Video Marketing Strategy: How to Make your Goals Achievable (and Succeed)

Not only do audiences prefer video, but they also demand it. After all, video already accounts for triple content consumption for the next five years.

Developing measurable goals for your video marketing strategy can be the difference between you and your competition and have a real return on investment (ROI) thanks to your content.

Developing a great video is no easy task, and every brand will have a different strategy. Creating a video content strategy that will breathe new life into your marketing is even more challenging. But luckily, some fundamental steps will bring you closer to the right place. 

In the US alone, $135 billion is generated by video content marketing alone – did we get your attention? We hope so! WYZOwl has reported that a whopping 87% of businesses are implementing their video marketing strategy, so what are you waiting for?

Marketers have seen trends towards larger and larger viewerships of video content by online consumers across multiple channels. From YouTube to TikTok, consumer video content appetite is high, with research pointing to most video content being consumed on social media. Some studies showed that over half of the consumers wanted to see video content more than any other form of content.

With the audience established and raring to go – what’s the next step? An efficient and well-thought-out video marketing strategy is a must-have when embarking on your video marketing ascent. 

Create valuable content 

As video content amasses on the internet, the consumer attention span is driven down – on Google, you have a mere 5 seconds for a viewer to decide whether or not to watch your video, so content that has value is critical.

You are already confident that your brand is worth listening to, so how do you squeeze the importance of your brand into such a thin timeframe? Excellent video marketing is a give-and-take relationship: you have to offer something of value to your consumer for them to listen. 

You can show value in multiple ways, whether through knowledge or cheerful humor that keeps your viewer hooked. Set a goal for each video, for example, ‘make the consumer laugh and put across five facts about X.’ If you hit these give-and-take goals effectively, you will reap the benefits.

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Define your video marketing goals

Your video marketing goals are the starting point of your campaigns.  For that reason, you need to know what you want and identify the content you want to accomplish before you create it.

A trick for this first step is to be as specific as possible. Once you have defined your particular goal, you can then divide it into different stages. After that, you need to make sure you can measure those goals. To do that, you must define your marketing goals for both revenue and your brand.

While revenue-based goals are related to increasing lead form inquiries, brand goals are related to having more blog traffic and improving email quality. This type of goal helps you to reevaluate your future success.

A few video goal ideas are:

• Brand Awareness: commonly measured by using brand recognition, mentions, and video views
• Demand generation and conversion: this type of goal is measured by conversion rate, lead count, and sales opportunities
• Viewer engagement: the way this one is measured is by the average length of time viewers watched a video

How to Set S.M.A.R.T. Goals

The best strategy here is to make measurable marketing goals, but following the S.M.A.R.T. goal-setting framework is the ideal place to start.

First of all, SMART is an acronym that helps guide you when setting your goals and make sure your goals are clear and reachable:

Specific

Your goal should be clear and specific, and they should answer: what do you want to accomplish, why it is essential, who is involved and where it is located. 

Measurable

They need to be measurable so you can track your progress and keep focus, and they should answer: how much, how many, and how will you know when it is done.

Actionable 

Your goals need to be reachable and realistic to be successful, and they should answer: how can you achieve it and how practical it is.

Relevant

Make sure the goal is relevant, and it matters for you, and they should answer: if they are worth it, is it the right time for them, does aline with the other goals, who is the right person to achieve this goal. 

Time-Bound

Every goal needs a timeframe so that you can be focused and have a deadline, and they should answer: when is the target date, what is the target today, what can I do in 2 weeks or three months? 

Developing video marketing is crucial for meeting your goals and creating great content to address your brand and revenue-based goals. 

Need all the ranking factors to get more views and subscribers on YouTube? Download the full guide below.