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February 19, 2015

Okay, But Really…How Do I Track ACTUAL Engagement?

If you’re a marketer, all you want to do is find out who actually cares about all the brilliant marketing campaigns and content you’re producing. It’s HARD WORK, and it wouldn’t feel great wasting so many hours and daaaays and mooonths creating awesome landing pages and videos and e-books and webinars if no one is really into it. (Even if they just gave even the tiniest of little $#!&s, that would be nice, wouldn’t it? You’re not asking too much!)

Well, start asking more of your marketing content. Traditionally, all marketers could do was coerce – I mean, drive – people to opt in to their content and then hope that someone actually engaged in their content. Not just the title page, but all the way through, with no clicking away or skimming through. They didn’t have a crystal ball, so they did their best with what they had and considered clicks and downloads satisfactory metrics of success.

Don’t settle for an “overall” view in your metrics.

Now is a truly exciting time in the marketing industry, because technologies are becoming available that seem as magical as a crystal ball. Forget about how many likes you have overall, or the total number of downloads of your e-book. We’re talking about significant, useful metrics.

Measure EngagementIf you don’t know already, video marketing platforms are one of the best ways to not only optimize your videos for engagement and conversion, but to track the actual engagement of individual viewers. Find out who watched it, from where, for how long, which parts (get second-by-second insight!), and how many times. It’s pretty mind-blowing, eh?

Once you’ve got that engagement data, you can find out which marketing pieces or messages people are or aren’t responding to. People dropping off your video before the end? Skipping over the 30-seconds of talking head? Cut it out and watch your engagement shoot up. Or if they’re into one topic or product over another, send them related, tailored content.

You can nurture your current leads better than ever, and also engage with audiences who may never have noticed you before. Suddenly, your marketing content is not only creating awareness, but generating and converting real leads! (Are you doing a little ROI dance in your chair yet?)

Is there more great news?

Content DownloadsOf course we get all excited talking about video and its engagement metrics because that’s what we do. But we know marketers are interested in other forms of content, too. We’re here to tell you…are you ready for this? New technologies are here to help you similarly track engagement on your other content forms!  Content marketing solutions like Uberflip, Lookbook HQ, Idio, and Docalytics are helping marketers track audience engagement in eBooks and other forms of static content while ensuring those metrics get back into marketing automation systems for more effective scoring and nurturing.

It’s a new, young industry, but these kind of engagement tracking platforms are creating insights for marketers like never before. You won’t ever want to go back to traditional metrics. And you shouldn’t. The future of marketing is here, and we’re as excited as you.

If you want to learn more about new ways to measure engagement, check out our latest Video Marketing Institute video on how and why you should lead score video. You’ll discover all about how the engagement-based scoring crystal ball can give you greater insights than ever into who your hottest leads are.

lead scoring with video

Emily Ross

Emily Ross

Emily was previously the Brand and Creative Manager at Vidyard. Today, she's a UI writer at Intel. Emily loves creating interesting and unique content oh, and food...if you haven't already noticed, she loves food.

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