Video brings many benefits, ensuring a sound ROI should be amongst them.
Investing In Unique Video
We included the video above to show the variety of forms corporate video can adopt, also an example of imagination bringing a sound return.
The Rationale For Corporate Video
A visual ambassador for your company brings innate value, at a conference, on a website, part of your latest news. The financial investment involved still needs to be justified.
Marketing for any business can have abstract elements but we don't believe videos should be seen in this way. If they are, no corporate rationale exists, just guesswork.
Educated guesses and gut feelings have thankfully been reduced in marketing departments in recent years. Replaced by data and applied mathematics, an approach which fits well with video.
Measure Your Real Return
Around a third of companies with in house marketing are spending over £100,000 per annum on content production, with video taking the highest share. A route which is justified, animated video production an example of increasing and effective communication.
Apart from enhancing longer videos and real life, animated video is proving very successful on social media. Suited to the pace and short view time, bringing increased, quantifiable engagement.
We are not proposing to tell experienced professionals how to measure the return on their investment, this will vary from business to business and depend on the stage, or goals of the campaign.
All we are asking is that you do measure the return. Neither is video unique, the standard approach of tracking content consumption and sharing, lead generation, sales generation can work well.
What you measure depends on your emphasis, from page views, to video views, to shares and tweets, or inbound links. The core point is that they are now measurable, with an abundance of data available.
A Few Practical Options
Data from a variety of sources can be melded together to gauge instant response, user engagement, how keen people were to spread the word. Possible to track where users navigated to the video from, where they went next.
Those elements will be part of measuring your campaign, along with more defined approaches. These again can vary, a few suggestions:
1. Add a unique, trackable URL at the end of your video. No need to forsake corporate branding, or your main website, just use a monitored redirect.
2. Incorporate a unique phone number, or email address. Alternatively, place an email form in a web page, next to your video.
3. Where suitable, you could offer a unique promotion, or opportunity within the video, from products, to subscriptions, to downloading corporate reports.
4. Depending on hosting, view numbers may be easily trackable. If not, most website analytics tools offer event tracking which can be used for video views.
5. Analytics can measure more aspects, such as bounce rate, time on page. Why not consider A/B testing, one page with and one without the video.
You may have equally useful ideas. Our message is simply that whatever they are, you can probably measure them with a fair degree of accuracy.
The Benefits Of Measurement
Marketing success can be measured in different ways. You may want to look at the quality of leads produced, customer acquisition cost, lifetime value, loyalty generation.
Neither should the data you gain be entirely for the marketing department. Sharing this with creative staff, or contractors, helps them determine message, design, build a better user experience.
The same can apply to your sales force, or support staff. Added understanding of customer needs, trigger points and engagement will help them.
On a purely financial footing, there is always debate on using opportunity cost, sales revenue, or gross margin to measure the value a corporate video brings.
The nature of a campaign can influence this, although we tend to favour the latter. Video is not an ethereal campaign element, measurement to that level is possible and practical.
We have been fortunate in having clients share data and financial outcome with us. So we know this can be done, furthermore, we want you to do so.
Shoot You focus on corporate video production for two reasons. We love making them and they really are justifiable, in some cases we know of, almost beyond imagination.