We know crowdsourcing in general is still unfamiliar territory for many out there, and we want to change that. We’re devoting a blog series over the next few weeks, each one focusing on a phase of the video campaign planning process. If you want the Strategic Guide to Crowdsourcing a Video Campaign in its entirety, visit www.geniusrocket.com/whitepaper to access the online and pdf version.
Whether you choose us or another agency, these pointers should help you execute your campaign with confidence. Ultimately, we want you to maximize the power of the crowd and nail your business objectives with an outstanding video campaign.
Stage 1: Defining Your Business Goals
The biggest mistake you can make is to make a video for the sake of making a video because it’s “the thing” to do. Yes, video consumption statistics are mindblowing. Yes, companies are devoting a larger share of their marketing budget to online video campaigns. But deciding to do a video first without clearly defining your business objectives will set your video up for failure.
First, figure out what your business objectives are: what the grand vision of the company is, and how you can work towards achieving that goal 6, 12, 18 months down the line. Then, see what a successful video can do to help you meet those goals. Equally as important, assess how the video will help to connect you to your target audience in ways that other mediums cannot. The answers to these questions will help the video marketing agency to understand your needs and goals, and help to steer your campaign towards the right direction.
Defining your business objectives will also help you to achieve another big challenge: seeing how video performance can be translated into gauges of success. The big question mark that daunts companies is how to quantify and qualify conversions based on video analytics. But don’t wait in hopes that others will figure it out, because it won’t be a one size fits all answer. As a responsibility to your company in helping it grow, you should be the one to step up the game in seeing exactly how video will fit into the bigger picture (and think about how it’ll make you shine come performance review!). By setting up clear business objectives and thinking ahead how you can measure them through video data, you can take major steps towards improving your performance measurements. It can be time consuming, but it’ll be well worth your efforts.
The following grid can be a starting point on how you can tie measuring tactics to objectives. Note that the marked points are for illustrative purposes only and may differ from your assessment. To download a blank grid in .xlsx or .pdf format, visit www.geniusrocket.com/whitepaper.
What performance indicators do you measure and how do they show you if you’re meeting your business objectives? Share your insights with our readers in the comments below!