Use These Video Marketing Ideas to Achieve Your Business Goals Today
"If you don't know where you're going, you'll end up someplace else."
- Yogi Berra
That's one of our favorite quotes around here at Open Roads Media. Our hearts break when we hear of business owners who've spent thousands of dollars on a fancy video made by a fancy video production company and the video didn't do anything to improve their revenues. This can happen when you don't have a plan.
We don't want you to end up "someplace else", so we've pulled together some video marketing tools you can use to help your video marketing program get off to a great start.
These resources will help you begin thinking about using video as part of an ecosystem that:
- helps customers become aware of your business,
- leads those who are on the fence to consider your business more seriously; and
- converts serious visitors into paying customers.
If you're ready to begin, we have three things for you to think about...
This is where you really want to do some soul searching to determine what you really want to change about your business. We are sure you've heard of SMART goals, but here it is again:
Here are some examples:
We want our brewery to increase revenues by 30% in one year.
Our winery will sell 1,000 cases of wine per month to in-store customers.
We will increase the number of customers who visit our distillery by 50% within 6 months.
You're the only one who can determine what is relevant to your business at this stage in its lifecycle, so before you consider using video, take a moment to get clear about what you want video to do for your business.
You can simplify this process by putting your goal options into three categories:
- Increase Awareness of My Brand
- Increase Consideration of My Products
- Increase Conversion of Visitors to Customers
Need Help Deciding Your Business Goals?
Now that you're clear on what you're trying to achieve, let's discuss how you will measure success. This is highly specific to the goal you selected, but here are some things to think about.
- Number of Visitors to Your Website
- Number of Organic Views of Your Video Content
- Number of Impressions of Your PPC Video Ad
- Engagement Rates
- Watch Time of Video Content
- Shares, Likes, Follows
- Returning Visitor Rates
- Click-thru Rates
- Form Fills
LINKS TO HELPFUL INFORMATION
Need Help Making Your List of Key performance indicators?
You know what you're trying to accomplish. You know how you're going to measure your success.
This is where we think the fun starts! Now you can get creative and figure out how to move the needle. If you want to increase awareness of your brand, let's talk about a 6-second bumper ad we can deliver to thousands of people in your region.
If you want to increase consideration for your products, let's create a video that takes a deeper dive into the benefits of your product.
To close the sale, let's deliver a video that makes a specific offer, like a discount or an additional gift option.
Then we can finally discuss how to deliver the right video, to the right person, at the right time. You see? One video doesn't help much. It's an ecosystem of video that really improves revenue.