“When it comes down to it, nothing trumps execution.”
– Gary Vaynerchuk
Every marketer, entrepreneur, and small business owner has been told that they need videos in their marketing mix. They’ve read countless blog posts about the compelling results video marketing produces and probably even more how-to articles, but many still aren’t creating videos to grow their business.
But perhaps it would help to see SMBs in action—to read (and watch) what they’ve created, why they created it, and what type of results they received.
So that’s exactly what we’re going to do in this article. In this post, we’re doing a deep dive into how the digital marketing agency ROI Amplified got started using video marketing in an unconventional way to grow their business.
We hope you enjoy it, but more importantly, we hope it inspires you to create your own videos!
ROI Amplified is a full-service digital marketing agency based in Tampa, Florida.
As their name implies, this agency focuses on conversion-oriented marketing designed to drive leads and revenue for its clients. They use a multitude of techniques—from content to email to pay-per-click ads—to grow their clients’ businesses. They hold several certifications validating their expertise and data-driven approach.
But what about their own business? Who’s in charge of growing that?
Enter Breanne Brown, Content Coordinator at ROI Amplified. You might be thinking, “Wait, how does a content coordinator grow new business? Isn’t that a job for a sales team?”
Of course, but when it comes to a high-ticket item like fully managed digital marketing services, you have to grab attention, raise awareness and foster engagement first, and that’s where content comes in, and in the case of ROI Amplified, their blog was the central point of distribution for their content.
Using video to increase blog traffic
In order to attract clients to their agency, Breanne was in charge of point valuable marketing insights, tips, and strategies to their blog. The blog functions as the top of their sales funnel, so getting as much traffic as possible is paramount.
Breanne realized that video is much more effective at grabbing attention than a headline (as well as boosting SEO), so she started using Promo.com to make short videos to tease out the content of the articles.
“We’re using these videos as a hook. It’s a preview of the information and insights in the blog post that we know our audience will find useful, but video allows us to present the concepts in an exciting and engaging way that draws readers into the content.”
And it works!
After a few months of testing this strategy, blog traffic at ROI Amplified increased by 15%, their bounce rate decreased by 11%, and conversions rose by 3%.
*Previous blog posts were promoted just with an image and a link.
Here’s how Breanne did it.
Video creation process
Here’s a behind-the-scenes look at the process Breanne goes through to create her videos with Promo.com.
Step 1 – Planning the video
“90% of our videos are based on blogs that we have written. So I’ll take the blog and write a script and figure out what I want to say. I’ll write the script out, and then I kind of leave it for a day. It’s easy to get caught up in the moment, so I like to take a few days off and see how the concept sounds with a fresh perspective.”
Step 2 – Writing the text overlays
“The first thing I do when I’m making videos in Promo is figuring out the text overlays. What do I need to say and how should I say it? I input all of the text into the different frames and plan out what copy will go with each visual. Then I add all the effects, animation, and transitions to emphasize certain points.”
Step 3 – Adding the footage
“The very last thing I do is look for stock video and the imagery. I typically use the image that we create in-house to accompany our blog posts as the end card where it says, ‘Click the link to read more.’ But everything else, it’s kind of a weird process of matching the imagery to the mood I want the audience to feel and the message I need to get across.”
Showing pictures of people typing on laptops isn’t going to catch anybody’s attention. But saying we can save you a lot of money—why not show something more interesting, like money falling from the sky? It’s all about finding the right balance between getting the point across without being too cheesy, but just cheesy enough :)”
And that, ladies and gentlemen, is how it’s done!
Breanne and the team at ROI Amplified had tried several online video creation platforms before landing on Promo.com. The main issue they ran into was limited features and not enough premium video clips to round out their videos.
“After about four videos they all started to look the same because there weren’t as many options for transitions, text, and music. We really like the variety Promo.com provides.”
With Promo.com, Breanne is able to keep consistent branding between her videos while changing up the tone, tempo, and mood of each video to suit her needs.
As a reputable agency with a history of delivering stellar results for clients in the realms of PPC, email marketing, and web design, ROI Amplified had been wanting to dive into video for quite a while. And because they’re a data-driven company, they really wanted to prove the model for video marketing before they started offering it to clients, which they’ve done.
Now, they’re rolling out video production and marketing services to complement their suite of client offerings. Expect great things for ROI Amplified and their client roster in the coming months!