In recent years, video marketing has emerged as one of the leading digital strategies for marketing teams. With 81% of businesses now using video as a marketing tool, it’s easy to see that audiences have shifted to a video-first mindset, so brands must appeal to that need to stay relevant.

But as a relatively new practice area, video marketing might leave you a bit puzzled as to how to create quarterly goals to effectively measure key performance indicators.

Video Marketing 

“Using videos to promote and market your produce or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.”

Like any department, your video marketing goals should start with a plan, a strategy for executing and ways to measure success.

The most important key to remember is that video should fit hand-in-hand with your digital marketing strategy and not be alone in a silo with it’s own set of rules and measurements.

Here’s how you can develop quarterly goals for your video strategy so you can report what worked and what didn’t at the end of 90 days.

  1. Plan Your Video Content

  2. Execute a Production Schedule

  3. Measure Your Video Success

Plan Your Video Content

If you’re following a content-first website strategy, you’ll have an understanding as to what you can improve to make the viewer-experience more appealing. Typically, when you evaluate your content needs, you should map out your needs by lifecycle stage. 

Is your goal to generate/convert more leads? Or, are you struggling to nurture leads once they become subscribers or marketing qualified leads?

It’s essential to understand where your gaps are along your purchasing journey in order for you to recommend impactful video content for the quarter.

*Key Exercise – Map Your Buyers Journey and Fill It With Video Content

Map-Your-Buyer's-Journey-With-Video

Here’s how we break down video content needs based on your digital marketing goals:

Generating New Leads

  • Consider a Paid Advertising approach, which could include content like 15 to 30 Second “Product/Service Experience” videos
  • Try an organic content plan, which could include snackable content for your social media posts or blog

Nurturing Existing Leads

  • Create a “Product/Service Video Tour.” These videos can be used to guide visitors through the purchasing experience, all on one page.
  • Make a series of videos that are released as a “package deal.” Tie these videos into an email sequence to keep your brand and message in your subscribers’ inboxes regularly.

Closing More Deals

  • Create a “Product/Service Demo” to guide prospects through as a self-service offer.
  • Make videos on some of the key features of your product or service. This is typically the time when the prospect is the highest form of “research-mode” so the more content you can give them to stay engaged, the more they’ll remember you when evaluating other competitors.
  • Use Customer Testimonial Videos: Nothing says your product or service is legitimate more than an actual customer saying they’re happy with their experience. These videos can be the most convincing for prospects considering purchasing your offer.

Servicing Your Clients

  • Fulfill your clients’ needs with Tutorials and How-To’s for your product or service. Using feedback from your Support Team, create videos on the most asked about question or issue clients are having with your product.

Execute a Production Schedule

Production-Schedule

Once your content strategy has been developed, it’s time to start mapping out a schedule for when you can shoot and edit these videos.

Our biggest advice is to schedule all of your pre-production meetings in bulk at the beginning of the quarter. This will give you time to revise or tweak the video concept after it’s been developed without losing an entire quarter of back-and-forth with stakeholders.

It’s crucial to chase down the key players that will be involved in the project as well, like actors (or non-actors), voiceover staff and management because their schedules will fill up quickly.

Another piece of advice is to use project management tools to keep things moving. This could be as easy as using Trello or Asana so your team can understand where along the process the productions are.

Measure Video Success

Now that you’ve planned, shot and released your videos, it’s time to create a way to measure the success of what you’ve created.

**Key resource: How do I measure the effectiveness of my videos?

Obviously your measurements all depend on the goals you created, but here is the way we measure success based on the goal stage and type of videos created:

Generating New Leads:

  • New Contacts Created
    • Break this down by video (if you’re using email gating within the video player) and website page a video is embedded on
  • New social media followers
    • Gather insights to your top converting posts and see if a video was featured

Nurturing Existing Leads:

  • Video retention rate
      • Break down the retention rate (or percentage of your video viewed) by video to see what’s engaging and what isn’t
  • Next Actionable Step
    • Dig deep into your marketing automation platform and see what a contact did after watching a video.
      • What percentage of leads stayed on your website after watching a video?
      • How many of them watched another video or continued reading your content?

Closing More Deals:

  • What was the close rate on prospects that viewed your “seal the deal” video?
  • If you created multiple videos, what percentage viewed more than 1 video (IE: your videos helped guide them through the sale)

Servicing Your Clients

  • Was there an increase of “did you find this helpful” ratings?
  • What was your average service video’s retention rate?

Each of these measurements will properly dictate your video marketing success, rather than relying on the usual statistic of “view count.”

Not only will these empower you to measure the effectiveness of your video efforts, but they’ll also enable you to tweak and adjust your strategy for the next quarter for continuous improvement.