Taking a Look at Marketing Metrics
How to know if your marketing tactics are working
Now let’s chat about paid advertising. Having video ads made is already an investment, paying for those videos to advertise is an even more significant investment. To ensure a positive return on investment (ROI), tracking cost per click (CPC) and cost per acquisition (CPA) is crucial. CPC measures the cost of each click on your video ad, while CPA calculates the cost of specific actions, such as form submissions or purchases.
Not all videos are created equal. Marketers should create multiple variations of their videos to test different elements. This includes variations in the intro message or copy, color schemes, and call-to-action (CTA) buttons. A/B testing can help identify which elements resonate best with your target audience, leading to improved video performance. When videos are hosted on your website, engagement metrics take center stage. Metrics like the average time spent watching a video and the click-through rate (CTR) on related content are essential indicators of success. Google’s algorithm considers user engagement as a factor for search ranking, making it even more crucial for your website’s visibility.
For starters, educational videos can be used to address common customer queries, reducing the burden on customer support teams. By tracking the decrease in routine support tickets, you can quantify the impact of your video content on operational efficiency.
Another strategy to implement are how-to videos. These types of videos are a powerful tool for providing solutions to common problems. When your customers can find answers to their questions through your videos, it not only improves their experience but also enhances brand trust and loyalty. This segues into the benefit of leveraging video content, it can address straightforward inquiries which allows your customer success teams to allocate more time and resources to tackling complex issues, ultimately improving overall customer satisfaction.