Video Marketing On YouTube: Is It Worth It?

by jalanda on April 4, 2012

video-marketing-is-it-worth-it

Video marketing can pay off for your small business, but this depends on how you are are measuring it.

I created and ranked this video for Mamatini. It is the #1 video for multiple Google keywords. It is in the top 1% of videos, as most videos don’t get more than a 100 views in their lifetime. Read how to get more views on youtube.

You would think great, right? Wrong.

You see whenever I ask if anything has resulted from the videos, I often hear back no. I was pretty bummed and shared this sentiment with a friend. She asked me one question that made all the sense in the world “How Is She Measuring Success”. Great question. Sometimes, you need to ask the right question.

I’m awaiting the results from that client. But it made me think about my own videos. When my goal of doing video marketing is to get a sale, and I put out a video, and I don’t get a sale, I think the video failed. But getting a sale is just one way to measure the success of the video. Here are some other ways to judge if a video is a successful or not.

Web Traffic. Did viewers click on your link after viewing the video?
Subscribers: Did you see an increase in subscribers to your channel?
Comments: Did you get a comment?
Channel Views: Did your channel views increase?
Video Views: Is your video being embedded elsewhere?

These are other measures you can use to measure success. I know you’re thinking, lady I want a sale, I don’t care nothing about no comments (Yup. Double negative;-). I thought the same thing. But I’m learning that selling takes time, and doesn’t happen on the 1st try as much as I’d like it to. So little indicators like those comments, give your video a vote of confidence and may be laying the foundation for a future sale to come.

One of the most effective tools to measure your video effectiveness is Google Analytics. It’s pretty daunting in the beginning. But you only need to know enough to get around. The best advice would be to sign up for a free account. Add your blog, and then click on the traffic tab to see where your traffic is coming from. This will help you to measure the effectiveness of your video marketing.

Secondly, if all those measures are showing positive indicators, maybe you should think about your conversions. Is there a break down in your sales process that is causing less sales. I’m exploring this now and will reveal my results soon.

How are you judging if your videos are successful or not.

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{ 5 comments… read them below or add one }

Marcia Layton Turner April 10, 2012 at 12:59 pm

You are so right, Jalanda. Whether you are successful depends entirely on your definition of success, which may be totally different from someone else’s. I used to attend a lot of local networking events when I was new to the business world and my goal was always to meet and get to know two new people. (Yes, I’m an introvert.) So at the end of one night of networking, I was talking to a friend who had been chatting up everyone in the room it seemed, and she expressed disappointment with the crowd. I was shocked. She did so much more networking than I had, but obviously, her definition of success was also quite different. Great reminder!

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jalanda April 10, 2012 at 3:24 pm

That’s so funny Marcia. I know right. It’s all how about your outlook.

I used to look at Networking differently as well. I’d go with the intention of getting a lead and would walk away feeling defeated. Then once I changed my intention and just went to networking events with the intention of learning about what other people do, only then did I actually start to enjoy networking. Outlook. Too funny.

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Emily DeWan April 4, 2012 at 3:47 pm

I can spend hours on Google Analytics – it’s so addicting! There are certainly other ways to measure immediate success (I’m always excited by lots of comments), though I would think ultimately the sale is what counts. Hard to measure of course, as you talk about selling taking time, and not everyone will be ready to buy when they first watch the video.
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jalanda April 4, 2012 at 4:25 pm

I love Google Analytics! I could spend days there as well. I love that I can instantly see if my efforts are paying off from various marketing efforts.

Because people are at varying buying cycles, I guess time and asking “how you found me” is the best measure. Christa Meola, NYC photographer, said that she’ll finally book a woman for a shoot, and the woman will say something like “Oh, I’ve been reading your blog for years”.

So I guess selling just takes time.

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Venkat April 4, 2012 at 9:31 am

Very nice info Jalanda… Love your website and selective articles. Great Job.

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