Before you spend any money hiring a video production team or videographer, you want to make sure you have a clear goal for your campaign. The two most common goals we see are for brand awareness or sales, but which is the best fit for you?

Far too often do we get inquiries about creating a video that’s intended to do both. A video that attracts users, educates them, walks them through a product and convinces them to make a purchase. That would be an amazing video, except it’s usually impossible. Videos that drive traffic and are primarily intended to build brand awareness are best as short, catchy videos that appeal to emotions. Videos that educate prospects and drive sales are usually longer and full of information. Marketers are increasingly trying to do too much with a single video asset and as a result are wasting their money on ineffective video content.

The truth is that businesses require both brand awareness and sales. This is why we recommend video campaigns to our clients, producing multiple videos with different goals at the same time.

Measuring Brand Awareness and Your Sales Process

Brand awareness can be measured for both digital and traditional methods of marketing. For online marketing, brand awareness usually can be measure with metrics such as: website traffic, clicks, followers, social media engagement or reach.  Traditional marketing methods relies more on surveys and studies but incorporating discount codes, URL identifiers or QR codes can also be ways to measure brand awareness.

Your organization already measures sales and revenue, but it can be helpful to identify other metrics that contribute to sales. If your sales process requires customers to submit a form, add to cart, call a representative then these are metrics that you should also track. Some conversion points that you may want to consider include online signups, form submissions, downloads, phone calls, meetings, in-store foot traffic, add-to-carts. For each of these you want to measure the totals and successes to find a conversion or success rate.

Create a Strategy

When you evaluate the conversion rates for every part of your sales process, try to find any ‘low hanging fruit.’ Any numbers that are low based on their historical performance are good places to start. If you have a profitable sales process, then you also want to look at introducing more brand awareness into the strategy as well. Here are some common issues you might encounter:

  • Website traffic doesn’t convert. If your website doesn’t convert viewers, then you need to find a better way to educate them on the value you provide. Provided that you have enough website traffic, you can accomplish this with an explainer video, product video or customer testimonial. All great ‘sales / conversion’ boosters. A quick aside, this occasionally appears as a brand awareness issue. If your website doesn’t convert, then you need to make sure you’re hitting the right audience with the right messaging.
  • Not enough traffic or leads. This is a straight up brand awareness issue through-and-through. You want to make sure you’re communicating your value well enough on your website, but if you’re not getting any website visitors or foot traffic then you want to focus on building brand awareness.
  • Leads don’t answer emails. If your leads aren’t booking appointments or accepting your emails or calls, then you need to do a better job of convincing them that you can help them. This could be an explainer video, a brand video, customer testimonial or case study. It would be a great idea to incorporate this as part of your outreach as well as on your website.
  • Low proposal conversion rate. If you have a low conversion rate you will need to dig a bit deeper into the heart of the problem. On the one hand, if you’re not communicating your value to your prospects then you should focus on clarifying your messaging around that topic with a case study, explainer, or brand video. On the other hand, if you’re sending to proposals to leads who aren’t your target audience then you will want to revisit your brand awareness strategy. If you have some team members who sell better than others, then streamlining this process with video or video training could also help to address your low conversion rate.
  • High than average success ratios. If you’re seeing success with all your conversion points/success ratios, then congratulations! You can focus on driving more traffic and let your funnel do the work

Produce Your Campaign

Once you’ve gone through this process you should have a much better idea of how to move forward. When you contact a video production company, you can give them a clear goal. Often, when you’ve identified the areas, you want to focus on, the concept or script for your video campaign comes naturally.

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