The ROI Of Video Marketing

Making a video takes time. There's no getting away from that.


From planning your shoot, recording and editing footage, getting feedback and approval, to publishing - the time adds up.


You might think you can't afford to take this time out of an already busy schedule.


But in this video-first world, the real question is, can you afford not to make time for video creation?



The Goal


When you decide to create a piece of content, what are you trying to achieve?


A. Grow your social media audience

B. Boost website traffic

C. Increase sales

D. All of the above & more


I don't know about you, but I'm going with option D.



The How


People are researching online before making a purchase or contacting you - so you need to have suitable content ready and waiting for them to discover as they work through this marketing & sales funnel.


According to Mailchimp -

"Content marketing is the development and distribution of relevant, useful content—blogs, newsletters, white papers, social media posts, emails, videos, and the like—to current and potential customers."

There are only so many hours in the day, so you need to prioritise your time and resources on activities that work. What type of content does your audience prefer? Where can you reach them? How can you maximise the impact of the content you are creating?


Year after year, video is driving more awareness, engagement and sales conversions for companies than any other form of content.


81% of marketers say video has helped them directly increase sales.


Why Does Video Deserve Your Time?

Higher Engagement - Videos receive more engagement than blogs on social media; they are also viewed longer on websites, increasing session duration and therefore website SEO.


Higher Conversions - Video is proven to increase conversion rates by up to 80%.


More Memorable - People remember 95% of what they watch versus only 10% of what they read.


Multi-use - Your Video can be re-purposed and shared in many ways.

  • Your Video - Share on social media, display on your website, email newsletter, post on your blog with a transcription.

  • Social media trailer - Drive your audience to watch the full video, download content etc.

  • Personalised version for different targets - Display on personalised landing pages, send in email campaigns.

  • Behind the scenes / Bloopers - Share on social media.


Give The People What They Want - Ultimately, you have to listen to your audience; 73% of people prefer to learn about a product or service through video than text.


23% of non-video marketers don’t use video for marketing as they lack time.

Yes, videos take a bit longer to put together than blogs and social posts, but a video's lifetime value is far greater.


Typically a blog receives the majority of impressions within the first month of being posted; a social media post receives most of its impressions within the first few hours, whereas a video continues to receive impressions for months and potentially years after posting.


"video generates more interactions and shares, which means it stays in the ecosystem for longer."


Right Video, Right Time...


To achieve your goals, you must supply your target audience with relevant content at each stage of the customer journey. We encourage you to use more video content throughout your sales funnel, as it has been proven to drive the best results.


Let's take a closer look at each stage of the customer journey & what video content would be relevant to share -



- Awareness Stage


Your audience has come across your organisation/products/services while browsing, or they have a specific pain point that you could solve. Share content that will pique their interest, address their pain points and entice them to learn more.


Video Ideas: Company promo, "How to" / tutorial - sharing helpful tips, Solving client pain points, industry-focused / relevant news.



- Consideration Stage


Your audience is now interested in what you have to offer but must be convinced that you are the best option.


Video Ideas: Product demo, thought leadership, faqs, product comparisons, company achievements.



- Conversion Stage


The good news is your audience has weighed up all their options, and it's looking like your coming out on top! But they need a final push to click the "buy now" button, so you need to share content that will validate their decision and confirm that you are the best option.


Video Ideas: Case study, customer testimonial, Onboarding / Product Setup.


If you are feeling overwhelmed and don't know where to start when making a video, let us be your guide to video creation :)


Video Sherpa supports in-house video production by providing bespoke training, media kits, and an intuitive app that simplifies the process, allowing individuals new to film to create high-quality content using a mobile phone.