Anytime we start working with a new client, whether it’s to complete an initial Gap Assessment or to build and launch a new marketing system, we go through a series of critical steps in what we call our “Unique Process.”
One step is a thorough usability-conversion analysis of all aspects of your website and marketing materials. Part of this assessment is a deep-dive look at your video strategy. Our goal in collecting analytics for videos is to maximize the effectiveness of this critical marketing tool. Ultimately, we want to put you in a position where your video content is significantly speeding up your sales cycle.
In this article, we’ll outline:
Video is no longer simply an up-and-coming marketing trend. It is officially a staple of any good marketing campaign.
In fact, your potential clients are so used to engaging with web-video content, that they are likely expecting you to deliver a variety of video content—across your website, social media, email content, and every other platform where they engage with your brand.
According to Hubspot’s “16 Video Marketing Statistics to Inform Your 2020 Strategy,”
in 2019 video was the number one form of media used in content strategy, overtaking blogs and infographics!
If you’re looking for the perfect inspiration to craft your next video, glance through these five, helpful promo-video ideas to get your wheels turning on how to best craft your message and hook your audience!
The fact that video is expected isn’t the only reason to make use of this marketing tool. It turns out that video is also extremely effective—so much so, that the play button has been referred to as the most clicked on call-to-action (CTA) in the digital world!
If the appearance of a play button can move your viewers to further engagement with your content, then it’s about time to start maximizing the power of video.
So, what does video accomplish? While certain types of video are intended for specific purposes, such as getting across product information or answering frequently asked questions, some of the most effective videos serve a wider goal.
The goal is to tell your story.
A great video may include specific information, but the tone and context will also help to communicate your overall story in a few important ways:
If you know anything about our approach to marketing (what we call “marketing done right”), then you know it revolves around the importance of, and need for, data. We believe that great marketing has to be a combination of both art and science. This is true of your website and video strategy.
You could hire a solid designer or a quality video production company, but, if the art isn’t combined with the power of conversion science to actually make it work, then what good is it for your marketing? It won’t help accomplish your promotional campaign objectives.
Here’s our point: Even if you have superb video content, but no analytics in place, you’re only getting a small fraction of the benefits of marketing with video. It’s like the old adage about a tree falling in the woods. If there’s no one around to hear it, does it still make a sound?
For our purposes in explaining analytics for video, we’d ask something like this:
If someone watches 80% of your video, but you never capture any lead information or other critical data about their engagement, does it really matter that they watched your video at all?
While having access to this kind of data is obviously extremely valuable for making marketing decisions, Vidyard’s Video in Business Benchmark Report determined that only 35% of businesses are using intermediate or advanced analytics to measure video performance.
What, then, are other businesses missing? It’s the one simple trick that makes collecting critical data from video possible: The opt-in screen.
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By adding an opt-in window to either the very beginning of your video or part way through (usually about 20 seconds in), you can quickly and simply capture user information that will transform the way you view video’s role in your marketing strategy.
Once your opt-in screens are set up within your video content, you need a good customer relationship management (CRM) or marketing-automation system that can connect directly. This allows your collected lead intelligence to be stored, organized, and available for use.
Critical-analytics video information can take your engagement with your prospects to the next level. Not only will you have a better understanding of your general audience’s attention span, but you’ll also have detailed insight into individual viewers’ behaviors, preferences, and experiences with your content.
For example, consider Bob, a visitor to your site. Your homepage video looks compelling and he’s willing to enter his name and email in order to continue watching it past the 20-second mark. However, he gets distracted before finishing it entirely, so he misses the call to action at the end.
Based on Bob’s engagement, your CRM can assign him a lead score and your marketing automation can kick in with exactly the right drip-marketing strategy to keep him connected to your brand moving forward. If the video he watched outlined the features and benefits of your product, but the CTA he missed was an offer for a free demo, then your drip sequence can start with an invite to take advantage of the demo, and then a reminder of the cost of procrastinating, etc.
Having this critical intel allows you to engage with your leads more efficiently. It also allows you to make small tweaks and improvements to your video strategy overall. This sort of approach is what we like to call growth-driven marketing.
If you’re convinced about the value of tracking video data, then you might consider getting started with Google Analytics video tracking. In your Google Analytics account, use the event tracking feature to gather analytics on your videos. This will allow you to set up a basic way to assess:
When you work with us, we set you up with a customized dashboard that’s automatically connected to every video asset you create. Your dashboard will provide you with quick data at your fingertips as well as more in-depth analysis for those times you want to know more.
Interested in discussing how video can help transform your marketing? Fill out this simple form to request a free consultation with our marketing team!