Tracking your video marketing campaigns is one of the most important things you can do to ensure success. Without knowing what types of videos, messaging, and rollouts work, you'll have a tough time maximizing your content's impact.
Unfortunately, many companies get stuck looking at only one statistic. Barometers like views or likes are simple metrics that don't tell enough of a story. Getting clicks is a good thing, but it doesn't necessarily mean that your videos are successful.
Here are three measurements that will help you get a better idea of how well your video content is performing:
If your video push has catchy titles or a fancy campaign behind it, you might be able to fall into a ton of views. The only way to know how truly useful the actual content is, however, is seeing how often your audience interacts with it. You want to see how often people are sharing it with their friends on Facebook, or retweeting it on Twitter.
Another great indication of good content is a lot of comments. If people are talking about your video, it means the message resonated with them. Make sure to read your comments often and post replies. You'll get terrific insight into the type of content your audience wants, and how you can serve them better in the future.
If you can get your audience talking, then your content is doing its job!
The human attention span is consistently dropping, making it harder than ever to get your message across. If you can't grab your audience immediately, they're not going to stick around. Viewers that click your video, watch for 5-10 seconds and drop out aren't very valuable.
You want to make sure your play rate is as high as possible. If it isn't, you need to figure out how to entice viewers to watch the whole video. If your videos are embedded on your website, you'll also want to keep a close eye on your bounce rates and average time spent per page.
The ultimate goal of any marketing campaign is to close business, and video campaigns are no exception. This is why it's vital to track your video campaign's conversion rates. Conversion rates are a tangible, valuable metric you can point to and use to prove your campaign's ROI.
In fact, a low conversion rate with video content should be a cause for concern. On average, videos increase conversion rates a significant amount. If your videos aren't having this effect, it means that they need to be tweaked.
One easy way to boost your conversion rates (whether it's for sales, email sign-ups, or anything else) is by simply asking for them. If your video doesn't include a clear call-to-action, you're missing a simple opportunity.
If your marketing doesn't bring in money, it's going to be hard to justify!
If your videos aren't hitting the mark, or you need help making sure that they are, reach out to us here at Blue Wave Marketing. We're a local Boston company with experience helping businesses across the country. We'll help you plan, track, and execute the perfect Boston video marketing campaign.
You can contact us by visiting us at our website or calling us at 617-576-3100.