In this post, we’re going to be breaking down exactly how to make live streams a regular part of your video marketing plan. By the end of this post, you’ll have a greater understanding of the planning process necessary to pull this off. We also include a rundown at the end of how we started live streaming using this exact process.

Why You Should Incorporate Live Streaming

It should come as no surprise that live streaming is the next big thing as far as video marketing is concerned. We even listed it as one of our top video marketing trends for 2021.  While it’s been around for quite some time, it’s really hitting its stride as the go-to medium for connecting with your audience.

Live video is one of the best ways to connect with your audience outside of being in the same room with them. Being able to engage with your audience live is invaluable in today’s crowded social space. You can create really unique and vibrant experiences that can be beneficial to your audience and business alike.

The numbers back up these claims as well. For example, only 35% of marketers use live video which means it’s a great way way to stand out from the crowd. Additionally, 82% of viewers prefer to see a live stream rather than a social post, meaning this is a very untapped market. Read more about the statistics behind live streaming in this piece from Influencer Marketing Hub. 

1.What Is Your Goal With Live Streaming?

The first question you’ll need to ask yourself is, “why do I want to start live streaming on a regular basis?” What objectives do you want to achieve and how will it help the business? Brand awareness, lead generation, education, new revenue sources, or event coverage are all amazing ways to make live streaming a valuable asset for your business. Once you have an idea for what you’re after, that will help inform some of the decisions you’ll have to make moving forward.

2. Deciding On The Content Direction 

In theory, you could totally wing it, pull out your phone and go live on the company Instagram right now and just start chatting to whoever shows up. We wouldn’t recommend this. Planning out the type of content you want to deliver to your audience is going to be just as important as the content itself. 

Depending on your goals and the type of company you have, a number of different options may work. Live tutorials or product demos, interviews, behind-the-scenes, or Q&A sessions are all great avenues to start off with. 

While you’re in the planning process, there are some important questions to keep in mind when deciding which direction to go in. 

• Who is our target audience and will this resonate with them?
• How often can I produce this type of content? 
• What’s the lead time for pre-production?
• Who will be on camera?
• Does the content rely on getting guest speakers, and if so, how much lead time will we need to book them? 
• Will this direction raise awareness for the brand? 
• Will these videos be able to be repurposed in the future? 

Like any new venture, this will take some time to hammer out the details. Don’t be afraid to test out different formats, ideas, and strategies. 

Last year, we saw a lot of innovative ways businesses were using live video. Shoppable product demos, live conferences, virtual parties, and behind-the-scenes content really stood out to us. Read this post to see in-depth examples. 

3. Choosing The Right Platform

When it comes to choosing where to host your live stream, it will mainly come down to deciding between streaming to social media platforms like Facebook or a professional service like SproutVideo. Both options have their place, but depending on what you’re trying to achieve, one may make more sense for your marketing plan than the other. 

Social Media Live

If you’re trying to reach a broad audience, social is going to be the way to go. It seems like just about every social platform has a live streaming feature at this point. 

If you have a sizable following on these platforms, it makes sense to address your viewers where they are. However, social live streaming lacks a few important factors. You’ll have limited control over the look and feel of your stream on the platform, there may be ads before, during, or after your stream, and analytics might be limited depending on the platform.

Professional Live Streaming 

Streaming with a professional video hosting service alleviates these pain points and more. You’ll have more control over branding, in-depth analytics, privacy settings, video marketing tools, and more. 

You won’t have a built-in audience like on social media, but that can be fixed with proper promotion, which we’ll cover below. Additionally, some software allows you to multi-cast your live stream and broadcast it to your social media channels, creating a best of both worlds situation. Watch our recorded live stream to learn more about all the features you’ll have access to using a professional video hosting service.

4. The Equipment You’ll Need

One important detail you’ll have to consider is the extra equipment you’ll need to execute a professional live stream. This would include a professional camera setup (if you don’t already have one), HDMI cables, a video capture device, and encoding software. 

Streaming with your phone is a good place to start, but this equipment will take your production value to a whole new level. For a full rundown of the components needed for a live stream, check out our post “Six Simple Steps to Live Streaming for Business.”

5. Adding Live Stream Promotion

In addition to adding live streaming to your video marketing plan, you’ll have to add elements that promote it as well. Without an audience, all the planning and preparation you would have done would have been for nothing. 

Creating a teaser video and social media graphics is a great way to deliver important information about your stream. Be sure to tap both your email list and social media. This will make sure that everyone receives information about your live streams regardless of where they follow you on the internet. 

