How to Set (And Hit) Video Marketing Goals

Video Marketing is one of the most effective ways to attract, engage, and delight customers—but before jumping in, it’s important to have established your strategy and set your goals. Without defined objectives, businesses risk investing in content that doesn’t achieve business outcomes.

Setting strategic video marketing goals ensures every piece of content serves a purpose. While every business is different, common objectives include:

• Attracting More Leads – Increasing pipeline volume by lowering cost per acquisition and cost per click while
• Improving Prospect Conversion – Moving leads through the funnel more effectively to close deals faster and at a higher value
• Enhancing Customer Retention – Reducing support inquiries and turning customers into referral-generating advocates
• Increasing Revenue – A long-term goal that spans the entire customer lifecycle

There’s no universal benchmark—what matters is continuous improvement over your existing metrics, tracking performance, and optimizing accordingly.

Video Marketing is a powerful tool, but it’s not magic.

There are no solutions that guarantee success overnight, so instead of expecting a single video to drive massive revenue growth, businesses should take a holistic approach.

For example, if a client wants a single customer testimonial video to increase revenue fivefold,it’s important to help refine their expectations. A more effective strategy would involve a comprehensive prospect conversion video strategy—consisting of product explainers, feature overviews, product demos, and testimonials—designed to engage prospects at various stages of the buyer’s journey. This approach ensures measurable improvements in conversion rates and consistent content that drives customer interest.

At Consume Media, we start every project by identifying what success looks like for our clients. Our team evaluates where video content fits within their customer lifecycle and develops a customized plan that supports their overarching goals.

To help clients get the most out of their investment, we focus on efficiency. One way we do this is by finding cost-effective solutions, like bundling multiple video outputs into a single production day or scope of work.

For example, if a client needs a testimonial video and has a customer event coming up, we might suggest filming multiple customer testimonials that day. This lowers the cost per video significantly while maximizing content output.

By developing a strategic video plan, businesses can stretch their budget further, improve ROI, and ensure their video content delivers real impact.

Ready to achieve your company’s goals with video? Let’s chat!