Written by Chris Jolley
Contents
Introduction
Video is like the Swiss Army knife of marketing and sales. It’s versatile, reliable, and surprisingly effective at solving problems you didn’t even know you had.
But here’s the thing: most businesses use video like a blunt instrument. They create one “about us” video, stick it on their homepage, and wonder why their conversion rates are still flatter than a pancake.
The truth? Different stages of your sales funnel need different types of video. What works for someone who’s never heard of you won’t work for someone ready to buy.
The good news is that once you understand the funnel, video becomes your secret weapon at every level.
Bad news: you’ll need more than one video. And possibly a decent microphone.
The Sales Funnel: A Quick Refresher
Think of your sales funnel like a nightclub queue. At the top, you’ve got curious passersby wondering what all the fuss is about. In the middle, people are checking the door policy and deciding if they want to commit. At the bottom, they’re reaching for their wallets.
Your job? Guide them smoothly from “Who are you?” or “This place looks good” to “Take my money.”
Video can be your bouncer, your tour guide, and your bartender all rolled into one.
Top of Funnel: Awareness Stage
The Goal: Get noticed by people who don’t know they need you yet.
The Audience: Scrollers, browsers, and casual researchers who stumbled across your content.
The Video Strategy: Educational content that solves problems without selling.
What Works Here:
Educational Videos: Think “How to” guides, industry insights, and problem-solving content. You’re not selling yet, you’re just helping. Like that friend who always has useful life hacks, except you’re a business.
Behind-the-Scenes Content: People are naturally nosy. Show them how the sausage gets made (metaphorically, unless you’re actually in the sausage business).
Trend Commentary: Jump on industry trends with your take. Be the voice people turn to when they want to understand what’s happening in your space.
Top Tip: Keep it short, snappy, and shareable. You’re competing with cat videos and TikTok dances for attention.
Middle of Funnel: Consideration Stage
The Goal: Build trust and demonstrate value with people who know they have a problem.
The Audience: Researchers comparing options, reading reviews, and generally doing their homework.
The Video Strategy: Show, don’t just tell.
What Works Here:
Case Studies and Success Stories: Real clients, real results, real testimonials. Nothing beats social proof wrapped in a compelling story.
Product Demonstrations: Show your service or product in action. If you can make someone go “Oh, that’s clever,” you’re winning.
Expert Interviews: Position yourself as the authority by talking to other authorities. It’s like name-dropping, but educational.
Comparison Videos: Address the elephant in the room: why choose you over the competition? Be honest, be fair, but be convincing.
Pro Move: Include real customer testimonials. According to Wyzowl, 79% of people say they’ve been convinced to buy software or an app by watching a brand video.
Bottom of Funnel: Decision Stage
The Goal: Convert warm prospects into paying customers.
The Audience: People with credit cards in hand who just need that final nudge.
The Video Strategy: Remove friction and seal the deal.
What Works Here:
Personalised Video Messages: Send a quick personal video to hot prospects. It’s unexpected, memorable, and shows you care enough to hit record.
Product Walkthroughs: Detailed demonstrations that answer specific questions and overcome final objections.
Onboarding Previews: Show them exactly what happens after they buy. Remove the mystery and the fear of buyer’s remorse.
Limited-Time Offers: Create urgency with time-sensitive deals delivered via video. Just don’t overdo it – nobody likes a pushy salesperson.
Secret Weapon: Video sales messages from actual humans. Tools like Loom or BombBomb make this surprisingly easy.
Post-Purchase: Retention and Advocacy
The Goal: Keep customers happy and turn them into advocates.
The Audience: Existing customers who could buy more or refer others.
The Video Strategy: Delight, educate, and expand.
What Works Here:
Onboarding Series: Help customers get the most from their purchase with step-by-step video guides.
Tips and Advanced Features: Keep providing value with ongoing educational content.
Thank You Messages: A simple “thanks for choosing us” video can work wonders for customer satisfaction.
User-Generated Content: Encourage customers to create their own videos featuring your product or service.
The Technical Stuff (Don’t Panic)
You don’t need a Hollywood budget or a film degree. You need:
- Decent audio (more important than perfect video)
- Good lighting (natural light from a window works)(check out our blog on getting the perfect lighting for your corporate video)
- A clear message (script it out, even if you don’t read it word-for-word)
- A call-to-action (tell people what to do next)
Platform-Specific Tips:
- LinkedIn: Professional, educational content performs best
- Instagram: Behind-the-scenes and lifestyle content
- YouTube: Can be used for longer-form educational content and tutorials, or as YouTube Shorts like TikTok or Insta Reels
- Email: Personal video messages and product demos
Measuring What Matters
Track different metrics at each stage:
- Top of Funnel: Views, shares, engagement
- Middle of Funnel: Click-through rates, time watched
- Bottom of Funnel: Conversion rates, sales attributed to video
- Post-Purchase: Customer satisfaction scores, repeat purchase rates
We have an entire article dedicated to understanding how to measure the impact of a corporate video. You should check it out.
Common Mistakes to Avoid
The One-Size-Fits-All Approach: Using the same video for someone who’s never heard of you and someone ready to buy is like wearing a tuxedo to the gym.
Talking Too Much About Yourself: Nobody cares about your company history in the awareness stage. They care about their problems.
Forgetting the Call-to-Action: Every video should have a clear next step, whether it’s subscribing, downloading, or buying.
Perfectionism Paralysis: Done is better than perfect. Start with what you have and improve as you go.
Final Thoughts
Video isn’t just about going viral or winning creative awards. It’s about moving people smoothly through your sales process, building trust at every step, and making it easier for customers to choose you.
The businesses that master video at each funnel stage don’t just get more customers – they get better customers who understand the value they’re getting.
Ready to turn your sales funnel into a conversion machine? Start with one stage and one video type, and then build from there.
Remember: you don’t need to be the next Spielberg. You just need to be helpful, honest, and human.
Now, where did you put that microphone?
Need help? Check out our comprehensive guide on getting started with video marketing, or better yet, get in touch. I’m always happy to help.
