When it comes to generating leads and sales for your business, it’s hard to beat video.

In 2022, more than 82% of global online traffic came from video content.

Unfortunately, though, if you’re not posting the RIGHT type of video content, you could be leaving a ton of potential on the table.

This is one area that many business owners get all wrong.

But, in this guide, we’re going to break down exactly how to tap into this massive source of traffic, which types of videos get the best results, and a step-by-step process for using video content to drive more leads and sales into your business.

Tools like Voomly can help make your videos stand out so you get the lion’s share of the traffic but you’re still going to want to make sure your strategy is solid BEFORE you get started.

Before we get too deep into the strategy, though…

Every marketer dreams about the day they get millions of people watching their videos.

How many views each video you produce is getting tells you how many people are actually opening the video. But this doesn’t tell you how many people are watching it all the way through, though.

Since every video platform has their own algorithm to determine what counts as a “view”, you’ll need to be familiar with how the platform you're posting to counts them.

To give you an example, YouTube considers a “view” as a video that’s been watched for at least 30 seconds but can adjust this length based on the overall length of the video, itself. If your video is only 30 seconds long, YouTube may consider a “view” as someone who has watched 10% of the content.

For longer videos, say 15 minutes or longer, YouTube will consider a “view” as someone who has watched at least 30 seconds of the content.

That’s why it’s important for you to look beyond just video views, alone, when you’re tracking the performance of your marketing campaigns.

This is especially true if the goal of your video marketing campaigns is to generate more leads and sales for your business since video views can be hit-or-miss.

You may have one video with extremely low views but generates massive deals and revenue for your business, which would make it an incredibly successful video despite the view count.

To track your video views, you can use Voomly’s intuitive Analytics feature.

While tracking views is a great surface-level metric to look at and quickly judge the performance of your campaigns, you also want to make sure you’re monitoring the clickthrough rate (or CTR).

Your CTR tells you how often people are clicking a link or a button on a call-to-action that you’ve placed inside the video.

If your only goal is to raise awareness, your CTR may not be as important as other metrics. But for most marketing campaigns it’s going to be the primary driver when you’re measuring a campaign’s performance.

To calculate your CTR, take your clicks and divide them by the views. That equals your CTR. So if your video has 1,000 views on it and 100 of those people click your CTA, you have a 10% clickthrough rate.

On platforms like YouTube, most creators expect to see between a 2% and 10% CTR on their links.

When you’re diagnosing a low CTR there’s a few things you’ll want to look at.

First, make sure your video is actually grabbing people’s attention and keeping them engaged. If people aren’t finishing your video or abandon the content early on, you may not have a chance to ask them to take the action you want them to take.

If people are finishing watching, though, and your CTR is still low, it might be that your link or CTA is hard to find. You can use heat mapping to figure out where people’s mouse clicks are going after they finish watching. Then, you can make your CTA buttons and links more prominent based on that information.

Your conversion rate is one of the most important metrics you’ll need to track.

A conversion is any action that takes place, from an email signup or account registration, to a product or offer purchase. Depending on the goal of your campaign, though, you may want a higher CTR than you do conversion rate.

For instance, if you’re selling a service or product, you’ll want your video content to help generate more leads and sales for your business. Anyone who makes a purchase after watching your video would be considered a conversion in this example.

Optimizing your conversion rate depends on the overall goal of the campaign. The important thing, though, is to make sure you’re tracking and testing using A/B split tests to determine which approach works best and how they affect your overall conversions.

To give you an example, let’s assume you’re trying to get more email subscribers by adding a gate to your content that prompts viewers to enter their email before they continue watching.

You can track the number of people who enter their email on a month-to-month basis. From there, you can test different CTAs to determine which one generates the highest conversion rate.

To measure your conversion rate, take your number of total conversions and divide it by your total number of visitors. For instance, if you have 1,000 visitors and 100 people convert, your conversion rate is 10%.

Each of these metrics are going to vary based on your company but, ultimately, should help you determine how well your marketing and brand is performing on a month-to-month basis.

You want to measure how your video content is affecting the experiences that your customers have and then compare it to other channels you’re using for marketing. You’ll also want to look at how well your marketing is improving overall sales if you’re not driving sales directly from your videos.

Your videos should help raise awareness for your brand. They serve as the first touchpoint you have with your potential customers, in most cases. Then, as those customers interact with your brand on a more consistent basis, you get the opportunity to move them deeper into your sales funnel.

So while branding may not always be the easiest metric to monitor and optimize, it’s critical that you understand the role it plays in the bigger picture.

Every single one of the marketing campaigns you run ultimately needs to be focused on the one key metric that matters the most: return on investment, or ROI.

To calculate it, you want to look at your revenue and subtract the costs from it. That will give you the ROI on each video you produce.

At its core, ROI is the amount of money you’re profiting from each video, both directly and indirectly, after taking into account all the costs associated with producing and promoting the content. Measuring the ROI helps you evaluate exactly how effective the videos are in your overall marketing strategy.

Finding and tracking this metric is harder to do than the other metrics we’ve talked about but it’s something that you’ll want to develop systems and processes you can use to accurately track how well your campaigns are performing and converting into real revenue for your business.

These days, your audience is craving connection more than ever before. They want to establish a relationship with your brand and trust that you can solve problems they may be facing.

Video marketing is one of the most effective ways to do that when you look at other forms of marketing like social media posts, blog posts, emails, etc.

When you get it right, video marketing can:

To help you understand exactly how critical video marketing is for the bigger picture, take a look at some of the latest statistics:

And while those statistics are incredibly impressive, there’s still more than enough room to get in and produce video marketing campaigns that help grow your business.

A big part of producing those campaigns is knowing which types of videos to create and why those videos are as effective as they are.

Demo videos are a great way to show your audience how your product or service works. Whether that’s taking your audience through a tour of your product or unboxing and putting it through its paces, these are some of the most effective ways to show people what they’ll be getting.

Check out this example using Toonly and Doodly to produce a demo video:

Brand videos tend to come into play as a smaller part in your overall larger marketing campaign. They’re great for showcasing your company’s vision, the mission that you’re on, and which products or services may be available to your audience.

Here’s a great example of a brand video from ClickFunnels: