Category Archives: Video Production

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.

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.