How to Define Measurable Video Marketing Goals - dummies

How to Define Measurable Video Marketing Goals

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

The most important step on the road to video marketing success is to fully understand which goals you’re trying to achieve. Make your goals concrete, measurable, achievable, and well-defined, and ensure that they’re neither too abstract nor too detailed. Goals should also have a clear deadline. Reaching 5,000 views for a video is a reasonable goal, but it makes a huge difference whether you reach it in a week or in four years.

Strive to reach these important goals in your video marketing:

  • Attract a large number of video views. This goal is the most obvious one if you use online videos in your marketing effort. Drawing in lots of people to see videos in which you’ve invested a great deal time and money isn’t an end in and of itself, but it’s a first indicator that you’re achieving your business goals. However, even if a million people who aren’t in your target market watch your video, your business doesn’t benefit. Measuring views is only the first step.

  • Reach many unique viewers. Most video platforms show you the number of people you’ve reached, which is different from the number of views because the same person may watch multiple videos. The more people you reach, the better, if these viewers are in your target segment.

  • Communicate with the right target segment. The most advanced video analytics tools break out viewer categories by age group, gender, or geographic location, and you can then decide which aspect is important to you. For example, if you sell skateboarding gear, your goal may be to target male viewers who are between 13 and 21 years old.

  • Inspire viewer loyalty. If people watch multiple videos of your content and even return to see more, it’s a good sign that it resonates with your audience. Being able to draw subscribers to your channel on YouTube is an important measure of viewer loyalty.

  • Encourage viewer engagement. Video is a social medium on platforms such as YouTube and Facebook. Viewers can click a button to indicate that they like your video, and they can write comments about it. If your goal is to interact directly with your audience, the level of social engagement is important to track.

  • Increase your reach via social media sharing. People can and do share videos that they like on social networks such as Facebook, Twitter, and LinkedIn. Encouraging loyal viewers to share is a helpful way to reach more relevant viewers because people trust recommended videos much more than ones they find by chance.

  • Generate click-throughs. People who find your video appealing may also want to visit your website or, if they’re already at your site, another part of it. Providing direct links to relevant content and measuring the number of clicks it attracts is important. The more click-throughs you record, the closer people come to buying — thanks to your videos.

  • Receive sign-up requests. Many websites try to entice people to sign up for newsletters, information packages, or events. The number of sign-ups that result from viewing your video is a good indicator of the relevance of your content to your audience.

  • Produce sales. Finally, if you sell online, you can typically measure how many people bought from you based on how they found you. If you don’t sell online, get as much information as possible from your prospects about how they found you.

At first, you may struggle to define exact values for your video marketing goals, which is normal for a new type of marketing channel. Expect your goals to shift as you eventually realize which values are realistic. You’ll likely need two or three quarters of experience to grasp the normal levels of video marketing success and decide which goals you should set.