2. Video Marketing Goal: CONSIDERATION (Engaging with prospects)
KPIs:View-through rate, Watch-time, Brand interest lift, Favorability lift, Consideration lift
When your prospects reach the middle stage of the sales funnel, they are aware of your brand. However, they are looking at multiple options.
Therefore, you should create tutorials, testimonials and product videos demonstrating that you can solve their problems better than your competitors. In this stage, it is important to focus on engagement. So, rather than measuring views and impressions, consider tracking metrics like view-through rate, watch time, favorability lift, consideration lift and brand interest lift. This will help you evaluate how interested viewers are in your brand.
It is nice to know that your videos have attracted a lot of viewers. However, it is also important to know how many of them are watching your videos until the end. Having a lot of people watching the entirety of a video indicates that the video is successful in engaging audiences. So, if you would like to determine how engaging your video content is, pay attention to the VIEW-THROUGH RATE (VTR).
Other metrics that can help you improve the process of engaging prospects are WATCH TIME and AVERAGE VIEW DURATION. The WATCH TIME shows how much time viewers have spent watching your video. And the AVERAGE VIEW DURATION gives information about your video’s ability to engage viewers. Monitoring these metrics will help you create more engaging videos that get prioritized by platforms like YouTube.
Marketing activities at the middle stage of the sales funnel are focused on increasing the likelihood of conversion. Therefore, pay attention to metrics such as BRAND INTEREST LIFT, CONSIDERATION LIFT and FAVORABILITY LIFT, too.
The BRAND INTEREST LIFT is all about how interested prospects are in your brand.
The CONSIDERATION LIFT metric reveals whether watching your video ad increases the conversion likelihood.
And the FAVORABILITY LIFT shows you whether potential customers perceive your brand more positively after they have watched your video. This can help you identify your most engaging videos so that you use them on a landing page or website.
You can measure and track these 3 metrics by running consumer research or tracking changes in brand-related search queries and interactions.