Man recording video, used as part of defining video marketing goals
26 October 2023 Video Marketing Strategy

Defining Your Video Marketing Goals

Define clear goals for effective video marketing. Transform campaigns with the right targets. Take our scorecard for 2024 readiness.

Before you hit the record button, it's crucial to establish clear and well-defined goals. After all, without a destination in mind, any path will do. Let’s dive into how you can set the right targets for your video marketing endeavours.

1. Start with the Why

Before anything else, ask yourself, "Why am I creating this video?" Are you looking to increase brand awareness, drive sales, or educate your audience? Your 'why' will act as a compass, ensuring your content aligns with your overarching objectives.

2. Align with Business Objectives

Your video marketing goals shouldn't exist in isolation. They should complement your broader business objectives. If you aim to increase sales by 15% this quarter, consider how your video content can contribute to that.

3. Focus on Engagement

It's not just about views. How long are people watching? Are they interacting with the content through likes, shares, and comments? High engagement often signifies that your video resonates with the audience and adds value.

4. Track Conversion Rates

Depending on your call-to-action, you might want viewers to sign up for a newsletter, make a purchase, or visit a webpage. Monitor the conversion rates to assess if your video is effectively driving the desired action.

5. Measure Brand Awareness

If your aim is to raise brand awareness, metrics like reach, shares, and mentions across social platforms can be invaluable. A surge in these figures can indicate that your brand message is spreading.

6. Focus on Education and Training

Perhaps your videos aim to educate or train. In that case, comprehension metrics become crucial. Post-video quizzes or feedback forms can help gauge if viewers grasped the key takeaways.

7. Set Clear KPIs

With objectives in hand, set clear Key Performance Indicators (KPIs) to measure success. Whether it's a target number of views, a desired engagement rate, or a specific number of leads generated, having quantifiable KPIs helps track progress.

8. Review and Refine

Goals aren't set in stone. As you launch campaigns, regularly revisit and assess your objectives. What's working? What's not? Use these insights to refine your strategy and set new targets.

The landscape of video marketing is ever-evolving, with opportunities and challenges around every corner. But with clear goals, you’re not just wandering in the dark; you're navigating with purpose.

Ready to assess where you stand in the world of video marketing as we approach 2024? It’s time to get a comprehensive snapshot. Take our Video Marketing Scorecard and uncover insights into your current strategy. Identify where you shine, where there’s room for improvement, and how you can fully harness the power of video to elevate your brand. Don’t just aimlessly create content; set clear goals and witness the transformation in your video marketing campaigns.

Take our video marketing scorecard to see if your video marketing is ready for the new year


Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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