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How to Maximise Video Performance by Setting Clear, Attainable Goals

Updated: Jan 25

Written By: Steve Chestney


Learn how to easily achieve a successful outcome by determining the most effective goals for your production.


When you’re investing in video for the first time it may feel like a daunting decision. How much will this cost? How do I measure the success of my video? What time of video is most effective for my needs? Here at Viewix, we’ve helped guide countless clients on their video production journey and we’ve learned that the key to creating a successful video boils down to one deceptively simple concept: setting clear, defined goals.


Defining clear goals for your projects serves as a roadmap to success for every aspect of strategy, production, and distribution.

In this blog, we will give you a step-by-step guide on how to establish the goals for your video, establish clear benchmarks for success, and guide you on which tools to use to measure that success. We'll also show you how Viewix has utilised these techniques in the past in order to create effective video content for previous clients.



The Goal Formula


We will use the Goal Formula to sum up your video's objectives as succinctly as possible. It will be from this initial summation that all production will flow:


I want to make an Objective Category video that will Measurable Objective. By the Due Date, the video will achieve Success Measurement.



Finding your Objective Category


When determining what your goal will be it’s important to approach it from the perspective of your audience. Generally, your audience is going to fit into one of three categories: They haven’t heard of your product/service, they are on the fence about it or they are ready to take action. Fortunately for marketers like you, Google’s BrandLab has taken these audience types and categorised them by the most effective marketing objective for each: Awareness, Consideration, and Objective. These three categories allow us to determine the most effective style of video to achieve your desired outcome. It also allows us to find a measurable objective that helps guide us toward that outcome.



Finding Your Measurable Objective


To define a specific goal we can further categorise our overarching objective in order to find the most appropriate goal to reach your desired outcome. By doing this we can also identify the most appropriate key performance indicators (KPIs) to determine your video's success.

Ascend2 conducted a study of 228 video marketers to determine their most common video marketing objectives:


  1. Improve Customer Education

  2. Increase Brand Awareness

  3. Increase Online Engagement

  4. Increase Leads Generated

  5. Increase Conversion Rates

  6. Increase Sales Revenue

  7. Improve Lead Nurturing

  8. Increase Website Traffic


Which of these categories most closely aligns with your marketing objectives? By determining the specific objective we can in turn determine the most appropriate specific goal and aligned KPI. Below we’ve created a table that shows the most relevant KPIs for each objective category.

Objective Category

Measurable Objective

Relevant KPIs

Awareness

(Unfamiliar with your product/service)

  • Increase Brand Awareness

  • Increase Leads Generated

  • Increase Website Traffic

  • Views

  • Impressions

  • Unique Users

Consideration

(On the fence)


  • Improve Customer Education

  • Increase Conversion Rates

  • Increase Online Engagement

  • View-through rate

  • Watch time

Action

(Ready to take action)


  • Increase Sales Revenue

  • Improve Lead Nurturing

  • Clicks

  • Calls

  • Signups

  • Sales


Being Specific With KPIs and Time


Now that you’ve determined the most appropriate objective it’s time to put them together in as specific a way as possible. This means choosing achievable KPIs and timeframes that will be used to measure the success of your video (if you’re unsure of what would be considered ‘achievable’ get in contact with us and we can review your objective and help set this goal).

To see how to write specific goals let’s look at an example: Let’s say you’re a construction company looking to gain new graduate hires, let’s look at two ways of presenting this goal, one with the Viewix Goal Formula and one without.


Don’t:


We’re looking to make a recruitment video that will get us more graduate hires.


Do:


We want to make an awareness video that will increase brand awareness amongst prospective graduates. By the 10th of February, we would like to see our Unique User count on the recruitment landing page increase by 50 a day.


Being specific allows the team at Viewix to tailor an approach aligned with your needs, ensuring a smooth workflow and an optimal result. Let’s look at how we’ve approached this in the past.



Our Experience


LJ Hooker approached us to help drive franchise purchases. A key selling point of LJ Hooker franchises is the culture of the company, being family oriented and respectful of its employees. Their goal looked a little something like this:


“We want to make a consideration video that attracts prospective franchise owners to the LJ Hooker Brand. By the 31st of December, we would like to see 20+ qualified inquiries from prospective owners.”


To achieve this goal we focused on the message “LJ Hooker is unlike any other franchise” and we had current owners tell us why. By timing our production with their yearly Growing for Profit conference we could capture both their messages and the franchise benefits of networking/educational growth in action. Here’s one of the finished videos that was part of a larger social media based package:



At Viewix, we understand that every challenge requires a tailored solution. That's why we're dedicated to crafting unique, innovative solutions to the toughest problems. We're passionate about helping our clients achieve their goals. Get in touch with us today for a complimentary strategy session and let us show you how we can turn your aspirations into reality, or view our FAQ to learn more about the production process.


Author: Steve Chestney Steve Chestney is an industry specialist. With over a decade of experience across the video production industry he's worked in every department from prop design to VFX to cinematography.

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