How to Set (And Hit) Video Marketing Goals

July 28, 2025

Why Video Marketing Goals Matter

Video Marketing is one of the most effective ways to attract, engage, and delight customers—but before jumping it, 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.

How to Set Realistic Video Marketing Goals

Setting strategic Video Marketing Goals ensures every piece of content serves a purpose, driving results across the customer journey. While every business is different, common objectives include:

Attracting More Leads – Lowering cost per acquisition and cost per click while increasing pipeline volume
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 advocates who refer to new business
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.

Guiding Clients Toward Achievable Outcomes

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, we help refine their expectations. A more effective strategy would involve a comprehensive prospect conversion video strategy—consisting of product explainers, feature demos, and testimonials—designed to engage prospects at various stages of the buyer’s journey. This approach ensures measurable improvements in conversion rates and 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 marketing lifecycle and develops a customized plan that supports their overarching goals.

Maximizing Efficiency and ROI

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 session.

For example, if a client needs a testimonial video and has an 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.

Case Study: Fullstory’s Employee Spotlights

Fullstory is a digital experience analytics platform that helps businesses understand, optimize, and improve user interactions on their websites and apps.

To maximize Fullstory’s Customer Conference event , we developed a strategic plan to capture a variety of interview content, including Customer Testimonials.

By creating a designated interview set, we ensured a seamless process for capturing authentic, unscripted insights. This approach resulted in multiple high-quality Customer Testimonial and Thought Leadership Videos, reinforcing Fullstory’s brand narrative while providing them with a valuable content repository for future use.

This Case Study underscores the importance of setting clear video marketing goals. At Consume Media, we always prioritize strategic planning to ensure the most effective and impactful video content.

See Video Marketing in Action

Explore more real-world examples of successful video marketing strategies in our Video Marketing Solutions, complete with in-depth Case Studies.

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