Tips to set up realistic video marketing campaign goals
Objectives are vital in every marketing campaign. When the video marketing campaign goals are defined, it’ll be easier to tailor the strategies towards achieving them properly. It’ll also be faster to make necessary tweaks along the way based on the performance of the videos.
Producing great videos is only half of the battle. If there are no proper objectives, regardless of how visually appealing the videos are, the campaign would still be ineffective. The video marketing campaign goals should drive the video content in the same way the videos are promoted.
To define the right objectives, here are perceptive questions to help the marketing team.
What message is the company trying to communicate through the videos?
There are different kinds of videos that suit different marketing purposes. It’s vital that the team sets up the reason for the campaign before anything else. Is it to spread brand awareness? Is it to promote a new product or service? Is it to hype an upcoming company event?
If the primary objective of the campaign is brand awareness, then the content is different from a video that promotes a new product or service. The message will be defined based on the objective of the entire campaign. Through the message, brainstorming concepts for the content becomes easier too.
What is the company hoping to attain from the campaign?
This question ties up with the previous one to some extent. Is the campaign about getting as many views as possible? Is the team targeting a specific market or demographic?
Following the example above, if the primary objective is brand awareness, the goal is to reach a wider audience. The objective changes if the campaign is about promoting a new product or if the CEO is a key speaker at a certain industry-specific event.
What is the impact of the video marketing campaign if it turns out successful?
The team needs to identify what the video campaign tries to accomplish and figure out how it can help with the long-term marketing goals of the company. Another factor to keep in mind is how the campaign may impact other vital departments, like sales and product development. The success of the video marketing campaign will play an important role in the company’s continuing marketing plan.
How will the team measure the performance of the campaign?
Quantifiable metrics are crucial to any marketing campaign. Although they can’t capture the success or failure of the operation by 100%, the measurable objectives can succinctly assess the performance of the videos.
Whatever the video marketing campaign goals are, it’s important to define them from the outset and assign them measurable numbers. This way the team can tailor the manner they share and promote the videos. Also, the metrics help evaluate the results in comparison with the initial objectives of the campaign.
What resources can the marketing team tap into?
There are tons of video apps and software available online. If the team is developing videos in-house, using programs like MS PowerPoint, Wondershare Filmora and the like can do the job. If the company opts for professionally-made videos, hiring an outside firm will provide better results.
It’s important to consider the money and time needed for the development of the videos. These elements are just as important as how the videos will be shared and promoted afterward.
Are the video marketing campaign goals realistic?
Right after defining the goals and objectives of the campaign, it’s important to stop for a minute and go back to the beginning. By this time, the team would have insights on vital elements on how to create the campaign videos. Now, use these acumen to assess if the goals are practical and doable. More importantly, check if they are realistic. It’s not a bad thing to aim high or set challenging objectives. But, goal-setting becomes bad when the targets become nonviable or irrational.