There's no doubt about it, advertising is directly linked to sales. And now, more than ever, how good your advertising is at generating new sales and revenue leads is directly linked to how good your video marketing campaigns are at drawing the attention of viewers. In this article, we will discuss some of the ways that you can define success in video marketing, and we will also point out some of the ways that you can attain more of this success we speak about.
Ways of Defining Success
First, let's note that there are a variety of ways to track the success measurements that we are about to talk about. If you are using Youtube or Vevo for your video marketing, those platforms will provide you with their own methods of stat-tracking. Meanwhile, if you are simply posting your video out onto the world wide web, then paying for Google Adsense is the best way to go.
With that said, here are some of the top ways that we tend to gauge video marketing success:
1. Watch Length
How captivating your marketing scheme is will determine a great deal about how successful your campaign will be in generating new sales. If you create a 15-minute video and your viewers only make it through 20 seconds, you will know that there's a problem at hand. Generally speaking, our goal is to reach at least 80% watched for each viewer.
By this point, the consumer should know who you are, what you do, why you do it, and how it will help them. This poster for Wistia.com makes a convincing argument (with plenty of research to back it up) for why shorter video ads (particularly those less than 30 seconds) are likely to have a 35% higher retention rate than ads longer than two minutes.
2. Number of Views
If you are generating a high number of views for your video (think one million plus), then you are likely getting individuals who are sharing your marketing campaign with their friends. This is good! As always, the more advertisement the better! If your videos are not getting many views, perhaps it is time to re-think your campaign.
We always suggest that campaigns play to the three strongest human emotions: love (because everybody loves love, so they will watch your ad if it has love), laughter/joy (because life is tough, so people need to laugh…so they will watch your video), and fear (because everybody wants to know how to avoid scary situations……SO they will watch your video).
3. CTR (Click Through Rate)
If your goal is to get viewers of your campaign to click through to a sales page, then you will want to closely monitor your Click Through Rate (CTR) for those who watched more than 50% of your video. If you are not receiving a high CTR, it means that there isn't a compelling “grab” in the video for your audience to have a reason to come see your site.
After all, your CTR translates almost directly into your ROI (Return on Investment) for your marketing campaign, so it is important that it be higher than 70% for those who watched a large portion of your video.
Beyond these three things, the best thing that you can do for your campaign is increase the number of times that it pops up in search results. This requires a great set of tags in the tagging portion of your video dashboard, as well as some incredible SEO (search engine optimization) in the other descriptive content surrounding your video. In order to make sure that you have done this, you may want to consider employing one of the many subtitling companies that are out there to help you in this process.
They will ensure that your video is ready to get the search results that you want. They do charge a sizable bit of money to provide these services, but we personally feel that the ROI that you get here is well worth the cost!
We hope that these tips help you as you aim to increase the success of your video marketing campaign!
Robert Cordray is a freelance writer for Income.com and expert in business and finances. With over 20 years of business experience, Robert is now retired and hopes others can benefit from his writing.