Video marketing is becoming a key component of a smart social media marketing strategy – with good reason. Between 2011 and 2012 video consumption increased by 38% – wow! Forrester Research determined that the chance of getting a page one listing on Google increases 53 times with a video. That fact alone should inspire any online marketer make video marketing a real priority.
As with any type of marketing, it’s important to measure your results so as to get the most out of your campaign and to discover what works best. Typical measurements for a video campaign include the number of views, the number of thumbs up (or thumbs down) a video gets, and how many times a video is shared. But are these the most useful metrics?
If you’re really interested in using video marketing to grow your business, there are three additional metrics to monitor: re-watches, engagement rate, and play rate.
Re-watches: The number of times a person re-watches part or all of your video
You can use this information to find your “hottest” leads. This information can help you nurture leads with more highly targeted email lists and help you determine which potential customers a salesperson should call on first.
The number of video re-watches also provides valuable information about a customer that can be leveraged prior to a sales call. By measuring which section(s) of the video a potential customer re-watched the most, you can determine what they found most interesting or relevant, and then adjust your sales presentation to address the specific pain points, features, or objections likely to be most important to that customer.
Engagement Rate – The percentage of the video watched.
This tells you how interested someone is in your company or message and how compelling your video is. Again, you can use this information to determine which leads are most interested and therefore most likely to buy, allowing you to focus on warmer leads. An average video engagement rate can determine whether a particular video is holding the viewer’s attention or not, thereby allowing you to create more engaging and profitable videos in the future.
Play Rate – the percentage of people who play your video vs. land on your video link page
This measurement helps you determine if your title, thumbnail image, and description are enticing enough to get people to actually hit play. The play rate can also help you determine which topics are most appealing to your audience.
Do You Have the Tools Needed to Properly Monitor Your Video Metrics?
Watching the right metrics from your video marketing campaign is the best way to keep your customers engaged, your marketing and sales teams successful, and your company growing. HubSpot’s online marketing technology provides an excellent system for monitoring and analyzing all your online metrics.
If you’d like help in developing a smart online or social media strategy complete with robust tracking and monitoring, then please contact us.
This post is based on an article by Kristen Craft – Get Beyond Views: 3 Metrics That’ll Help You Prove Video ROI. http://blog.hubspot.com/video-marketing-metrics-wistia-integration-hspr