Goal setting is an important step in any marketing campaign. Only after you define your objectives can you tailor your strategy appropriately towards achieving them and make tweaks along the way based on your success (or lack thereof). Most companies have long-established ideas about how to set attainable goals for more traditional campaigns such as newsletters, event sponsorships and emails, but online video marketing campaigns are a fairly new addition to the toolkit and sometimes there are unrealistic expectations for this medium.
You could put together a great online video marketing campaign that doesn’t appear to be successful because you’ve set the wrong objectives from the outset. The goals you set should also be driving the content of your online videos as well, as the way in which you promote your videos, so we’ve put together a questionnaire to help you with the goal-setting stage of your campaign planning with the hopes that this will lead to better planning, execution, and results.
Q: What Message are You Trying to Send With Your Video?
If you are focusing on brand awareness then the content of the video should be very different than if you are introducing a new product. For instance, you could use an “Explainer Video” for either objective, but one video might be explaining how your product works whereas the other could be explaining a concept or trend relevant to the space your customers operate in.
You could be promoting an upcoming event or contest as well, which would again call for a different type of video and a different strategy surrounding where and how you share and promote the video online.
Q: Who are You Hoping to Reach?
Are you focused on getting as many views as possible or are you focused on getting a specific set of people to view your video? This will be tied the previous question as well – if the goal is brand awareness of a consumer product you probably want a much wider audience than if you are promoting the fact that your CEO will be speaking at an industry event for instance.
Q: How Will Things Change if This Video Campaign is Successful?
You can tweak the timeframe of this depending on your particular strategy, but the point remains the same – you are investing resources into this campaign to accomplish what, exactly? How will this video help with long-term goals of the company and what kind of impact will it have on other departments like sales, HR, product development etc?
Q: How Will I Measure Success?
Quantifiable metrics are important. They cannot completely capture the success or failure of any marketing campaign, but it is vital to have set, measurable objectives that you can clearly evaluate your results against. Whether the goal is to increase unique visits to your website, increase the number of facebook fans, increase the number of subscribers to your YouTube channel, etc., it is important to identify these goals from the outset and assign concrete numbers to them. That way you can tailor the way you share and promote your video accordingly and evaluate how your results compare with the original objectives.
Q: What Resources Do I have at My Disposal?
This is just as important as any of the other questions. Are you developing your video in-house, perhaps using a powerpoint slideshow or something else you can generate on your own or are you using an outside firm for whiteboard animation? How much time do you have to dedicate to the development of your video, and just as importantly, the sharing and promoting of your video afterwards? This topic is inextricably linked to the final question…
Q: Are my Objectives Realistic?
After going through your goal-setting process and developing a plan, stop and go back to the beginning. Based on what you’ve learned about the time and other resources you believe you will need to execute the plan you’ve developed, are the original goals realistic? Based on the research you’ve done to this point and the information you’ve gathered, what hypotheses can you make about your initial objectives?
Setting unrealistic goals or setting goals that are too easily attained can negate your hard work when it comes time to analyze the results of the campaign. Before launching, make sure you comb back through all of these details and confirm that the goals you hope to achieve and the plan you’ve developed are in concert with one another.