[VIDEO] How To Track Online Video Campaigns Properly

by Andy Havard · 21 comments

This is a guest post (in the form of YouTube video) by Andy Harward from SkeletonProductions.com. This is the first time SmartBloggerz is publishing a video guest post. I hope when you will watch the video below, you will greatly benefit from the tips Andy gives you through it. I also hope you will get inspiration from this video and it will set a new trend of video guest blogging :D

 

TRANSCRIPT:

Why Track Your Video Strategy?

Tracking the success of your video marketing campaigns not only helps to determine
whether or not your video is achieving the goals you’ve laid it for it to fulfil, but it
also flags up problems and issues as the campaign is distributed on the web. The
earlier you can spot issues within your campaign the quicker you can rectify the
problem, and put it back on track.

Tracking your Videos success also allows you to assess particular sectors of your
video’s success, whether it’s analyzing if your video has generated higher levels of
website traffic for your website, or whether it has increased the popularity of your
social media sites. By measuring and tracking its success in a wide array of areas
you can clearly define if the campaign is succeeding or failing.

What Should You Track?

There are a number of areas that can be assessed in tracking the success of your
Video marketing campaign, and what you decide to track largely comes down to
what goals you’ve set out to achieve. However, there are always key sectors that
video marketers should pay attention to. The following outlines the four main groups
of data that video marketers should always be tracking:

Viewership Success – The fundamental piece of data you want to track is simply the
viewership of your content. If your video isn’t receiving many views, it’s probably not
going to be on the road to achieving your goals. It’s also worthwhile tracking where
in the world viewers are watching your content, because if your video is big in the
USA, but you only want to reach out to UK customers, that’s not going to be a huge
success for you.

Social Media Success – Tracking the success of your social media growth, and noting
the increased social media activity that users are having with your social media
profile, can be provide a good insight into the success of your Video. Such a social
media growth will indicate how many users are looking for extra information after
viewing your video, and how many users feel connected enough with your brand to
join your social media profile.

Web Traffic Success – Much like with social media, following the growth of traffic
generation indicates how many users are looking for extra information about your
brand, business or blog. Traffic generation is extremely important if you’re looking to
increase brand awareness and conversation rates.

Conversion Success – Conversion is perhaps the most important aspect of Video
marketing to track if eCommerce is your top priority. By tracking the amount of
traffic generated leads that turn into sales as a result of your video campaign, is one
of the biggest indications that your video strategy is becoming a resounding success.

What Tools Should You Use?

The great thing about online strategies is the array of online software available to
users for absolutely free.

Wistia and YouTube Analytics provide you with a fantastic array of video metric
measurement tools. From providing a keen insight into audience retention and
showing up your videos hot spots, to tracking your videos growth and global impact.

Google Analytics is always the place to go for all data surrounding your traffic
generation and conversion rates. Don’t forget to pay close attention to your % of
new visits and time on site, as this will provide a clear indication that your video is
both generating new opportunities and gluing them to your site.

When Should You Track?

How often you track your Video marketing campaign is entirely up to the
preferences of the individual and organisation. However, the one aspect that really
defines tracking frequency is the duration of the campaign. Once you’ve laid out how
long the campaign intends to last, whether it is three months, six months or twelve
months you can begin to create an effective tracking schedule.

Arguably the more often you check your tracking results the sooner you’ll be able
to tell when there’s issues to amend, but tracking too often could cause your results
to appear unbalanced. As a rule of thumb a typical six month campaign should be
tracked once a month, in order to portray the most realistic and most natural results
possible.

How Long Will It Take?

How often data is tracked also comes down to how long tracking such data takes.
If something takes a long time to do, it’s probably not worth doing every other day.
Luckily obtaining the data discussed in this article takes mere minutes.

YouTube Analytics, Tube Mogul, Facebook Insight, Wistia and Google Analytics data
can be checked instantly and can be downloaded into an easy to digest and simple
to print off format, which makes you able to spot trends and problems quickly. In
fact, you can access all that data and have it physically in your hand in five minutes
flat.

About Andy Havard

Andy Havard is a Marketing Executive at Skeleton Productions, a UK based corporate video production company.

has written 1 superb article(s) on this blog

chandra March 25, 2013 at 8:57 pm

I’m a little confused, are they all on the same website? I think they are. I have different pages for mine. Is that the same type of thing? Interesting. I like how you created banners. Got me thinking again. I will have to check out your tutorial too.

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