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Are you looking to get the most out of your video strategy? Do you want to know which type of video works best for different stages of the customer journey?

“Nobody reads advertising. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage 

I would say that the same is true of video. Nobody watches business or branded video. People watch what interests them and sometimes it is a business or branded video.

People watch what is interesting and relevant to them in the moment. With this in mind it is easy to understand the importance of creating the right content for your target audience.

You may have successfully created a customer persona, done in depth research into your customer’s demographics, psychographics, interests and what type of pet they always wanted but… where they are in the buyer journey should have a major impact on what type of video you are creating.

If you create something too detailed at the wrong moment the customer won’t watch it. Remember – people watch what interests them.

The video marketing funnel

Making sure that at each stage of their journey with you customers are given content that interests them is one of the secrets to video marketing. Each video provides relevant information at that stage and gently nudges the customer ever closer to the all important purchase and beyond.

The question is… what type of content is best suited to drive your customers through the your sales and marketing funnel?

Well question no longer…

Top of the funnel

Customers either don’t know about your company or your products and services or they have heard of you but don’t know much about you.
All the content here should be about introducing yourself to your audience. Obviously the type of content will vary depending on your specific business and target audience but generally all video should be easy to understand and have little or no technical jargon.

Videos should contain call-to-actions (CTAs) at the end. These shouldn’t be about getting sales immediately but instead build your relationship with the customer: offer them free downloads, other relevant videos, link them to blogs on your website that relate to the video they have just watched etc.

This type of content will most likely be on social media e.g. Facebook, LinkedIn, YouTube etc. and social media users tend to stay within the platform unless they have a very good reason. As a result I wouldn’t advise a CTA that sends people to your website. Instead ask yourself what additional value can I offer?

Thought Leadership

This is about establishing yourself as an expert in your field. This type of content could be interesting to everyone but must be fascinating for your target audience.

  • Showing an interview with a CEO or industry expert on a relevant topic
  • Creating a series of videos that explains the industry in simple terms.
  • Create a regular industry news show

Friendly Brand Video

I say friendly because this isn’t about the traditional corporate videos that explain who you are, what you do and your history (Those still have a place on your website). Instead this should be something fun that connects emotionally with the customer. What do they care about? Show you care as well.

  • Create a video that focusses on your customers ethics
  • Create something that focusses only on the problem and say that you have a solution (save the detail of what it is for later in the funnel).
  • Use animation or something fun to explain the basic version of your business in an easy to understand way (The Dinner Party Mindset is great here)

High-level how to

How to videos are great. They are type of thought leadership and show people that:

  1. You know what you’re talking about
  2. You want to help your customers (even if they aren’t your customers yet)
  3. That you have the answer whenever your customer is worried, feeling uncertain or wants to learn something.

It is important to remember that any ‘How To’ videos at this point in the funnel should be high level. Again… don’t dilute content with technical detail.

For example: If you are a solicitor in residential conveyancing a ‘How To’ on filling in the paperwork is going to be too detailed at this stage but… ‘How To Choose The Right Solicitor’ or ‘How To Sell Your House’ or ‘How To Work Out What Budget You Should Have When Buying A House’. These may not be topics a solicitor will spend much time on in their day to day but they are definitely the things that will catch a customers eye when they are at the stage before selecting a solicitor to help them. At this stage it is about building a relationship with your potential customers.

Make the videos as light-hearted (as appropriately as possible). Choose your topics based on what your customers want.

You can make these live-action or animated, feature yourself or your employees to show the friendly face of your organisation, use screen grabs, if appropriate or all of the above.

High-level product videos

This is a simple and easy idea to explain. These are the equivalent of a TV ad or YouTube pre-roll for your product. They should be short, to the point and memorable – be creative to find a different approach that will connect with your audience.

15% of video should be at the interest stage, 25% of video should be at the learn stage, 40% should be at the evaluation stage, 20% should be a the stage of the funnel where people are justifying the purchase.

How much video should you have at each stage of the funnel?

Middle of the funnel

At this stage in the funnel you are not dealing with totally cold leads. Potential customers know who you are as a business and they know something of your product range and offering.

This is all about pushing leads closer towards making that final conversion to becoming a customer. Therefore all of your content produced for this stage of the funnel should be focussed on helping potential leads learn more so that they can justify a purchase.

When someone is just browsing or beginning a sales process they have a generic idea of what they want and potentially have hundreds or thousands of options available. It is highly impractical for them to watch long videos from all of their options. In the middle of the funnel though they have narrowed their choices down to a shortlist. The side effect of this is that they can afford to give videos more time to help them make the right choice.

As a result content at this stage can be more detailed, offer more technical information and also last longer.

Product videos

The first and most obvious of the videos in the middle of the funnel are the product specific videos. This is not about announcing that something is coming but showcasing a product or service, what it can do and the results it can achieve. 

Details are important and necessary to prove that your claims about your offering are valid. That being said you don’t want to be boring so this isn’t the place to be pushing or creating step by step instructions on maintenance or highly technical elements.

  • Focus less on the features of your product and more on the benefits to your customer.
  • More detailed ‘how-tos’ are powerful tools. Show someone how easy it is to get started or highlight a main feature but don’t get too bogged down on the hidden features or technical detail. You can include more information than at the top of the funnel but you haven’t won the customer yet.

Client stories – proof

When someone buys your product it is because they believe it is going to work. People tend not to make a purchase while they have doubts. Therefore creating proof videos for this stage of the funnel is easily the best use of a budget.

  • Client testimonials should be simple and short and can even be self-shot. They should feel real and genuine and be focussed on the feeling and effect that your product or service has given that customer.
  • Case studies should tell a story. What was the problem a client had before your solution? What did you help them achieve? How easy was it? Detail here is important, facts and figures work as proof. These should be professionally shot to help structure the story and must include some emotion or human element to balance out the statistics. Remember that engaging with emotion is one of the most powerful tools of video.

Personalised content

Personalised content can be an exceptional way to engage with your audience. At this stage in the funnel, when your lead has already proven their interest, engaging with them personally can make the difference between you and competitor. 

For this to work you need to already have their details or use an email gate to generate the video for them. That way you capture the email and they get their personalised video.

Part of the team

As leads get closer to becoming actual, money paying customers, you want to help them feel comfortable with you as a company and the team they are going to be working with.

  • Meet the team video/s. One or more video featuring interviews with key team members. Don’t get too personal but also don’t focus entirely on business. The lead wants to know that they are going to be well taken care but also that they are going to be able to have a decent working relationship with these people.

  • A company video that actually shows your setup, your history and your experience works quite well here. It should be more detailed than any version created of the top of funnel and absolutely must include interviews with key players.

Bottom of the funnel

Congratulations. You’ve navigated a lead through the funnel and here we are. Video content here should have one of two purposes:

  • to push a client over that purchase line
  • to offer support and encourage post-purchase loyalty

Content here can afford to be much more detailed (but still must be accessible) and can have a lower production value as it a lot more about the personal relationship at this stage.

Videos at this stage of the funnel tend to have the shortest life-span as the products and details relating to them often change. Keep this in mind when producing material.

Videos a the bottom of the funnel can also be used for promotion to add value to your product offering i.e. not only does a customer get access to the product but an entire library of instructional videos to help them improve their profits etc.

How tos

Show a customer or lead the level of support you offer. