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Did you know that ‘late stage’ prospects who receive personalised videos are 75% more likely to become customers?
As a marketing tool, video is now massively important.
In fact, 92% of marketers believe video is an important part of their efforts and 85% who use it report a positive ROI.
But videos also offer a unique opportunity to measure the success of your campaigns and, in particular, specific marketing messages.
Unlike other types of content like blogs and eBooks, you can do much more than simply measure views.
Videos offer more insights into which videos are being watched, and also how they’re being watched.
By using analytics properly, you can not only measure the success of individual videos but the overall performance of your video campaigns as a lead generation tool.
Here’s how to use video analytics to measure your marketing campaigns.
Video views
The most obvious, and easiest, metric to measure for your videos is a simple view count.
Like blogs, you can judge the success of a particular title and potential topic area by the number of views your video gets.
An attention-grabbing video title that pulls in thousands of views is obviously something that’s hitting home with your audience and is something you can investigate more.
But individual views won’t be enough.
How long are they watching a video?
One of the great things about video analytics is that, unlike a blog or eBook, you can also measure how much of a video a person has watched.
This can give you some vital information in terms of what the ideal video length is for your prospects.
For example, if you’re creating 5-minute videos and prospects are watching all the way through, you could experiment with longer – more in-depth – videos.
On the other hand, if leads are only watching 3 minutes of your videos then you should consider making shorter, snappier videos.
Otherwise, you risk important sales messages getting lost in the sections of your videos people aren’t watching.
Not only that, you can monitor any parts of the video that they’ve rewatched.
From a measuring standpoint, if you have a particular section of a video that’s being rewatched by an individual you can use this message more in an ABM campaign as it’s obviously resonating with them.
If multiple leads are rewatching the same parts of your videos, these are the messages you should concentrate on in your wider marketing campaigns.
Who your leads are sharing videos with
As well as seeing who is watching your videos, you can also measure who your leads are sharing that video with.
This is ideal when it comes to growing leads because you know your existing prospects are sending your videos to their contacts who they think will be interested in it.
It’s an ideal way to start to grow a bigger, engaged audience.
Once you know who else has had your video, it’s ideal to reach out with a personalised video for them and start to engage them as potential leads in their own right.
Click-through rates
Like any piece of content, you’ll want to know that you’re making leads take the actions you want them to.
If someone watches a video and takes no action and doesn’t engage with you any further.
The video hasn’t really accomplished what you want it to.
A low click-through rate will tell you that your title maybe isn’t as interesting as it could be, or your CTA isn’t relevant.
Lead generation
Ultimately the success of your videos will come down to their success in driving leads and moving leads through your marketing funnel.
Whether it’s driving meetings, increasing sales opportunities or bringing in deals, these are ultimately the metrics you’ll care the most about.
Once you’ve linked your video marketing with your CRM you’ll start to get a much better understanding of how your videos are impacting your revenue.
With this information, you can see which types of videos and which messages are bringing in the most revenue or the most opportunities.
Once you’ve identified these videos and messages, you can put more focus into replicating these on a bigger scale, while dropping those videos and messages which aren’t bringing in any business.
Key areas and programs you should consider adding video to include:
Choosing the right video marketing platform
When it comes to choosing the platform to monitor your videos, it helps to have a dedicated platform specifically for your videos.
At Six & Flow we’re a huge Vidyard fan (we should be, being partners with them and everything).
Vidyard makes it easy to not only shoot and send videos but to visually monitor the impact those videos are having on your sales and marketing.
If you want to know more about getting success out of using videos and Vidyard, get in touch.
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