How To Use Video In Your Sales Funnel

Video marketing has rocketed and is now a staple of all stages in the sales funnel. It’s a true lifecycle medium that can nurture new clients into buying and forge enduring relationships that inspire your audiences to champion you.

Consider these stats [1]:

• 87% of marketers say video has increased traffic to their website.
• 83% of marketers say video has helped them generate leads.
• 81% of marketers say video has increased dwell time on their website.
• 80% of marketers say video has directly helped to increase sales.

If you are looking to create more video content that will attract, convert and retain potential customers, consider the different stages of the sales funnel and the most appropriate video for each stage…

1. Awareness

Typically shorter videos via high-impact messaging used across social media entice people to find out more. These videos could be adverts, or short promo videos, that fuel an aspiration, fulfil a need, or maybe address a problem that the prospect is experiencing.

2. Consideration

Demo videos, webinars and FAQ videos sent out via email after the prospective buyer shows interest. We know 96% of customers would rather learn about a product or service via video [2], so this is all about showing how you can solve their problem.

3. Decision

Why should buyers choose you over a competitor? Here, video testimonials, case studies and brand value videos all work really well to seal the deal and convert. These could be shown live in client presentations or sent directly via email. And don’t forget to have these on your website and social marketing channels – 55% of YouTube viewers use video to help make a purchase decision. [3]

4. Action

Ensuring your customer has the best experience possible after purchase. Content could include instructional ‘How-To’ and product demos, or inspirational videos to get the most out of your product e.g. house plant growing tips for a gardening brand, or recipe or instructional videos for a kitchen appliance brand.

5. Advocate

Customers who love your products and services will happily recommend you to others. This is the ‘ladder of loyalty’ [4] where advocates send referrals your way, write positive reviews and post pictures of themselves with their prized buys. Why not encourage them to record a video testimonial? You could also identify influencers and ask them to review your new products on their YouTube channel, for example. Take a look at what some of our clients say about us in the video below, and check out our blog on how to turn your customers into your best salespeople. 

The flexibility of video means you don’t have to be too prescriptive on the kind of video you use when. For example, why not use an FAQ at the ‘Decision’ stage and an influencer review at ‘Awareness’? The bottom line is to keep your audience interested and engaged.

Find out how Definition Media can help you incorporate video content into your marketing and sales strategy. Get in touch by calling 01789 416990 or emailing