Video marketing has become increasingly popular over the past few years as internet connection speeds and digital mobility have improved. YouTube alone has more than a billion users, and 45 percent of people watch more than an hour of video content on YouTube or Facebook every week. User bases of popular channels number in the millions, and just one well-placed video can earn thousands of views—and generate more than enough ROI to justify its production.

Of course, as a result, video content has become a competitive battleground, with personal brands, major companies, and everyone in between scrambling to see the benefits here. Yet, many business owners still haven’t gotten involved with the strategy.

Common Objections

Why is this the case? Why are so many business owners still reluctant to create video content, even knowing its enormous potential for success?

These are the most common holdups and objections:

  1. A lack of understanding. Some marketers may be reluctant to start video marketing because they don’t have a clear understanding of how video marketing can benefit them, or what their goals and intentions would be. For example, they may like the idea of producing video content, but would it be used to attract new traffic? Would it be used as tutorials to promote product use? Would it be an outlet to update customers? Working with a professional video marketer can help you clear up some of these questions, and set a direction for your campaign. It’s worth noting that there aren’t any right or wrong answers—video content is so ubiquitously helpful, it’s hard to find a purpose for which it doesn’t work.
  2. Budgetary fears. People also fear how much money a video production campaign would cost. Summer blockbusters cost hundreds of millions of dollars to make, so surely even an hour-long video would cost more than it’s worth, right? The cost of equipment alone could range in the thousands of dollars, so these fears aren’t entirely unfounded. However, you don’t need top-of-the-line equipment to make a good video for your users. All you need is a good idea, a decent video camera (like the one on your phone) and some editing software to put everything together. If you’re willing to invest the time, video production could cost almost nothing.
  3. Overconfidence in existing strategies. You might avoid video marketing simply because your other marketing and advertising strategies are already effective. However, this logic isn’t sound; how can you know that your video marketing campaign won’t produce even better results than your current methods? Why do you assume that these techniques are mutually exclusively? Plus, if your video marketing campaign generates a positive ROI, won’t it be worth any amount of time and money you invest in it?
  4. Poor resource management. Some companies never move forward with video marketing because they can’t figure out how to find or assign resources for the job. Your current marketing staff may be occupied with your social media strategy, or you might be too busy to research what it takes to make a video campaign successful. Unfortunately, there’s no easy solution here; you can either carve additional time in your own schedule to allow for more video marketing efforts (even an hour a week can help) or hire someone new to take on these responsibilities specifically.
  5. A lack of ideas. Maybe your business loves the idea of video marketing, and maybe you’ve tried to put together a strategy already. Your holdup might be a lack of creative ideas on how to make a video campaign work for your brand. Fortunately, you don’t have to look far for inspiration; there are examples of success in nearly every video genre, including talk-show style videos, tutorials, videographics, white board videos, monologues, Q&A, explainer videos, and even humorous productions. The sky’s the limit here, so pick something and experiment with it.
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The First Step

No matter what your objection is, you owe it to yourself and to your business to at least give video marketing a try. Start with some basic research, to understand how so many people are seeing a positive ROI from their efforts, and when you feel comfortable, put together a script for a basic video. It doesn’t need to be spectacular; even a simple conversation with your audience will suffice. Once you’ve produced your first video, everything will seem easier, and the ideas will likely start to flow.

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