Increase Inbound Leads with Video Marketing

Increase Inbound Leads with Video Marketing

Increase Inbound Leads with Video Marketing 1200 900 DRAWS STUDIO

Incorporating compelling visuals and persuasive storytelling for your video content effectively captures your audience’s attention and conveys your company’s vision and message. From product demos to customer testimonials, videos provide immersive experiences that build trust and credibility. 

Harness the power of video marketing to generate more inbound sales and propel your business to new heights. Learn more about creating video marketing strategies, how to maximise its capabilities, and how it can unlock your business’s full potential below.

Video marketing

How to Create a Video Marketing Strategy

Video animation has created more opportunities for businesses to turn heads and generate leads. Here’s a step-by-step guide to planning and creating video content that aligns with your b2b marketing strategies:

Choose your target audience and find out where they spend their time

1. Choose your target audience and find out where they spend their time

Forget about being everywhere at all times. The key to effective video marketing efforts is positioning them in the right place at the right time. It is crucial to first identify your target audience and understand their online habits and preferences, enabling you to choose the most effective platforms for reaching them and tailor your content accordingly.

Forget about being everywhere at all times. The key to effective video marketing efforts is positioning them in the right place at the right time. It is crucial to first identify your target audience and understand their online habits and preferences, enabling you to choose the most effective platforms for reaching them and tailor your content accordingly.

2. Connect with stakeholders to align on a plan
for the video

Regularly coordinate with your marketing team, executives, and creative professionals to align on goals, messaging, and distribution plans for your video content. Doing so not only maximises the video’s potential but it also fosters collaboration within your team.

Connect with stakeholders to align on a plan for the video

Connect with stakeholders to align on a plan for the video
Set a timeline and budget for your video

3. Set a timeline
and budget for your video

Setting a clear timeline and budget for your video marketing efforts helps in managing resources effectively, ensuring timely execution, and avoiding overspending. Consistently preparing a timeline and budget plan for your projects ultimately contributes to more streamlined and successful campaigns.

4. Choose the
best platform
to distribute
your video

Meeting your customers, whether past or potential, where they are is essential in generating inbound sales leads. Research and analyse various platforms to determine where your audience is most active, whether it’s social media, video-sharing sites, or other online channels.

Choose the best platform to distribute your video
Develop messaging and choose the right types of video for your personas

5. Develop messaging and choose the right types of video for your personas

Develop a compelling and consistent messaging strategy that positions your brand forward and resonates with your target audience. Consider the different types of videos that will best suit your personas, whether it’s product demos, testimonials, explainer videos, or behind-the-scenes content, to captivate and engage your viewers effectively.

6. Decide which metrics you want to track and how you will measure success

Benchmarks like views, engagement, click-through rates, conversions, or brand awareness enable you to assess how effective your video marketing efforts are and if it still serves your company’s vision.

Decide which metrics you want to track and how you will measure success

By determining the metrics you want to track and establishing a system for measuring success, you can continuously optimise your video marketing strategy and make data-driven decisions to improve results.

What Are
Video Marketing Funnels?

Strategically creating and distributing videos across these stages helps move prospects through the marketing funnel. This builds brand awareness, nurtures business relationships, and fuels conversions. Here are the key ideas you should consider when creating video marketing materials:

Top of the Funnel (TOFU) Videos

In this awareness stage, the primary objective is to capture the attention of a broad audience, introduce them to your brand or product, and attract a large pool of potential customers. Videos at this stage should be engaging, informative, and designed to generate interest.

Top of the funnel (TOFU) videos

Here are some examples of video formats you can maximise for this stage:

Adding value through
educational videos

Provide helpful information, answer common questions, or address pain points your target audience may have to deliver value through educational content. Doing so engages with your viewers and establishes your brand as a go-to source for relevant information to attract and nurture potential leads. This includes how-to guides, tutorials, expert interviews, or industry insights.

