Peter Boyd is a lawyer and founder Paper Street. He has successfully helped 1,500 law firms with website and marketing.
Catch
Your law firm has invested in a great video marketing campaign, but how do you know if it’s having an impact? Who watches the videos? Do they generate interest or attract new customers? Need to make changes to future videos?
Some of the benefits of video are difficult to assess. You may have impressed potential customers with your company’s personality in a way that is difficult to measure. But there are metrics you can focus on to measure the success of your company’s video campaign.
What are your goals?
Metrics can give you a complete picture of how your video campaign is performing. But metrics are essentially meaningless if you don’t understand how they affect your goals.
This means that the first step is to understand the goals and objectives of your video campaign. The more narrow your goals are, the easier it is to determine how successful your campaign is in achieving those goals.
When it comes to law firms, it’s usually more about business. Companies want a return on their investment, and if a video campaign isn’t effective, those costs are wasted.
Number of views
The first metric to consider when measuring the effectiveness of your video marketing campaign is the number of raw views. This is a simple measure of how many times the video has been viewed. This is sometimes referred to as the amount of access to video content.
When looking at the number of hits on one platform, remember that it may be tracked differently than another. For example, a YouTube view count might indicate that someone watched a full 35-second video, while a Facebook view count might include everyone who clicked on a video link, even if it was just three seconds of the 35-second video. have watched a second
Play rate
A similar but more specific metric to consider is a video’s play rate. It measures the number of page visitors who clicked “play” to watch a video. This metric is especially useful for gauging the optimal placement of your video on a page.
If, for example, you have 1,000 page views but only two video views, this indicates that you need to move the video to a higher profile. Some locations may be more effective in attracting visitors.
We’ve found that videos placed on the home page of a company’s site have better play rates than other pages. In some cases, placing the video at the top of the page instead of at the bottom is effective.
engagement
Engagement is a percentage measure of how many viewers watch your video. Average Engagement provides the average number of views of the video by all viewers. Since most people start watching from the beginning, seeing your typical engagement can tell you where people tend to stop watching. This can help you choose content for future videos.
click rate
Your video’s click-through rate, sometimes referred to as CTR, measures the percentage of viewers who respond to calls to action within your content. When they click on a call to action, such as a link to a social media page, they measure it in CTR. If the goal of the video is to get viewers to take immediate action, such as visiting your law firm’s website, this is a very important metric to track.
Social sharing
If people are sharing your video on social media, this metric measures the number of shares across social channels. This metric provides a good indication of how attractive your video is to a specific audience. The more your content is shared, the more views you will get. This subscription also increases brand awareness, even if people who see the link never watch the video.
Exchange rate
Your conversion rate is what many people consider the “bottom line” when judging the effectiveness of a video marketing campaign. Conversion rate measures the number of leads/prospects obtained through video content. To determine this particular metric, you often need to combine analytical software and document models.
Feedback
Feedback is a measure without automatic numbers. This includes viewer reactions and comments to your video campaign. Pay attention to what the target audience says about the content and their emotional reaction to it. While this is more of a human factor than hard numerical data, you can convert some comments to a positive or negative numerical value if you want to provide a numerical basis for comparison.
For example, you might initially have 10 upvotes and 10 downvotes on a video. Then, after making changes to the video, you might get 15 positive reactions and five negative comments, indicating that your changes resulted in a better response from your audience.
An expert can help you evaluate and refine your video campaign
Some metrics are easy to find but difficult to understand in practice. Other metrics, like your conversion rate, require expertise. A legitimate marketing firm experienced in creating and evaluating the effectiveness of marketing strategies—including video campaigns—can help you better understand results and how to use the information to improve those results in the future.
The Forbes Agency Council is an invitation-only forum for executives in successful public relations, media strategy, creative and advertising agencies. Am I eligible?