Video marketing, for financial advisers, is a really good way of delivering content focused on financial literacy for beginners in an engaging, easy-to-digest manner. But how should you go about measuring the success of your financial advice videos?
When you’re developing a strong content marketing strategy, measuring the success of your content – from blogs to financial planning videos – is a must. You can only determine what to keep investing time and energy in if you know what’s working (and what’s not)!
Read on, and discover the key measurement metrics for financial advice content presented in video form…
Step One = Figuring Out Your Goals
If you’re a financial adviser, video is a marketing tool you 100% need to utilise. But if you do, you’ll also need to know what you’re attempting to achieve with the financial advice videos you share.
Common goals include:
- Increasing your conversion rate
- Generating more leads
- Raising levels of awareness surrounding your brand
- Tracking potential buyer consumption patterns
- Increasing customer engagement
- Building trust and brand credibility
Set your goals before you start measuring based on the following metrics, and you’ll know what to do with all the data you uncover…
The Key Measurement Metrics for Video Content
There are five key metrics to consider as you determine the impact and performance of your financial advice videos as a form of marketing content:
- Views
- Shares
- Engagement
- Click-Through Rate (CTR)
- Conversion Rate
At Clients+, all our monthly client content (including our wide range of financial planning videos) is optimized to perform to these metrics.
Let’s look at each one in turn.
Views
Analysing your views to measure success means considering two key factors: View count and play rate.
View count equals the total number of times that a video you’ve posted has been viewed, and it’s a great indicator of the reach of your content.
(Do bear in mind that views are counted differently across the web. For instance, a YouTube view is only counted if the video is watched for more than 30 seconds, while a Facebook view counts after three.)
Play rate is a ratio: The number of times your video was seen and played divided by the number of times your video was seen and scrolled past. The higher your play rate, the more relevant and engaging your video content likely is.
Shares
Measuring shares is like measuring views but goes a step further.
A view is a less active form of engagement than a share, so if your video content is garnering plenty of shares, it’s a clear sign that your audience is enjoying it and finding it valuable enough not just to view, but to share with friends.
Engagement
Engagement = How much do your customers/viewers care about this content once they’re watching it?Do they stick around and get to the end of the video?
Are they skipping through to get to the salient parts?
Are they dropping off before they reach the all-important call-to-action at the end of the video?
A high rate of engagement with your content is, obviously, a good thing. It means that your videos are snappy, interesting, and accurately advertised as containing what they actually contain (false advertising is the most damaging to engagement stats of all).
Click-Through Rate (CTR)
Click-through rate, in the context of your financial advice videos, refers to the number of video viewers who clicked through on your call-to-action, whether it was visiting your website, signing up to a mailing list, following your company on social media, etc.
A higher CTR means more interested parties being driven to the right channels, and is likely to in turn increase your…
Conversion Rate
The biggest metric of marketing content success must be the conversion rate. How many people who visited your website to view your videos/after viewing your videos then went on to become customers of your company?
This is the ultimate goal of all marketing – to increase your customer base – and luckily, it’s something that videos are very well-equipped to help you with.
Videos allow you to capture leads in new places, create a more personal connection to your brand and offer much-needed brevity and immediacy to busy digital natives.
For help producing quality financing planning videos that drive traffic to your site and perform effectively according to all the above metrics, don’t hesitate to get in touch with Clients+. We’d love to chat about our range of website content creation services.
