Video Marketing Analytics
“Grabbing the attention of potential customers is more important than ever in a world where buyers do most of their own research online before ever contacting a vendor. We have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them about what we do and who we are, including the culture of our companies.”
Data-driven marketing is all the rage and modern video marketing platforms now offer the ability to gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.
As video becomes a more prominent part of the marketing mix, video analytics will become extremely important—and extremely valuable. We are now in the era of understanding who is watching each video asset and how video is actually contributing to marketing and sales goals.
The play button is the most compelling call to action on the Web
Survey after survey tells us that audiences prefer video content over other formats. Some 65% of viewers watch more than three-quarters of a given video, according to Invodo. Any content marketer would be thrilled with that kind of readership for a piece of text. Moreover, more than 70% of marketing professionals report that video converts better than any other medium.
Video content is becoming a surefire way to increase click-through rates and digital conversions, and marketers are starting to take notice.
Video has become an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.
Video is a strategic tool for lead generation
Videos can easily become active lead-generation tools. Only video offers a reliable means of tracking actual engagement with content but what’s even more compelling is the use of video-viewing data to better score, segment, and qualify your leads.
You can now track how long an individual actually remains engaged in a video, enabling you to treat a lead who watches only 10 seconds differently from one who watches the video all the way to the end.
By tracking video viewing activities of your prospects, you can gain better insight into who your hottest leads are and you can increase your conversion rates. And as video becomes an increasingly important part of your website and content marketing programs, tracking video interactions will be critical.
YouTube should not be the focus
Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn’t offer the data and tools you need to turn video assets into valuable marketing tools.
YouTube is a great channel for distributing videos. It can help you expand your reach and attract new audiences. But it should not be the only place you distribute your content, nor should it be the hosting platform for videos embedded on your own website and across other social networks
As marketers realize the importance of video as a part of their digital marketing and demand generation strategies, and they will come to understand that YouTube isn’t the best way to optimize results.
Use video analytics as part of your marketing automation and CRM strategies
As more marketers use video to attract and engage their audiences, they’ll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.
That step is critical to maximizing the value of video. It’s what gives marketers the comprehensive insight into how prospects interact with the brand across multiple channels throughout the buying journey, and it also enables them to start reporting on video’s impact on lead generation, pipeline development, and closed revenue.
And that’s when marketers will know whether they’ve been doing too much telling and not enough showing.