What is the point of your video production?
When I sat down with my grandson to decorate some Easter eggs for his Easter egg hunt this weekend he just picked up the first one and started colouring it in aimlessly, just seeing where his imagination took him.
The result was pretty messy so I asked him what he was going to do with the other 9 eggs. We started discussing ideas such as the planets in the solar system, world cup themed eggs etc etc.
He ended up going for eggs that were manga character themed which is something that he is currently into.
When there was a point to his designs the end result made 100 times more sense than a random splash of paint.
We see lots of videos that lack a cellular connection to the business and they rarely make sense. This post will help you to have more direction.
Video is new, creative and when you have never done it before you have the benefit of a beginners mind. Brands and businesses may be tempted to leap into video production without thinking properly about their video strategy, or skipping ahead and concentrating purely on their tools – what keywords to rank for, whether to use Facebook, YouTube, Vimeo, etc., and how many videos to create per month.
While these are all vital for a content marketing campaign, there’s little point in leaping in without first considering your goals, and your key performance indicators (KPIs).
Establishing SMART Goals
Setting goals is a powerful process that keeps you focused on your long-term vision and your short-term motivations. One of the most popular methods for approaching goals is by adopting the SMART framework, which means your goals have to be:
- Specific: identify what you want to achieve in as much detail as possible.
- Measureable: you need to know when you’ve achieved your goal.
- Attainable: don’t set yourself up for failure by setting goals you can never hope to obtain.
- Realistic: a good goal should stretch you, but it also needs to be practical for the resources at your disposal.
- Timely: you need a timescale in which to reach your goal, otherwise it could end up being just a dream.
What you need to establish at the start of a video marketing campaign is a clear set of KPIs that fit within your broader business goals.
Raising Brand Exposure
Let’s say you want to make a video to raise brand exposure. Video has the potential to create massive exposure for a brand, but brand goals can be difficult to measure, so you need to get more specific. Do you want to become known as the go-to authority for your main product or service or just to raise awareness of your brand? Perhaps you simply want more people to read your blog, or to build a better quality email list.
Once you’ve set your specific goal or goals, you need to work out how you’re going to measure your success, which is where your KPIs come into play. If your goal is a simple one, such as building your email list, or increasing sales, then your KPIs are obvious and easy to establish.
However, determining KPIs for goals such as raising brand awareness is a little more subjective. You could measure the number of views your media achieves, or the increase in natural shares of your content, percentage of new visitors to your website and number of new phone enquiries you receive. Alternatively, you may be looking for greater engagement with your customers in which case you would measure the increase in conversation and interactions on your blog or via social media.
Part of determining the KPI’s for your video is making sure that they are measurable and understanding how you will measure them.
Brand Video Success
The best brand videos appeal to a specific emotion in order to engage their audience, such as surprise, shock or humour, and to make them shareable.
This video from Yeo Valley is a few years old now, but is an excellent example of a brand that set out with specific goals in mind.
They wanted to boost brand awareness, widen their appeal with families, and overcome the perception that organic meant expensive. Sure, they had a sizeable budget to play with and enlisted the help of a veteran rap musician who had worked with artists such as Jay-Z and Kanye West, but within three months they’d become Britain’s leading dairy brand and had an uplift in sales of over £3.5 million.
Setting Your KPIs
Adding video to your online content marketing is an essential element of promoting your business, but it’s equally important that your video has a purpose. By determining your broader business goals and setting your KPIs before starting your video production, you will be able to measure the success and ROI of your video marketing campaign.
Evaluating and analysing your KPIs throughout the course of your campaign is as important as identifying them in the first place. This will give you a wider impression of how effective your video campaign is, and how your efforts are affecting the entire brand.
It’s worth noting that video will often have benefits that you don’t preconceive, so always be open to defining some KPIs later in your campaign and adjusting your focus accordingly, but ensure that you have clearly defined goals and key performance indicators before you start.