Step 2 - Define Clear Objectives and Understand Your Audience

Yogi Berra once said, “If you don’t know where you’re going, you might not get there.” That wisdom is particularly appropriate when developing an effective video marketing strategy. If you don't have specific objectives and a clear understanding of your audience, your video initiatives can easily miss the mark, failing to generate the desired outcomes.

This is the second installment in our series, "How to Integrate Video into Your Marketing Strategy." Today's topics are two of the most important: first, establishing specific objectives for your video content, and second, shaping your strategy to fit your audience's specific preferences.

Here are the steps you can take to help you get the most out of your video strategy.

Defining Clear Objectives for Video Content

Why Do You Need Clear Objectives?

Setting your objectives is like creating a blueprint of your video project. Each video you produce must have a purpose with quantifiable results. With clear-cut objectives, you can:

• Prioritize your resources where they count.
• Effectively measure success with key indicators.
• Coordinate your video initiative with overall marketing initiatives.

Common Video Goals

Consider what you want your videos to accomplish. The following are the four primary objectives most companies aim for:

• Brand Awareness: Utilize video to put your brand top of mind with your audience. Innovative brand storytelling and thought leadership videos work well in this regard. A 90-second video, for example, that highlights your brand purpose and values can stick with viewers in a way static ads never will.
• Lead Generation: Video is a powerful tool for generating interest and securing leads. Some examples include gated webinar recordings or teasers that prompt viewers to download a white paper.
• Customer Education: If your offering is complicated, utilize explainers, tutorials, or how-to videos. These types help simplify your products or services, making your value clear to customers.
• Sales Enablement: Empower your sales team with videos that address objections, demonstrate products in use, or share real-world success stories. Case studies, product demos, and customer success stories all stand out when supported by visual aids.

Aligning Video Types with Your Goals

Every stage of the buyer’s journey calls for specific video types:

• Awareness: Brand awareness videos, explainer videos.
• Consideration: Product demos, case studies, thought leadership.
• Decision: Testimonials, ROI-focused content.

For example, if your goal is lead generation, a sleek product teaser video that invites viewers to sign up for more details can effectively capture interest while building your audience list.

Understanding Your Audience's Preferences

The Importance of Knowing Your Audience

Your video content will only work if it appeals to your target audience. Making videos you enjoy might feel satisfying, but you’re not the one who needs to be convinced about them. You must tailor every detail of your videos to your audience’s habits, preferences, and pain points.

Researching Your Audience

Start by gathering information to find out who you’re trying to reach. Consider these methods:

• Customer Surveys and Interviews: Ask directly about video preferences, such as length, format, and content type.
• Analytics Tools: Platforms like Google Analytics or LinkedIn Insights can reveal metrics such as average time spent watching video content.
• Industry Reports: Stay up to date on broader trends in how similar audiences consume video.

Identify characteristics such as age, job role, industry, and preferred platforms. For example, a 45-year-old senior technical buyer might be in the habit of checking LinkedIn, while a 30-year-old marketing professional might watch YouTube for thought leadership and inspirational videos.

Tailoring Video Strategies to Preferences

Your video’s style, tone, and visuals must appeal to your personas' tastes. Many marketers get it wrong by creating content that they personally enjoy. However, a 28-year-old creative marketer will have entirely different tastes from a 45-year-old technical buyer. To succeed, design every aspect of your video with your audience in mind.

Example Points to Consider:

1. Voice-Over Style
   If you’re targeting an analytical, technical buyer, choose a calm, professional voice-over artist who speaks clearly and confidently. Alternatively, for a younger, more creative audience, a casual or energetic voice — or even AI with a human-like tone — might fit better.
2. Video Pacing
   A fast-paced video might discourage a more meticulous, detail-oriented audience, who prefer content they can digest comfortably. On the other hand, a high-energy, quick-cut style might be just right for younger audiences scrolling social media.
3. Music Style
   Relaxing, instrumental tracks may be effective for conveying professionalism, while upbeat tracks can grab attention and create excitement for product launches or events. Consider the emotional tone that best fits your goals and audience.

When combined with customer testimonials, these attention-to-detail strategies ensure your video resonates and builds trust.

Bottom Line: Many marketers create content they personally like at the expense of their audience's needs. To avoid this misstep, rely on data to drive creative decisions.

Actionable Tips for Success

• Write down specific objectives for your videos before starting any project.
• Use KPIs to track the success of your efforts. Select metrics such as views, click-through rates (CTR), or conversions, depending on your specific goals.
• Continually monitor engagement trends to understand what works and optimize future videos.

What Comes Next?

 Now that you know your goals and have a clearer understanding of your audience, you're ready to craft something that connects. But where do you start?

Stay tuned for our next article in the series, "Start with High-Impact Video Types." We'll debunk which formats bring the most return on investment and how to strategically use them for maximum results.

With planning accuracy and audience segmentation, bringing video into your marketing mix is no longer a shot in the dark but an assured success. It's time to get set and get rolling. See you in the next step!