Developing, producing and promoting a video successfully should be driven by what you want to achieve. Different goals to consider include branding vs. direct response, national vs. local, designed to be viral vs. tight messaging, live actor vs. slideshow with voiceover. There is no one correct answer as to what your goals should be for video.
Online video marketing is one component of an integrated marketing plan. Each part of your plan should have metrics by which you measure success. Based on your goal you can determine the correct metric to measure the impact of online video. Any video used online should include a phone number and your web site address.
Without spending tremendous amounts of money, you can not embed a hyperlink in a typical online video. This means it is important that you display your web site address along with your phone number at the bottom of the video. If you are trying to drive phone calls from the video - you may want the phone number to be on and off the screen at different times - so it is not to static. In addition, you may want to acquire a specific telephone number so you can track calls generated by the video.