What’s the one thing everyone is looking to do through marketing campaigns? Maximize ROI! Of course the same is desired when launching a digital marketing strategy through YouTube. However, launching a campaign and uploading content, even at a consistent level of high quality, isn’t enough to maximize results. Tracking and measuring the analytics of your videos is key. With that being said, many jump to the end and focus on calls or sales. While getting conversions – or calls, signups, & sales – is always the end goal, you must analyze every step of the consumer process in order to ensure you’re reaching your YouTube channel’s potential.
So if you’re looking to maximize your ROI (who isn’t?!), read on! Let the Fresh Ink team break-it-down and walk you through the process to help set your campaign up for success.
There’s Always a Beginning, Middle, & End
When analyzing the consumer journey, there are three areas in which you should center your focus. These three areas, known as the key performance indicators, or KPIs, are awareness, consideration, and action. Quite often, people make the mistake of jumping straight to action, only focussing on the end results. Today, however, we’re going to walk you through each step of the process to demonstrate the importance of fully examining your campaign.
To maximize your ROI, evaluate your measurements from the very start. Begin to determine how viewers find your content. Furthermore, consider those from your audience who may not be familiar with your brand or business. How did they discover your videos? To better understand, take a look at the following analytics:
- Ad Recall Lift
- Awareness Lift
- Unique Users
Let’s take a step forward to consider how viewers are interacting with your content. It’s one thing to click “play” on a video and another to actually watch it through. Start to analyze not only how viewers are watching, but also how much they are actually watching. To do so, take a look at the following analytics:
- Brand Interest Lift
- Consideration Lift
- Favorability Lift
- View-Through Rate
- Watch Time
Now onto the exciting part! After considering the beginning and middle of a consumer’s journey, you can now measure just how much your content is actually leading to conversion. Here are the key metrics to take note of:
- Purchase Intent Lift
The Big Picture
Taking shortcuts and cutting corners is not the way to get the most out of your digital marketing campaign. That’s why the Fresh Ink team can’t stress the importance enough of encompassing the entirety of the consumer experience. Understanding each step of the process, the awareness, consideration, and action, allows you to properly assess how your audience interacts with your content and how to best tailor that content to their needs. Looking at the big picture will maximize results, leading to your ultimate goal – increased ROI!
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