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.
Video is content. It is highly engaging, entertaining and proven to be more powerful than other forms of content but at the end of the day, video is content and should be leveraged as such.
Last week, we talked about the importance of owning your content and this week, we talk about one of the reasons why. When you own the content you create, you can leverage it across everything you do, increasing your exposure and ability to connect with your potential patients. Video can be included in social communities like Facebook, RealSelf and Google+. It can be included in email newsletters or lead response emails. It can also be part of your Google and YouTube advertising strategy. Same content, multiple platforms, incredible exposure.
In my presentation at the Aesthetic Meeting, I discuss the opportunities as well as some exciting statistics that give reason to get started. Or, if you don't have time for the video, the transcript is below.
Click to watch the full presentation from ASAPS.
So now that you've created these videos, what do you do? I've done a couple webinars with some agencies and this seems to come up a lot. Just because you create a video and you've posted it on a YouTube channel or on RealSelf or on Facebook, do not stop there. Think of this as an overall content strategy. If you've created a video that works on YouTube, always think about where can I put on Facebook, maybe there's a Waistline Wednesday and you want to highlight tummy tucks or abdominoplasty that has something else involved in it. Or Fan Fridays, we do those, too. So think of ways that you can leverage those videos across all of your social media.
These are just a few, so you've got YouTube, you've got Facebook, you've got RealSelf, but look in the bottom corner - I've linked everything over on Pinterest as well. So it is very appealing. It's very easy to do. It is not time intensive once you get the video loaded. So don't just stop with the top 3, but think about Pinterest. And think about all of the others, too. This is where is feels a little overwhelming, but again, you have a link, and all you need to do is understand what is happening on that social media channel and how can you connect with them.
So if you want to post on LinkedIn, which I strongly suggest that you do, there are plenty of people out there feeling self-conscious about themselves at work, but if they see a video that comes online while they're at work and they see something about someone being transformed, you're darn right they're going to look at that video. It's happening. But what you post there is different than what you post of Facebook and what you post on Twitter. Not just because of character limits, but what they're expecting to see.
So that's the biggest point of this slide, is that it is very easy to post links and have video on those, but remember who your audience is and what they expect from you and you will see engagement.
The other two places that I strongly recommend that often go overlooked because it usually requires somebody in-house or another agency on the outside that may not have done it before, is to include video both on your procedure pages for time on site - you've got yourself an SEO strategy that way. But also on blog posts. I don't know if anyone out there is not a fan of writing blogs, but I know a lot of people that I work with do not have time to write blogs. But if you're creating video and you've planned it out in a way that you can get a lot of content, you have got yourself blog posts every week, every other week, every month. Something that is on a consistent basis, it is educational, it is focused, and empowering for you patients.
I always use the transcript. It's a secret that you all should take with you. Transcribe your videos and when you ever post something on a blog, you include that transcript. That is an SEO tactic and it should always be included in every one of your videos. Not just for YouTube, but for your site as well.
And then email newsletters. So companies who use video in their newsletter are 92% more likely to get engagement. People are going to click on it, they're going to see what the story is about. Maybe they signed up for the newsletter, but they haven't actually signed up for a procedure. Or maybe they have and they're thinking about something else. Or maybe they're just excited to see that somebody went through the same thing they did and see that other lives are being changed by you.
So I strongly recommend those and it really does matter. You will start to see SEO going up, but you will also see views going up.