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02 Video Objectives

Clear objectives will guide your video-making process, and ensure your video marketing gets buy-in from business leaders.

“A goal without a plan is just a wish,” said French writer and poet Antoine de Saint-Exupéry. This pearl of wisdom is as relevant in video marketing as it is in life because trying to run a successful marketing campaign without forming a clear plan is akin to wishing on a star.”

A goal without a plan
is just a wish
Antoine de Saint-Exupéry

If the long term marketing goal of every business is to create a continuous demand for its products or services, a business’s video marketing strategy is a plan that will support it in achieving that goal. Therefore, its video marketing objectives are the distinct stages within that plan.

This is why every effective video strategy begins by identifying a desired goal and then setting target-specific objectives to reach it.

Simply put, if your video marketing strategy doesn’t use clear objectives to guide your video-making process, your business will struggle to achieve its long term marketing goals. Instead, you will waste time, energy and money making videos that, at best, may hit a target (though probably not the one you intended) or, at worst, may actually harm your business in a myriad of ways.

In fact, the importance of a holistic video marketing strategy, with clear video marketing goals and objectives, is underscored by a recent study commissioned by Ascend2, a leading marketing research company, which found that an ineffective marketing strategy was the #1 obstacle to achieving video marketing success.

What are the most challenging obstacles to video marketing success?

Turn Obstacles into Objectives

Now that you understand how critical video marketing objectives are to your video strategy, the question is, how do you go about determining your video objectives?

Thankfully, you don’t have to reinvent the wheel here. You can learn from the objectives set by other companies to help you determine and prioritize your own objectives, and there’s plenty of solid research out there to guide you. For example, in the same study cited above, Ascend2 found that of all the different types of business objectives, the most important objectives for companies with successful video marketing strategies focused on 8 key areas:


Below, we’ve expanded on this list to explain why these objectives may be important to your business, what types of videos work well to achieve each specific target, and even offered some relevant examples of well-executed, successful videos that match each objective.
Customer education
  • Helps position your brand as an authority and a source offree, useful knowledge.
  • Increases trust in a brand and its products and services.
96% of people say they’ve watched an explainer video to learn more about a product or service.

Types of video

  • Demonstration videos
  • Explainer videos
  • Human interest videos
  • FAQ videos
  • Instructional videos

Example

    Patagonia uses human interest videos to educate, engage and empower consumers and help drive social change.

Brand awareness
  • Communicates the values your company stands for.
  • Gets the word out about your company and your products or services.
68% of people say they’d most prefer to learn about a new product or service by watching a short video.

Types of video

  • Short entertaining videos
  • Short emotional videos
  • Brand videos
  • Demonstration videos

Example

    Dove taps into emotional videos to create a brand association with values like self-love and self-acceptance.

Engagement
  • Helps your target market connect with your brand on an emotional level.
  • Promotes likes, shares, comments, followers.
  • Builds social proof.
80% of marketers say video has increased dwell time on their website.

Types of video

  • User-Generated Content (UGC) videos
  • Short entertainment videos
  • Short emotional videos

Example

    GoPro selects the most compelling videos their customers upload to their site and shares them on their social media platforms, which entertains their followers and encourages them to share their own creations.

Leads
  • Drives traffic to a landing page or website.
  • Gets your viewers to subscribe to your channel or newsletter.
  • Asks viewers to contact you.
81% of marketers say video has helped them generate leads.

Types of video

  • Live or recorded video series
  • Interview videos
  • Advice videos
  • Inspirational videos

Example

    Entrepreneur Marie Forleo uses her video series MarieTV, which answers viewer questions, conducts interviews, and offers advice and inspiration, to generate both YouTube and newsletter subscribers.

Conversion rates
  • Turns traffic into revenue.
90% of customers report that product videos help them make purchasing decisions.

Types of video

  • Product videos
  • Testimonial videos
  • Explainer videos
  • Demonstration videos

Example

    Dollar Shave Club explains its product in a personal, humorous and persuasive way in this video, and ends with a compelling call to action. Created in 2012, the video has over 26 million views and is still gathering comments, shares and likes today.

Sales revenue
  • Persuades customers to buy products.
  • Persuades customers to buy more frequently.
81% of people have been convinced to buy a product or service by watching a brand’s video.

Types of video

  • Product videos
  • Testimonial videos

Example

    Training Mask created a cool and dynamic product video to show its niche audience of high performance athletes its product at work.

