How to Measure the Success of Your Marketing and Sales Videos


How to Measure the Success of Your Marketing and Sales Videos


If you’re a content marketer or advertiser, there’s no doubt you know the power of video marketing.  Video is one of the top resources that potential clients and customers turn to when they’re doing pre-purchase research and want to learn more about a business’ offering.  Video content, done correctly, is one of the best ways to market to these new potential customers while also keeping your current customers engaged.


The question we most often hear about video when it comes to marketing and sales is how to determine its success.  In essence, how will you know if it’s working?   This is a really important question to answer because if it’s neglected, you may find yourself spending unnecessary time spinning your wheels (or ‘reels’ in this case!) without seeing any results.


Before you start any video marketing, you want to make sure you have goals set in place and an understanding of the metrics you’ll use to track the achievement of those goals.  The most common goals for video marketing are:


–        To Increase brand awareness and drive engagement

–        To Generate leads and drive sales opportunities

–        To Drive traffic to website

–        Encourage subscriptions to a service (whether it’s a mailing list or video-based premium feature)


Once your goals are set, and you’ve got your video up and running, you want to begin measuring the impact your videos are having by examining the metrics.  To strategically do this, you need to look further beyond the ‘views’ metric.  Sure, this is a great place to start, but it’s only the tip of the iceberg.  You need to drill down deeper to the metrics listed below if you want full insight on how your video marketing is performing:


Click-Through Rate: How many people are clicking from your video to your website (especially if your video has links embedded leading directly to your website or another landing page)? Click-through rate is a great indicator of a strong video as well as consumer interest in a product.  Individuals that click-through most likely have some level of interest in learning more about your product or service making this a strong metric to determine lead generation opportunities.


Shares and Likes: If you want to maximize brand awareness, build social credibility and reinforce thought leadership for your brand, social shares and likes can give you excellent insight to how you’re performing.  This is a great ‘immediate’ goal to have if you’re trying to build brand or product awareness (as opposed to going in for the direct sell).


Conversion Rate: If you’ve got the proper analytics installed, you can measure the customer journey through your website, and from this, investigate where your customers are going after watching your video.  If they’re going to your ‘Contact Us’ page or visiting your e-commerce store, your video is most likely doing an excellent job of converting (depending on what your goals are).  If you’re noticing a high bounce rate, this could be an indication that you need to spend some time re-examining your video content and strategy.


It’s clear that video is an important part of your marketing and sales content mix, but we hope we’ve also illustrated how important it is to clearly outline your goals, as well as the metrics by which you’ll track those goals when you’re producing those videos. Monitoring your metrics is the best way to tell whether your efforts are successful or not and can help you determine whether you need to adjust your strategy or if you should keep on rolling with your present (and successful!) marketing and sales video strategy.

Look for an experienced San Francisco video company

When the video is important, hire an experienced San Francisco video production company.

We all know that no two video shoots are exactly alike so you need to hire the best.

Recently, we had a SF video production gig and we were hired to record a conference. A company from Canada was hosting their user group meeting, and they wanted an experienced San Francisco video production company to record their video, as well as edit it into a promotional piece for their company website. So they chose Penrose Productions. It should be an easy shoot, yes? Well it ought to be, as we’ve done lots and lots of similar events in the past.

Since we were at a new location, we did what an experienced San Francisco video company would do. We checked out the location on the day prior to shooting.

And we were glad that we did. The event was held in downtown San Francisco, right on Mission St. To our alarm, we found out that in the room stood a thick concrete pillar, running right up the center of the multi-story building. The pillar is critical to keeping the building standing in event of an earthquake. After all, there was no need to facilitate another disaster like the 1906 San Francisco earthquake. Even an experienced San Francisco video production team has an appreciation for that!

We typically call these shoots “back of the room” shoots because that’s where we usually set up – in the rear of the room. however, this giant pillar thwarted our plans, as the subject could not be seen from the back of the room due to the pillar. It was obvious that we needed to set up in front of the pillar, and we were able to do so after running long power cables and audio cords. It would have been quite a task had we simply showed up on the morning of the shoot and tried to figure it out.

In our decades of video, we had never encountered this situation before, but relying on our years of experience allowed us to do what the client wanted.

Here’s what the room looked like during the shoot. You can see our camera stationed right in front of the pillar. experienced San Francisco video

As an experienced San Francisco video company, we have the flexibility that allows us to navigate in different situations. Those are the sorts of things that separate the professional video producer from the amateur. It only comes with experience, training, dedication and understanding. These are not skills acquired overnight.

The moral of the story? Hire an experienced San Francisco video production company. Experience counts!


Good business video: why are they important?

Good business videos are crucial to marketing and advertising in today’s marketing environment.

Marketing today on the internet and elsewhere is much more than blog posts, media advertising and newspapers. As the internet continues to grow, marketer and customer interaction can happen in numerous ways. One of the best ways to get recognition is through good business videos.

business videos shootingSo what are good business videos and why should I make one?

