YouTube Analytics for Direct Marketers
For direct marketers, YouTube analytics is a treasure-trove of data about video marketing measurement and performance. By interpreting "Views Reports," you can produce stronger direct response-oriented videos using demographics, playback locations, traffic sources and audience retention. Translate the description of the metrics into direct marketing language, and you'll gain a new perspective of the power of online video marketing.
For example, views can be thought of as impressions or leads. Look at views by day of the week like you might think of seasonality in direct mail terms. The demographics from YouTube reporting reveals gender and ages of your viewers—something you would want to understand before choosing a direct mail list.
Playback locations, including where a video is embedded (your own website or other locations), tells you where your direct marketing campaign could yield the best result. Knowing if mobile viewing is high or growing is vital. And knowing audience retention is akin to knowing if your outer envelope was opened, and how much of the letter, brochure, lift note and order form were read.
In this video, we take you on the tour of View Reports on YouTube analytics, and show you examples from our own videos so you can see these reports firsthand.
(If the video isn't just above this line, click here to view it.)
Finally, a request: in our next series of videos we will be dissecting the "YouTube Creator Playbook" and interpreting it for direct marketers. There is a tremendous amount of information to cover. Please tell us in your comments below, or send an email to me, with your preference of video delivery. Tell us if you prefer....
1. Longer "deep dive" videos that are several minutes long and cover the material in a three-part series?
2. Shorter videos that are only a few minutes long, but cover the material in smaller parts over several weeks?
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.