Beyond the Views: Unveiling the True ROI of Your Business Video

In the age of online video dominance, crafting a captivating business video is no small feat. But the journey doesn't end with hitting "publish." The real question is: how do you measure the impact of your video and ensure it's delivering a return on investment (ROI)? Let's ditch the vanity metrics (goodbye, simple view counts!) and delve into the world of meaningful video ROI measurement.

Understanding Your ROI Goals: It’s Not All About Cash

ROI isn’t just about generating direct sales. Business videos can serve a multitude of purposes, and your ROI goals should reflect that. Here are some examples:

  • Lead Generation:¬†Did your video drive viewers to your website or landing page to sign up for a free trial or download a whitepaper?
  • Brand Awareness:¬†Is your brand name appearing in more searches or conversations after your video launch?
  • Engagement:¬†Are viewers actively interacting with your video through comments, likes, or shares?
  • Website Traffic:¬†Has your website seen a surge in traffic since the video launch?
  • Customer Education:¬†Are viewers watching your explainer videos all the way through, indicating they grasp your product or service?

Tracking & Analysing: Unveiling the Data-Driven Story

Once you’ve defined your goals, it’s time to leverage the power of video analytics! Most video hosting platforms like YouTube or Vimeo offer built-in analytics dashboards. Here are some key metrics to keep an eye on:

  • View Count (with a Twist):¬†While not the holy grail, view count can still be informative. Consider factors like average view duration ‚Äď are viewers sticking around for the entire video, or dropping off early?
  • Engagement Metrics:¬†Likes, comments, and shares indicate viewers are actively interacting with your content.
  • Click-Through Rates (CTRs):¬†Are viewers clicking on calls to action within your video, such as visiting your website or subscribing to your channel?
  • Traffic Sources:¬†Where are viewers coming from? Are they discovering your video organically, or through social media promotion?
  • Lead Generation Metrics:¬†If your video has a lead capture form, track how many leads are generated and their source (organic view, social media referral, etc.).

Going Beyond the Platform:

Free and paid analytics tools can offer even deeper insights:

  • Google Analytics:¬†Integrate your video with Google Analytics to understand how video viewers behave once they reach your website.
  • Heatmaps: These tools visually illustrate where viewers click on your video, allowing you to optimise engagement points like calls to action.
  • Social Listening Tools:¬†Track brand mentions and conversations around your video on social media platforms.

Remember:

  • Set Benchmarks & Track Over Time:¬†Establish baseline metrics before your video launch and track progress over time to measure impact.
  • Embrace A/B Testing:¬†Test different video elements like thumbnails or calls to action to see what resonates best with your audience.

By measuring the right metrics and understanding your video’s true impact, you can optimise your video strategy for maximum ROI. WOWVI Video can help you define your video goals, craft compelling content, and navigate the world of video analytics. Contact us today to discuss how we can transform your video investment into a powerful marketing tool!

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