Squeeze ROI From Your Video Marketing
- Posted in Monkie's Blog
- Monday, 23 June 2014 08:00
- Hits: 2154
All signs are pointing towards the growing indispensability of video as an online marketing strategy. With the average American spending more than 17 hours a month watching video and more than 50 percent users aged between 24 and 54 sharing videos online, it is no longer a debate about the necessity of video as a marketing tool.
Although many small-businesses are acknowledging the power of video to attract relevant traffic and nurture leads, justifying the return on investment often keeps businesses from investing in video assets.
Even then, when done strategically, video content can positively affect the marketing spend put towards the creation and distribution of the videos. Emarketer, a leading digital market researcher, reports that 52% of marketers find that video offers the best ROI, in spite of the challenges and costs of production.
Here are some pointers to help you get the most of your video marketing spend:
Have a clear understanding of your goals
Online video is still a new marketing, sales and branding tool. Many marketers fail to deliver on ROI because they lack precise objectives for venturing into video content production. Different goals will require different strategies, and offer different results. Is your goal to increase engagement? Attract targeted traffic? Boost actual sales? As you formulate goals and strategies, it is vital to draw up a matrix that documents your audience and their online consumption behavior. Failing to understand your audience means that you could be serving them the wrong content through the wrong channels.
Getting a grip on the right metrics
Basing your ROI forecasts on metrics such as ‘views’ is a slippery slope. Such a metric simply does not give you the full picture on how viewers are interacting with your content and the opportunities therein. Three important metrics that need to be in alignment with your video marketing goals include:
Time spent watching - This is an estimate of how long viewers spend watching a video. The more viewers complete a video, the more effective a video may be in conveying a message. The drop-off point, when viewers stop watching the video, is also an important watch time factor.
Engagement - Engagement encompasses the actions viewers take upon watching your video. This includes shares, likes, comments, and subscriptions.
Audience retention - The number of people who regularly view and engage with your videos can fluctuate over time. Knowing whether viewers are hanging around or leaving will help you understand what content works well with your audience, and what does not.
Using a multifaceted distribution approach
Other than having a clear understanding of your audience’s personality and pain points, the success of your video marketing also hinges on developing a solid distribution strategy. The social web demands that you make your content available to a widely scattered audience so they can access it wherever and whenever they need to. Utilizing multiple channels of distribution (aka: going beyond YouTube) will allow you to reach a mass audience. With a bigger market reach, you can drive more traffic, nurture more leads and ultimately boost your sales outcomes. Google AdSense, on demand channels such as Miro and iTunes, peer-to-peer distribution platforms such as LimeWire and Utorrent are all feasible channels for video distribution.
While justifying ROI for online video is not as straightforward, video is certainly proving to be an effective way to improve user experience, nurture leads toward the top of the sales funnel and boost audiences’ interaction with your brand. Intimately understanding your audience’s pain points and formulating practical goals is the first step in the right direction toward realizing a return on your marketing dollars.