Top 5 Mistakes of Online Video Creators Washington DC

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Originally published at Internet.com

Are you getting the results you want with online video? While many companies are doing exciting things with streaming videos, many more are falling prey to incorrect assumptions and bad planning.

To find out the most common mistakes are online video creators, we spoke with online media expert Dan Rayburn, executive vice president of StreamingMedia.com and industry consultant. 1. Not Thinking of Themselves as a Media Company

Whether you're trying to sell toothbrushes or aluminum siding, if you've got streaming media online, you're a media company. That means you should be acting like one by archiving and repurposing video in different distribution forms, such as online, CDs, or downloads for portable media players. 2. Focusing too Much on Technology and Not Enough on Content

Don't waste time trying to decide whether to create streaming videos or a podcast, says Rayburn; do both. The delivery mechanism doesn't matter to the customers; they only care that they can see your content. So focus on sharpening your video, then push it out in as many ways as possible. 3. Not Measuring ROI

The term ROI (return on investment) gets thrown around so much, says Rayburn, that it's started to lack meaning. Rather than giving lip-service to ROI, find a way to measure it before you create your videos. Determine what your online goals are-creating brand awareness, creating a marketing campaign, spreading your message-and determine how you're going to measure effectiveness before you spend a dime. 4. Not Using Internal Resources

Before you go spending a fortune on cameras for online videos, look to the videoconferencing gear you already have. You don't need HD precision for online videos, so you can probably use a lot of materials you already have in-house. 5. Thinking Online Video Is too Costly or Complicated

This one strikes organizations of every level, Rayburn says. Online media is now in its 13th year and it's cheaper to get into than ever. Streaming video isn't cutting edge and it's not Web 2.0. If you're concerned with the costs of getting started, talk to vendors and ask for a 30-day in-house trial of their products.

Don't let bad planning stop your online video efforts. Learn from these mistakes and get smart about your company's video strategies.