How To Track Your Online Video Marketing Campaigns
Posted by Andy.Havard | In: Viral Marketing
Internet markets are rapidly seeing the benefits of online video and are adapting it into their marketing mixes. However, the reason marketer’s online video content is becoming so successful compared to that of other online video users, is their use of tracking. The following article explores the importance of tracking online videos and how doing so can improve your online video marketing.
1. Why Tracking Online Videos Is Important
The idea of tracking your online videos is pretty simple, if you don’t track your videos how do you know they’re working? From the outset of your online video marketing campaign you should set out clear goals you want your video to achieve. Whether you want your online video to increase website traffic, improve conversion rates or just generate more Twitter Followers you need to know your goals to track the success of your campaign.
2. Tracking Your Online Videos
There are some great tracking tools out there that you can use to analyse and evaluate the performance of your online video strategy. YouTube offers YouTube Insight for absolutely free, which lets you know when users are turning your content off, where they found your video and what country they’re watching it from. Google Analytics is also a great way of tracking how much traffic and conversion has been generated from users watching your online video on a particular website. Software like HootSuite will allow you to monitor the increase/decrease in social media activity as a result of your campaign to see if you’ve generated more interaction with your audience or gained more likes/followers.
3. When To Track Your Online Videos
The frequency of which you track your online videos is entirely down to the goals you’re trying to achieve and the longevity of your campaign. If your campaign is designed to last 6 months then checking its progress on a bi-weekly or monthly basis would be appropriate. However, if your campaign is only for a month then checking its progress weekly or even daily would be more beneficial. In theory the more often you track your videos the quicker you’ll know if there’s an issue with your campaign that needs to be amended. Although, tracking your online videos too often could give mixed readings on your campaign. If your strategy hasn’t had long enough to sink in to the World Wide Web then the results of your tracking may not be quite accurate.
4. The Cost Of Tracking Your Online Videos
The cost of tracking your online videos could surprise you. Tools like YouTube Insight, TubeMogul and Google Analytics are all completely free to use. Some tracking tools that Vimeo and HootSuite use you will have to pay for, but the cost is very little compared to the value of the data. Every marketer knows that time is money, so will tracking your online videos cost you an arm and a leg with the time it takes to analyse the data? Assessing and obtaining this data can be found, downloaded and printed off in less than 5 minutes. These tools show your data in easy to digest ways allowing you to get crucial information at a moments glance.
Summary
There you have it, your essential guide to tracking your online video marketing strategies. By taking on board the tips and suggestions in this article you can stay on top of your online video campaigns and make the necessary changes to them early on, in order to maximise your campaigns impact on the World Wide Web.
Andy Havard is a Marketing Executive at Skeleton Productions, a UK based online video production company.
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