Would you reasonably learn a dense product web page or watch a crisp, informative video that walks you thru all the things in seconds? Customers usually desire the latter, making video essential for transferring prospects from consciousness to motion —a foundational factor of any profitable Video Marketing Strategy.
Right here’s the factor: Most companies acknowledge the power of video, however few successfully align their movies — or leverage the most recent video technologies — with every stage of the gross sales funnel.
So, how will you successfully use video content material in your gross sales funnel?
It begins with understanding your purchaser’s journey — and delivering the correct video on the proper time.
On this put up, I’ll stroll by way of how every kind of video maps to particular funnel levels. I’ll present you use video content material in your gross sales funnel deliberately so each view counts.
Understanding the Gross sales Funnel
Each profitable enterprise operates on a easy precept: guiding prospects by way of a predictable journey. This journey takes them from preliminary consciousness to loyal advocacy.
This journey, generally known as the gross sales funnel, represents a scientific strategy of changing strangers into prospects and prospects into promoters. Many corporations streamline and observe this course of utilizing instruments like Salesforce, which assist handle leads and optimize every stage of the funnel.
Earlier than you should use video content in your gross sales funnel, it’s important to grasp the place your viewers is within the gross sales course of. Right here’s a fast breakdown of the normal gross sales funnel levels:
- Prime of Funnel (TOFU) — Consciousness: Your viewers discovers your model for the primary time
- Center of Funnel (MOFU) — Consideration/Curiosity: Your prospects consider options and evaluate choices
- Backside of Funnel (BOFU) — Determination/Motion: They’re prepared to purchase and simply want a closing nudge
- Put up-Buy — Retention/Advocacy: Current prospects turn into repeat consumers and doubtlessly model advocates
In line with this Attrock information on constructing gross sales funnels from scratch, aligning content material sorts with funnel phases results in considerably increased conversion and engagement charges.
That’s why it’s so essential to use video content in your gross sales funnel strategically, making certain every bit speaks on to the place your viewers is of their shopping for journey.
Every stage within the gross sales funnel displays a special mindset, which suggests your content material, particularly video, ought to mirror that too. A product demo video gained’t work if somebody doesn’t even know what your product does.
Find out how to Use Video Content material in Your Gross sales Funnel
To maximise your marketing strategy, don’t just create videos — use video content material in your gross sales funnel strategically, from the notice to retention levels.
Right here’s how.
Prime of Funnel: Consciousness Stage Video Content material
The attention stage is all about making a very good first impression.
Your aim right here is to seize consideration whereas offering real worth to a broad viewers with the intention to enhance brand awareness. While you use video content material in your sales funnel at this stage, deal with schooling reasonably than promotion.
The concept is to spark curiosity, present worth, and encourage them to be taught extra, all with out feeling like a gross sales pitch.
Why’s that?
Prospects at this degree are researching issues, exploring options, and consuming content material that helps them higher perceive their scenario. Use video content material in your gross sales funnel to place your model as a useful useful resource reasonably than a pushy vendor.
The simplest awareness-stage movies embrace:
- Quick-Kind Social Movies: Visually partaking reels or shorts that may be shared simply
- Model Storytelling Movies: They spotlight your mission, values, and who you serve to humanize your brand and construct emotional resonance
- Academic Tutorials: These step-by-step guides remedy frequent trade issues or present area of interest insights
- Explainer Movies: Concise, informative content material that highlights a standard drawback and the way your model can remedy it
You can even repurpose your videos throughout advert platforms, particularly when operating consciousness campaigns. Right here’s an instance of an explainer video from Dropbox:
Key metrics to observe:
- Watch time
- View rely
- Engagement (likes, feedback, shares)
- Site visitors to linked weblog posts or touchdown pages
Integrating these movies with different advertising efforts, equivalent to blog email marketing, can additional prolong your attain. Moreover, it may well guarantee prospects interact along with your model throughout a number of channels.
Center of Funnel: Consideration Stage Video Content material
At this stage, prospects acknowledge they’ve an issue and are actively evaluating potential options. They’re evaluating choices, studying reviews, and searching for proof that your method works.
That is the place you employ video content material in your gross sales funnel to construct belief and exhibit your experience. Your movies want to tell, nurture, and reassure. They need to handle particular objections whereas showcasing your distinctive worth proposition — for instance, a model promoting a Swarovski necklace might use close-up product movies to emphasise craftsmanship and high quality, serving to consumers really feel assured of their selection.
One of the best consideration-stage movies deal with proof and differentiation. That is the place Product Video Production performs a significant position — permitting manufacturers to showcase worth visually and credibly.
- Buyer Testimonials: Present actual purchasers sharing genuine success tales that showcase real-world advantages and experiences
- Webinars and Professional Interviews: Educate your viewers on related subjects whereas positioning your model as an authority
- Behind-the-Scenes Content material: Provide transparency into your course of or group tradition to construct a human connection
- Product Demos: Present clear, step-by-step breakdowns of your product’s options and advantages in motion
- Case Examine Breakdowns: Give detailed analyses of the way you solved specific challenges
These presentation videos can distill advanced concepts into digestible visible pitches and shine when utilized in electronic mail sequences, on touchdown pages, or as a part of a LinkedIn content material technique. For manufacturers utilizing LinkedIn to have interaction leads, integrating it with HubSpot or different CRMs can streamline viewers focusing on.
