Defining Goals for Your Marketing Videos

Choose your goals.

In a previous blog post, we talked about how you can create your own corporate video script. But there are a few bits of housekeeping you MUST do before you break ground on any new project, and one of those is to define your objectives for the video.

Understanding what you want to achieve ultimately makes achieving it easier. If you have loose, undefined objectives, then the chances are you are going to deliver a watered down message that doesn’t really do a lot for your business overall.

So what kinds of goals might you like to set?

Stay with us and you’ll find out.

It goes without saying that everyone creates video content in the hope that it will be watched. After all, why else would you invest the time and resources that a good video will require? However, video views in itself isn’t the greatest objective to work towards. The more eyes you get in front of obviously means more exposure for your brand, but this is a goal that you really need to set in conjunction with another as its full effectiveness in helping your business to progress relies on some kind of conversion taking place.

Advanced video analytics tools will break down your viewership in order to reveal more specifics about who is watching your content. For example, you may be able to find out what age group your audience falls into; what gender you appeal to the most; how exactly these people are coming across your brand and content. This is all useful information because it can help you to find that sweet spot in terms of prospective clients, and if you’re not then it gives you all you need to know in order to reposition yourself.

Building a decent-sized recurring audience is definitely something that is within the interests of just about any business. People usually need to see a product or service several times before they make any kind of purchasing decision, so if you can keep them coming back, you’ll stay in the front of their minds for when the time is right. However, loyalty is also useful in terms of social amplification. If you have viewers who return for your marketing content week in, week out, it is probably because there is value in it for them, which means they may well recommend your brand to other people they know, and so on.

The likelihood is that you’ll be sharing your video content via social media. Social media is exactly what is says on the tin – social. People go there wanting to interact with the content they see, and this audience interaction is very important to you as a brand. When people engage – like, comment or share – with your content, through some algorithm wizardry, it lands itself in front of their friends and other connections. This is great for helping your content to reach further and wider all on its own steam, and much like customer loyalty, may help to attract like-minded individuals towards your brand.