Creating a successful marketing campaign for a commercial requires more than the ability to showcase a product or service you want to promote. Before launching your next commercial marketing campaign, there are a few mistakes to avoid at all times to prevent an outcome that is less than ideal. With the right marketing campaign for your brand’s next commercial, maximize your exposure while genuinely appealing to the audience and demographics you want to reach.
1- Lack of Purpose
Before you begin writing a script for your next commercial and shooting it, consider its overall purpose. Defining a purpose for a commercial is essential, especially if you are promoting a new product or if you are simply looking to spread the message of your new brand. What is the purpose of your commercial? Are you trying to sell an item, gain social media followers, or simply pique the interest of those who may want to learn more about your brand?
2- You’re Not Branding Your Commercial Properly
Branding is an essential factor involved in building a business, whether you are launching a brick-and-motor storefront, an eCommerce shop, or if you are creating a brand to share content online. Brands help users identify a company while gaining trust in a brand due to visual appeal and repeated exposure. Does your commercial include your logo in a high-quality format? Do you share your company’s website or social media page name within the video itself? How are viewers of your commercial expected to remember your brand?
3- Low-Quality Video Production
Video production quality matters when marketing a commercial, especially if you intend to do so online and with the use of social media. When a video has a low production value, it is less likely to captivate an audience or to motivate them to learn more about the product, service, or brand that is being promoted. Low-quality production value can signify cheap or inexperienced, making it more challenging to gain the trust of prospective customers.
4- Video Length
Users online are familiar with ad blindness, being exposed to hundreds, if not thousands of advertisements each day. When you create a video commercial to promote using communities such as YouTube or social media platforms such as Facebook, Instagram, and Twitter, it is imperative not to make your commercial too long. A commercial that is too lengthy may turn viewers off, especially if they are in a hurry or quickly scrolling their Facebook feed during a break at work. Ensure your commercial is short, sweet, and to the point without boring viewers, especially if you are targeting users who are not yet following your business and brand.
5- No Call-to-Action
Using a CTA (Call-to-Action) is not just for written posts and email newsletters. When you do not implement a clearly defined CTA into your commercial, you run the risk of missing out on the opportunity to generate additional leads and sales. Always ensure your commercial has a clearly defined CTA to direct viewers of the commercial to an appropriate website, portal, or social media page (depending on the goal of your current campaign).
6- Lack of A/B Testing
A/B testing is essential when launching any type of marketing campaign. Using A/B testing with services such as Google AdWords, Facebook Ads, and Instagram Ads is a suitable method to learn more about the overall effectiveness of each individual ad campaign you run online and with the use of social media. Use A/B testing to launch multiple ads simultaneously while only tweaking headlines, CTAs, and images to learn more about the best way to communicate with your audience and prospective customers.
7- Failure to Track Metrics Properly
Using the metrics and analytics collected from services such as Facebook Ads and Google AdWords is a must when launching a commercial to share online. A failure to track metrics properly and consistently can quickly lead to overspending without seeing the results you desire. Keep track of reports you receive each day to determine the best way to home in on the audience and demographics you want to reach.
Knowing which marketing mistakes to avoid with your commercial’s marketing campaign is essential to prevent overspending or finding yourself disappointment with the outcome. Taking the time to ensure high-quality production value, a purpose, and sufficient branding, feel confident sharing your commercial using social media, newsletters, and even sponsorship campaigns across the web.