The problem with many online marketing efforts is the difficulty determining the Return On Investment (ROI). For PodWorx, our podcasts and Live Streaming Video productions are designed to help our customers do one (or both) of two things:
- Make More Money
- Motivate People to Take Action on our Customer’s Behalf
For our latest Live Streaming Video production (QBS Live Mondays), I wanted to see how (or if) the additional of this video offering would effect the performance of the customer’s email marketing efforts. Specifically, I wanted to know if adding video would lift their email open and click-thru rates.
I compared the performance of QBS Research’s May 2009 Newsletter (emailed to their list on 5/5/09) with the announcement of the QBS Live Mondays show (emailed on 5/28/09).
The company’s May 2009 Newsletter had a 17.6% open rate and a 11.8% click-thru rate. The email announcing the QBS Live Mondays live show improved both measurements:
- Open Rate: 22.9% (an increase of 30.1%)
- Click-Thru Rate: 17.1% (an increase of 44.9%)
I should note that there were other links within the email other than to the video content. Interestingly, the links to the video content accounted for 64.7% of all the click-thru within the email. In other words, close to two-thirds of all clicks went to the video links.
As I continue to measure the effectiveness of our podcasts and Live Streaming Video productions, I’ll be sure to pass that information along to everybody reading this blog. If you have any questions, please leave them as a comment below.
There are a number of ways to promote your business podcast. When working with a customer, we provide a list of 11 ideas to get the ball rolling. But my favorite technique is one that for a company of just fifty people would generate 125,000 impressions a year at no cost.
Simply add to the bottom of every company email a link to your corporate podcast website that says, “Listen to our NEW Podcast“.
A LITTLE MATH:
For a company of 50 employees, if each person averages just 10 emails a day, that equals 500 impressions in a day. Now some may be thinking, “Yeah, but a lot of those emails just go to other employees.”
That’s true. . .and that’s a good thing. You’d be surprise how many employees fail to recognize that their own company has a podcast!
BACK TO THE MATH:
500 impressions a day–but we don’t work one day a week, we work five days a week…that equals 2500 impressions a week. But we don’t work one week a year, we work 50 weeks a year…which delivers 125,000 little ads for your business podcast each year. Again, at NO cost.
Any other ideas? Let me know!