How to Use Video for Every Stage of the Sales Funnel

Videos are valuable tools in sales and marketing campaigns, helping to build brand awareness, trust and revenue. Throughout the sales funnel, videos can convey information and evoke emotional responses. To make the most of video marketing, tailor the video content and messaging to buyers' stage in their purchase-decision journey.

At the top of the sales funnel, introduce your business and brand. This is a chance to establish trust and loyalty, and use corporate, educational and lifestyle videos to introduce the company, educate viewers and appeal to emotions. Middle-of-the-funnel videos should focus on the specific benefits and features your business provides, while bottom-of-the-funnel videos should make a definitive case for your product or service, with case studies, demonstrations and testimonials.

Webinars offer the chance to go into great detail about your product or service and answer all questions. Address and answer all customer concerns or questions to give them the complete picture of what your business can do for them.