Good business videos should be videos specifically made to demonstrate any product or brand which a company wants to market. Videos can help a customer understand the product’s features and benefits. They are powerful because a lot of information can be delivered in a short clip. This short clip has a wide reach as it can be used on multiple channels online and offline and via mobile. Good business videos engage the audience which is the key to marketing today. After all a product demo on YouTube is easy to find watch and share and you just don’t get this with the traditional marketing methods. And these videos help in the creation of a sales funnel.

What are sales funnels and why are they important?

A good sales funnel consists of three levels:

  • The upper level which should be high level ideas and content designed to make potential leads complete an action rather than buy.
  • The Mid-level where your content is more in-depth allowing you to better qualify your original leads.
  • The lower level; this content should help you close the sale with your now pre-qualified buyers.

A good sales funnel can help turn more leads into customers and then retain them.

Good business videos help in reaching a wide range of leads before helping covert them into customers. However before making business videos several things should be taken into consideration:

  1. First the actual money comes from the lower level of sales funnel. So good business videos are particularly effective at targeting the lower level of sales funnels.
  2. Try to keep business videos targeting the upper levels of the sales funnel brief. You want your potential lead to want to know more and have to continue through the funnel to find more.
  3. Strategy is important. So try to come up with a good plan of how you will use video in your sales funnel before you start.

Good business videos are a very engaging way of interacting with your audience. They can provide you with massive social proof due to the viral nature of being able to share videos online.

There is a great showcase of good business videos on our Penrose Productions site. Just click on the Portfolio.

They are the perfect promotional tool in today’s market.

Corporate Videos from a Business School Graduate

When searching for a company to do a corporate video, trust it to one headed by someone with a business degree.

Corporate videos are becoming more important all the time for getting out the company’s message. Consumers and business buyers all rely more and more on getting their information not from text websites, but from corporate videos. The effect is becoming more and more pronounced every day. Recently a recent survey found that businesses are changing their corporate video priorities to reach their customers on web video rather than TV.

This comes as a surprise to many, but not to us.

If you’ve been paying attention, you have heard some amazing stats regarding the growth and influence of web video:

These numbers are mind-boggling, but they are only increasing. Viewers are becoming more and more addicted to internet videos.

So how does a savvy business person communicate with all these potential viewers — who are of course, potential buyers?

corporate video

The solution is to create their own corporate videos. To accomplish this, the obvious step is hiring a video producer with a strong business background. How do you measure that? An obvious way would be to examine credentials, and what could be more telling than a video producer with an MBA from one of America’s top graduate business schools?

I learned recently that a profile I had submitted to my MBA alumni magazine at the UC School of Business had been included for the “Alumni Notes” section of the magazine. In it, they quoted my comments of how the diverse business background of the Cal Haas Business School had given me a wide background that helped me create corporate videos for my clients for over 3 decades.

I am proud of the diverse education I received at Haas. This has come not just from my MBA academic studies, but from the decades of experience in producing award-winning corporate videos.

But even more noteworthy is the perfect customer satisfaction rating we have received.

When it comes to making corporate video productions, we truly operate on the save wavelength as our clients. Instead than creating “lightweight” corporate videos that entertain, we create corporate videos that accomplish the goals that we mutually develop with our customers before embarking on their project.

Please feel free to see what you can get from a company that truly understands what you are trying to accomplish with you corporate video. Contact us at Penrose Productions.

How to Look Professional on Camera

Tips for enhancing your message on camera

There’s more than meets the eye when it comes to looking professional on camera.

As Dan Rather titled his autobiography, “The Camera Never Blinks” it’s impossible to escape the gaze of the camera, once you’ve agreed to be on it. So among other things, you’ll want to look professional on camera.

But there’s much more to it than that.

Lately I read an article in Men’s Health Magazine (I know, I understand, but stick with me here). I believed that several of the items were valid in the article  about “How to Make a Great First Impression.” It occurred to me that several of these items can also be related to coming off nicely on camera.

I was particularly impressed by points #6, 7, 8, 12, 13 in the post, and they’re listed below.

In our video productions we often have CEOs and other C-level executives produce staged messages and presentations to their workers via the camera (we generally edit the demo and it gets uploaded to our client’s inner web site) and some come off better than others. Actually, when we record their messages to the live audience for later supply and shoot live events, the same principle applies.

So those points in the post are totally congruent with some of the things they can do to improve if you can look professional on camera.

We are regularly told that it is important not to judge a book by its cover; however, many people make up our minds about a person on the first initial opinion. If video demo plays a part in your job, then it’s imperative that you understand just how to present yourself well on screen if you desire to enhance your message on camera.

Many people come across nicely when it comes to presenting themselves to an audience while others fight to appear natural or relaxed on camera.

These tips can help you to improve your presentation.

1. Don’t cross your arms

This type of body language makes a man look unapproachable and difficult to relate to; it may also seem impolite.

2. Give it a sincere smile

Smiling is a simple gesture that is enough, but many of us forget to smile, particularly when we are stressed. A smile makes you seem approachable, friendly and warm; do not be frightened to use a grin in your presentation when it is suitable and you’ll help your audience to feel at ease.

