The ROI of Video Storytelling

3 Ways to Create a Video that Drives Leads

Marketing is no longer about the stuff that you make, but about the stories you tell.

— Seth Godin

Telling a good story means giving your audience something that interests them. Telling a great story, however, combines interest and value to engage your target audience. Making a good story great can mean the difference in generating a lead, advancing prospective customers in the sales cycle and, ultimately, winning new business.

So how do you tell a great story that effectively communicates your brand’s story, while also differentiating your company, product(s) and services? One of the most effective ways is through video storytelling–a critical element of any successful brand journalism strategy.

Recent statistics show that video marketing is working: Of the 96 percent of B2B companies that use video in some capacity in their marketing campaigns, 73 percent report a positive ROI. Additionally, including video on a landing page can increase conversion rates by 80 percent, and including video in an email campaign can increase click-through rates by 200-300 percent.

Here are a few tips for creating a compelling video that will drive leads and ROI.

  • The script is your foundation—keep it short and simple. Like any great story, a successful video depends on how you tell it. Before you start producing your video, think about the key messages you want to convey, the problem/solution you want to highlight and what you want your call to action to be. Keep in mind that the best videos are short and simple. Research shows that five percent of viewers will stop watching a video after one minute, while 60 percent will stop by two minutes, so the sweet spot for maximizing viewers’ attention is ultimately between 30-75 seconds in length. When it comes to writing the script, consider having someone from outside your company draft it for you. This will help to freshen and simplify your key messages and describe your company, product(s) and services in a way that will resonate more with the average viewer.
  • Get creative and think beyond the talking head. Video is currently king of the brand journalism world, and mobile video consumption specifically is increasing at a meteoric rate. Use your video budget wisely and create an asset focused on engaging your target audience and generating leads. Video storytelling can help increase viewers’ emotional connection to your company, so take advantage of the unique opportunity to communicate your brand’s personality, value and overall humanness. Try to refrain from creating a talking brochure and instead, do something different that will give you a leg up on your competitors. There are a variety of video formats that you can choose from when it comes to telling your story, and each come with dramatically different costs and time commitments. From animated whiteboard videos to creative customer case studies to immersive 360-degree video and even virtual reality, the options are endless. Remember that you don’t have to fit everything into one video. Instead, prioritize your content and match each topic with a different style of video—the more dynamic your video library, the better.
  • Put your video to good use through a strong promotion plan. Any great news story has a timely hook. The same is true of video storytelling. Assess your industry for relevant news hooks or conferences that you can use to maximize promotion and value of your video, and then create a promotion plan that will help drive measurable results. For example, we worked with an underwater robotics company that wanted to conduct a mission related to D-Day. Our team at Greenough advised the company to wait until the weeks leading up to the 70th Anniversary of D-Day and then crafted a comprehensive PR and marketing plan to promote it. As part of our strategy, we traveled to England to create a news-style video about the mission and released it to media the week before the anniversary. Because of the timely news hook, we were able to secure coverage on NBC Nightly News with Brian Williams, FOX News and HuffPost, along with more than 70,000 views of our multimedia press release.

    Even if your video doesn’t necessarily go viral, you should create a marketing plan that will help garner as many views as possible through earned and paid channels. Leverage your blog, newsletter and social media channels to share your video. Place the video on key landing pages with a call to action, use a video platform like Wistia, or create an email gate at the beginning or end of the video to capture which viewers are interacting with your video, and how often. If it’s newsworthy, pitch it to relevant media—outlets, especially trade publications, are often hungry for content, so you never know who might bite. You can also consider running the video in your company’s booth at a trade show or sending prospective clients a video mailer brochure or box. We created a series of customer case study videos for a healthcare client, which they then promoted through a video mailer brochure to directly reach their target audience–the client was thrilled with the ROI as it generated numerous leads and created buzz among prospective customers.


Video storytelling offers endless potential, and the market for it continues to follow an upward trajectory. While creating a video is likely on the higher end of your marketing budget, it could also be one of the smartest and more profitable investments your company makes.