How To Use Video To Improve Your Sales And Marketing Efforts
Table of Contents
If you want to use animated video marketing to improve your sales and marketing funnel, this video highlights all the ways you can integrate animated videos into your sales and marketing strategy.
Do you have a question about video marketing that isn’t answered in this article? Use our contact form to ask your question or click the image below to with a member of our production team:
We’re going to be covering things level here so that you can understand all the basic elements and ways you can use video. And then in future videos, I’ll dig into each of these in more detail so you know how to properly implement them. For this video, the idea is to show you all the areas where video fits into the sales and marketing funnel.
Awareness
To start generating interest and awareness in your business, you’ll want to create video content that is tangentially related to your business so that when people are searching online for relevant and related questions, your content will be easier to discover. For example, Video Igniter is an animated video production company, and we create content about how to make, market and promote video content because these are the kinds of topics business owners are searching for.
Notice how we don’t start by talking about ourselves and what we do. Instead, we focus on the topics we can teach to people who are potentially interested in our services down the line.
For these kinds of videos, you’ll want to feature them on YouTube and social channels to make it easy for people to discover you.
Interest
The next level of content is designed for people who have become aware of your business and want to learn more about who you are, what you do, and what the benefits are of working with you.
This kind of video content should reside on your website. Have at least one video on your homepage to explain your business. And if you have additional educational videos, consider putting them behind an email gate in order to help you generate more leads and contacts.
Evaluation
Once you have people interested in potentially doing business with you, this is the time to start presenting more specific videos like, “How to work with us,” and “How to use the product or service.”
Email is a great tool for your sales team to deliver videos directly to your prospects. Many video marketing services like Wistia let you see prospects are watching your videos which helps you determine how interested they are in your business.
This can give you clues about who to follow up with and how to tailor your pitch.
Relationship Nurturing
The last kind of content you want to create is essentially the same as the first kind, however, it serves a slightly different purpose.
When you have a list of prospects that you want to keep engaged with over time, and existing customers that you want to continue to provide value for, we recommend you continue to create educational content that’s tangentially related to your business and can help your existing customers and prospects.
Keep posting this content to YouTube and your social channels in addition to periodically sending these updates out via email.
That’s all for this episode. Thank you for watching, and if you want to support the show, share this episode with someone who will find it useful and you can subscribe and like the content on these channels (Linkedin, Instagram, Facebook).
How to Create a Video Marketing Strategy From Scratch
Creating a successful video marketing strategy starts with a clear understanding of your goals and audience. Without a solid plan, even the most beautifully produced videos can fail to generate results. A thoughtful video marketing strategy ensures that your content is aligned with your brand, optimized for your target platforms, and positioned to drive measurable outcomes—whether that’s boosting awareness, increasing conversions, or supporting customer retention.
Start by defining your video marketing goals. Are you trying to generate leads, explain a complex product, or improve brand recall? Setting SMART goals (specific, measurable, attainable, relevant, time-bound) provides clarity and sets the direction for your content. Next, identify your target audience—consider demographics, pain points, and where your audience spends time online. This helps tailor your messaging and choose the right video format for each viewer segment.
From there, decide which types of video content best match your funnel stages: animated explainer videos work well for the awareness phase, product demos for consideration, and customer testimonials or case studies for decision-making. Build a content calendar that outlines your production schedule, deadlines, and distribution plan to ensure consistency and avoid last-minute scrambles.
An essential component of any video marketing strategy is determining where your videos will live. Will you host them on your website, social platforms, YouTube, or all of the above? Different channels serve different purposes and audiences. Don’t forget to plan for video SEO optimization, including keywords, video titles, descriptions, and transcripts to improve discoverability in search engines.
Finally, establish KPIs to measure performance—such as video views, engagement rates, conversions, or time on page. By consistently evaluating performance and iterating based on data, your video marketing strategy can evolve and improve over time.
How to Optimize Your Videos for Search Engines
Video marketing isn’t just about creating great content—it’s also about ensuring people can find it. That’s where video SEO comes in. Optimizing your videos for search engines increases visibility, drives organic traffic, and helps your content appear in search results, including Google’s video carousel. An effective video marketing strategy should always include steps for SEO optimization.