Promoting 2-3 weeks before the event will give you plenty of time to get the word out. Be sure to include easy ways for people to set reminders for when the event is happening. Having a landing page with more information and registration forms is one of the best ways to accomplish this. You can create an email workflow to send reminders about the event leading up to it plus this lets you capture emails from your audience. A win-win. 

6. Reviewing Performance

Like with all new initiatives, it’s important to take a step back to review how your live streams performed. Taking a look at your analytics will be key to understanding how engaged your audience was, where people dropped off, and inform how you can improve in the future. 

When using a platform like ours, you’ll have access to analytics during the broadcast and after it’s ended. It will give you the most well-rounded view of how well your video performed. To learn more about the live stream metrics that matter, explore our full post on the topic. 

Example: SproutVideo Cheers Series

We recently began the journey of incorporating live streaming into our own marketing plan, after adding it as a feature to our platform last year. Below we’ll go through our process to demonstrate how you can apply the tips above for your live stream planning.

We wanted to start live streaming for a few reasons. We wanted to illustrate the power of our platform, create brand awareness, educate and entertain our audience, and capture leads. After some deliberation, we came up with the idea for our “Cheers Series.” In this live stream series, we raise our glasses to important people and topics related to the video industry. We do this through conversations between our staff and interviews with experts in their field. 

We acquired the necessary equipment for those who would be on camera and created a cadence that gives us enough runway to plan, secure guest speakers, and promote the event without losing our minds. 

As mentioned, we host these events entirely through the SproutVideo platform. We customized the event landing pages, and also leverage chat features and marketing tools to engage our audience. When the events conclude, we also analyze performance to make sure our message is resonating with viewer engagement reports.

We’re hosting our third episode on April 21st, featuring Emma Stones from the Garden Museum in London, and have plans to continue this series far into the future. We’ll continue monitoring and experimenting with our plans to keep improving our series as time goes on. 

Live streaming is here to stay and there’s no better time to add it to your strategy than right now. Adding a new element to your marketing mix is never an easy task. New ventures take time to set up, gain traction, and show results. Be patient and consistent and the results will come. Let us know what type of content you’ll be live streaming in the comments below. 

The post 6 Simple Steps to Add Live Streaming to Your Marketing Plan appeared first on SproutVideo.

The reality is that most paths to purchase are a LOT messier than that. Consumers may encounter your brand at any point in their decision-making process, or unexpectedly shift between stages, such as going from consideration back to awareness or even straight to purchase.

So, what does that mean for marketers? It means your content strategy needs to reflect this reality if you’re going to successfully win new business. So, throw out that old, stale rule book. Here’s how to map your marketing videos to the new path to purchase, with examples from Slack, Ahrefs, Mailchimp, and more.

Why The Funnel Is Outdated

Before we dive into what you should do, let’s quickly review why the funnel model is antiquated in today’s mobile-first world. The concept of a marketing funnel has been with us for so long because it’s comforting in its simplicity, and up until smartphones became ubiquitous, it wasn’t terribly inaccurate.

Today, except in rare cases, consumers are starting out with more information, and more distractions, than ever. That means it’s harder to attract their attention and keep it, even if the customer in question is shopping in a physical store.

Ultimately, this makes the path to purchase more haphazard, and prone to being rerouted, abandoned, or revisited with greater frequency and less predictability. At the end of the day, it’s less linear and more complex than a funnel concept allows for.

By sticking with a linear model to reach a non-linear customer, you risk missing important touch points that could impact their purchase decision. In addition, you’re more likely to miss the mark when designing your content by baking too many assumptions into your marketing materials.

The New Rules for the Path to Purchase

So, all that sounds like a headache and a half for marketers. Without a framework for devising content, how can you reach your target audience at the right moment to drive sales?

In many ways, the new path to purchase presents more opportunities for creativity for marketers because it requires more flexibility. It also better reflects the fact that many forms of content can serve double-duty for different marketing aims.

Forget trying to place customers into neat, progressive stages. The new path to purchase is illuminated in very different ways. Here are seven new rules for crafting video content to drive more sales.

1. It All Starts With Search

No matter who you’re trying to reach, your target audience likely has lots of questions, and they expect immediate answers. It’s second nature to grab a phone to verify a query, no matter how trivial.

Sometimes, it’s not necessarily a specific question that needs satisfying, but an equally compelling urge to be entertained or informed. Still, the steps you might take look very similar to seeking out an answer to a clearly defined question.

