Animated videos are an excellent way to convey what your solution or product does as well as reaching customers with engaging and highly accessible brand content. But no matter how engaging and creative it might be, the bottom line should always be about converting prospects to sales and leads.
Animated videos typically sit at the top of a sales/marketing funnel. It is the kind of content that your business can share on social media or use as the basis of pay per click campaigns. The best animated videos help accelerate the sales cycle from prospect to lead, and finally to sale.
To measure the ROI for your animated videos, you must first understand where your video sits in the marketing funnel. The metrics you will need to measure the ROI include the number of views, duration of the views, as well as the click through rate i.e. the number of times viewers clicked on your call to action and visited your landing page. The measurements will give you a clue as to how engaging your content is, but they will all depend on having other things in place including:
If you upload your animated video to YouTube or any other video platform, you need to ensure that it is properly optimised for the search engines. Google always ranks video higher than other types of content, but only if it is optimised for the proper keywords relevant to the video content.
YouTube will help you find prospects for the video content organically, but it is still important to use other channels to actively promote it to people already engaged with your brand along with their associated and contacts. Use your preferred social media platforms to build some momentum around the animation and consider using social media advertising to reach a highly targeted market.
You ultimately want your prospects to view your videos and take the next step by clicking through to a relevant landing page. Your website’s homepage is generally not the best place to direct your prospects, particularly if you have different target audiences and offer different solutions. A better idea would be to ensure that you have a relevant landing page that’s aligned with your video content. For instance, you can use the same graphics and colours to help prospects know that they are in the right place.
How can you tell whether or not your animated video has a positive impact on your bottom line? In some instances, you can instantly tell this since you will have a bump in sales that you cannot attribute to other promotional activities.
The vast majority of companies will be involved in multiple promotional activities, so you need a way to tell whether or not your animation video is contributing to your sales figures. Things such as directing viewers to unique landing pages from your videos will help you tell whether or not those visits are coming solely from that activity. You can also measure results using tracking pixels.
Calculating Your ROI
Finally, you have to calculate your ROI. When calculating the ROI for your animated videos, you should add up the total gains and costs of your content and then crunch this equation.
Your attribution model will determine how you calculate your gains. For instance, if the objective of your video is to generate leads or create awareness, you will have to make the calculation on the basis of what these are worth to you.
It is also important to ensure that you understand the investment cost. That is not simply the amount the video production company invoiced you. It should also include PPC campaigns, paid distribution costs, internal resources, and your social media agency’s time spent promoting your content.
At the end of it all, getting a positive ROI from animated videos is about creating videos that engage the target audience and get them to act. However, it is also important to support your videos by getting them in front of the target audience, finding suitable channels to share them on, as well as taking a proactive approach to recouping your investment and maximising your ROI.