In my 20+ years in marketing, I've analyzed every kind of spreadsheet to improve lead generation, cost per lead, and decrease budget. But at the end of the day, most metrics roll up into less than a handful of key metrics that help business owners understand if their marketing works.
So, rather than detailing every data point you could measure, here are four metrics I recommend you monitor for a successful online video marketing program:
1. Views - How many people are watching your video?
If people aren't watching your video, why? Are you leveraging your video the way you should be? Is the title and description used so people can find your video? Should you consider advertising for increased exposure?
2. View Time - How long are people watching your videos?
This is an important metric for YouTube. More important than views. So if your view time is below 50%, look at your videos and figure out why. Is it too long? Are you diving right into the answers your audience wants or are you taking too long? Are you including photos or just talking? These factors and more play a role in view time - so pay attention to this metric.
3. Traffic Source - Where are they coming from?
This is one of my favorite metrics because it tells me where views originate. This helps me determine how I can increase that number. Maybe sites are picking up videos, maybe YouTube is suggesting the video, or maybe Google search is driving views. All of this is helpful to understand, especially when planning for future videos.
4. Website Conversions - Who is contacting you via your website and is the number increasing?
Online video is great but if it's not driving business, it's not working. Based on our experience, we prefer to measure overall lead conversion online and offline because we find that video affects both metrics. But if you can only measure one, measure the number of online leads coming through your website.
There are a number of other metrics we look at to watch trends, but if you can watch these four key metrics on a monthly or even quarterly basis, you will have the insight you need to create a fantastic online video marketing program and drive more business than ever.
And then lastly, convert. Now this is a marketing term. This is not necessarily anything more than that. So when you think of convert, you think of who is it out there that has listened to your message and wants you to help them through this journey that they're going through. So really it's more of a way of listening to your audience and a way of learning from your audience. So if they're not calling you, if they're not converting, there's a reason why and converting and measuring is how you learn.
The easiest way for anybody to get this information is when you upload your YouTube videos, you are able to see some very simple metrics that can guide you not only with what is working, but what you want to create in the future. How many people are watching your video, how long are they watching your video? Your view time is more important than views, at this point. So, again, remember to put your video on procedure pages. That will increase time on site as well as time on YouTube links, if you are using YouTube. Where are they coming from? You'll be able to see if they come from YouTube search, if they come from your website, if they come from YouTube suggested videos, which we hope. You will be able to see all the different pathways that people are finding you. And it will help you down the road, especially with marketing.
And then, of course, you'll be able to see clicks, which often times I integrate with Google because it shows you at what point they are going in and contacting you for a consultation. But I will say that 15 years ago when I was buying television and search engine marketing, it was an overall marketing plan. I was spending hundreds of thousands of dollars to be everywhere in the nation. And we were also doing pay-per-click advertising and inevitably, whenever we would boost our TV advertising up, the cost-per-click would go down. And when it certain markets, when maybe say we didn't need as many leads in a market so we turn down Miami for television and the cost-per-lead in Miami would go up.
So there is a branding impact, there is a memory, and there is exposure that you don't get with other areas so video is powerful beyond just a direct-response tool. It is a brand, it is a way to connect, and it is an exciting time. I hope this leaves you with the key pieces to be able to create, curate, and convert in the future and thank you very much.