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Return on Investment (ROI)

In: Online Video Revolution

Author

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  • John Cecil

Abstract

This is the chapter you wanted to read first, right? Maybe you started with this section and figure you’ll make it through the rest of the book’s content when you have more time. You should make money on your videos, and this chapter will highlight ways to do that successfully. You should also be able to easily cover the cost of your video production and the delivery of your content. When production is done right, you will have properly executed the rules and put the tips into full force during production; these steps alone will contribute greatly to your return on investment (ROI). But ROI is not about the money. The ROI of placing video on your website for online viewers is about increasing your conversions—the sales and the sales leads. The ROI flows in from these sales and these future purchases. When your video is done properly, there will be a return on the time, energy, and money you put into the production, not just on what you are spending on the marketing side of it. In this chapter you will learn about the following: Which video formats to use to get your content in front of your customers; How to measure clicks, impressions, views, or visits; How and why testing your video can increase your sales leads and conversions; How to measure your customers’ viewing and abandonment points; Exploring video’s other uses.

Suggested Citation

  • John Cecil, 2012. "Return on Investment (ROI)," Palgrave Macmillan Books, in: Online Video Revolution, chapter 0, pages 87-105, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51124-9_6
    DOI: 10.1007/978-1-137-51124-9_6
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