You’d likely start with a search engine, or a large, authoritative website known as a destination for what you’re looking for. From there, you’d be able to search for what you’re looking for, and hopefully find it.

Data from Google confirms this: nearly all consumers start with a web search as their first touch point when beginning their buyer’s journey.

This is very different from the “awareness” stage of the funnel. There are no assumptions baked into this approach about how much someone undertaking a search might know about your brand, product category, or competitors. Rather, it forces you to focus more narrowly on topics, their alignment with your brand or product, and the needs of the consumer.

What This Means For Video

The opportunity for video marketers here is the element of discovery. Visibility is key. In this context, that means a solid video SEO strategy, as well as highly engaging content.

Take a broad view and think about the needs of your customer. What are they searching for online? Where are the on-brand opportunities for you to connect with them as they’re doing so?

After performing that exercise, gather search keyword data to analyze which queries are most relevant to your business. Look for long-tail keywords, and adjacent keywords. These terms can help shape your video topic selection going forward.

Note: want to learn more about conducting keyword research? Check out the example from Ahrefs below in Rule #2. 

Mailchimp and Entrepreneurs

For example, Mailchimp recently launched Mailchimp Presents, a new section of their website focused on content for, by, and about entrepreneurs. Since a large portion of their existing customer base is made up of entrepreneurs and small businesses, this approach makes a lot of sense.

By targeting their original video series around the needs of entrepreneurs, they’re speaking directly to their audience. They’re also providing a new destination for the entrepreneurial community online, whether they’re seeking entertainment, inspiration, or information.

Importantly, Mailchimp’s video series could be appealing to existing customers, people considering their services, and even those who have never heard of their business before. Since it’s highly relatable for their target audience, the videos are really shareable.

2. Be Helpful Throughout

Help can take many forms. Sometimes it’s straightforward – someone needs assistance to achieve a specific goal, like installing shelves. Other times, it’s helping them feel happier, learn something new, or work more effectively.

The idea here is to avoid sales-y marketing videos that push your products or services, even if there’s a special offer. You’re looking to solve problems for people.

Sure, sometimes that means saving them money. However, being helpful first and sales-y last has a big impact on how you frame and time your messaging.

What This Means For Video

There are some common ways you can be helpful to your target audience using video. From thought leadership to interesting hacks, and yes, even special offers, the key is knowing what kind of assistance your prospective customers need, and being there when they need it.

Sometimes, solving problems for people provides an opportunity to highlight your own products. For instance, Ahrefs does a great job with this on their YouTube channel.

There, they answer common and detailed questions about SEO best practices, and provide examples and case-studies. Conveniently, many of their SEO tools feature heavily in the solutions they provide, such as in this video about keyword research:

Since their product-based solutions are interwoven with highly practical and detailed advice, it never feels sales-y. It also does double-duty. It not only helps people performing general research about SEO, it also serves as a guide to existing customers looking to get more out of the Ahrefs platform.

3. It’s More About Moments

Above, we mentioned knowing when your target customers need help in order to deliver timely assistance. To be sure, that’s easier said than done!

To figure it out, you really have to put yourself in your customer’s shoes. This is where creating personas can really help you understand the different paths someone might take to eventually becoming a customer.

For instance, some prospects might start out by not looking for your products or services at all. Others might have significantly higher intent from the outset. Still others might have previously been customers, and already have a high level of familiarity with your offerings.

If possible, use data from existing customers to inform your analysis. By mapping out a variety of pathways, you’ll get a clear sense for when critical decisions happen, and the factors that go into them. Then, you can map those touch points back to your video marketing strategy.

What This Means For Video

All of those potential touch points are targets for your video marketing content strategy. By thinking about touch points, and not stages, your content will be more useful and relevant to your target audience at important moments.

For instance, welcome videos for new customers are an easy way to provide necessary information at a crucial moment, and add a personal touch as well.

At SproutVideo, we share a welcome video with all new free trial users, which provides an overview of our platform. It’s meant to show a friendly face to new users, and to demonstrate how to quickly get up and running with our video hosting tools.

The moment after someone signs up for a free trial is very important – both for our business and our new user. They might have a tight deadline, or a limited window to evaluate our product. From our side, whether someone is immediately successful in setting up their account and sharing a video usually determines whether or not they’ll become a paying customer.

By using video at that touch point, we’ve helped improve upload rates and reduce customer questions about account setup. This results in a win-win for our users and our business.

