Improve The ROI of Your Video in 3 Steps!

Do you often wonder about how effective is the video you produced? Are you hesitant to hire a video producer because you question a video's ROI? How can you confidently measure the success of your video without stressing over it?

In this blog, you should find helpful answers to these daunting questions.

You hear very often that video is the most effective marketing tool in any organizations. Articles, blogs, and familiar resources have given you the stats: 52% of US adults have watched or downloaded videos from the internet. The content they view are 50% humorous videos and 38% are educational and "how-to" videos. 72% of adults use social networking sites, that are popular to share videos. 91% of adults own smart phones. Out of that percentage, 41% use their phones to watch videos, 40% to record video, and 20% to upload video. I can go on forever.

With 22% of non-profits deciding not to use videos because they can't measure ROI (Return On Investment), be sure that by following these 3 steps, you will have to worry no more:

1.) Set your goal for the video.
2.) Give your viewers a "call-to-action".
3.) Find ways to measure the success of your "call-to-action".

1.) Set Your Goal For Your Video

Making videos requires time, energy, staffing, budget...the list goes on. So, it is preliminary that you figure out what your goal is for the video. Don't know what those goals are? Let me suggest to you 4 to use. Here I go: Awareness, Membership/Relationship, Fundraising, and Advocacy.

Awareness
With awareness, you are bringing to light a place, a person, an institution, a cause that may have been hidden from many in the public arena. It is what you do to let donors know about projects/events started in your organization. Perhaps, you want to tell them where you are located, or where to find a product/service.

We didn't film this, but only edited to tell people
to vote for Baby Adam, not ask people for money.

Membership/Relationship
This is where you tell your viewers how to volunteer, sign up for a petition, or even like you on Facebook, for example.

One of our first non-profit videos. Teens were asking teens to
sign a petition to have Congress stop legal abortion.

Tell your viewers where to go to donate!

Fundraising
Use this one goal very wisely. Tell your viewers where to go donate for your cause and how to become your own personal fundraisers. Causevox.com has great resource on how to get started.


Advocacy
Make this video emotional enough to engage your viewers to stand with you and make a difference. Show them stats and how are people, animals, places, health, and/or the environment are impacted. This is where you make your non-profit the hero. "This is why we are here..." Finish the statement in your advocacy video.

We didn't create this video. But, it can give you
an idea of what an advocacy video looks like.

2.) Give Your Viewers a Call-To-Action

Always tell your viewers where to go next. This is what we named the "Call-To-Action". It will not do your video any good, unless you specifically tell them where to go and how to do it. This step is critical to help you find the results you want. As you guide them, make it clear for them, where to click, how to sign up, what form to fill out, and don't forget to give your audience an incentive to take their next step.

Requesting people to comment, share, and like
can help you win!

With Awareness
Your best bet is to ask your viewers to share, comment, like, re-tweet, re-post your video. Simply upload your video on any social media site. These will also increase the probability for more people to engage with your video content. Get their perspective on current issues happening around your cause. This is where, I would suggest, to build a relationship with your fans. They might be discovering more about your organization as they begin to build trust with your organization.Win their loyalty. Get them to sign up for your email newsletter to learn more about your organization throughout the year, but don't quit sending them newsletters.

With Membership/Relationship
Encourage a potential volunteer to apply online. Motivate a person to sign that petition or else they will lose their chance at changing a life/project/cause for a good purpose. Be enthusiastic. Use empowering words to get them to click through where you want to take them. It will pay off!

With Fundraising

Tell them where to go to make their donation. Don't get them to click too much. Use a red DONATE button to get more clicks. Red is a good color to use. Help your donors get a visual understanding of what or who they are giving to. Display giving tiers. Encourage your donors to fund-raise for you. Use www.causevox.com to set tiers and give each fundraiser a page help you meet your financial goal!
For every time a donor has to click to get to the "Donate" button, you lose 10% of donors. Make it convenient for them. If you are using email marketing to fund-raise, use the www.viewbix.com.

With Advocacy
This is where you want to get your viewers fired up to share your passion (video) with others. Get them to click the "Share" button in your social media site. You may, also, want to partner up with other supporters to help you share your video. Unplug for a minute. Think offline. Companies and/or organizations that share the same passion as you do, who would be willing to share the video on their social media site, like LinkedIN. You never know. Their advocates can become yours.

3.) Measure the Success

Think of a strategy that can help you measure exactly what your video needs to do. Calculate the convert rate, perhaps.

This is a small sample of a Facebook algorithm for this video
posted on our Facebook page.

Awareness
Watching the number of likes, comments, and shares escalate can help you get an idea. Reading your Facebook's algorithm and understanding the numbers happening behind the scenes can also help you get a better figure for how effective your video is becoming. Working with Name Sake Pictures' Facebook Page, I know that video engages more people than any other visual aid. Measure the numbers of new email subscribers with your email marketing tool, like MailChimp, or AWeber. Set a goal for the number of subscribers to be attained in a timely manner.

Membership/Relationship
You can easily calculate the number by the numbers of applications that get turned in from volunteers, new fans who "liked" your Facebook page, and sign ups. Use a "call-to-action" button right below your video to send them to the conversion page (i.e. application page). Again, I encourage you to look into getting viewbix.com .

Fundraising
With a clear strategy, an interactive fundraising page, and time to manage your fundraising campaign, you should be confident that your video will be put to great use. Your ROI under this category will profit you wonderfully. There are 5 things to keep in mind when it comes to online fundraising, however. Click here to read more.

Advocacy
The best way to calculate the success of your advocacy video is by seeing the number of interaction happening on your social media site. Perhaps motivating people to sign up for your email campaign can help you get a better understanding of the new lives committing to your cause.

Lastly, however you plan to use your video, include a simple "Call-To-Action". Give them steps. Just make sure you're not making them crawl into their ear to get to their elbow. Find measurable tools to give you the results you are wanting. But, plan ahead. That way, you are certain that you will get solutions. Name Sake Pictures can help you find the solutions you need with your video package.For more information about how to go about it, go to www.namesakepictures.com and into the "blog" section!

If you have any other ideas to improve your video ROI, leave us a comment! Like us on Facebook for find more blog posts, like this one, in your newsfeed.