Getting a return on investment from video.
One of the biggest challenges with video or any digital marketing activity is explaining how you get a tangible ROI from a digital campaign even though you are not selling a product or service for money.
If you were selling a product for example then it would be easier to track from when the campaign started (and then ended) to see whether there were any spikes in sales or increased traffic to a website.
Once you have that data then you could cross reference with the times and places where videos were posted and look for any similarities or areas where the posts drove interest with their call to actions or URL link clicks.
If you were selling a product for example then it would be easier to track from when the campaign started (and then ended) to see whether there were any spikes in sales or increased traffic to a website.
Once you have that data then you could cross reference with the times and places where videos were posted and look for any similarities or areas where the posts drove interest with their call to actions or URL link clicks.
If the business isn’t selling a product or service then how would you measure the success of the video campaign?
This is where social media interactions and analytics can be your best friend. When posting videos to social media channel Likes, Shares and Comments are a very good barometer of how well a campaign is being exected especially if you are referencing either the previous months activity or last years campaign to show how well it has performed. The length of time a user watches a video can also be a good indicator to see if the content is engaging, informative or useful. The longer they watch a video the more likely they are going to click a link to buy a product from you.
These interactions show if potential customers or fans of the brand are liking the content and have a thirst for the product or service. This can be the important start of the sales process where members of the social media team can interact and help in realtime with comments and messages to gauge even further if the product is a hit.
We know these tactics work well because when we partnered with NHS England on their National Diabetes Prevention week project we helped to achieve some noteworthy results including a 297% increase in diabetes questionnaire completions on a typical week and was double the previous years results. All the results were calculated from social metrics and actual downloads from their monitored websites.
There are more stats and more information on how we delivered the project here.
These interactions show if potential customers or fans of the brand are liking the content and have a thirst for the product or service. This can be the important start of the sales process where members of the social media team can interact and help in realtime with comments and messages to gauge even further if the product is a hit.
We know these tactics work well because when we partnered with NHS England on their National Diabetes Prevention week project we helped to achieve some noteworthy results including a 297% increase in diabetes questionnaire completions on a typical week and was double the previous years results. All the results were calculated from social metrics and actual downloads from their monitored websites.
There are more stats and more information on how we delivered the project here.