Photo by Brian Patrick Tagalog on Unsplash
So you’ve gone through the strenuous process of making the film and have finally wrapped on post-production. If you thought about it ahead of time, you made a film with a target audience in mind. Knowing who this audience is will be extremely helpful as you begin to plot out your content marketing tactics according to the Objective First Framework. What is the O.F.F. you ask? You can look at it as a rough guideline for executing, measuring, and improving your marketing tactics.
Define Your Objectives
What do you plan to accomplish as a result of marketing your film online? For example, imagine you are looking to build an audience on social media. If this is the case, then it is a good idea to get very specific about this goal. While saying an increase in Facebook followers on the page is great, something specific like a 25% increase in followers from the last month gives you a tangible goal that you can use some kind of tactic on.
Develop Your Tactics
Having a concrete and specific objective allows you to take informed action on getting to where you need to go and narrows down the list of tactics you can use to achieve your objective. Some examples can include posting behind-the-scenes stills and video excerpts or leveraging an actor’s following to further drive the audience.
Link Your Tactics to KPIs
KPIs or Key Performance Indicators like social media and search metrics allow you to actually measure how well your tactics are performing. Instead of blindly throwing darts at a dartboard, KPIs can let us know whether or not we need to adjust our tactics in order to achieve the objective.
Optimize the Campaign
Determining which KPIs to use is only half the challenge. Once you’ve figured out this part, you’ll want to start spending time optimizing to get even better results. For example, you can figure out which landing page is better for your film by A/B split testing. Once you get the results, you can start to take the necessary steps towards getting better overall results for what you are looking to do.
With a wealth of online resources now at the tip of your fingers, independent filmmakers can now control the marketing potential of their own films by using the Objective First Framework. Thanks to constantly evolving platforms that are updated daily with new features, you can really get creative in how you drive your audience to your film online.