4. Look for Complementary Connections

Ever start shopping for something online, and wind up buying something completely different? Yeah, us too.

This really comes down to understanding the relevant adjacencies in the market for your products or services. For instance, someone interested in cooking recipes might also be intrigued by a video comparing different brands of popular cutting boards.

Another approach would be to look for co-marketing opportunities with brands that offer complementary products. Co-branded webinars, guest features, expert interviews and more all make for interesting ways to reach new audiences.

Cause marketing also fits into this category, since it’s another opportunity to build your brand by focusing on something outside of your company or product offering. Whether you partner with a nonprofit, or support a social cause, it’s a great way to give back while connecting with consumers.

What This Means For Video

In general, you benefit from avoiding an overly narrow focus on just your company, your products, and your services. After all, you don’t exist in a vacuum, and neither do your customers.

The risk with any content targeting adjacencies is relevancy. You have to make sure you’re on the mark, or you’ll be wasting your energy.

With co-marketing, the difficulty is really just getting other brands to participate. Busy schedules have to align, and everyone has to agree on the production. However, the benefits are very mutual when it’s a good match.

At least with cause marketing, provided you pick a reputable charity or an important movement, you’ll be making a difference no matter what. Of course, it would be nice if your efforts also aligned with other business goals.

For instance, Patagonia takes a very strong stance on environmental issues, and showcases their efforts with video.

Their heavy support for environmental issues is likely to be shared by many of their customers. However, it’s also likely to help attract the attention of those who support environmental issues, but might not necessarily be shopping for outdoor goods at the time. Their support of environmental causes has also garnered their business plenty of free media attention over time.

Patagonia is very genuine in their advocacy for environmental issues, which bolsters the efficacy of their campaigns. Find a cause your company truly cares about, and look for authentic ways to talk about it with consumers.

5. The Wisdom of the Crowds

One of the most effective forms of marketing involves passing the microphone to someone outside your company – ideally, one of your happy customers.

Testimonials, product reviews, case studies, and more all serve the same purpose. They provide proof that your company can deliver on expectations. And, they’re highly credible because they feature real life people willing to share their experiences with your products or services.

The impact on the decision-making process can be significant. Just think about how much more likely you are to buy something if it has a lot of positive reviews. In fact, products without any social proof can seem a little suspect. Do you really want to the be the guinea pig in trying them out?

What This Means For Video

A lot of the video in this category might be earned media. If you’re lucky, your existing customers will create testimonials or reviews on their own volition.

If that’s the case, you still have a role to play. Look for brand mentions on popular social platforms like Facebook, Twitter or YouTube. Engage with the creators behind any videos you find, and see if you can help share their content more widely.

Of course, it’s not all earned media. Many companies take an active role in encouraging or producing videos featuring user reviews, testimonials, and more.

It’s all about finding ways to showcase how others have been successful with your products or services. You can invite customers to participate in video spotlights, encourage unboxing videos of new products, or actively solicit video reviews in social media campaigns.

For instance, Stripe features customers heavily to illustrate how they help companies grow by making it easy to accept online payments.

If you’re unable to capture customers on camera, but they’ve left written reviews on a third party website, you can likely use that material in a promotional video. Make sure you check the terms on the third party site, respect the reviewers’ privacy, and provide adequate attribution.

6. Be Device Agnostic

In order to reach viewers with timely and relevant messages, it’s important to make sure your content will work for them no matter which device they’re using. With SproutVideo, we already take care of formatting your videos for all modern devices and browsers. That means your videos will work no matter where your viewers are accessing them if you’re sharing them through our platform.

Still, there are some simple steps you can take to make sure your viewers will have an optimal experience. For instance, if your videos are autoplaying, or being shared on social media, they’ll likely start playing without sound. Using text overlays or subtitles is an easy way to make sure your video can be understood when muted.

Also, planning for a small screen is key to make sure that each part of your video is legible and comprehendible. That probably means simple, clean graphics and clear, succinct text overlays.

Finally, if you’re uploading native video to social media platforms, you’ll want to be cognizant of the different dimensions required by each platform. While most can run 16:9 video, vertical videos or 1:1 formats might be more engaging.

When filming your video, check that your framing can work for different dimensions. If possible, build it into your planning to avoid hiccups later on.

7. Align Your Media With Your Most Valuable Customers

Most businesses have a segment of loyal customers that are worth more to the company than others. Of course, every customer is highly valued, but they’re usually not equally profitable.

