4 ways to make your videos more measurable

Videos guide viewers through a journey—from initial brand awareness through customer conversion to advocacy. Try these techniques to gauge their efficacy every step of the way.

Ragan Insider Premium Content
Ragan Insider Content

Video marketing is hot, with 61 percent of businesses engaging in the practice, according to a recent Wyzowl survey.

So, why do many marketers struggle to quantify its ROI? Given that marketers use distinct types of videos for particular purposes, there is no single method for measuring their success.

For example, you might use a general explainer video to attract visitors or create a product demo to convert prospects into customers. When you pair a smart video-hosting platform with a marketing automation solution, you can engage with prospects and customers throughout the buyer journey.

You can also understand which video content is getting watched and for how long. (For example, did viewers press “play” and then leave, or did they watch the entire video?)

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.