Hardwood Floors December 2019/January 2020

Video Marketing Metrics (Continued)

To improve CTRs in your videos:

» Place the CTA at different or multiple places in the video. » Make your CTA visually appealing and exceptionally enticing. » Keep the CTA relevant to the video’s content. The CTA should correspond with the video’s content; fit the tone, look, and feel of the video; and make it abundantly clear how the viewer should proceed.

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quality of content, you can encourage feedback by doing the following: » Ask for feedback and make it easy to respond. » Respond to feedback in a humble, grateful, and encouraging tone. » Address both positive and negative feedback. Monitor and analyze comments, likes, emojis, and other forms of feedback to improve future videos and further customize content to appeal to various types of buyers at If you’re new to video marketing, focusing on too many metrics at once may be intimidating and impractical. Start with view count and social shares to make sure your video strategy is working. Once you’re comfortable that your videos are reaching the intended audience and being viewed, focus on play rate and engagement. Next, turn your attention to click-throughs and conversions. Even experienced video marketers don’t fixate on all seven metrics for every video. Strategic marketers focus on two or three that are most-closely aligned with their goals or each individual video or campaign. If you want assurance that your videos are getting attention, look at view count and play rate. If your goal is to assess how involved viewers are in your videos, track play rate and engagement. To find out how videos contribute to sales, follow click-through and conversion rates. Measuring marketing effectiveness in any form is just good business. And even the smallest attempt to measure effectiveness is better than none at all. Don’t expect immediate results; but over time, with consistent effort, your numbers will begin to climb and you’ll see the payoff in awareness, relationships, and sales. g Katrina Olson is a marketing consultant, trainer, writer, and principal of Katrina Olson Marketing + Training. Reach her at katrina@katrinaolson.com. each stage of their journey. PICK YOUR METRICS

6.Conversion rate — This is the number of leads or customers gained that is directly connected to a specific piece of content. Conversion is expressed as a percentage of all viewers that convert — called the conversion rate. Viewers convert by subscribing to a service, newsletter, or list; completing a form or request for information; or making a purchase. Conversion can be difficult to track because it usually requires separate analytics software and a model for determining howmuch you’ll attribute the conversion to the video. For example, the “last click” attribution model assigns 100 percent of revenue generated to the last customer touchpoint before a purchase. The “linear” attribution model states that every interaction is equally responsible for the conversion, and attributes revenue equally across all marketing interactions. Improve conversion rates by: » Creating videos for various stages of the sales process or funnel, and making content relevant to that stage. For example, in the initial stages, buyers want information about the product or service, and how it compares to competitors. » Be sure to answer questions and overcome objections or fears. » Place videos in the right medium or the right place to move viewers along in their buying journey. Video can be a valuable tool in the conversion process. How you attribute revenue to that tool is up to you. To learn more, search for attribution modeling in digital marketing or digital marketing attribution online. 7. Feedback — Many social media platforms enable comments and other reactions to your videos. While positive feedback is nice, you’ll learn more from negative feedback. While you can’t change the

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