Video SEO Evaluation or Tracking Your Leads |
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Video SEO Evaluation... How to set up a successful Video SEO campaign - Tracking Your Leads: Evaluation The key steps to a successful Video SEO Campaign are 1) Research, 2) Creating the Video, 3) Video Optimization, 4) Distribution, 5) Evaluation and 6) Modifications. Video SEO Evaluation - Tracking your video (or tracking your lead sources) means asking the questions: “Did it work?” and most importantly “Why or why not?” – then getting answers! It is pretty common for people to spend time and money setting up online marketing (or marketing of any kind) with the hope or expectation that it will work, but they spend so much time getting it ready and launched that they never get around to asking these important questions before they jump into some other pressing project. We will explore some techniques you can employ to evaluate or track the results of a particular video or Video SEO campaign so you can make wise decisions on its performance. |
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Video SEO Evaluation Video SEO Evaluation & Lead Tracking So you’ve got your wonder video up and in many locations on the web. You made it chock full of the proper keywords for your audience. So here come the leads to your website! Great, right? Sure, but if you don’t know which video is sending you the leads you like, then you still have some work to do. If you have multiple deployments of the same video, do you know which one is working the best for you? Is it the video, the keywords, the location the video is posted, the landing page the video points to...? Evaluating all these factors and more can take a lot of time, but it is time well worth spending (or having someone else do it for you!). Video SEO Evaluation: Setup There are certain things you must keep in mind when you set up your Video SEO campaign. You need to be able to evaluate the results of your videos—you need to track their performance. If you had sales agents that were underperforming, you would try to help them improve their performance or get rid of them. The same holds true for videos you send out into the big bad www-world. Setting up a system so that evaluation or performance tracking can happen is very important, but first you must decide what it is you want to track and why. Video SEO Evaluation: Did it work? In order to ask the question: “Did it work?” you need to have a clear understanding of what success means. Is it enough to know that thousands of people have now been exposed to your name/brand but that is all? Is it enough to see the traffic to your website increase even if orders do not? What is success for you will not be success for someone else. Only you can define what success is for your situation. For some, getting people to view their website and signup for a newsletter, leave some contact information or subscribe to a Feed is great because their sales process is part of developing a relationship with their customers. They employ a multi-step sales process so they can employ the follow-up apparatus they already have in place (or wish they had in place!). For others, they need an order now! Clearly define your expectations so when you evaluate the performance of your Video SEO campaign you can make your strategic decisions based upon an established standard not just the feelings of the day. |
Video SEO Evaluation: Focus Points or Landing Pages Once you have decided on what you are looking for you will need to know which video, if any, is working to that end. The good part is you now have many videos out there trying to get you that coveted response. The bad thing is that there are lots of them to track and if you don’t know where to focus your attention, you will get lost. Establish “video landing pages” on your site that each video deployment will point to so when visitors click on the links you tell them to visit in your videos, you will know where they “Landed” on your site. If you have 4 video deployments out there (each with their own different set of keywords) you should have 4 landing pages to match. These landing pages do not necessarily have to look any different from each other but they will need to have a different URL address and each one will need to hold some code to measure the amount of visits and from where they have come. This code allows for on-page analytics. Google offers this type of code for free as part of their Google Analytics program. You may already be using this or some other analytics techniques to measure traffic on you site, just be sure the video landing pages have the code in them so you can track what happens there. Video SEO Evaluation: Analytics Analytics code can help you know which location of your video sent you the customer. Even if you have that particular video deployment posted on 20 or more locations (each of which telling your customers to click on the same landing page URL) the analytics program can track how many visits came from YouTube and how many came from the other places showing off your video. You will need to establish a Baseline for your measurements (analytics) as to the performance of certain videos based on their number of views on the video hosting site vs. the number of visits to your website they inspire. If, for example, video deployment A gets you x number of visits and y number of conversions (you decide on what a conversion is... could be an order, could be capturing a name, or simply a visit to the landing page!), then mark that down for a certain period of time as your baseline against which to measure other video deployments. This baseline can also be used to compare the value of any future modifications to video deployments. How to decide what you want to change and what to keep is part of the refinement process which is outlined in the next and final step called “Video SEO Modifications”. |