Lead nurturing
  • Builds relationships with prospects who aren’t quite ready to buy.
  • Educates, increases awareness, and develops trust, increasing the likelihood that your customer will choose you when it is time to buy.

Types of video

  • Brand videos
  • Explainer videos
  • Product demonstration videos
  • FAQ videos

Example

    Volvo educates potential customers, increases brand awareness and promotes trust, all in one short and sweet brand video.

Website traffic
  • Can capture more leads.
  • Can increase your website conversion rate.
84% of marketers say video has helped them increase traffic to their website.

Types of video

  • Video tutorials
  • Product videos
  • Testimonial videos
  • Explainer videos
  • Demonstration videos
  • FAQ videos

Example

    Home Depot ends its cost-saving YouTube video tutorials with a call to action to visit its website to sign up for its Garden Club, with the promise to the viewer that they’ll be able to create more cost-saving projects.

Your Checklist

So we’ve established that your video marketing strategy is your plan of action for cultivating continuous demand for your business’s products or services and that an effective video strategy is anchored by target-specific objectives. We’ve shown you the most important objectives you should consider when creating your strategy, and the types of videos that work particularly well to achieve each objective. Now we’re going to complete the video strategy picture by giving you 7 foolproof, actionable steps you can use to put together the most effective video marketing strategy.

1. SMARTen Your Objectives

Use the table above to select 1-3 objectives, depending on the size of your video marketing team, and turn each objective into a SMART goal. For example, “Increase online engagement” becomes: “Use video content to grow my followers/subscribers by 15% over the next 3 months.” You’re going to come back to this when you’ve gathered more information in the later steps.

2. Find Your People, Find Your Channel

Who are you trying to engage and where do they hang out online? You can create the most engaging videos in the world, but if you don’t know the kind of audience you’re targeting, or run your videos on irrelevant channels, your marketing campaign will be an epic fail. So it’s critical to define your ideal customer and research where they spend their time online to determine the most appropriate platforms for your videos.

3. Show Me the Money

It’s perfectly possible to create decent quality, imaginative videos on a small budget (find out more in Chapter 7: Video Cost), but you will still need a budget for basic production equipment, as well as editing software at the lower end of things, or a full video production team at the higher end.

4. Custom Made Only Please

You now know where your ideal customer hangs out online, and this has determined which video channel(s) you’re going to target. You know the kinds of video content that are best suited to your chosen video marketing objective from the table above, and you know what kinds of videos resonate with your ideal customer.

Now you’re going to marry all of this information to create video content that supports your objectives, works best on the platform you’re publishing on, and has the right tone and message to appeal to your target audience. Once you know what your videos will look like, go back to your SMART goal and tighten it up. In our example, it would now read:

Use short, entertaining videos and User-Generated-Content videos on Instagram to grow my followers by 15% over the next 3 months.

5. Optimize Everything

Now you need to optimize your videos for SEO to make sure you get as much engagement as you possibly can. How to Optimize Your Video Ads for YouTube, Facebook, and Twitter and The Secret Guide to Video and SEO can help you with that.

6. Test, Test, Test

Don’t just upload your video and assume it’ll do its job to achieve your SMART objective. You need to conduct A/B tests to determine the elements that aren’t working out and those that are. Through a process of testing and refining, you’ll discover your optimal content and the best times to post it. How to A/B Test your Marketing Video will help you perfect the art of testing.

7. The Proof Is in the Numbers

No video marketing campaign’s success can be assessed without evaluating the numbers. There are several ways of doing this, depending on your objectives and the platform you’re using. You might look at shares, view counts, likes, engagement rate, play rate, subscribers, followers, YouTube Analytics, Google Analytics, etc. Check out Measuring Video Performance in Chapter 10 to learn more.

The importance of video marketing cannot be underestimated. Today, 87% of businesses are using video as a marketing tool, up from 63% in 2017, and that number will only increase year by year. That’s all well and good, you might say, but how effective is video marketing? Well, you’ll be interested to know that 83% of marketers say that video gives them a good return on investment (ROI).

It takes time, deep thinking and market research to develop an effective video strategy, determine the right video marketing objectives for your business, and create high-performing videos that realize those objectives. But with more and more people spending their time online watching videos, businesses that don’t put in the effort will simply be left behind.

What Next?

Read on to find out what are the biggest trends in video marketing right now, or skip ahead to Chapter 6 to get down to the nitty-gritty of how to produce compelling video content.