Video has a tough reputation around the content marketing block. Video is scary. Video is hard. Video isn't for B2B. Wrong, wrong, wrong. Video's bark is a lot louder than its bite.
Here's why video isn't as scary as people think.
1. It doesn't have to be perfect. Of course, we want everything our hands touch to be perfect in every way, error-free and worthy of industry awards. The fact is that with limited time and resources, we don't need to produce Emmy-caliber videos to post on our YouTube channels. It is unrealistic to think that all your videos will be exceptional. As long as your videos are providing value to your customers and your prospects, they are doing their job, and we must remember that! At the end of the day, it isn't about industry recognition or awards; it's about marketing as effectively as you can to your audience.
2. If it only gets 300 views, it's not a failure. We don't all work for huge brands with immense followings. Some marketers are working for small businesses that have a more limited reach based on location or demographic. That's OK! The sentiment that is swirling around the marketing community of "we need this to go viral" is a toxic thought. It is crippling marketers in fear of failure, when really, the bar is set far too high. If your video only gets 300 views because the content is junk and you marketed it poorly, then yes, it's definitely a failure. But if it got 300 quality views that lead prospects down your funnel? Then those 300 views are worth their weight in gold. I wouldn't ever consider that to be falling short.
3. You don't have to do it all yourself. Since when are marketers Lone Rangers? Marketing is a team sport, and even if you don't have an internal team to rely on, you can build your team up with valuable external resources. If your video initiative calls for advanced editing beyond what you are capable of---it's time to look externally for a great video editing freelancer. Now, before you shut me down due to budget constraints, hear me out! You can find video editors at a variety of price points, and you may be surprised to know that interns may also come with some video-editing knowledge. Programs as easy to use as iMovie (a program that is also free on all Macs) can produce professional-quality videos with very little effort, but if you can't figure it out, look outside your organization for the missing link.
Video is one of those marketing initiatives that requires you to jump in and learn as you go, but with a little bit of determination, you'll be surprised how quickly you learn. If you're ready to get serious about video (and really ... you should be!) join us for MarketingProfs University: Video Marketing Made Simple, a course that will teach you the basics concepts of planning and recording through the more advanced topics of editing and promoting. I am personally very excited for this course because I know I have even more to learn!
So, stop making excuses and give video a try, you will never learn anything if you don't!
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