Right here’s a product demo instance from Considered:
Key metrics to observe:
- Video completion charge
- Watch time and engagement
- Lead type submissions or demo bookings
- Click on-through charge (CTR) from video to touchdown web page
While you use video content material in your gross sales funnel at this stage, it ought to convey a consultative method reasonably than a pushy one.
Be particular, data-driven, and solutions-oriented. A well-placed CTA like “Schedule a free demo” or “Obtain our purchaser’s information” can lead prospects seamlessly to the subsequent step.
Backside of Funnel: Determination Stage Video Content material
On the resolution stage, your leads are on the verge of creating a purchase order.
They’ve completed the analysis, explored their choices, and now they want one final nudge to maneuver ahead. That is the place you employ video content material in your gross sales funnel to take away doubts and seal the deal.
Your prospects will doubtless have particular issues about implementation, pricing, timelines, and outcomes. They’re searching for customized consideration and detailed data that straight addresses their distinctive scenario.
As such, purpose to supply readability, instill confidence, and cut back perceived danger. Use video content material in your gross sales funnel on the resolution stage to supply solutions and clear subsequent steps. For instance:
- Comparability Movies: Aspect-by-side comparability of your product vs. rivals, highlighting strengths and differentiators
- Detailed Pricing Walkthroughs: Give prospects a clear rationalization of prices, packages, and worth propositions
- Stay or Recorded Q&A Periods: Handle frequent objections or hesitations, and make your model really feel approachable
- Restricted-Time Provide Displays: Drive urgency with time-sensitive proposals that encourage rapid motion
- Customized Gross sales Movies: Present tailor-made messages addressing particular shopper ache factors or use instances
These movies are best on gross sales touchdown pages, in retargeting advert campaigns, and through direct gross sales outreach (like in chilly emails or follow-ups).
Including them to pricing pages can even assist cut back bounce charges and enhance the time customers spend on the web page.
Key metrics to observe:
- Conversion charge (from video web page or CTA)
- Drop-off factors in video (to optimize for readability)
- Income attribution (from video touchpoints)
- Gross sales certified leads generated
- Return on advert spend (ROAS)
While you use video content material in your gross sales funnel successfully on the backside of the funnel stage, your tone ought to shift from informative to reassuring. Reinforce the advantages, eradicate friction, and use robust CTAs like “Begin your free trial” or “See why 2,000+ groups switched.”
Put up-Buy: Retention and Advocacy
The funnel doesn’t finish on the sale. In actual fact, a number of the most precious video content material you’ll create occurs after a buyer converts.
In case your aim is to spice up loyalty, cut back churn, and construct a base of vocal advocates, it’s essential to use video content material in your gross sales funnel properly past the purpose of buy.
Put up-purchase video content material serves to onboard, interact, and encourage. The aim is to make prospects really feel assured of their buy and excited to stay round. Partnering with a QA testing company might help make sure that your post-purchase platforms and sources ship a seamless, high-quality expertise, additional strengthening buyer satisfaction and belief.
At this stage, sales funnel software will be particularly priceless in monitoring buyer engagement, figuring out churn dangers, and triggering well timed follow-up content material equivalent to onboarding tutorials or product replace bulletins. It helps guarantee your post-purchase movies usually are not solely delivered—but in addition seen, appreciated, and acted upon.
Keep in mind, new prospects want steering, reassurance, and ongoing assist. They’re additionally most susceptible to purchaser’s regret and competing alternate options in the course of the early relationship section.
The simplest post-purchase movies deal with success and ongoing worth:
- Buyer Success Spotlights: Tales showcasing how related purchasers achieved distinctive outcomes
- Onboarding Tutorials: Step-by-step steering for getting began, smoothing the training curve, and reaching fast wins
- Unique Suggestions and Coaching Movies: In-depth schooling and value-packed insights that assist prospects maximize their funding
- Referral or Affiliate Program Explainers: Invites to loyal prospects to share the love and get rewarded
- Product Replace Bulletins: Common communication about new options and enhancements
Host these movies in data bases, email marketing campaigns, loyalty portals, or personal communities. They’re additionally nice for buyer assist automation.
Right here’s a buyer success case from Considered:
Key metrics to observe:
- Buyer retention charge
- Product adoption and have utilization
- NPS (Internet Promoter Rating) modifications after video views
- Social shares and repeat buy charge
- Referral sign-ups or code utilization
- Assist ticket quantity
While you use video content material in your gross sales funnel to maintain prospects engaged after the sale, you flip consumers into loyal advocates. These movies make prospects excited to remain linked along with your model.
Last Ideas
While you systematically use video content material in your gross sales funnel, you create a robust engine to amplify business growth. Success, nonetheless, comes from aligning every video along with your viewers’s wants at each stage of their journey.
Begin by auditing your present video content material in opposition to every funnel stage. Then, establish gaps in your technique and start creating focused content material that naturally guides prospects towards conversion.
Your future prospects are already watching movies. Guarantee they’re watching yours at precisely the second they’re able to make a purchase order.
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