Do I only want to increase my online visibility or also my reputation? Promote an event, improve my search ranking, generate more leads, sales or followers?
Clarity is the baseline for achieving my goals.
The best way to define a communication and marketing objective is through a model. As opposed to a methodology, it provides a simple and flexible structure for thinking.
CHOOSE A MODEL
The SMART model is an acronym for five parameters on which to measure a marketing objective. Its advantage lies in its ease of verification and replicability.
In general, marketing offers many valid models, as long as I keep the right balance between theory and practice.
For example, the 5 Whys model is about questioning any strategic decision to the point of exhaustion. Or, the REAN (Reach, Engage, Activate, Nurture) model retraces the main stages of the consumer journey.
In conclusion, any model that challenges my beliefs, without caging me into a purely intellectual exercise, can help me to accurately define my marketing objectives.
Increasing profit is a general objective. A specific objective identifies, for example, the digital channel (social media, email, or paid), the prototype or the geographical area, on which I will test my objectives.
If I cannot measure the impact of a decision, what is the point of asking whether it is right or wrong? I will then choose other battles to fight.
Setting unattainable goals is a psychological self-defence mechanism. In this case, the aim is to anticipate failure in order to avoid being confronted with it.
Similarly, a realistic goal requires an analysis of the market, competitors, strengths and weaknesses against the temptations of wishful thinking.
Finally, the definition of a target for limited portions of time makes it possible to compare different actions and reaction times, which helps to enrich the analysis of communication objectives.
A video marketing solution is a strategy aimed at achieving specific communication goals. At Smart Videos, we specialise in building this strategy around the use of smartphones.
To achieve a communication goal, I first have to ask myself the right questions. Take inspiration from the questions that friends and customers often address to us.
Maria / Teacher
For some it is a matter of business, for others of ego. When it comes to online presence, I have to know where it is good to start.
Cleto / Retired
With the Covid pandemic, I am often on video conferencing. But how do I keep people from falling asleep when I speak?
Winny & Rob / Business owners
I can’t afford a cool video marketing agency like yours, but I would still like to learn marketing tactics and techniques.
Braus / Consultant
Above all, the decision to get started with Youtube marketing depends on how familiar one is with the platform and its rules.
GĂ©raldine / Business owner
My work is of little use if I can’t let people know I exist. How can I achieve maximum results with minimum effort?
Donald / Former US president
Is anybody listening to me? What does it take to create an audience of potential customers and supporters?
MORE QUESTIONS
To reach my communication objective, I need discover the added value I can bring to the people around me.
In other words, it is a challenge to oneself that should not be taken lightly, because it determines the chances of success of my marketing actions.
In conclusion, a successful marketing strategy in 2021, in particular if I work in a niche B2B market, is nothing but me being useful, inspiring, reliable.
This is how I establish trust. And trust brings with it the solution.
My company organises many events, but we don’t manage to get people involved. Those who participate, participate very little. In other words, how can I drive engagement during an offline or online event?
I am aware of the importance of digital media in everyday life, but I wonder if it is not too late to bridge the gap. In other words, how can I improve both my digital and media literacy?
I want to rank higher in search engine results. But there are still many things about SEO that I don’t quite understand. Can somebody please explain SEO to me?
Somebody told me that a freelancer can help me out, but I have never hired one and have no idea about the cost. In other words, what’s the right price for a freelancer?
I hear many colleagues talk about the wonders of online advertising but to me it seems like a waste of resources. In other words, shall I invest in paid advertising on Google Ads and social media?
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