When analyzing your customer base, look for commonalities across your top customers. Do they all belong to large firms? Do they occupy similar roles in their workplaces? Are there any demographic trends? Are there any similarities in how they use your product or services? What’s the main value they’re getting out of your business relationship?

After a thorough analysis, you can apply this understanding of your customer base to your content strategy.

What This Means For Video

The whole idea here is to get to know your most valuable customers in order to attract more of them using video. By studying how your top customers found your business, and the key factors in their decision to purchase with you, you can shape your content to speak more directly to those use-cases.

For example, obtaining video testimonials from some of your best customers will allow them to share the key benefits of your products or services with the world in a very authentic way.

Beyond showcasing your customers directly, you can selectively choose which features and benefits to highlight in marketing videos based on your customer research. We even recommend going so far as trying to use the same language they use when they talk about your company.

For example, Slack targets established firms by featuring larger companies in their customer and partner stories series. One example, HubSpot, focuses on how Slack helps their workforce communicate more efficiently while the company scales internationally.

Nearly all of Slack’s customer videos have these factors in common. The customers they’re featuring are large enterprises, and the benefits they emphasize would primarily appeal to other large enterprises. By narrowing this part of their video strategy to focus on their most valuable customers, Slack is more likely to attract more of them.

The Path Forward

When you start investigating your own customer base, you’ll find there are as many paths to purchase as there are customers. Look for patterns and commonalities, and pay special attention to how your best customers arrived at your door.

This approach to building a video content strategy can really get the creative juices flowing. By focusing on the needs of your prospective customers at specific touch points, you’ll find plenty of fresh inspiration for future video campaigns.

The post 7 New Rules for Driving Sales With Video appeared first on SproutVideo.

In the rush to create content and keep up with consumer expectations, it’s important to press pause and check that what you’re doing is actually working. In this post, we’ll show you different ways to tie revenue back to a specific video.

Why Track Revenue Per Video?

When it comes to the bottom line, revenue is the metric that counts. It allows you to clearly demonstrate the value your videos are providing to your business and marketing efforts.

This data can be used in numerous ways. For instance, you can evaluate video ROI, and set benchmarks for comparison, either to other videos or to other types of marketing collateral.

How to Analyze Revenue Per Video

There are several different approaches to calculating the financial impact of a specific video. The right method for your business depends primarily on how you’re sharing your videos.

Below, we’ve broken out the most common ways businesses leverage video as a revenue driver, with clear instructions for each.

Video On Marketing Website

Most websites have at least one video these days, but far fewer attempt to tie their video directly to revenue. Think explainer videos, testimonials, product features, and similar marketing videos. The accepted wisdom is that these types of videos help boost conversion rates, but it’s important to try to quantify their impact to ensure your content is actually effective.

The best approach for this type of video focuses on conversion rates. Ideally, you want to compare your website conversion rate with video to its performance without video, or with a different video.

Known as a/b testing, this type of comparison is designed to isolate variables and demonstrate the impact of a particular piece of content. You can devise this type of test in a few different ways.

Historical Data

While not the most accurate format for a test of this nature, looking at historical data can give you a sense of whether changes you made to your video are moving in the right direction. You’ll need a website analytics platform, like Google Analytics or similar, to conduct this analysis.

1. Navigate to a report that shows conversion rate data for your website. In Google Analytics, a good choice is the Channels report under All Traffic in the Acquisition section.
2. Select a time frame that includes your video on your website in its current format. Aim to include at least one month of data.
3. Select a traffic segment to focus on if you want to exclude certain segments from this analysis.
4. Use the variable drop down menu to select a Goal Conversion Rate. This is usually a custom goal that you’ve set up with your analytics platform. For example, it could be free trial signups, purchases, or form completions, etc.
5. Compare this time period to a previous period without video, or with a different video. You’re looking for an improvement in your conversion rate following the addition of your current video.

True A/B Test

If you have a website testing platform available, you can run an a/b test of the traffic on your site to directly compare a specific video against an alternative, or no video at all. Most platforms allow you to pick conversion rates as the metric to use to evaluate your test, and automatically calculate the significance of the result.

For example, VWO, Google Optimize, or Optimizely are all popular a/b testing platforms that support this kind of test. Note that this option might require the assistance of a developer to implement.

The general idea is the same no matter which platform you use for your a/b test. One variant in your test is your website or landing page with your current video. The other variant(s) would be the same exact page, but with a different video or no video at all (consider using an image instead).

