YOU EITHER HAVE IT OR YOU DON’T, EITHER WAY IT’S ABOUT TO CHANGE: Your marketing North Star – what you look to for the answers to what’s working, what’s not, and how to improve. Here it is: loyalty. Across all industries, marketers see views as the North Star, but loyalty is the new North Star because it shows how helpful, reliable, and engaging your content is and can be. Didn’t have a North Star, now you do. Had one but it wasn’t loyalty, now you have a new one.
Why you should care: Views have been the measure of success for things like blog posts for a long time, and we’re not saying views don’t matter – they absolutely do – but loyalty is more important and lasting. If you post gets 100 views but no applications come from it and none of those 100 people ever view another blog post, was it worth anything? No. That being said, a blog post with 25 views, but even one person who then becomes a regular reader and ultimately ends up applying, is far more valuable and has a much higher ROI than the previous. Goes back to the old saying you’ve heard a million times, “quality over quantity.”
ME TRICKS FOR ME-TRICS: Knowing what metrics are valuable and actually mean something can be incredibly challenging, especially in today’s word where the data can be parsed every which way. So what video metrics actually matter and what do they really mean? P.S. no British people were harmed in the making of this edition.
Why you should care: There’s enough data around one video to make it to the moon and back, so determining ahead of time what’s important and what isn’t is crucial. Having a set standard will help you compare your videos over time and see what your prospective students are really watching and engaging with. The aforementioned post should help you make a decision on what’s most valuable to your institution, but ultimately the decision is up to you and your enrollment marketing needs
LIKE A KARDASHIAN, THIS IS JUST NOT GOING TO WORK: Automatically playing videos – that also have sound – when a site visitor arrives on your page is not going to be effective at all. Why? Google Chrome now mutes annoying videos that autoplay with sound.
Why you should care: If this is currently a tactic you use on your website, you are either going to need to adapt or accept the fact that people won’t have to scroll to the video to turn it off as you pray they actually want to watch it when they get there – if this is your thought process, let’s have a chat. Adapt how? Lead with a video on the page or have prelude text that entices this potential applicant to watch your video on a given topic.