Vanity Metrics is defined as figures which are related to registered users, downloads, and raw page views. In terms of video marketing it is number of views, number of downloads. We have often seen marketers tallying this up and calling it a day but these can easily be manipulated. So, what happens to the real impact on revenues and profits which we want to have through video marketing initiatives.
We all know that the most important parameter which all of us focus nowadays is customer retention and engagement. So, your video marketing initiatives should also have these goals embedded. It is important to focus on getting platforms which support these data points. We should also focus on getting important information like who is watching and why there are interested in our video.
With a few tweaks you can make a major change in your video marketing system and see a major improvement:-
- Choose an Intelligent platform: Platforms like YouTube, Vimeo has limitations of providing you the real metrics, so look for platforms like Vidyard, Wisitia who have some cost attached but that is worth it.
- Understand Your Engagement Data: It is important to understand the pattern for your video i.e. you have high views but low engagement or vice versa. Understand the pattern and do the necessary changes.
- Review Your Landing Page: If your video is not performing as per your wish then its time to look for your landing page and evaluate its content and experience from all sorts of devices and platforms. Understand the user journey and place your video in a strategic position.
- Look for Bounce Rate: Define a goal for your video and if any drops off before that then treat it as a bounce rate. If content changes don’t do the trick then your video could is either too long or not clear.
- Be Creative and Progressive: It is difficult to get a perfect video at once, instead focus on fine tuning the content with each of your learning and be consistent in nature. Keep pushing our fresh materials for what best works for your offerings.
- Complete Your Data Points: Don’t work with half data instead focus on getting your review metrics clear and keep following it and updating it. Boost your analytic with additional plugins if you require.
- Define a Visible ROI: You need to figure out the visible ROI for you as per your objective and solution being offered. Focus on meeting that goals with an average growth of 10% in every defined time period.
With videos we recommend you to focus on engagement and ROI based metrics which will help you get exact insight about the audience as in
- Are they rewinding the informative bits over and over?
- Are they closing it immediately after the speaking starts?
- How many people are playing the video on your landing page, and how many of them are glossing over it?
- Of those who make it to the end, how many actually follow up on the call-to-action and get into your funnel?
We need to know the real engagement with our audience. In case you are struggling tell us we can help you with a Free Consultation.
Write to us info@videofactory.in or call us at 8981698882