I see it all the time—businesses start video marketing with enthusiasm, only to abandon it after a few months. The excitement fades, results don’t come as quickly as expected, and suddenly, video becomes an afterthought.
But the problem isn’t video itself—it’s the approach. Businesses often fall into the same common traps that make their efforts unsustainable:
1. Lack of Consistency
Posting sporadically won’t build an engaged audience. Video marketing is a long-term strategy, and consistency is key. If you’re only uploading when you “find the time,” your results will reflect that. A regular schedule, whether weekly or monthly, keeps your audience engaged and signals to platforms like YouTube and LinkedIn that your content is worth surfacing.
2. Poor Messaging
Even well-produced videos won’t be effective if the message isn’t clear. Many businesses create content without a defined goal—are you educating, selling, or building brand awareness? Without clarity, your audience won’t know what to take away from your videos. A strong video strategy starts with a clear message tailored to your audience.
3. Low Quality
Your videos don’t need to be Hollywood-level productions, but poor audio, bad lighting, or shaky footage can turn viewers away. Quality affects credibility—if your video looks rushed or unprofessional, it could harm your brand rather than help it. Investing in good production, even on a small scale, makes a difference.
4. Lack of Planning
Jumping into video without a plan is a recipe for inconsistency and weak messaging. A content calendar, a clear format, and a strategy for repurposing content (turning one video into multiple pieces for different platforms) will keep you on track and make video marketing more efficient.
How to Get It Right
In this episode of The Video Show, I break down how to overcome these challenges and build a sustainable, effective video marketing strategy.
If you’re looking for a way to make video work for your business, let’s chat: https://calendly.com/redbook/15-minute-zoom-meeting
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