How Marketing Animation Can Help Your Leads and Conversions

21 May, 2019  

When businesses start thinking about creating video content, they usually believe that live action video is the way to go. But the fact is that it usually requires big budgets and biiig production teams, and it’s not always the best choice. Don’t be mistaken though, this doesn’t mean that all marketing videos are this hard to make!

In fact, for many businesses marketing animation videos are the best way to go.

Professional animated videos can be made with lower budgets than live action videos, and they’re less cumbersome to produce. All with an added magical touch: every single element in an animated video can be tailored to speak directly to your customers!

But how do they help attract leads and boost conversions? Animated videos work wonders when they’re placed in the right moment of your buyer’s journey. This is all thanks to the power of inbound marketing.

So, basically, the secret is to identify the key moments in your buyer’s journey and deliver video content that helps them go through every step of it — all the way to the purchase phase(and beyond!).

Let’s see how you can boost those conversions and attract leads by using marketing animation!

How to make an animated video

Make content that speaks to your customers

You can’t make video content if you don’t know what your customers need. Your content needs to speak directly to them, so they feel identified with and more willing to listen to what you have to say — which will ultimately help you attract better leads and get more conversions.

Luckily, as we mentioned before, animated videos help you customize your content to the tiniest detail — so every single element can be planned to communicate your message. Everything can be customized:


  • Characters: You can model your characters after your buyer personas. This way, your audience will feel identified with the story, and they’ll be more interested in your message. Appealing to their ego is rarely a bad move! 😉
  • Message: Aim your message to the pain point your products solve. If your audience is looking for you to get information, offer them that information before you try to sell them anything. If they belong to your target audience but they don’t know you yet, help them become aware of the need that they have.
  • Visuals: Your audience needs to become aware of who the voice is that’s speaking to them. In marketing videos, this voice is your brand, and you can increase brand awareness and get more leads by adding branded elements to your video’s visuals. For example, you could apply a branded color palette or include your logo in key moments of the video.


Want to see it all come together? Take a look:

All of this will work wonders if you need to engage your audience and stick your message in their minds. One thing that animated videos have is that they stay in your audience’s memory!

Memorable content is a great asset to have, especially when you’re making digital campaigns: your future leads and customers watch hundreds of different things every day. If they remember your video, you have an edge.

Boost your SEO: If your content is easier to find, it’ll have more power

A video that nobody can find or that is not correctly distributed, is a lost inversion. This is why you need to make your videos attractive for the search engines!


  • Write an accurate description: Make it brief and make it precise, and add the necessary tags to it so that people can find them.
  • Create a catchy title, remembering to include the main keyword.
  • Add it to your YouTube channel and in the most important place of your website (like your landing page).


Video content on its own usually attracts Google’s attention when it comes to search rankings. A video posted on a website triples the chance of this website being linked by search engines.

But animated marketing videos, as they’re made according to the audience’s needs and desires, attract people’s attention organically. Which naturally increases the time they spend on your website. This tells Google (and other search engines) that your website is of interest to the public, so they rank it higher.

And when a video is correctly tagged and uploaded to YouTube, it has an added power: it works as a marketing unit of its own! Viewers that discover your content on YouTube through internal searches may want to know more about your brand and product, and they’ll follow any CTAs that you lay out for them.

(In fact, take a look at this e-book we made about how to rank #1 on YouTube searches. You’re going to find it super useful!)

ebook: How to rank N1 on Youtube

Be in the right place at the right time!

You can spend a lot of time, budget and effort into making animated videos, but if you don’t make them by basing your efforts on a real strategy, then you’re not investing your resources — you’re wasting them.

Learn when and where your videos perform best and distribute your content accordingly. For example, there are studies that say that animated video content increases conversions  more than 80% if placed on a landing page. Why? Because when people enter  a landing page they’re looking for information, and video content is the best way to deliver just that!

They also boost email open rates — so if you think that your email marketing campaigns are not performing well, then now you know that the best place to distribute your video is inside your marketing email.

Just so you can get an idea of how well this works, by adding the word “video” in your email subject line, your open rates go up to more than 65%! Amazing, right?

Understanding how your customers think will be super useful. Remember, your video needs to be in the right place, and at the right time.

Power-up your animated videos

Animated video content will help you increase leads and conversions, but not every kind of video content is the same. When creating a video, make sure that you’re investing your budget in a production team that’s capable of delivering the results that you need.

There are some websites where you can build an animated video out of pre-made animations, and there’s also the option of hiring a freelancer that handles every part of the process on their own. But if you need to obtain real marketing results, you need to start thinking a bit more professionally.

For example, you could create a video made out of pre-made templates that are basically the same for every business, or you could have a personalized one that communicates your brand’s message and values, like this one:



Only a high-quality video will deliver high-quality results — so a video production team with the right professionals and a good portfolio should be the way to go for all businesses. Luckily, there are many options out there that will fit any budget size, so that shouldn’t be a concern.

Make sure that you’re working with a professional team that’s capable of delivering a high-quality product: take a look at their portfolio and their references (testimonial videos are a great way to learn how an animation company solves their clients’ needs!).

Let’s sum it up!

You want your business to acquire more leads and make more conversions. Right? That’s the main goal of all businesses!

And video content is the best way to do it if you apply some strategy to the situation. If you’re going to be investing in animated video content, then you need to do it right.

Learn about your client’s buyer’s journey: Understand their needs, their pain points, and every step that they take from the moment that they become aware of your brand to the moment when they make the purchase. Then, use that information in your favor!

Make sure that your video speaks directly to your target audience, because this will spark identification in them and it’ll help you build brand trust. Also, remember to publish your video in the right place, and at the right moment: you want your audience to find it when it’s more useful for them! Inbound marketing at its finest!

So, are you ready to press play on that marketing animation campaign? If you want to ask us more about the wonders of marketing animation for businesses, just get in touch! We’d love to hear from you 😉

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