Traditionally online video has been looked at as a cost center and not associated with revenue. Today with the rise of video marketing software, online video is now clearly a measurable revenue driver. To get started tracking the success of your video strategy you should lay out a single goal. It’s important to start with a single goal so you can stay focused and hit that goal. Remember to keep your video goal simple and measurable. Translate your video strategy into a goal that you can realistically achieve. This post will help you lay out a video strategy goal your entire team can get behind.
What are you doing with video?
- Content Marketing – Your videos are focused on nurturing prospective buyers about your offers and solutions.
- Customer Success – Your videos are focused on communicating with your customers on on going company and product/service changes.
- Corporate Communication – Your videos are focused on engaging with and improving your employees proficiencies with products and services.
Why are you focused on the selected type (above) of video marketing?
Is it to drive demand for your business via campaigns that are video driven? Engage with customers in a personalized fashion? Communicate effectively with a large distributed workforce? Train and educate employees?
What is your video goal?
In the step above you identified how you are using video and why. Now state a single, achievable outcome that can easily be measured. Here are a few examples:
“My video goal is to convert 5% of my Youtube subscribers into paying customers using video.”
“My video goal is to decrease to increase customer retention by 20% using video.”
“My video goal is to prove that email campaigns with video will increase prospect engagement by 25%.”
You’ll notice that each of the goals outlined above is measurable and ties a business objective to your video strategy. Now you have a single video goal you can go after as the the foundation to measuring your video marketing strategy.