Start with keyword research. Use tools like Google Keyword Planner or YouTube’s search suggest feature to identify relevant terms your audience is searching for. Incorporate those keywords into your video titles and descriptions to give search engines context. A compelling title should be both clickable and SEO-friendly, while your description should provide a concise overview of the video’s content and include targeted keywords naturally.
Next, add transcripts and captions to your videos. Not only does this make your content more accessible to a wider audience, but it also provides text for search engines to index, improving your chances of ranking for relevant queries. For platforms like YouTube, using tags and accurate categories further helps your video surface in related searches.
Don’t overlook your video thumbnail, which serves as the visual hook for your content. A custom-designed thumbnail that includes brand colors, readable text, and a strong visual cue can dramatically increase your click-through rate.
Embedding your video on a high-quality landing page is another key tactic. Pages that provide additional context and value around the video tend to rank better, especially if they include structured metadata like video schema markup. Submitting a video sitemap to Google can also speed up the indexing process, ensuring your video marketing content is quickly discoverable.
When you optimize your videos for search, you’re not just increasing views—you’re building a sustainable, long-term content asset that contributes to your overall video marketing performance.
Best Practices for Promoting Video Content on Social Media
Creating an engaging video is only half the battle. To get the most out of your video marketing efforts, you need a strong social media promotion plan. Social platforms are where your audience discovers, interacts with, and shares content—making them essential distribution channels for any video marketing campaign.
Start by choosing the right platforms based on your audience. If you’re targeting professionals, LinkedIn is ideal for B2B video marketing. For consumer brands, Instagram, TikTok, and Facebook offer massive reach and high engagement. YouTube remains a powerful search engine in its own right, perfect for educational or evergreen content. Adapt your video format to match the norms of each platform, such as vertical video for Instagram Reels and snappy intros for TikTok.
When posting, always upload videos natively rather than linking from other platforms. Native content performs better in most algorithms and offers richer preview experiences. Use strong hooks in the first 3 seconds to stop the scroll, and always add captions or subtitles, since a large percentage of users watch without sound.
Incorporate relevant hashtags, keywords, and geotags to boost discoverability. Posting at the right time—based on when your audience is most active—also increases visibility. Don’t hesitate to boost high-performing content with paid promotion or use targeted video ads to amplify reach.
Encourage viewers to take action—whether it’s liking, commenting, sharing, or visiting your website. Calls-to-action (CTAs) at the end of the video or in the caption can guide behavior and drive traffic. Monitor performance closely using each platform’s analytics to see what content resonates and adjust your strategy accordingly.
A strong social sharing strategy not only expands your reach but also strengthens your overall video marketing performance by feeding your content into algorithms, sparking conversation, and building community.
Hire Video Igniter To Create Animated Marketing Videos
– World class design talent at prices small businesses can afford.
– You can use Video Igniter to outsource the production of any kind of 2D or 3D animated video you can imagine.
– +20 reasons companies love outsourcing their animation projects to Video Igniter.
– Do you want to create an animated cryptocurrency video or an animated blockchain explainer video that explains how your technology works? We can help with that too.
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Video Marketing Success Stories & Testimonials
“I run a video production company and outsource animation. The team at Video Igniter did a great job in taking the concept I very crudely drew out and made it into a beautiful animation. The review process was easy and their turnaround time was very quick. I’d def recommend them if you’re looking for an animation project.”
Pat Henderson – Founder, Path8 Productions
“Video Igniter came to us with a number of creative and engaging ideas and were able to create an exciting, impactful video in a short period of time. And the best part was that it cost much less than other options of similar quality. The video they made is a great marketing tool for us.”
Alex Raymond – Founder, Kapta Systems
“Video Igniter offered us the critical combination of creative value, clear communication, and patience with stakeholder feedback. We ended up with truly high-quality design assets for our video series largely due to the extra level of commitment — and the right balance of efficiencies with flexibility in the process when called for.”
Larry Schlessinger – Sr. Creative Program Manager, Amazon Web Services
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Video Marketing Resources
These popular video marketing resources are recommended for your video production journey:
How to create an animated sales video?
How do I create animation videos for marketing?
Learn about the animated explainer video production process.
