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Here are 3 questions to ask before adding video to your marketing strategy.

#1 what purpose is this video going to serve.

and it may sound simple enough but being able to write down the metrics that you’re looking to make move is going to help in the production process

I would have at least a minimum of 3 different metrics.
Look at things like:

What do you want the viewer to do after viewing the video?
How many views do you want to achieve with the video?
What platform do you want to place the video on?

#2 How are you measuring your results?
The internet is a constantly changing arena. Have a plan for the rollout of your campaign.
Check the attention span, where are viewers dropping off in your video. Where is the content becoming dry or stale? Where are viewers looking and rewinding and you are seeing a spike in viewership.

Check the click-through rate. A/B test different Call to Actions and see what responds the best. Try different placements, see what viewers are viewing more of. Check in on the different devices that your customer are viewing this on. If it is on mobile you could look at enlarging the text or changing the dimensions of the screen.

Through these bi-weekly check-ins, your company can deliver the right message to the right people in the right format.

#3 How are you capturing leads and enabling sales?
For this question think about the content that you’re giving away. Is it enough to gate the entire thing? Maybe half the thing. What’s the Call to Action? Are you enticing people to download something, click to the website?

The placement of these Call to Actions around the video itself and the video itself are important. But equally important is the message of the video.

With these questions and baselines addressed before producing a video, you’ll be better suited to provide the metrics you’ve changed directly with the video itself to your team. Above that, you’ll be able to change the delivery and content in your videos based on performance giving you the best ROI.

For the next video, you plan to produce, walk through some of these steps and see how it can change the performance of your videos.

Buying Cycle:

The buying circle represents each stage in which the seller or company has a touchpoint or interaction with the customer. The customer is directly engaged with you during each step of the cycle. Your goal to push the customer to the next step. Education, Purchase, Experience and UpSell.

Buying Cycle

Area 1 – Education

Where does the customer turn to when they are researching? Do they ask a friend? Do they look at reviews on Yelp? Do they read certain bloggers?

Area 2 – Purchase

Not to be overlooked, the point of purchase has a big impact on how the customer sees the product. Did they buy it on amazon? did they buy it in a Bookstore or a Starbucks? How will the atmosphere in which the customer buys the product affect their view of the product.

Area 3 – Experience

During the experience of the product or service the customer is constantly analyzing and evaluating their purchase. “Am I enjoying this?” “Is it really solving my problem?” By focusing on creating a  great experience the user is much more likely to resonate their experience to others and come back for an UpSell.

Area 4 – UpSell

At this point the customer has enjoyed the purchase and the experience and is looking to further their experience. Use this time to add on anything that could help enhance your product or experience that would get the customer more attached to your brand. remember this is a cycle so you want to put the customer on a loop. How can you work this into putting them into a mind set to go through the loop again.