-and-midsize businesses, like yours, achieve ambitious goals.

Take care of yourself, mentally and physically. Work smart. Look up from time to time. Pay attention to the needs of the people in your life. Turn an air-mattress into a sailboat and pretend to be a pirate on a budget. Enjoy life. Work smart. Success will follow.

Cheers

10 reasons why your video marketing campaign is failing to produce ROI