Marketing video fail: a few weeks ago, my mortgage company sent me an email regarding their annual audit of my escrow account. In the past, they’ve sent me a letter describing the change and letting me know when my payment will adjust. I read the letter, absorb the information, and I’m on to other things in under 10 seconds. Sounds good, right? No need to mess with that formula.
This year, it appears the marketing department at my mortgage company was given a little too much leeway. Instead of a concise note, they sent me an email with a link to… A VIDEO!! A customized, three-and-a-half minute long video, no less, with my name and everything. It walked me through what an escrow account was, told me why it fluctuates and gave me a whole bunch of other information that I really didn’t need.
It totally pissed me off.
Blogs extolling the great marketing power of video are all over the interwebs, and the conventional wisdom would have us all believe that video is the greatest thing since sliced bread. But I disagree completely. Sure, it has its place, and there are things you can do with video that simply don’t translate into a written post (explainer videos are a great example of this). Videos are also really good for social media campaigns. But video is not a universal cure-all solution.
Here are my main issues with the widespread use of video:
Don’t get me wrong, I don’t hate video in general. I have to admit a certain fondness for a YouTube channel where the host blows things up. It would be impossible to do justice to a slow-motion replay of a watermelon being vaporized in a blog post. But when I visit that channel I’m ready to spend the time that it will take to properly consume that content. I’m definitely not ready to spend 3 ½ minutes of my life thinking about an increase in my mortgage payment. And a lot of marketing falls into the latter category.
So, here are a few questions to ask yourself when you’re trying to decide whether a marketing video is right for your project:
In other words, keep your audience in the front of your mind, try and meet their needs (not yours), and remember they simply don’t care. Essentially our basic marketing premises, right?
Oh, and buck the trends to do what’s right for your customers. You know, those good business practices.
Happy small business marketing,
Theron, and Katie
At Urban Sherpa Marketing Co. we offer marketing advisory, strategic planning, and services for small businesses and startups. Our goal is to make high-quality marketing possible for every business, no matter the size. Think of us as your outsourced marketing department, strategic marketing adviser, or even your phone-a-friend marketing lifeline. We specialize in building efficient marketing programs to grow your business without blowing the bank.
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