Video Marketing Audit
After you’ve made a commitment to video marketing, it’s important to develop a plan that not only supports your sales goals, but builds your subscriber base (advocates of your brand you can actively market to).
To ensure maximum performance, an effective video marketing strategy requires key building blocks be put in place.
Your channel needs to be benchmarked against KPI’s to identify opportunities for improvement that can drive lead generation and brand engagement – and outperform your competitors.
As your video collection expands, it’s important to take a step back and consider the value of each individual piece of the puzzle.
You need to know whether each asset supports the goals you set out for it, and identify potential gaps in your inventory to plan future content. Titles, descriptions, meta tags and keywords can have a major influence on how your video ranks and where it ranks on both Google and YouTube. Analytic software will assist you with this.
Here’s 6 steps for performing your video marketing audit.
#1: Track your (and your competitors) metrics
Understanding your performance in any project is essential to planning for the future, however knowing your competitors performance always adds a cutting edge in implementing a more succinct strategy. Here’s a video with some great tips produced by our strategic partners Vidyard, specialists in video analyitcs.
To find out how well a competitor is doing in their YouTube channel, simply go to their channel and click on the “About Page”. You’ll get some “brief stats” on your competitor.
The stats worth noting are the number of accumulated views, subscribers and date joined. To get a more in depth view of competitor stats you will need to use a third party tool that integrates with YouTube. To find out more, visit the video marketing strategy section of this site.
#2: Outline your goals & criteria
How do you assess what impact content is having on your sales and marketing objectives? Whether your KPIs are an increase in conversions, traffic, views, engagements, likes, downloads or editorial coverage- start by identifying what you aim to accomplish with your video assets.
If you want your collection to address the entire funnel, set up an audit rule such as: “We need 50% of our videos to target mid-funnel prospects, so we’ll want ___ amount of videos about (specific product line)”.
Outlining a few specific, quantifiable goals will help dictate which content you move forward with.
#3: List your video inventory
In a spreadsheet, make a list of all of your video assets. In this inventory, you may want to include some or all of the following fields:
- Video title
- Campaign title/ overarching topic
- Date campaign started or due to release
- Category. ie. Internal, external, product, training, support, etc
- The stage/ stages of your funnel the video addresses
- The buyer personas the content is intended for
- Total views
- Average % percentage of your audience that watches the video to the end
- The tags
- What calls to action appear throughout/ at the end
- How is it being promoted, ie. in emails? On your website? On social? As a password protected sales asset?
- Relevance (whether it’s evergreen or if does it have limited shelf life)
- Whether each piece of content will be kept, archived, promoted, or reused.
#4. Evaluate each video for context and quality
It’s now time to evaluate how each asset is performing and if its worth its place in your marketing mix.
Both your marketing and sales team members should be included in this step, with access to your video engagement data. Video analytics will show which videos have a low conversion rate, how viewers are responding to your calls to actions or which part of the video viewers are dropping off at.
Assess each piece of content by the following questions:
- Do viewers find the content helpful or entertaining?
- Is it achieving its marketing objective?
- Would your viewers pay to watch a particular video, or more videos like this?
- Is the content relevant? Would you find value in it?
- Is there other content of its kind online?
- What additional metrics or calls to action could be put in place?
- How is it currently being promoted?
- Does the content achieve its purpose (Excitement vs Understanding)?
#5. Determine the gaps in your content offering
Once you’ve sorted through your video library, identified whats working and what your target audience are responding to, it’s time to focus on what assets you’ll need going forward. Sort your list by areas of the funnel, buyer personas, or specific topics that may be lacking.
Your evaluation may reveal you have historically kept a lot of content that isn’t driving value. Maybe the attention span data reveals your audience drops off at the start of every talking head-style interview and this may discontinue your current video series in favour of something more entertaining.
Consider the content you currently have scheduled. Is it original, timely, evergreen, helpful and memorable?
Do you need more content to raise awareness of your company, or more specific content based around benefits or features of your products?
What gaps need filling in your content lineup?
Does it contribute something new to your content mix or complement what’s there already?
In summary, identify which areas of the funnel you need content for based on your revised inventory.
#6. Produce new content based on the gaps
In the final step you’ll need to decide how you’ll make the videos needed to fill the gaps. Decide whether you’ll use an agency, production company, work in-house, or if you’ll start collecting user-generated content, or maybe even hire the services of a video blogger. If you plan things well, and in order to maximise time, you can produce multiple videos in one day, for example, detailed product demos filmed in a studio by professional presenter and crew.
This step is ultimately your chance to see what’s been working and put the wheels in motion for new projects that are missing from your current offering.
The video data for your current videos will play a part in helping you decide which of your content has been the most successful so far. If you notice that your whiteboard videos are performing especially well, make more on different topics as it’s a format that’s working with your audience.
Questions or comments?
These six steps should get you through a basic video marketing audit – but if we’ve missing anything that helped you through an audit of your own, email us and let us know!
Crunch Time Media help brands, creators and agencies to improve the quality, performance and ROI of their online video content.
Contact us for more information or to request a free no obligation video marketing audit for your company or campaign.