3. Attempt Positive Thinking

If you are uncomfortable at demonstration then this will reveal in the way you come across to your audience. Many people are better presenters than others, but don’t let you are overwhelmed by this idea and do not get caught up in negative feelings over how you might appear on screen.
Concentrate on delivering your message in a clear and concise way and use all of the positive facets of your personality to get your message across and participate with the crowd.

4. Look directly at the lens, when you are presenting to the camera.

This can help you to seem confident and the audience will find it simpler to participate with you. Using eye contact can help the audience to feel like they have a link with you and they are more likely to listen to your message. If this is difficult, we can provide a teleprompter, which is one of our many services.

5. Be Yourself

People know when someone is giving a false belief. Do not try and be witty, outgoing and amusing if that does not reflect style or your persona. Most folks are quite savvy and if an individual’s demo seems contrived, they’ll discover.  Play to your own strengths and talents and use them to share your message with great clarity.

Want Viral YouTube Videos?

YouTube offers the best method to make your video go viral.

Going viral is an universal, if lofty aim for almost any YouTube video. However, it requires large parts of both luck and ability to have the video get millions of hits. Especially so in the world of business videos. But are millions of hits necessarily the goal?

We’ve been doing video productions for over 30 years, delivering first on tape, then DVDs, and now via YouTube videos. We have a lot of history doing business video productions.

In this excellent cartoon from Scott Adams, Dilbert has an exact assessment of what it takes to create a viral video, while the third (anonymous) man at the table has the luck to be in the proper place at the right time.

YouTube videoAmong the essential panels is #5 where Dilbert shares he has no related abilities for the assignment his pointy-haired manager is. We’ve commented frequently, company video quality is essential and best left to the aces. That’s what we have been supplying clients in Silicon Valley and around the world for over three decades.

But since we think of ourselves as your YouTube video partners when we do a video project, we think we’re prepared to voice our opinion about how to go about getting YouTube video views and the appropriate action.

An often overlooked step is the first one: you must define the target and the audience for your YouTube video.

Additionally, it is a matter of scale in regards to what defines “viral.” For example, if you’re marketing in the BtoB space to a specialized product or service through your YouTube video with a possible universe of 5,000 engineers throughout the world, 1,000 perspectives would be a great accomplishment.

On the site at WikiHow they have included a list of 10 measures for the way to Make a Viral Video. Our first reaction to the post is the fact that it does not go into any detail for the ten steps. Yet, there’s a vital point in item #4 that’s worth noting – you need to have is video that is at least one of these six, plus the last one:

  • Unique
  • Humorous
  • Stupid
  • Dangerous
  • Strange or peculiar
  • Gross
  • Worth talking about

We particularly enjoy the last one — the YouTube video must be worth talking about. At least in the community that’s your audience.

If the video can also accomplish some of the other features, alright, but we don’t normally produce professional videos that are gross, dangerous or stupid. For some strange reason, those do not frequently seem compatible with a professional business YouTube video.  Imagine that LOL.

If your business is in the consumer marketplace, then the elements of storytelling become much more important. Again, the target market should be considered, but the one of the primary aims is for consumers to SHARE the video. this is a necessary component to going viral.

While the WikiHow article is an excellent article on creating consumer viral videos, we come back to the demand to have your video made by a professional. As Dilbert noted above, you have experienced and to be trained — don’t try this at home, people!

But recall, even if you become a YouTube video master, there is no promise that you will make money from your video.

Monetization is in important part of the aims we mentioned previously, and for the majority of companies to aim is to participate and educate potential buyers about your services or products so that they’ll want to work with you.



Business Video Productions in the San Francisco Bay Area

business video production

Business video productions have taken many forms over the years.

When we first began, we distributed programs on VHS and Betamax tape. Things have come a long way.

Web video is now THE key to successful business video productions for marketing and communications, now is the time for internet video, whether externally or internally communicated.

So you’re tasked with making a company video production?

Do you dread doing a business video production and want a company that looks at your project from YOUR perspective… who works to achieve YOUR objective and focuses on YOUR target audience with what makes sense for YOUR bottom line? Does such a business video production company exist in the San Francisco Bay Area, Silicon Valley or Northern California?

We are that business video production company in the San Francisco Bay Area.

We are so sure, we guarantee results for your video project. We invite you to view our video portfolio to see the many business video productions we have done, as well as our many awards, customers and testimonials.

In addition, our list of satisfied customers and our many testimonials confirm our ongoing success in providing value to our customers. When clients first come to us, our service and our abilities keep them returning time and again. In fact, we’ve had many who go on to other jobs at other companies and continue to hire or refer us there.

This was verified by an independent auditing company that conducted a confidential survey of our clients.

This was done through San Francisco State University and results showed that our customers had a 100% satisfaction rate with our services: they ALL would either recommend us or use us again if they needed a business video production.

Penrose Productions has been serving business video production clients from companies and organizations in the San Francisco Bay Area since 1981.

We work in all areas of video production.

With 30+ years of experience, an award winning track record, and a full-refund guarantee, we’re ready for any job, big or small.