Presenting yourself
with branded videos

Showcase your company’s unique personality, values, and offerings with branded videos that focus on creating an emotional connection with your audience and highlighting what sets your brand apart. This leaves a lasting impression and creates a positive association between your brand and the viewer.

Middle of the Funnel
(MOFU) Videos

In this consideration stage, prospects have shown interest in your brand and are seeking more information or evaluating their options. Videos at this stage should provide more specific and detailed content that addresses their needs or pain points.

Middle of the funnel (MOFU) videos

Showcasing what you can do
with product demo videos

Highlighting the features, benefits, and functionality of your product or service can influence your customer’s purchasing decisions and assist them further down the funnel. It provides a hands-on experience to potential customers, giving them a deeper understanding of how your offering can solve their problems or meet their needs.

Build credibility through
testimonial videos

Consider publishing videos that feature satisfied customers sharing their positive experiences and the benefits they have gained from using your product or service. Providing social proof helps potential customers overcome any doubts or objections they may have. By featuring relatable individuals who have achieved desirable outcomes with your offering, testimonial videos create an emotional connection with your audience and validate the value of your brand.

The Importance of
Video Marketing

Video content offers a range of advantages, including increased social sharing, improved SEO, higher conversion rates, enhanced mobile engagement, and the ability to educate and build trust. Here are key points that highlight the value of video marketing:

Video marketing encourages social shares

Video marketing encourages social shares

Videos are more likely to capture attention and evoke emotions compared to other content formats. When viewers find videos entertaining, informative, or valuable, they are more inclined to share them on social media platforms. This social sharing not only helps increase brand exposure but also expands your reach to new audiences, potentially leading to increased brand awareness and engagement.

Video marketing improves SEO and boosts conversions
and sales

Incorporating videos on your website or landing pages can positively impact your search engine optimisation (SEO) efforts. Search engines prioritise websites with engaging multimedia content, leading to higher rankings in search results. These videos provide an immersive experience, allowing viewers to better understand your products or services, build trust, and ultimately make more informed purchasing decisions.

Video marketing improves SEO and boosts conversions and sales

Video marketing appeals to mobile users

With the widespread use of smartphones and tablets, mobile viewing has become increasingly prevalent. Video content is particularly well-suited for mobile devices, as it offers a convenient and visually compelling way to consume information. By incorporating mobile-friendly videos into your b2b marketing strategies, you can effectively reach and engage with the growing number of mobile users, enhancing your overall brand visibility and engagement.

Video marketing appeals to mobile users and is great for educating and building trust

Video marketing is great for educating and building trust

Videos provide an excellent platform for educating your audience about your industry, products, or services. It simplifies complex concepts and delivers information in a visually appealing and digestible manner. By showcasing your expertise, featuring customer testimonials, or presenting behind-the-scenes footage, you can establish a connection with your audience, instil confidence, and foster long-term relationships.

Generate Inbound Leads Through Video Animation with Ortus Draws

Generate inbound leads through video animation with Ortus Draws

Video content has become increasingly essential in b2b marketing strategies, and video animation services provide an excellent opportunity for businesses to connect and build relationships with potential customers and partners. 

Ortus Draws has creatively streamlined complex ideas into compelling visuals for companies around the world. By partnering with Ortus Draws for your video marketing needs, you can gain valuable insights into your target audience and position your brand as a trusted and valuable resource. 

Thinking of scaling your video marketing strategies to a global audience? Contact us now!
Thinking of scaling your
video marketing strategies
to a global audience?

If you’ve reached this far into the blog, then maybe this is your time to work on a project with us. Message us today to find out more!


Ortus Draws is a live sketchnoting company that specialises in bringing ideas to life with creative and informative mind maps, video animation, and graphic illustrations. Our sketchnotes capture the key points of virtual events, roundtables, webinars, discussions, conferences, presentations, pitches, interviews, and internal meetings. Are you looking for an illustrator for your event? Contact us now!