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Peter Boyd is a lawyer, paper streetHe has successfully assisted 1,500 law firms with their websites and marketing.
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Your law firm has invested in a great marketing video campaign, but how do you know if it’s working? Who’s watching the video? Are they growing interest or getting new customers? Need to make changes to future videos?
Some of the advantages of video are difficult to measure. Your company’s personality may have impressed potential customers in ways that are difficult to measure. However, there are some metrics you can look at to measure the success of your company’s video campaigns.
what is your purpose?
Metrics help you get a holistic view of how your video campaigns are performing. But metrics are essentially meaningless if you don’t understand how they affect your goals.
So the first step is to understand the goals and objectives of your video campaign. The more focused your goals are, the easier it will be to determine how well your campaign met those goals.
When it comes to law firms, the goal is usually to get more business. Businesses want a return on their investment, and if your video campaigns aren’t effective, it’s wasted money.
number of views
The first metric to consider when measuring the effectiveness of your video marketing campaign is raw views. This is a simple measure of how many times your video has been viewed. This is sometimes called the reach of your video content.
Please note that when viewing views on one platform, they may be tracked differently than on another platform. For example, YouTube views might indicate that someone watched the entire 35-second video, but Facebook views might show that someone watched only 3 seconds of the 35-second video. could also include everyone who clicked on the video link.
play rate
A similar but more specific metric is video play rate. This measures the number of page visitors who clicked “play” to watch a video. This metric is especially useful for measuring the optimal placement of videos on a page.
For example, if you have 1,000 page views but only 2 video views, it means your video needs to stand out more. Depending on the location, it may be more effective at grabbing the visitor’s attention.
We know that videos posted on corporate website homepages tend to have a higher playback rate than videos posted on other pages. In some cases, placing the video at the top of the page instead of at the bottom also helps.
engagement
Engagement is a percentage metric that shows how many of your video viewers are watching. Average Engagement provides the average amount of videos watched by all viewers. Most people start watching right from the beginning, so looking at typical engagement can give you an idea of ​​where people tend to stop watching. This may guide content selection for future videos.
click rate
Video click-through rate (also known as CTR) measures the percentage of viewers who responded to a call to action included in your content. Clicks on calls to action, such as links to social media pages, are measured by CTR. If the purpose of the video is to get viewers to take immediate action, such as visiting her website for a law firm, this is a very important metric to track.
social sharing
If people are sharing your videos on social media, this metric measures the number of shares across social channels. This metric is a good example of how attractive a video is to a particular audience. The more your content is shared, the more views you might get. Sharing also increases brand awareness, even if people who see the link have never seen the video.
conversion speed
Conversion rate is what many consider to be the “bottom line” when it comes to judging the effectiveness of a video marketing campaign. Conversion rate measures the number of leads/prospects you generate through your video content. Identifying this particular metric often requires a combination of analytics software and attribution models.
feedback
Feedback is a non-auto-scoring metric. Consists of viewer reactions and comments on video campaigns. Pay attention to what your target audience is saying about your content and their emotional reactions to it. This is a human factor rather than strictly numerical data, but some comments can be converted to positive or negative numbers if you want to provide a numerical basis for comparison.
For example, let’s say your video initially had 10 positive and 10 negative comments. Then, after making some changes to your video, you might receive 15 positive reactions and 5 negative comments. This indicates that the change led to a better response from the target audience.
Let our experts help you evaluate and improve your video campaigns
Some metrics are easy to find but really hard to understand. Seeing other metrics like conversion rates requires some expertise. A legal marketing firm experienced in creating and evaluating the effectiveness of marketing strategies, including video campaigns, can help you better understand the results and how that information can be used to improve results in the future. .
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