How to Ensure that Your Video Marketing Measures Result in Action
The point of measuring your video marketing performance against your goals is to inspire action. If you aren’t fulfilling your goals, do something about it. Without action, measuring and reporting waste your time.
The best way to stay on track is to establish a fixed rhythm for reporting with clearly defined actions that you plan to take based on the results. Reviewing data too frequently or only when you feel like it can easily delay action to another day.
For the most effective approach to taking action, follow these steps:
Define a reporting rhythm, and stick to it.
Many marketing departments work in a monthly rhythm, so it can make sense to tie your video marketing results to the rest of your monthly reporting. But if you’re launching a large video campaign, you may want to look at your performance weekly or even daily.
Clarify your agenda.
Because you may be tempted to look only at successful video campaigns and ignore weaker ones, create an agenda of all the goals and metrics you need to look at every time. Simply assembling a short PowerPoint presentation that has the same structure every time can help you easily document your progress.
Involve other people.
If you work in a marketing department, you may already report your video marketing results to your boss. If you don’t, involve a colleague in your reporting so that you can discuss your results and “brainstorm” a list of possible improvements.
End with a list of actions.
Finally, end every reporting session by creating a list of three to five action items — tasks that should improve your video marketing performance. These actions should focus on the most important goals or on the goals that indicate where you need to make the most progress.
Keeping your reporting simple is always a good idea, particularly when you’re sharing with others. For every goal, present its current value, show how much its value has changed, and indicate where you stand compared to your target. For example, you may choose the number of views you drew last month, the increase versus the previous month, and the percentage of your goal value that you achieved.
Reporting numbers is important, but including a little more color is helpful when you’re sharing your results. If a viewer wrote a particularly thoughtful comment, include it. Or if a competitors made a remarkable video, show it. If you tried a new strategy that worked well, talk about it.