How to Use Video to Grow Revenue

Video filled the revenue jar!  

A little play on words from the Buggles, who performed their song, “Video Killed the Radio Star” which goes down in history as the FIRST Music Video ever played on MTV.  An event that has changed our lives in a million more ways than ever imagined. 

Even though video is just part of our every minute/day lives, we need to remember that video well done, is a means to an end.  

At Kyro Digital, we see company after company creating video as a “best practice” they’ve bought into, but the purpose of those videos isn’t clear and the desired outcomes are absent.  So what does work?

The most effective videos set out to solve a problem. 
This presents a challenge:  people want a one-size-fits-all pill to fix their problems. People see video the same way – “If i create a video, it will bring more traffic to my website, AND increase my conversion rate, AND build brand awareness, AND attract top talent, AND educate my audience on how our product/service works, AND, AND, AND…

While video can solve all of those problems, it’s necessary to attack one at a time.

9 times out of 10 after deliberation with our clients on the problem(s) they are trying to solve, it comes down to revenue growth and increasing profitability.  How do you identify where to start?

Look at the empirical, anecdotal, and even experiential evidence at your company.
For instance:

1. Which area of the sales funnel needs some love? Much like diagnosing a car problem, we start upstream and work our way down. Here is an over-simplified calculator for B2B businesses:

Not getting traffic to your site/landing page —–> You need High Funnel Content – See Example
Getting traffic but converting at a low rate ——> You need consideration Stage Content + Landing Page Optimization See Example
Getting Traffic + Conversions but not closing —-> Decision Stage Content See Example

Simple, right? In theory, yes. At the end of the day, most clients we work with need help with all of the above and we want to provide a quick win while also strategizing every month to make sure all those efforts are firing on all cylinders, operating as a well-oiled machine.

The key here is to track data and metrics, see what is working, what isn’t working, and where any leaks in the funnel may be. Video can solve many of your revenue problems –

but it needs to be the right video, well done, and available in all the right places.