How Marketers Can Tie Video Assets to ROI
- Audience attention span: Are viewers skipping parts of your video? Rewatching certain sections?
- Drop-off rates: Are 20 percent of viewers making it to the end of your video?
- Clickthrough rates on CTA
- The device types used to view video content — do most of your views come from mobile devices?
- The geographic location of viewers.
By understanding how prospects interact with your content, you're better positioned to notice any areas for concern and make changes that will help you achieve the goals your video was intended to accomplish.
For example, let's say you notice that at 25 seconds into a video, a high percentage of viewers are dropping off. What's happening during that time period? Is the content getting dry? Was there something that turned people off? Looking at the digital behavior of your audience ultimately allows you to adjust your content to make sure it's hitting the mark. On a similar note, if you notice that a particular video resonates better than others with your audience, you can start thinking about where else you may be able to incorporate that video to amplify your efforts.
Connect your video data to your CRM
Arguably the easiest way to see if your videos are impacting revenue is to push viewing data into your CRM system (note that this requires a video marketing platform). When viewing history is available in Salesforce, for example, you can take advantage of simple reporting to see exactly how the videos you're producing resonate with specific contacts. For instance, you can see not only a lead's video viewing history, but what percentage of each video they've completed and when.
Linking your video data and CRM system gives you direct visibility into what prospects are interested in based on their viewing history. Additionally, there are reports available that can show you which videos are generating the most revenue. You can even filter data by opportunity size to see if there's a correlation between high video consumption rates and higher-value deal sizes. Integrating video engagement data into your CRM is the most direct way to track how each video your marketing team produces ends up impacting sales.