Online Video marketing – Track Your Success
Video marketing; why, how and when to track your success… and how long does it take?
In the last of his current masterclass series, Andy Havard of Skeleton Productions reminds us why it’s so important to invest a little time to create effective video marketing analytics.
I would suggest that the wrong place to start is by looking at the available video analytics tools or the reporting mechanisms provided by the sites that host your video!
A better way to start would be simply noting down the goals/objectives that you wish to achieve via video marketing (e.g. target market, level of engagement, conversion to a sale, number of page views or sign ups, geographic regions of importance etc.)
If you don’t establish your desired results or outcomes at the start, you run the risk of becoming distracted by the tools you use and will most likely measure and report based on the tool functionality rather than the things that will deliver you the desired marketing results.
The great news is that there are a wide range of tools (many are free) which can report on everything from traffic (e.g. number of views across different countries) and indications of quality/engagement (e.g. the in-video drop off rate). The range of reports is very wide and that’s why you need to establish at the outset what “success” means to you.
Video can be very powerful in communicating your marketing and brand messages however we all know that producing great video takes time, energy and money. Uploading it and hoping for the best is not enough – video analytics have the potential not only to tell you what has happened but also give you the kind of information that will enable you to make future video more impactful.
Have a look at Andy’s 2 minute overview and our video analytics tools guide for tips and advice. We’re keen to hear what you think, whether it’s a video that exceeded expectations or one that gained engagement in an unforeseen demographic?
**Video transcript and video can be accessed from our Video Guide Library**