Video is a top attention-grabbing tool for B2B marketing, but marketing can feel like a guessing game. How do you know if your video is even performing? Most people advise you to track likes, shares, comments, and average watch times. These analytics are just numbers though and do not always tell you about the success of your content.

You need to understand what parts of your content got your viewer to bite. If you don’t, you can’t make strategic changes. By focusing on the right success metrics, you can increase your video’s performance and your bottom line.

Understand what you consider a win. From the beginning, set up a SMART goal (Specific, Measurable, Attainable, Relevant, Timely ) to know what you’re tracking and what you’re trying to do. If you want brand awareness, go for likes and comments. If you want performance, track how many people follow through on your call to action (aka your click-through rate). Understand how different numbers support your goals.  

Define a clear, desirable call to action for your viewer. Video marketing is a tool. It supports your initiative and drives people to action. Make sure your next step is well thought out and something people want badly enough to give you their time and attention.

Look at how your video is packaged for your viewers. Viewers are busy and distracted, but video is an attention-grabbing medium. Once you have their attention, keep it with strategic captions and supplemental content like your landing page. If your video isn’t converting, consider how the accompanying material could be playing a role.

Use A/B Testing to get rid of the guessing game. You can test different messages to figure out what converts your viewers. Try different titles, captions, key words, calls to action, or unique URL links for different versions of your post. These can all be tracked, tested, measured, and changed.

Get a clear picture of your video’s performance using strategic tools. You need to understand how your video and supplemental content are converting viewers (or why they’re not). Using a combination of Google Analytics, the video platform, and action tracking will help you understand what messages are working.  

Track the drop-off rate and average watch time to see if your content is engaging. Some platforms like Facebook and YouTube count a 7-second watch time as a win. Yikes! You and I, we want quality, targeted messaging that keeps a viewer’s attention span until the end when they hear a call to action. That being said, I usually advise clients to keep videos under two minutes of engaging content, less when it is a promotional video.

Wait 3 months before you try a new strategy. Part of marketing is a waiting game. Before you have enough data to change your plan, you need to let content playout for 3 months, make small tweaks, wait 3 more months, and compare your findings.

Remember, video marketing is not a popularity contest. Your most liked video could generate the least revenue. Your video with less likes could start a relationship. When you analyze the right metrics and adjust your marketing strategy accordingly, you will build the relationships you want and achieve your business goals.

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She may have launched the company in 2016, but Beth’s love of video actually began by learning to edit with two VCRs and a camcorder (throwback!) Beth Menduni is a born storyteller with a background in theatre, visual communications, and graphic design. She worked in video production houses for a decade before launching her own full-service video marketing company based in Columbus, OH. An all-around creative, Beth is also a singer, ceramicist, OU alumna, and proud mom.

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