by Madeleine Hammond
Over the past couple of years, the popularity of video has exploded all across our computer monitors, and any marketer worth their weight in salt knows the power a solid video campaign can have in your strategy. One of the many reasons video is such a great marketing tool is because it provides you with so many metrics to measure, indicating the success of your campaign. These facts and figures will help you garner an impression of how well you’re meeting objectives.
1.) Building Awareness
If the main priority of your campaign is to open up your brand to a wider audience, then a simple metric like the number of views your video has had is a great starting point. Many video sharing sites also provide real-time statistics that show how many views you’ve had and where the traffic has originated from.
2.) Time on Site
Video is fantastic at increasing the dwell time of the average site visitor. This can have it’s benefits, as the longer the customer spends on your site, the more likely they are to spend time browsing, familiarising themselves with your brand and, ultimately, become customers.
3.) Increasing Conversion
If targeting new customers is your aim, then it’s worth doing your sums & thinking about the cost-per-acquisition. For example, if 10,000 people watch your video, 2,000 of those click through to your website & 200 of those become new customers. If it usually costs £5 to get a visitor onto your site through pay-per-click advertising, and that the average cost of acquiring new customers is £100, then you can claim your £10,000 video delivered new site visitors at the same cost, & won customers at half the average.
4.) Measuring Engagement
Knowing how many people are watching is one thing, measuring their engagement levels is another. You can track how many people watch the video right to the end, click through to your website or other channels. You can also monitor social media shares, likes and mentions, which is a strong indicator on whether your campaign is having the desired effect.
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Madeleine Hammond is a Marketing Executive at Skeleton Productions - One of the UK's Leading Video Production Companies.