Once you have your a/b test setup with the platform of your choice, you’ll have to wait for the data to roll in. You’re looking to see which performs best based on the conversion rate.

Tying Back to Revenue

A higher conversion rate means a higher percentage of your traffic is making a purchase, completing a form, or scheduling a call. If your goal metric is a purchase, the tie-in to revenue is straightforward.

For example, if the video resulted in a 10% conversion rate compared to a 5% conversion rate for the segment without video, all you need is the total traffic per segment, and your average order value to estimate the revenue boost from the addition of your video.

To illustrate, say you had 1,000 website visitors in each segment. The segment with the video converted at 10% whereas the segment with just an image converted at 5%. If your average order value is $50, the video segment will generate $5,000, while the non-video segment will generate only $2,500. Summing it up, the increase in revenue attributable to the video would be a total of $2,500 over the control group.

Video As A Product

If you’re selling video as your product, analyzing revenue generated by a particular video is usually fairly simple. Most e-commerce platforms report units sold per SKU, or similar data that make it clear how much of each product you sold.

If you’re selling subscriptions, you can simply tally up the total revenue generated by your subscribers in a given month, and divide by the total videos included in their subscriptions. For example, if your monthly subscriptions total $1,000 and you have 10 videos in your subscription plan, each video is generating $100 in revenue.

Alternatively, you could adjust this calculation according to the popularity of each video. This could be useful to evaluate which videos are keeping your subscribers engaged and more likely to renew. It can also help inform decisions about what types of videos to create for the future.

First, get the total number of plays for all videos in a month. Then, calculate the percentage of plays each video is responsible for. Finally, use the percentage of plays to calculate the share of revenue each video represents.

For example, say you have three videos and earned $1,000 in a month. One video is much more popular than the other two. Here’s what that might look like:

Video For Lead Generation

The right approach here depends on your business. There are two main ideas. You can calculate the value of each lead generated by each video, or you can track the full conversion pathway from lead to paying customer. The former is useful for forecasting, while the latter is more accurate.

Video can be used to capture leads in multiple ways. For starters, you can enable lead capture on a video, and send contact information straight to the marketing platform of your choice. Or, you can use a post-play screen to display a call-to-action, signup form, or link to a lead capture landing page.

Calculating Lead Value

One approach is to work backwards from your customer lifetime value. Simply multiple your customer lifetime value by your lead conversion rate.

For example, if you know your customer lifetime value is $500, and you convert leads to customers at a rate of 20%, the value of each lead would be $500 x 0.2 = $100 based on their likelihood to convert.

Another option is to calculate the value of a lead based on the revenue generated by closed leads. You can look at this data for a given period of time or from a particular source of leads.

For instance, if you converted 100 leads in a month and earned $10,000, each converted lead is worth $10,000 / 100 = $100. Then, to get the value of each lead (including those that didn’t convert), multiply your converted lead value by your lead conversion rate. Say those 100 closed leads represent 20% of your total number of leads (500) in a month. Each lead is therefore worth $100 x 0.2 = $20.

Tracking Full Conversion Pathway

In order to do this, you need to be able to identify the cohort of leads who signed up after watching a specific video. There are different ways to track leads in this manner, from using dedicated lead capture pages for each video, to flagging their contact record with viewing activity by using a marketing integration. The right method will depend on how you are generating leads.

No matter how you identify your cohort, the important takeaway here is to set it up from the get-go. It’s much easier to analyze your leads if you tracked them properly in the first place.

Tying Back To Revenue

If you’re basing your estimates on lead value, once you know the value of a lead, you can calculate total estimated revenue from your video. Simply multiply the number of leads generated by the value per lead. If you acquired 500 leads with your video as in our example above, and they’re each worth $20, you can estimate that video will generate 500 x $20 = $10,000.

If you’re tracking the full conversion pathway, you will have to wait for the actual data to roll in. Track each lead by source, and see if they convert to a customer. Then, tally up the total revenue generated by each video. If one video generated ten leads, and two eventually converted, simply add up the revenue for the two converted leads.

Dependable Data

Underpinning all of these calculations is reliable data. SproutVideo provides powerful marketing integrations on all subscription plans which are essential for lead capture and tracking. On top of that, our exportable reports, detailed analytics, and viewer engagement metrics can help you understand the value of video to your business.

Questions about leveraging your video data? Curious to see what video can do for your business? You can test out the tools we have to offer while on a 30 day free trial of our platform.

The post How to Tie Revenue to a Specific Video appeared first on SproutVideo.