Analytics, analytics, analytics…BORING. Wrong! SEO analytics are actually an amazing way to track the success of the videos you worked so hard to produce! There are several ways to measure the analytics of a video. Let’s break it down, shall we?
When producing a video, content is key. However, even the greatest and most informational of content takes a hit if the video is not effective and engaging. Analyzing your videos allows you to establish whether or not your video is effective with your targeted audience. This, in turn, will allow you to adjust marketing strategies and distribution methods to make your video effective.
Start with baby steps. SEO analytics can be quite extensive. If you or your company is new to the video scene, start with the basics. The first thing you need to know is that both Google and YouTube have their own analytic measuring systems. This is great because you can use Google analytics to track the success of your website(s) or you can use YouTube analytics to track specific videos on your YouTube channel.
Measuring the seo analytics of a video allows you to reach new and existing viewers, drive traffic toward your website or landing page, be found organically, determine if you are engaging viewers, determine the best distribution strategy and more. Remember, you can’t improve your marketing statistics until you fully understand your data.
Now, there is a difference between web analytics and marketing analytics. Here is where we get more in depth. Web analytics focus solely on the effectiveness and success of a website whereas marketing analytics take into consideration the prospect, lead or customer. Hubspot states:
Using seo analytics allows marketers to identify how each of their marketing initiatives (e.g. social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they’re achieving their business goals (Vaughan).
However, most agencies and companies only use seo analytics to measure their effectiveness. “50% of companies struggle to efficiently capture and analyze info for multiple media channels” (Wheeler). Why? Because marketing analytics calls for more work. In order to capture the true effectiveness of your content, use different analytic platforms (i.e. YouTube analytics, Google analytics, your email provider’s analytics, social media monitoring, etc.) By using these tools, you are able to see the correlation between all of your marketing strategies like blogging, landing pages, email campaigns and more.
“By 2015, spending on marketing analytics is expected to increase by 60%” (Wheeler). Apparently, marketing analytics is becoming trendier! Don’t let your hard work and great content go to waste because it’s not reaching your audience effectively! Analyze and figure out the best approach to optimizing your content.