video marketing
08 May 2018

Video marketing: getting the best ROI

We all know by now the importance of video as a marketing tool; in 2018, 76% of marketers say it has helped them increase sales, while 80% say it has increased dwell time on their website.

While videos aren’t the cheapest asset to create, they are very cost-effective when your video marketing strategy is cleverly planned and led by insight. Here’s our checklist for getting the best bang for your buck from your video content.

Carefully consider your buying cycle

Make sure you really think about which stage of the purchasing journey you’re needing to target your customers at, as it is crucial to every element of your video. Are you looking at awareness stage as perhaps a new brand looking to raise your profile in the market? Go for a short, snappy video which will capture attention and increase interest in your offering. But if you’re needing to speak to customers at consideration or purchase stages, you’ll need a slightly longer video to offer enough helpful information to sell your product and encourage the conversion.

Content first, brand second

Of course, branding is important, but your priority here needs to be finding the information gap you need to fill. Which questions do your customers need answering? Which topics are important to them? What will make them emotionally connect with your video, whether it’s to laugh or cry, share or click? An overly branded, salesy video will have the opposite effect. Keep branding, logos or product references subtle and naturally placed within the video.

Invest time to get the best ROI for influencers

Influencers are a very cost-effective way of creating video content, as you’re working with a personality that already has an established voice within your audience and is great on camera. But it is vital to put the time and resource into finding the perfect match; someone who fits with your brand values and really believes in the product. Assess this across different metrics and considerations; or as we like to call it, our Influencer Intelligence Matrix. This results in authentic, meaningful content with a high engagement rate.

Always think cross-channel

When planning your video marketing strategy, make sure you’ve thought of every possible channel you have available to make your content work harder. It may be hosted on YouTube, but is it planned for use in your email newsletter? Using video in relationship-building and sales emails sees 5x higher open rates and 8x higher open-to-reply rates. You’ve planned for it to be posted on your brand’s Facebook page, but have you considered running a competition with it to give people an incentive to watch?

Paid seeding; don’t rush your targeting

This is a common pitfall with paid amplification. The more knowledge you have about your audience here, the better. Don’t be tempted to widen the pool to get a higher view count; it’s far more effective for your bottom line to focus in on the people who are going to engage with your video, as it will lead to more purchases. We’d advise using a smaller test budget to trial different targeting and versions of your video, before using this data to inform your full video launch strategy.


There is no one-size-fits-all method when creating video content, but as long as you stay focused on its purpose when planning and promoting, and monitor its performance throughout to make amendments, you’ll be on the right track.