Every video you produce should have a video marketing goal. Before you ever press the record button, plan out what you’re going to do and what purpose it’s going to serve for your business. It only takes a minute to sit down and think about this, but it can make all the difference for your company’s long-term success using video content marketing.

How are you trying to make viewers feel? What do you want them to do when they finish watching? You should have direct answers to these questions before moving forward.

What is a S.M.A.R.T. video marketing goal? —one that is specific, measurable, attainable, relevant, and time-bound—might look like this:

Specific

The goal should zero in on a specific aspect of your strategy. After all, saying you want to get more views is great, but what does it actually mean?

Measurable

The goal should be accompanied by a relevant key performance indicator (KPI) and metrics that can be used to measure its success.

Attainable

The goal should be something that’s within reach of your department without “sandbagging” (intentionally setting a goal that isn’t a challenge for the team to reach). Try starting with a baseline and determining a desired increase (or decrease, as the case may be) from there.

Relevant

The goal should be relevant to your overall business objectives AND a good fit for the types of objectives that video is best suited to meet

Time-Bound

The goal should have a timeframe in which it can reasonably be achieved so that you can accurately measure how effective your efforts have been. While some goals can be tackled in a quarter or two, others may require a longer timeframe, like a year. Go one step further by breaking down your overall goal into weekly targets. That way you know what you need to be doing, every step of the way.

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