So! You have heard a lot about the fact that videos sell well, you ordered a video, but now you don’t understand how to measure its effectiveness.
The first question you have to answer is what goal you want to achieve with this video, and the rest is a textbook.There are 4 key stages in the sales funnel: Awareness, Interest, Decision, Action. Each of which has its own KPI.
Stage 1. Awareness
Displays how many people watched your video several times in a row and/or rewound.
What is the practical application of such statistics? For example, you want to promote an event, or promote your brand/product, but you have a small budget. You run video ads on Facebook using the “reach” option to show the video to the largest number of people. Upon completion of advertising, go to Google Analytics and compare on your own how many people visited your site/made a purchase before, during and after the promotion.
Stage 2: Interest
Stage 3. Decision
There are no KPIs here. This is something intangible that occurs in a person’s brain at the moment or after watching your video. That’s why we will immediately move on to the favorite item of all entrepreneurs.
Stage 4. Action
Do you remember in the beginning of the article we talked about the need to determine the goal at first? Here we are! The reason why you created the video, set up the targeting and analyzed a bunch of data. The moment when the user contacts with your company. It can be registration, purchase, call, comment - everything that leads to interaction. At this stage, the KPI is:
In marketing, every step is important, but no man is an island.
Entrust the creation of the video professionals from #gkanimation and calmly run your business processes.