Clear objectives will guide your video creation process and ensure your video marketing gets buy-in from business leaders.

Every business’s long-term marketing goal is to create a continuous demand for its products or services. In that case, a business’s video marketing strategy is a plan that will support it in achieving that goal. Therefore, its video marketing objectives are the distinct stages within that plan. This is why every effective video marketing strategy begins by identifying the desired objective and then setting target-specific goals to reach it.

If your video marketing strategy doesn’t use clear objectives to guide your video-making process, your business will struggle to achieve its long term marketing goals. Instead, you will waste time, energy and money making videos that, at best, may hit a target (though probably not the one you intended) or, at worst, may harm your business in a myriad of ways. 

The importance of a holistic video marketing strategy, with clear video marketing goals and objectives, is underscored by a recent study commissioned by Ascend2. This marketing research company found that an ineffective marketing strategy was the #1 obstacle to achieving video marketing success.

What are the most challenging obstacles to video marketing success?

  • 46% Improve customer education
  • 46% Increase brand awareness
  • 45% Increase online engagement
  • 39% Increase leads generated
  • 35% Increase conversion rates
  • 28% Increase sales revenue
  • 23% Improve lead nurturing
  • 19% Increase website traffic

Turn obstacles into objectives

Now that you understand how critical video marketing objectives are to your video strategy, the question is, how do you go about determining your video objectives? Thankfully, you don’t have to reinvent the wheel here. You can learn from the objectives set by other companies to help you determine and prioritise your own goals, and there’s plenty of solid research out there to guide you. For example, in the same study cited above, Ascend2 found that of all the different types of business objectives, the most critical objectives for companies with successful video marketing strategies focused on eight key areas:

  • Customer education
  • Brand awareness
  • Engagement
  • Leads
  • Conversion rates
  • Sales revenue
  • Lead nurturing
  • Website traffic

Below, we’ve expanded on this list to explain why these objectives may be necessary to your business, what types of videos work well to achieve each specific target.

Customer education

  • They help position your brand as an authority and a source of free, helpful knowledge.
  • They increase trust in a brand and its products and services.
  • 96% of people say they’ve watched an explainer video to learn more about a product or service.

Types of customer education videos

  • How-to videos
  • Tips & tricks videos
  • Explainer videos
  • Demonstration videos
  • FAQ videos
  • Instructional videos

Brand awareness

  • They communicate the values your company stands for.
  • They get the word out about your company and your products or services.
  • 68% of people say they’d most prefer to learn about a new product or service by watching a short video.

Types of brand awareness videos

  • Short, entertaining videos
  • Short, emotional videos
  • Brand videos
  • Demonstration videos
  • How-to videos
  • Tips & tricks videos

Engagement

  • They help your target market connect with your brand on an emotional level.
  • They promote likes, shares, comments, followers.
  • They build social proof.
  • 80% of marketers say video has increased dwell time on their website.

Types of engagement videos

  • Short entertainment videos
  • Short emotional videos
  • User-Generated Content (UGC) videos
  • Episodic video series

Leads

  • They drive traffic to a landing page or website.
  • They get your viewers to subscribe to your channel or newsletter.
  • They ask viewers to contact you.
  • 81% of marketers say video has helped them generate leads.

Types of leads videos

  • Episodic video series
  • Interview videos
  • Advice videos
  • Inspirational videos
  • How-to videos
  • Tips & tricks videos
  • Buying guides videos

Conversion rates

  • They turn traffic into revenue.
  • 90% of customers report that product videos help them make purchasing decisions.

Types of conversion videos

  • Product videos
  • Testimonial videos
  • Explainer videos
  • Demonstration videos
  • Buying guides videos

Sales revenue

  • They persuade customers to buy products.
  • They persuade customers to buy more frequently.
  • 81% of people have been convinced to buy a product or service by watching a brand’s video.

Types of sales revenue videos

  • Product videos
  • Testimonial videos

Lead nurturing

  • They build relationships with prospects who aren’t quite ready to buy.
  • They educate, increase awareness, and develop trust, and increase the likelihood that your customer will choose you when it is time to buy.

Types of lead nurturing videos

  • Brand videos
  • Explainer videos
  • Product demonstration videos
  • FAQ videos
  • How-to videos
  • Tips & tricks videos

Website traffic

  • They can capture more leads.
  • They can increase your website conversion rate.
  • 84% of marketers say video has helped them increase traffic to their website.

Types of traffic videos

  • Video tutorials
  • Product videos
  • Testimonial videos
  • Explainer videos
  • Demonstration videos
  • FAQ videos
  • How-to videos
  • Tips & tricks videos