Using Video to Increase Conversion Rates

Jeremy Scott wrote an excellent piece today about the importance of goal setting when creating videos that convert. In his piece, he wrote that conversions are not the same thing as sales; too often, business decision makers use these terms interchangeably, and marketers need to remind them that there are other ways to measure if a viewer converts besides an increase in sales.

In addition to sales, increasing web traffic, increasing awareness and share of voice, and changing perception are three other common forms of conversion that your video can help you increase.

As Mr. Scott mentioned, a producer should not start any video project without having a clear idea of what the goals of the project are. Likewise, you should not launch a video without fully understanding where your starting position is. Key questions to ask before launch are as follows:

1. What is my current site traffic like? How are visitors interacting with my website?
2. Approximately how much traffic do my competitors get?
3. Besides my company website, what is my brand presence online? What is your competitors' online brand presence?
4. How often is my industry discussed on blogs, forums, or social networks? Who is doing the talking?
5. How often are my competitors discussed on blogs, forums, or social networks? Is the sentiment positive, negative, or a mixture of both?
6. How often is my business discussed on blogs, forums, or social networks? Is the sentiment positive, negative, or a mixture of both?

Web traffic is the easiest metric to measure. If you have analytics installed on your site, you can easily see where your traffic is coming from and what paths the users take once on your site. Using Google Analytics, you can set up goals and funnels to see how many people perform a certain action on your site (like sign up for a newsletter or submit a form), then see how they got to that point with funnel visualization. By connecting the entrance source to the goal, you can see how many people not only came to your site from the video, but if those visitors performed a desirable action.

Using sites like compete.com and quantcast.com, you can obtain some basic information about your competitors' sites as well. Although not completely accurate, this data can give you a good gauge for how you stack up against your competitors, and if your video marketing efforts are helping you increase your share of voice.

If you a new company, and your goal is to merely get some brand recognition and establish differentiation. Creating a memorable and relevant video is an easy way to increase awareness for your brand. Because video is compact and transferable, you can post video content in multiple sites and increase your exposure.

We recommend posting content to multiple video shares, posting on your social networks, and submitting to social bookmarking sites. Track your awareness by views on these sites. There are several free tools to monitor your mentions, including Google Alerts, Twitter search, and Social Mention. There are also several tools that are available for a low monthly fee and offer more robust ways to monitor the web.

How do you measure if you've changed the way a person thinks about your brand? Perception or sentiment can be measured by listening to your audience. Often, when your brand awareness increases through video, people will begin to talk about your content and your brand. Listen to them and interact. Use social networks as a customer service channel to respond to advocates and critics. Interact with viewers in the comments section on your video shares. You can create conversations in the comments that will extend your brand's message beyond the video.

Traffic, awareness, and perception often do lead to sales, but if increased sales is the only conversion rate you are measuring, you are probably missing opportunities to build your brand and create advocates. By starting a video project with clear goals, establishing a starting point for measurement, measuring your results, and acting upon those results, you can create a successful video campaign to increase your conversion rates, whatever they may be.

Vlog - Lady Gaga's "Telephone"

Michelle, Rich, and Martin discuss Lady Gaga's latest video "Telephone," featuring Beyonce and a LOT of product placement.

Lady Gaga - Telephone ft. Beyonce - Martini Media Vlog from Martini Media on Vimeo.

Video Marketing and Optimization Presentation

Thanks to everyone that came to our presentation at the Greater Seattle Chamber of Commerce yesterday. For those that missed it, you can watch the Ustream video or view the presentation below.

Online Video Marketing and Optimization

View more presentations from Elizabeth Adams.

SlideShare does not allow for embedded videos; view those below.

Seattle Computer Whisperer from Martini Media on Vimeo.

Heavy lifting tool for do-it-yourself gardeners, landscapers from Martini Media on Vimeo.

Vlog - Chuck Liddell's Naked Workout and Reebok Easytones

Viral Buzz - March Madness is on!

This time of year seems to bring out the sporty in everyone. Maybe that's why this month's most infectious viral videos so far seem to be sports themed, minus the jerseys. That's right: a little sun break from winter and all the sudden nakedness is in full bloom. You can thank your lucky sneakers for it, provided they're Reeboks.

First up is the infamous Chuck Lidell naked workout video:
Chuck Liddell Naked Workout

I doubt anyone was ever really fooled, but does it matter? It's the best of the best, all the infamy of a leaked sex video without the shame and bad night vision shots. Actually there may be some shame involved, but nothing that fat endorsement check from Reebok can't wash away faster than any cold shower ever could.

Speaking of a cold shower, if Chuck's girlfriend ran any longer on that treadmill most viewers would be forced to take one themselves. But if she wasn't enough to sell shoes, Reebok closes the deal with this next ad, featuring talking female body parts:
Reebok Easy Tone Shoes

Obviously targeted to both sexes, the ad messages well. If you buy a new pair of shoes, your body improves. In fact, parts of your body may even begin talking. Maybe that's not such a good thing, especially considering how caddy a pair of scorned breasts could be. But nonetheless, who doesn't like self-improvement? The only silent body part seemed to be the butt. Maybe THAT is a good thing.

What the ads also say is that Reebok is going all in. They don't seem to mind offending someone/anyone. Sooner or later nudity is bound to make someone uncomfortable, and I don't just mean guys worrying about Chuck's junk getting smashed on squat rack during a awkward forced rep.

No, we mean there are bound to be women's groups in an uproar over both ads, angry at the objectification of women. Point taken. Of course, life on the internet is full of opportunities for offending, which is precisely why Reebok chose the internet for these ads. People who get offended tend to voice their opinions in the comments field. Which of course lead to...you guessed it; more hits.

The internet offers a lot of leeway broadcast media doesn't, in terms of production values, product messaging, etc. Unfortunately nothing is sacred, any YouTube comment will tell you that. If the goal is to get attention, Reebok certainly scored. As far as brand presence and image goes, well...Reebok is taking a chance, flying by the seat of their pants. That is...if they're wearing any pants. Only time and the almighty hit counter will tell if it was indeed worth the risks taken.