A video has many benefits beyond just gaining traffic. It can increase email open rates and click-through rates by as much as 19%. It can also decrease unsubscriptions by as much as 26%. A video can be short or long, but it should tell a story and convey the values and purpose of the brand. The goal is to catch a viewer’s attention and engage them with your brand for a few minutes.

To measure the effectiveness of your video, first measure your conversion rate. This is the percentage of people who played and completed a video. A high conversion rate will result in a higher revenue per customer. If you are having difficulty measuring the conversion rate, use completion rates. They indicate whether your video is working or not. If it’s not, make adjustments to the content. If you aren’t getting conversions, the next step is to measure the completion rate.

The next step is to define your target audience. This is a difficult step, but it’s vital to a successful video campaign. A well-designed video will appeal to a specific audience. Identifying your target audience is an essential first step in creating your marketing strategy. You can easily discover your target demographic and psychographics by using online research and internal metrics. Once you have a clear understanding of your target audience, you can put this information together into a customer persona and create a targeted strategy for your video marketing.

Creating a video with a call-to-action is crucial. Once you have your content crafted, you can add calls-to-action. These calls-to-action can be the homepage URL, a “Click Here” button, a thumbnail of another video, or a social icon. Whatever your call-to-action is, consider how it will impact your viewers and how to make it the most effective.

Once you’ve identified your target audience, you can start distributing your videos through your owned channels. Owned channels include your website, social media pages, email lists, apps, and other assets that you control. These channels are the main sources of information about your company and should be used intelligently. If you have a YouTube channel dedicated to your industry, try creating a playlist dedicated to it. It is likely that your audience will be interested in your content.

In addition to videos, video marketers can use these tools to keep their customers informed. Using a video platform like YouTube, for example, can help them better understand which of their products and services are most helpful to them. It also helps them optimize distribution. Lastly, it can help you optimize the content. With the help of analytics, you can measure how effective each channel is and determine which channels are most effective. You can even choose the best time to publish your videos to get the best results.