While no brand has the same goals, all brands need to manage their goals as efficiently as possible. That’s why setting your goals that align with the S.M.A.R.T criteria can help your brand on a road to new levels of accomplishment.
S.M.A.R.T stands for Specific, Measurable, Achievable, Relevant and Time-bound.
Specific When you decide to invest in video content creation, always make sure that you have a crystal-clear, specific outcome to pursue. If your brand’s self-stated goal is too broad, like “sell more” then your video will likely accomplish little. A specific goal needs to be focussed and built around inspiring action, like “increase homepage retention time”
Measurable When setting objectives for your video content, it is essential that those objectives be directly measurable – otherwise, how can you know if they’re working? From the example above, the measurable element might be a “20% increase in homepage retention time year on year”.
Achievable Every piece of video content you create is ultimately working towards your grand, overarching business goals so having smaller, achievable goals are better at helping you gauge what works, what doesn’t, and then making adjustments to your campaigns.
Relevant Your video marketing has to be relevant to the specific, measurable, and achievable goals that you previously outlined, but it also needs to be relevant to the wants, needs, and aesthetics of your audience. Goals don’t mean anything if they completely miss the mark on the most important part of the marketing equation: The people you are marketing to. Always research, study, and analyze your desired audience to figure out what they want, and then construct your goals in such a way as to authentically connect with theirs.
Time-Bound Don’t just trust that things will get done on time – utilize a calendar and hold yourself (and your team) accountable for sticking to it. Set Your Goals
Even with the dramatic rise of video’s success over the past few years, your content provides no guarantee of audience conversion. But by thinking SMART, you can start creating video content that works.
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