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Do This One Thing Before Including Video in Your Marketing Mix

cat video star

If you haven’t yet, read Ville’s first post in our video series, “Nine reasons you need to get in on video marketing NOW!

If your customer is 144% more likely to place an item in his cart after watching your video…why wouldn’t you go forth, and point and shoot?

Probably because you know it isn’t quite that easy…if you want to do it right, that is. 

An Ecommerce Site that Uses Video Well

For the sake of this exercise, let’s pretend you are in the business of ecommerce and you would want a 144% greater chance of having your customer buy a product from you.

In fact, let’s pretend you’re ThinkGeek, an ecommerce site that sells “geeky” things like this Cat Whack a Mole, which is whack a mole…for your cat. 

Yes, ThinkGeek made a video of a cat playing with this toy…to sell the toy. 

Goals Before B-Rolls 

You may have noticed that we at gooibiz are big believers in setting goals and creating a strategy before selecting tactics. 

Before you dust off the old Camcorder, pull out your marketing plan and strategy and review your goals. This JontusMedia podcast does a great job of helping you figure this out.

I won’t pretend I have a copy of the ThinkGeek marketing plan on hand. Work with me though, okay? Let’s say: 

Goal: Make ThinkGeek the online purveyor of quirky cat toys.

Rationale: Given ThinkGeek’s target audience of geeky adults who use the internet, including geeky cat toys is a natural brand fit. Unscientific yet uncannily accurate research demonstrates that geeky adults prefer cats to dogs. 

Strategy: Leverage the popularity of cat videos to attract attention to new items. In addition to being attention-getting, videos will demonstrate the quality of the item and how the cat responds to it. 

Voilà! 

Measuring How Videos Boosted Sales 

Once you’ve done this, of course, you want to look at particular metrics as they support goals. For me, I frame it in the form of questions. 

Question: did the videos increase awareness of new items? I would count:

  • Video views
  • Shares of the video across platforms, and analysis of the quality of shares
  • Visits to the product landing page
  • Incoming links to the landing page. For example, Buzzfeed curated this blog post, which is how I even learned about the cat whack a mole. 

Question: more importantly, did the videos increase sales? 

I would create custom reports in Google Analytics to analyze engagement on these posts. Listen to this JontusMedia podcast to find out how to set up Google Analytics to measure your efforts more accurately. 

Here are the kinds of things to look for: 

  • Average time spent on the page
  • How people funnelled deeper into the site / what path they took through the site
  • Ultimately, what action they took: purchase, bounce, or exit. 

Video: It’s Not Just for Cats 

I became aware of ThinkGeek’s videos when I was in the market for a small R/C helicopter. At the time it was a pricey item so I hesitated. What if it didn’t work? 

Like with this Bubble Copter R/C, there was a video showing one of their staffers flying the copter down the hall.

The video made me feel much more confident about my purchase.

 Videos for more expensive electronic items can increase customer confidence in what they’re purchasing. Videos give a much better look at an item to inform a purchase. 

With Goals and Strategy in Place, You’re Ready to Point and Shoot 

Stay tuned for our next post, where we discuss the technical aspects of shooting your own sales video.

 

243/365 – November 17, 2009 (Y2)” by Morgan is licensed under CC BY 2.0

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