How do I define and achieve my communication objective?

Home » 3 steps to getting started with video marketing » 1. Set a communication objective

Is your aim simply to increase online visibility or are you also looking to build reputation? Promote an event? Improve search ranking? Generate more leads, sales or followers?

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How do I define my communication objective?

The best way to define a communication and marketing objective is using a model. Unlike a methodology, it provides a simple and flexible framework to structure my thinking.


Have you ever heard of SMART goals?

SMART is an acronym for the five parameters used to measure a marketing objective. This model has the key advantage of being easy to verify and replicate.

In general, the world of marketing offers plenty of good models, I just need to find the right balance between theory and practice.

How to reach my communication objectives

For example, the 5 Whys Model offers an approach to exhaustively break down any strategic decision while the REAN (Reach, Engage, Activate, Nurture) Model covers the key stages of the consumer journey.

In conclusion, any model that challenges my beliefs, without confining me to a purely intellectual exercise, can help me to accurately define my marketing objectives.

some examples


I have created an online tool that will allow you avoid confusion and choose the right goal for you and your organisation.

Examples of communication objectives

To achieve a communication goal, I first need to ask myself the right questions. I got asked these questions by customers and friends all the time; maybe they’ll give you some inspiration!

video marketing testimonial

Maria / Teacher

How do I increase my online visibility and reputation?

Is it a matter of business or ego? Either way, when it comes to online presence, I need to know the best place to start.

read the answer
man wearing a cool tshirt

Cleto / Retired

How can I improve my presentation skills?

Since Covid hit, I’ve been doing a lot of Zoom. But how do I make sure people don’t fall asleep while I’m speaking?

read the answer
smart videos testimonials

Winny & Rob / Business owners

Where should we look for free marketing training, tools, & tips?

We can’t afford to work with a cool video marketing agency, but we’d still like to learn marketing tactics and techniques.

read the answer
stabilizer smartphone video-making

Braus / Consultant

How do I promote my business with YouTube marketing?

Above all, when considering YouTube marketing, the most important factor is familiarity with the platform and its rules.

read the answer
video marketing testimonial

GĂ©raldine / Business owner

How can I run a marketing campaign on a small budget?

There’s little value to my work if people don’t know I exist. How can I achieve maximum results with minimum effort?

read the answer
branding example

Donald / Former US president

How do I generate more leads, sales, and followers?

Is anybody listening to me? What does it take to create an audience of potential customers and supporters?

read the answer