Video – not the easiest content marketing tool, but one of the most effective. It is this fact that pays for the rather high costs of its production, and the possible difficulties in the production of videos, and the difficulties in measuring the effectiveness of conventional analytics tools.
If you want to try creating viral video content, then you are on the right track to develop a content marketing strategy . But what if you are not sure whether it is worth investing in the production of your own videos, and you are worried whether all the efforts and costs will pay off?
How to properly measure the effectiveness of videos in your content marketing strategy – read the article from estet-portal.com.
Video and its effectiveness in content marketing strategy
YouTube – one of the main channels of global Internet traffic, so that the relevance of promoting products or services through video content has not been necessary to convince anyone for a long time. Giants Amazon and Ali Express get more than half of their traffic from here!
We at estet-portal.com also try to keep up and, despite the niche nature of our profile topics, we can boast of 6 thousand subscribers and 3 million video views on our YouTube channel. We not only produce our own video content, but also produce videos for professionals in the cosmetology and medical fields.
All marketers unanimously confirm that every year Internet marketing trends invariably include video content, and its influence is growing every year. Without video, complex marketing is simply impossible!
However, video production – pleasure is not cheap, so companies that decide on it want to be sure that it will bring real results. And how to measure them? Let's figure it out together.
You need to realize that video, like any other content marketing strategy tool, does not provide immediate results. We'll have to be patient and wait from six months to a year — it is during such a period after the start, according to experts, that the first tangible results will appear.
Secondly, to understand your deadlines indicate the three main milestones of the plan:
- the timing of control measurements;
- the timing of the final measurement;
- preparation of "reinforced concrete" arguments for the management of the company, which may not be as patient as you would like to achieve the best result?
Now let's explain point by point how to build a strategy correctly
Control measurements are made every month, and based on their data, tactics and content should be adjusted if necessary.The final measurement is done in six months or a year and allows you to understand what serious results have been achieved and whether it makes sense to continue at all.
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About the arguments for impatient bosses. Even if you initially explain that content marketing – this is a strategy for the future, not a direct and fast sales funnel, don’t expect that every month you won’t hear questions like: “Well, how did the video go?”, “Why has it been three months already, and no customers have increased ?" and "Where does our money go?" Get ready to patiently explain every time that the – this is only the first contact with the audience, acquaintance, the first date, in the end, which cannot immediately end with a profitable deal and love for life.
How to properly present video content for successful promotion
And don't forget, the video itself won't be able to get promoted. Any video material needs support. Therefore, it should be promoted in the same way as regular content.
- editorial (qualitative) metrics;
- marketing (quantitative) metrics.
Quality metrics will show the interest and involvement of the audience in the video. These are click-through rate, the number of views from all platforms, and all social actions of users (likes, comments, video reposts), and engagement (the ratio of specific actions to the number of views), and viewing depth (how long the viewer watched your video; the shorter the video , the deeper the depth will be; a good result – is greater than 60%.
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If after the next control measurement you see that the numbers have dipped compared to the previous period, then you will know that it is time to adjust the tactics: for example, shorten the videos or make the audience call to action more pronounced.
Quality metrics scores also affect YouTube video rankings, so don't neglect them.
Quantitative metrics already reflect the business performance of your brainchild. These are conversions: clicks and then – target actions.
With clicks, you take a potential user from the video to the landing page, your website, your page in social networks, etc. This is usually achieved through a direct call to action and a tempting offer ("Follow the link and get a free lesson / download a free useful book"). And there the user performs a targeted action, for example, buys a product / places an order or registers, leaving you his data, which can then be used for calls that fuel email newsletters.
For a control measurement, which allows you to understand whether it is generally advisable for a company to continue investing in video content, you can apply the formula (yes, school algebra lessons came in handy). Don't worry, it's quite simple: you just need to divide the profit from the video channel by the cost of video production.
The result is called ROMI (return on investment in marketing) and represents the profitability ratio of marketing content.
If the resulting ROMI is less than 1, things are not going well – you need to either abandon the channel, or completely change the strategy.
If the number is greater than one, then congratulations! Keep moving in the same direction, don't be afraid to try new things and don't forget to take measurements periodically.
Read also: How to determine the target audience: we paint it point by point
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