Maximise Video ROI: Strategies for Tech & Life Science Startups 

A well-produced video can really open doors for start-ups. But video ROI doesn’t necessarily come from the video itself. It comes from what you do with it.

To make your investment count, you need a plan to amplify its reach, boost engagement, and use the right tools to track success. 

In this blog, you’ll learn 7 of the most important strategies to maximise your video’s impact and ROI.

1. Start with a Clear Purpose

A video that tries to do everything ends up doing nothing well. A video designed to convert customers shouldn’t look the same as one aimed at landing funding.

So, before production begins, nail down who your audience is and what you want them to do after watching it. The clearer the purpose, the more effective the video, and the greater the video ROI.

• Is it for customers? Your messaging should focus on benefits and solving their problems. 

• Is it for investors? Make the future of your product or company feel inevitable and worth betting on. 

• It it for internal teams? Ensure your video helps them understand and adopt your vision or product. 

2. Design Your Video to Work Everywhere 

Start by making your video versatile. Think of it as a modular asset, not a standalone piece. To maximise your video ROI it needs to adapt seamlessly across platforms.

Key elements to focus on: 

• Messaging: Ensure the video’s core message resonates whether it’s played on mute (social media) or embedded in a formal pitch. 

• Length: Aim for flexible formats. Edit down for ads or extend for presentations. 

• Visual Style: Prioritise a clean, modern design that matches your brand across all channels.  

3. Amplify Results with Technology 

Tech tools are critical for extracting the full value from your video. They can transform your video into an interactive, data-driven marketing tool. 

Here’s how to integrate them: 

• AI-Powered Distribution: Use platforms like Vidyard or Wistia to personalise videos for your audience, whether it’s dynamic CTAs or customised messages for potential customers. 

• Analytics and Heatmaps: Tools like HubSpot or Vimeo Pro let you track viewer engagement. Seeing where people drop off helps refine your future messaging. 

• A/B Testing: Test different video thumbnails, intros, or CTAs across platforms to see what performs best. 

• Interactive Videos: Add clickable hotspots or decision paths that let viewers navigate their own journey. It will make the video more engaging and actionable. 

4. Distribution: The Key to Video ROI 

Distribution is where video ROI is won or lost. Even the best video can’t perform if no one sees it.

Effective distribution will ensure your message reaches its audience and reinforces your brand. Some of the most important aspects of distribution to consider are detailed below.

Use a Multi-Channel Strategy: 

• Owned Channels: Homepage, landing pages, email campaigns. 

• Paid Channels: LinkedIn ads, Google Ads, programmatic video. 

• Earned Channels: PR outreach, partnerships, or co-marketing with industry influencers. 

Perfect the Timing & Placement: 

• Release your video at key moments in your sales or funding cycle.

• For example, launch a demo video on your product page before launch or a testimonial video during an investor roadshow. 

Repurpose the Video: 

• Website: Feature it on your homepage, landing pages, or product pages to boost conversions. 

• Social Media: Chop it into shorter clips for LinkedIn, Twitter, Instagram, or TikTok. 

• Email Campaigns: Videos in emails can increase click-through rates by 300%. 

• Pitch Decks: Use it to make investor presentations more engaging and memorable. 

• Events: Whether virtual or in-person, a great video can grab attention and set the tone. 

• Sales Outreach: Personalise your outreach by embedding videos into cold emails to warm up leads. 

5. Align Video with the Customer Journey 

Your video should guide your audience through the stages of a customer’s journey, which is: awareness, consideration, and decision-making. 

You need to understand what your different viewers may need to make sure your video(s) speak to each of them directly.

• Awareness: Use short, high-impact videos to grab attention (social media ads, event loops). 

• Consideration: Provide deeper insights with case studies or explainer videos on your site. 

• Decision: Reinforce confidence with testimonials, demos, or founder narratives. 

6. The Lifecycle Advantage: Think Long-Term 

Great videos don’t expire. Plan your video as a long-term asset, not a one-off expense.

If you create the right video, you should be able to:

• Reuse it for New Campaigns: Update intros or CTAs to fit new goals. 

• Extend it for Internal Use: Use videos for onboarding or training your team. 

• Leverage it for PR: A well-crafted video can be a centrepiece for press outreach, interviews, or awards submissions.

7. Learn, Iterate, Repeat 

Your first video is the start of a continous feedback loop. Use data to refine your approach and make the next one even better. 

You need to track:

• Key Metrics: Views, engagement, conversions, and how many steps it shaves off your sales process. 

• Audience Feedback: Find out what resonated and what didn’t. 

• Iterative Improvements: Build on what works, whether it’s the tone, style, or distribution strategy.   

Case Study: Leveraging Video ROI 

We worked with a healthtech company, helping them launch a multi-functional explainer video. By pairing the video with a content strategy, including targeted LinkedIn ads and interactive tools, they achieved: 

• €200k Funding: Capital raised to fuel growth and scale up operations.

• 50 Beta Users: Initial customers then helped refine the content strategy based on feedback.

• Expanded Reach: The targeted campaign connected with an audience exceeding 10,000 people.

The key to their success lay in making their video the foundation of their entire communication strategy.

Conclusion: Make Your Video Work Harder 

Video is one of the most versatile tools in your arsenal. But to maximise its value, you need to use it to its full potential. By designing for flexibility, leveraging tech, and focusing on distribution, you’ll create a growth-driving asset and see great video ROI.

At Waking Dreams Media, we can help. We specialise in working with start-ups to craft videos that win investor confidence, capture leads, and scale messaging. Let’s make sure your video works hard for you. 

Ready to get started? Let’s talk, get in touch today!