Are you thinking of using video and want the highest video marketing ROI (return on investment)? First off, well done on choosing video for your business. A recent survey revealed that 87% of marketers said video increased traffic to their website and 94% said it increased understanding of their product or service.
With 92.6% of online audiences watching video every week, a well-executed and strategically placed piece of video content can be very effective in raising awareness and converting leads.
With that said, video is an investment. It requires equipment, technical skill, and creative thinking. It’s not something you want to spend money on and get no value back.
So how do you get the maximum video marketing ROI? Here are five video marketing tips we swear by.
1. Change your view on marketing
Conventional marketing has traditionally been about pushing a sales message to compel a consumer to buy a product or service. The focus was on what you could get from the user vs what you could offer them.
We believe in delivering value to the user first, with the sales message being secondary. By offering your customer something useful, they’re more likely to build affinity with your brand and become emotionally invested in your product or service. Your advertising message can be more subtle, because the usefulness of your content has already done the work of proving why you’re a brand in which they should invest.
Depending on your product and audience, you can give value through entertainment, knowledge, or inspiration. Entertain them with a web series they’re highly invested in. Inform them with a master class or explainer video. Inspire them with a mini documentary or case study.
Like our tips of maximising video marketing ROI and keen to find out more? Check out our piece on 6 Video Marketing Questions We Get Asked Most.
2. Video marketing tip: Ask why
Before you spend your money on making a video, determine its purpose. This may sound obvious, but you’ll only be able to create something with true value if you know why you’re doing it.
Start off by identifying a problem you want to solve. Yes, the overall objective of most businesses is to increase profitably, but what part of the business could help with that? Perhaps it’s automating part of your sales funnel, improving customer understanding of your product, increasing online sales, or onboarding new staff more effectively. Designing your video with intent increases the chance you’ll get a return on your investment.
Like our maximising video marketing ROI tips and want to find out more about what we do? Hit us up on our contact page.
3. Make video part of a strategic plan
Our second tip on maximising your video marketing ROI is to ensure you’re making video as part of a bigger plan. Video doesn’t operate in a vacuum – it needs to be part of a well thought out strategy to deliver on its value. Marketing strategies differ, but here are the main components:
- Identify your goals
- Know your clients
- Create your message
- Define your budget
- Determine your channels
- Measure your success
If you’re using a video production house, communicate with them on where video fits into your plan. By knowing your strategy, they’ll be able to optimise the product in terms of purpose, platform and audience.
4. Video marketing tip: Who’s watching?
As mentioned above on maximising your video marketing ROI, knowing your audience is key to landing your message. To whom are you selling? How old are they? Where do they live? What appeals to them?
This is likely to be something you thought about during the creation of your business or brand. However, you may want to market to a new or different demographic, or your business offering has changed.
Establishing your buyer persona will inform several factors, including:
- The tone of voice of your ad
- The most effective format
- The platform you should be on
You can spend thousands on making a video, but if it’s targeting an audience that won’t buy your product, you won’t get the return on investment you expected.
5. Choose the right production house
The best way to maximise your video marketing ROI? Make sure you use a video production house that’s dedicated to delivering value.
At Tall Giraffe Video, we see video as an investment, and we develop it with clear goals in mind to form part of a bigger marketing strategy. We believe our product is authentic to who we are, and we aim to create a product that’s authentic to our clients.
Your business has a story, and we want to help you tell it.