Lights, Camera, Action: Why You Should Incorporate Video Into Your Marketing Strategy

Tony Nissen
May 22
6 min read

With 93% of buyers citing video as essential for building trust, and 70% actively using it during their research and decision-making process, the case for video marketing is undeniable.

Video has fundamentally changed how we buy and sell. If you’re not using it, you’re missing out!

Here’s why video content should be part of your sales and marketing strategy, along with some key information to get you started.

Video Marketing in Australia

The Australian digital video advertising market has experienced remarkable growth in recent years.

Back in 2020, video advertising grew by 41 percent year-over-year in the final quarter alone, reaching $642.7 million and becoming the fastest-growing digital advertising segment.

This trend has only accelerated since then, with video now dominating the content landscape across several industries.

For professional services businesses specifically, video offers a way to showcase expertise, build trust, and nurture client relationships in a sector where personal connections matter deeply.

Given Australia’s emphasis on personal relationships, video marketing provides the perfect medium for delivering personalised, authentic, and engaging content that connects, regardless of geographic barriers.

Why Your Business Should Embrace Video Marketing

With seven out of ten decision-makers consuming video content before initiating direct contact, video marketing provides you with an opportunity to:

Establish Rapport: Video showcases your team's personality and deepens client relationships beyond written formats.
Bridge Distances: Overcoming geographical limitations, video connects your services with potential clients nationwide.
Simplify Complexity: Regulatory and professional topics can be visually simplified, making your expertise accessible and understandable.

Effective Video Formats for Professional Services

Not all video content performs equally well for B2B professional services. Let's explore the most effective formats and how they support both brand awareness and lead generation.

1. Explainer Videos: Driving Conversion

Explainer videos (typically 60-90 seconds) succinctly showcase how your services solve client pain points, efficiently converting prospects to enquiries.

Cost-effective and versatile, explainer videos are ideal for highlighting your business's solutions clearly and compellingly.

2. YouTube Content: Establishing Authority

YouTube remains the premier platform for long-form content and thought leadership, actively engaging viewers searching for professional solutions.

Video marketing via YouTube enables precise targeting, builds authority, and contributes to long-term lead generation.

Potential topics include regulatory updates, compliance insights, client case studies, industry interviews, and informative webinars.

3. Short-form Video: Capturing Attention Quickly

Short-form videos (30-60 seconds) via platforms such as Instagram Reels and LinkedIn offer quick, impactful insights suitable for busy executives.

These short clips effectively introduce your team, highlight quick industry tips, or respond rapidly to current events.

4. Video Podcasts: Deepening Relationships

Video podcasts combine the intimacy of audio with the impact of visual content.

By facilitating discussions with experts, clients, or team members, your business becomes a central hub for industry knowledge, significantly deepening client relationships.

Video Marketing to Build Brand Awareness

For professional services businesses, brand awareness isn't just about name recognition - it's about being remembered when a specific need arises.

Creating Memorable Brand Impressions

With the human brain processing visual information 60,000 times faster than text, video is an incredibly efficient medium for both brand messaging and creating this top-of-mind awareness.

Research indicates that 94% of agencies using digital video for increasing brand awareness expressed satisfaction with their campaign results.

This high satisfaction rate stems from video's ability to:

Communicate values and culture authentically
Demonstrate expertise in action rather than just claiming it
Create emotional connections that text-based content rarely achieves
Reach audiences across multiple platforms and touchpoints

Brand Storytelling Through Video

Imagine being so engrossed in a narrative that you forget you're actually being pitched a product or a service.

This is the transformative power of storytelling in sales and marketing - a tool that not only captures attention but also forges lasting emotional connections.

Every business has stories worth telling - client success stories, the founding vision, or the impact of your work.

Video brings these stories to life in ways that resonate deeply with potential clients.

Tips for success here include:

Focusing on client transformation rather than technical service details
Featuring real team members rather than actors when possible
Addressing genuine industry challenges your firm helps solve
Maintaining a consistent visual style that reinforces your brand identity

Video for Lead Generation: Converting Viewers to Clients

Beyond building awareness, video content excels at generating qualified leads for professional services firms.

An impressive 87% of marketers attribute increased lead generation to their video content.

The Lead Generation Video Funnel

For maximum effectiveness, develop video content that addresses each stage of the buyer's journey:

Awareness Stage: Educational content that addresses common industry challenges
Consideration Stage: Case studies and service explanations that position your solution
Decision Stage: Client testimonials and detailed methodology videos that build confidence

At each stage, strategic calls-to-action (CTA) should be used to direct viewers toward appropriate next steps.

Killer CTA's for B2B businesses include:

Registering for a free event (online or person)
Booking a call or consultation
Downloading a high-value content offer (Lead Magnet) or accessing an educational resource - like a white paper or ROI calculator

Measuring Video Lead Generation Success

Measuring the ROI of video marketing is essential.

Key metrics to track include:

View-to-inquiry conversion rates
Time-on-page for website videos
Lead quality from video-sourced inquiries
Client acquisition cost for video-generated leads

Most marketers allocate 21-30% of their video marketing budget to creation and distribution, suggesting this level of investment delivers meaningful returns for B2B organisations.

Effective Distribution Strategies

Creating engaging videos is only part of successful video marketing - distribution is equally critical:

Host videos prominently on your website
Adapt content for different platforms (LinkedIn, YouTube, Instagram)
Incorporate videos into email campaigns
Leverage targeted advertising opportunities on platforms like YouTube and LinkedIn

The Future of Video Marketing for Professional Services

Key emerging trends to consider include:

Personalised video messaging will become standard for high-value prospect outreach, with firms using local context as a differentiator.
Interactive video elements will increase engagement and lead qualification, allowing viewers to self-select relevant service information.
Virtual office tours and team experiences will help bridge the gap between digital and personal service delivery.
Live video events will continue growing as relationship-building opportunities, particularly valuable for connecting metropolitan firms with regional clients.

With 68% of marketers who haven't yet embraced video planning to start in 2025, those who establish their video presence now will have a significant competitive advantage in the market.

Getting Started: Your First 90 Days of Video Marketing

Here's a practical 90-day plan to start incorporating video marketing into your business:

For Small Businesses (1-10 people):

Week 1-2: Create smartphone-quality "Meet the Team" videos for your website
Week 3-4: Record an explainer video addressing your most common client question
Week 5-8: Establish a monthly video FAQ series addressing business challenges
Week 9-12: Invite an industry partner for a simple interview video to expand reach

For Mid-Size Businesses (11-50 people):

Month 1: Conduct a professional filming day to create core brand and service videos
Month 2: Launch a fortnightly short-form video series on LinkedIn and Instagram
Month 3: Begin a monthly video podcast featuring client conversations or industry updates

For Large Businesses (50+ people):

Month 1: Develop comprehensive video branding guidelines and training for service teams
Month 2: Create department-specific content showcasing expertise across service lines
Month 3: Launch an integrated campaign combining professional brand videos with team-created authentic content

Now is Your Time to Shine

For Australian B2B businesses, video content represents a tremendous opportunity to build brand awareness and generate quality leads.

The most successful will approach video not as a standalone tactic but as an integrated element of their overall marketing strategy.

By crafting authentic, helpful content that showcases your expertise and addresses client needs, you create assets that work continuously to build your brand and fill your pipeline.

Whether you start with simple explainer videos, short social media clips, or more ambitious YouTube content, the important thing is to begin.

The Australian market is increasingly responsive to video content, and your business can benefit significantly from this growing trend!