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Why Video is Crucial to Your Marketing Automation Strategy

7 Min Read

Marketing automation is not a trend, it’s a staple. Longterm, it does a lot more than just “send emails.” Marketing automation is a tool that can guide your users all the way through the customer’s journey, helping them convert from the minute they first land on your website, through the moment they finally hit the Buy button.

By now, you know we live in a visually-driven society that relies on marketing automation. Most people don’t want to read anything; They want information spoon-fed to them. Think about it. If you’re looking to buy a new laptop, do you want to read a long, technical description? Or do you want to view pictures and watch a product review video? As a small business owner, you must be a professional, but you can’t overthink it, or you’ll be driving away all your potential buyers. You have to put yourself in their shoes and create the content they want to see. They want their shopping experience to be easy and enjoyable. That’s where creating a video marketing strategy comes in.

Mock up PC Screen, blue plank background

Even with online videos, you have to be careful. Most consumers don’t want to take too much time researching a product, so don’t create a 20-minute-long ramble of all the technical details of your product or service; keep it under two minutes and include only the most important information about your product or service. Make it as simple and enjoyable as possible. Remember that marketing automation isn’t just key for the purpose of your business and your video marketing strategy, it’s key to your customers, as well!

In a recent Demand Metric study, nearly 70 percent of respondents agreed that video engagement data is effective as a lead quality or business opportunity indicator, but only 9 percent of companies have actually integrated video viewing data with their CRM or marketing automation systems and are actively exploiting that data.

Where in my automation strategy can I use video?

Marketing automation software is any software that automates your company’s marketing capabilities. Everything from email to social media marketing can be automated, and any action that’s automated can include a branded video. But where exactly should you start?

Customer Relationship Management (CRM) Automation

This is one of the most crucial areas where you can use video marketing. CRM platforms help you collect, retrieve, and store any and all customer information, from purchase history, to customer service requests, and more. It provides you with a plethora of avenues to communicate with your current or potential customers and enables video communication at scale. And because CRMs collect so much data, the opportunity to personalize your video content is huge, too. Use video to thank a customer for a purchase, to send answers to frequently asked questions, or to provide information relevant to the user’s job position or industry. If you don’t have a software to manage all this information, do your best to collect customer information internally and then devise a CRM strategy of your own. Reach out if a user has viewed a specific product but not purchased, if they’ve read your online product reviews, or if they’ve communicated with your customer services reps. The opportunities are endless!

Email Marketing Automation

There are tons of email automation software available to companies big and small, and adding video to them is super easy. Create automated email workflows based on user actions, requests for information, or user behavior, like cart abandonment, and include a relevant video. Create videos answering their questions, or create informational videos you can include in newsletter emails. Your goal should be to include videos as much as possible in your email communication. Videos in email have been shown to increase click-through rates (CTR) by over 96 percent on the first introductory email, and emails with the word “video” in the subject line are opened 7 percent more often, so start creating some engaging video content to liven up your automated email workflows.

Site Automation 

Website automation software helps you create content, landing pages, website forms for lead generation, and more with ease. Anytime you create a new landing page, blog post, product page, or contact page, include video to help make your website more dynamic and engaging. Videos help increase the time spent on your pages, so use them everywhere you see fit. If you have a special promotion or event, use video to bring that event to life. Video can be especially effective on how-to pages or testimonial pages, where the content is more likely to drive a purchase decision.

Social Media Automation

Hopefully we don’t need to tell you that video drives the most engagement on social media. Almost every social media platform is prioritizing video, and video by far outperforms all other types of content, including text, links, and images. Use your social media automation to automate video posts. Schedule posts way in advance and start seeing how your audience reacts. The great thing about social media is the ability to test all types of video content – brand videos, industry videos, testimonials, and more can all be posted on social media. Just be sure your automation software allows for native video publishing, so your videos play automatically as the user scrolls (if they don’t, your videos are less likely to be seen.)


At Lemonlight, our top priority is creating beautiful, high-quality video content tailored to the needs of your company. If one of your big goals is optimizing your marketing automation strategy with video, talk to one of our Creative Producers, who can walk you through what type of video might work best for you.

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