Three Ways to Measure ROI
So everyone says video in content marketing is a powerful tool – that it gets people more excited over your product or service, it keeps them engaged and so on and so forth. But exactly how powerful a tool is it? When you’ve spent time, money and effort over creating a video for your content marketing you should be able to know if it has been effective and not just take your PR or ad agencies’ word for it. Here are some ways to measure the success of your content marketing video:
Use Smart Metrics. You can effectively measure the return on investment (ROI) of your video by using measurement tools that evaluate meaningful criteria. An article on MarketingProfs.com suggests using three factors that can quantitatively define the success of the video in content marketing.
- Engagement. It’s not only important to know if audiences have seen your video but how long they stayed to watch the video. You can also find out the number of times they watched it. A characteristic of a good video is its stickiness – the more audiences watch the more of your video, the higher the chances of your message getting fully understood.
- Play Rate. This metric is for videos that are embedded in a page or a blog post and measures the ratio of people who just stay on the page to the number of people who actually click to play the video. It’s not only important that they see the first frame of your video but if they actually are interested to find out more about it.
- Play Over Time. How many times has your video been played and watched after it was launched? How many times has it been shared over a period of time? If your metrics show you an increase in the number over time then you know you have done a good job.
Measure Generated Leads. Nothing can tell you how effective your content marketing has been that the actual leads that it has generated. Leads can mean anything from queries about your product or service, a referral to a friend or acquaintance to actual purchase by a customer. At the end of the day this is the most effective way to say that your video works.