Why Goals are Important in Video Marketing (and Any Other Marketing)
Goals are incredibly important to your video marketing campaign. In fact, goals are important to any video marketing campaign. If you don’t know what you are trying to accomplish with a campaign, how can you determine whether it was a success or a failure?
Know Your Goals
Every video you produce should have an aim. Before you ever press the record button, plan out what you’re going to do and what purpose it’s going to serve for your business. It only takes a minute to sit down and think about this, but it can make all the difference for your company’s long-term success using video content marketing. How are you trying to make viewers feel? What do you want them to do when they finish watching? You should have direct answers to these questions before moving forward.
Executing a video marketing strategy can be a fun, creative experience. But your business needs results. Goals help us prove how effective a campaign is. They keep us focused and push us to succeed. So, let’s begin with the end in mind. What needs to happen in order for you to consider this a successful endeavor? Sales, leads, impressions and brand recognition are all legitimate answers, but for these goals to be truly successful, our goals must be grounded in reality. That is why you don’t just need goals, you need SMART Goals.
We recommend setting SMART goals for all of your marketing efforts. Smart goals are:
- Specific (the goal is clearly understood)
- Measurable (the goal and progress toward it can be measured)
- Achievable (the goal is actually realistic)
- Relevant (the goal aligns with your marketing strategy)
- Timely (the goal is bound by a specific timeframe)
For the sake argument let’s say your marketing goal is a bit ambiguous, like “I want to generate more traffic on my website”. On its surface that seems like a fine goal, but it’s unfocused. It doesn’t answer all the questions that sure to pop up when reviewing the campaign. What if you run an extensive video campaign and the result is an increase in website traffic of 1%? Is that a success? What if your video marketing strategy takes four years to show a return on traffic? Is broadly increasing website traffic a relevant goal if the majority of your marketing takes place off-line? This is a ‘more questions than answers’ situation.
SMART Goal Example
The SMART Goal is the differentiator that turns a soft and unfocused goal like “I want more traffic” into something that can be measured and push your campaign forward. Here is a SMART goal example of that vague goal example:
Example: Increase our average monthly web traffic from our YouTube channel by 50% by the end of 2019.
- Specific – There’s no mistaking (web traffic) what the goal is about.
- Measurable – Web visitors are easy to measure.
- Achievable – A 50% increase over a 12 month+ period is realistic.
- Relevant – Increasing web traffic from YouTube is a desired video marketing result.
- Timely – This goal must be achieved by the end of 2019. You put a definitive date on it.
Side by side there is no question that the SMART version of our more traffic goal is going to provide a more clear picture of whether we achieved our goal and has created benchmarks that we can increase or adjust to create future goals.
SMART Goal Resources
There is any number of worksheets and articles on creating SMART Goals. Here is one that we created for you (Google Doc or pdf). Whether you are creating a goal for a marketing plan or any other facet of your business or life. This technique can be a powerful planning tool. If you are creating a goal, make sure that it is a SMART one.
For more on SMART Goals and other planning tips for your video campaign download The Video Marketing Strategy Blueprint available in pdf or on the web. This is a quick, actionable guide to planning or refining your video marketing campaign.
Unlocking Your Ability to Create Powerful, Professional Video Content
If you had to create an engaging, professional video for your business today, could you pull it off? If you’re like many consultants and other business professionals, you’d probably feel completely overwhelmed. Even finding a starting point might seem impossible. And that’s frustrating, because you know if you want to grow your business, video is an essential part of your marketing, sales, and communications strategies.
What you don’t know, though, is how to easily create videos that:
❓ Strengthen your brand
❓ Establish your authority, and
❓ Make people want to do business with you.
That’s the problem we help solve. We have created the vidwheel Creator Network, a community where entrepreneurs and consultants representing all industries can come together to master the simple steps to stabilize and grow your business through video. From strategy to audio and lighting, staging, preparation, to feeling 100% natural in front of the camera, here’s where you can learn it all. I created the vidwheel Creator Network as a supportive, energizing place to learn, share feedback, and grow alongside a community of professionals a lot like you!
Our affordable membership package even includes a done-for-you equipment kit. A video studio-in-a-box for your home or office. We’ve curated these kits for simplicity, versatility, and video creation power. No guesswork. No bins full of equipment you bought but didn’t need.
It’s the trifecta of video mastery:
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That’s the kind of ease I wish I had when I started my own small business.
If this sounds like what you’ve been looking for, please take a moment to check out the vidwheel Creator Network.