Video marketing is becoming an increasingly important way of reaching out to your audience. With people endlessly scrolling through web pages these days, you need to do something that’s going to grab their attention and make you stand out from the competition. The right video can capture someone’s eyes and ears, giving you two different chances to get your message across.
This is perhaps the most important thing to consider when creating a video for your company: your message, or objective. What do you want people to get out of it? What are you trying to achieve? If you can nail that down, it will give you a better idea of what direction you should go in when creating your video.
Need some help? Let’s take a look at how to identify your video’s objective.
Identify Your Company’s Goals
Of course, most companies are looking for a profit at the end of the day, but how is your video going to help you make that profit?
Let’s say, for example, you have a dog grooming business. You likely want to advertise what services you offer, but is there anything else? Do you want to specifically address how these services compare to those offered by the competition? Are you looking to emphasize the fact that you use all natural or top of the line products? Or do you want to talk about your contributions to local humane societies or other dog-related charities? Maybe a mix of everything?
Make sure your video marketing team knows exactly what message you want to get across in your video. If you just tell them that the objective of the video is simply to increase sales, then they may not touch on the other elements of your business that you think are important.
Measure Your Success
There are generally two types of video objectives: those that are action based (like achieving a certain number of sales), and those that are knowledge based (like increasing brand awareness).
If you’re looking for an action-based objective online, like a certain number of downloads, then talk to your video marketing team to see if they can recommend any online tracking tools or web analytic software.
On the other hand, if it’s real-world actions you’re after, then consider something like a discount code that is specific to that video. This will give you an idea of how many customers were sent to you specifically from that video.
It may be a little more difficult to measure the success of knowledge-based objectives, but there are some things that you can try. For example, create quizzes for educational videos or track Google searches to measure general awareness.
Set a Target
Are you looking for a slight bump in sales or something more substantial? Do you need something out right away or is there time to finetune your video and create something really fantastic?
It’s important to consider both performance and time targets when determining your video’s objective. This will help give your video marketing team a better idea of your expectations and keep everyone on the same page.
