When you want to tell people about your product or the solution that it provides, animated videos are a good option. They offer engaging brand content as well as an accessible medium. However, the bottom line is that the video needs to convert your prospects from leads into sales.
Generally, your animated videos will sit at the top of your marketing and sales funnel. This is the content that will be shared on social media and used for your pay per click campaigns. The best videos will also be able to accelerate your sales cycle.
When it comes to measuring the ROI for your videos, you need to understand the placement in the marketing funnel. The metrics that you use will need to include the number of views, the click-through rate and the duration of the views. These measurements will provide you with an idea of how engaging the content actually is, but they will be dependent on a number of other factors.
If you have uploaded your animated video to YouTube or another video platform, you need to consider SEO. These videos have to be optimised correctly for the search engines. Google generally ranks videos higher than other content, but only when it has been optimised correctly with keywords that are relevant to the content.
While YouTube allows potential customers to organically find your content, you also need to use other social media channels to actively promote it. You need to make use of your social media channels to build some momentum around the animation. You should also consider social media advertising to ensure that you are getting to the right target market.
The Landing Page
Ideally, you will want your prospects to view your video and then take the next step to clicking on the link which leads to a landing page. This could be the homepage of your website, but that is generally not the best location. This is particularly true if you have a variety of solutions on offer and various target audiences. It is better to have a landing page that is relevant to the content of the video so your prospects know they are in the right place.
So, how do you know if your animated video is having any impact on your sales? There are some cases where you will be able to tell immediately because there is an increase in sales that cannot be attributed to other marketing activity. The problem is that most companies will have various marketing activities occurring at the same time and this makes it harder to determine if the animation is contributing to your sales.
One of the ways that you can check this is to look at the directing views to the landing page. This tells you whether visitors are coming from the view or not. You can also use tracking pixels to help with the measurements.
Working Out The ROI
You need to calculate the ROI. When you work this out for the animated videos, you need to total all of the gains and costs of the content. You can then start to calculate your ROI.
The method that you use will vary depending on the attribution model you use. If the objective of the video was to increase awareness or generate leads, you will need to make your calculation based on the worth of this to your business. You also have to understand the investment costs of the video.
This is not only the amount that you pay the video production company. You should also include any paid distribution costs, the social media agency’s time for promoting the content, any PPC campaigns and the use of internal resources.
If you want to get a positive ROI from your animated videos, you need to ensure that you are creating content that is engaging and will get them into action. However, you should also support the videos by getting them in front of your target audience. You also need to find the right channels to share them on and take a proactive approach to maximising your ROI.