What is Video Marketing?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

3 minutes

Lead generation

Video marketing refers to the use of videos to promote and market products or services. It is a powerful tool that enables businesses to engage with their target audience, build brand awareness, and drive lead generation. With the increasing popularity of video content online, video marketing has become an essential component of any successful lead generation strategy.

Examples of Video Marketing

There are various ways in which businesses can utilize video marketing to effectively reach their target audience. Some common examples include:

  1. Product Demonstrations: Creating videos that showcase the features and benefits of a product or service can help potential customers understand how it works and why they should consider purchasing it.

  2. Customer Testimonials: Sharing videos of satisfied customers expressing their positive experiences can build trust and credibility, encouraging others to choose your brand.

  3. Explainer Videos: These concise and visually appealing videos provide an overview of a product or service, explaining its value proposition and how it solves a specific problem.

  4. Behind-the-Scenes Footage: Offering a glimpse into the company culture, manufacturing process, or day-to-day operations can humanize the brand and create a stronger connection with the audience.

Importance of Video Marketing

Video marketing holds great significance in lead generation due to several reasons:

  1. Enhanced Engagement: Videos have the ability to capture and retain the attention of viewers more effectively than other forms of content. By incorporating visual and auditory elements, videos can deliver information in an engaging and memorable way.

  2. Improved Brand Awareness: Sharing videos on popular platforms like YouTube or social media channels can significantly increase brand visibility. When viewers find value in the video content, they are more likely to remember and recognize the brand.

  3. Increased Conversion Rates: Studies have shown that including videos on landing pages or in email campaigns can lead to higher conversion rates. Videos have the power to influence purchase decisions by showcasing products or services in action and addressing potential customer concerns.

  4. Better SEO Performance: Search engines prioritize video content, making it more likely to appear in search results. Optimizing videos with relevant keywords and descriptions can improve search engine rankings and drive organic traffic to a website.

How to Use Video Marketing

To effectively use video marketing for lead generation, consider the following steps:

  1. Define Your Goals: Determine the specific objectives you want to achieve with video marketing, such as increasing brand awareness, generating leads, or driving sales.

  2. Know Your Target Audience: Understand your target audience's demographics, preferences, and pain points. This knowledge will help you create videos that resonate with them and address their needs.

  3. Create Compelling Content: Develop high-quality and engaging videos that align with your target audience's interests and preferences. Focus on delivering value, whether it's through educational, entertaining, or inspirational content.

  4. Choose the Right Platforms: Identify the platforms where your target audience is most active, such as YouTube, Facebook, Instagram, or LinkedIn. Tailor your video content to suit each platform and its specific requirements.

  5. Optimize for Search: Use relevant keywords and descriptions when uploading your videos to improve their visibility in search engine results. Include calls-to-action and links in the video description or within the video itself to direct viewers to your website or landing page.

  6. Analyze and Optimize: Regularly monitor the performance of your videos by analyzing metrics like views, engagement, and conversion rates. Identify what works best and refine your video marketing strategy accordingly.

Useful Tips for Video Marketing

Here are some additional tips to enhance your video marketing efforts:

  • Keep videos concise and focused to maintain viewers' attention.
  • Incorporate storytelling techniques to create an emotional connection with the audience.
  • Use captions or subtitles to make your videos accessible and cater to different viewer preferences.
  • Experiment with different video formats, such as tutorials, interviews, or behind-the-scenes footage, to keep your content fresh and engaging.
  • Encourage viewer interaction by asking questions, running contests, or including interactive elements within the video.
  • Don't be afraid to showcase your brand's personality and inject humor or creativity into your videos.


Video marketing is the use of videos to promote a product, service, or brand, and engage with the target audience.
Video marketing is important because it helps businesses increase brand awareness, boost customer engagement, and drive conversions.
Video marketing can generate leads by creating compelling videos that capture the attention of the target audience, including a call-to-action, and promoting the videos through various channels.
Various types of videos are used in video marketing, including explainer videos, product demos, customer testimonials, educational videos, and behind-the-scenes videos.
Video marketing can be done on various platforms, such as YouTube, Facebook, Instagram, LinkedIn, and company websites.
You can measure the success of your video marketing campaigns by tracking metrics like views, engagement, click-through rates, conversions, and analyzing audience feedback.
Some tips for creating effective video content include keeping it concise, telling a compelling story, showcasing the benefits of your product or service, using high-quality visuals and audio, and optimizing for mobile viewing.
Yes, video marketing is suitable for small businesses as it offers a cost-effective way to reach and engage with the target audience, build brand credibility, and stand out from competitors.
Yes, video marketing can help improve search engine rankings as search engines often prioritize video content, and having videos on your website can increase its visibility and attract more organic traffic.
To get started with video marketing, determine your goals, identify your target audience, create a video marketing strategy, produce high-quality videos, promote them through various channels, and analyze the results to refine your approach.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

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