How Marketers Can Tie Video Assets to ROI
Although 70 percent of B-to-B marketers are using video, only 58 percent believe they're using it effectively. This can largely be attributed to not optimizing content before releasing it, and to the fact that the primary focus for most videos tends to be top-funnel goals such as awareness versus mid-to-late funnel goals like lead generation. It's possible to tie your video efforts to return on investment, but it requires taking a step back and revisiting how you approach video initiatives.
Set an end goal
Before you decide to make a video, think about the purpose of the video and what action it will inspire your viewers to take. Are you trying to drive more demos? Encourage people to register for an event? Whatever the case may be, think about what you want your audience to do when they finish watching. Always give your viewers a clear action item that ties to a meaningful, measurable activity.
Calls to action (CTA) are a simple and effective way to do just this. For example, if you create a video product tour using a series of videos, use the first video to lead viewers to the second, the second video to lead to the third, and so on. At the end of the last video, prompt a demo request or trial download. Using this method, each of your videos guide viewers one step further along the buying cycle. Designing your videos with the end in mind and using CTA to prompt specific actions will help ensure you're tying your content to concrete marketing goals.
Look at the data
It goes without saying that tying video content to ROI will involve evaluating what video content seems to be working and what isn't. When it comes to determining the performance of your video, these are the key metrics you need to keep an eye on: