Video marketing is taking off. Why? Because it’s effective. According to a MarketingSherpa case study one company increased their traffic by 300% and had visitors spend 100% more time on the site once they started regularly sharing videos.
You may already be using video in your marketing. Or perhaps you’re looking to take your first step into this incredibly productive medium. Of course, with this—and every other marketing investment you make—you always want to know the return on your investment (ROI).
Number-crunching is important. That’s the quantitative aspect of ROI. However, today let’s get into the qualitative aspect of ROI.
What does qualitative mean? And why should we care about it when considering ROI?
Qualitative means that you measure the value of something by its quality or some other characteristic beyond measurable quantity.
Some of the intangible aspects of your video marketing ROI are also some of the most important ones.
Qualitative benchmarks to measure your video’s success
When you sit down to write scripts for a video, it changes the way you think about a product or service. What’s more, the video’s effect on the audience—how it molds their perceptions—is sometimes the most valuable ROI, even though it may not make an immediate splash in your numbers.
As you decide how you’re going to benchmark the success of your videos, don’t ignore the following factors. They indicate a powerful return on your video investment.
Customer POV (point of view)
In order to speak to the customer, you have to think like the customer. Audience is everything. As you write a script, either by yourself, or with the help of an experienced video production team, you should look at everything from the customer’s POV. What’s important to them? What’s the simplest, quickest way to convey how your product or service meets their needs?
The insights you gain here tend to spill over and help you in every aspect of your business and marketing endeavors.
How does the video reveal greater insights to your product or service? How does it enhance your brand perception? If the video causes the audience to experience a positive perspective switch about you and what you offer, then you’re seeding the market for quantitative ROI in the future…all with fertile qualitative ROI.
According to BusinessDictionary.com, positioning is an “effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer’s mind.”
If your video helps you clearly articulate what you have to offer, and positions you well in the eyes of the consumer, then this is invaluable ROI.
To sum up, numbers are important as you consider the ROI on the videos you produce. But they aren’t the only thing you should be looking at. Commit to high-quality, effective video marketing, and the numbers will take care of themselves.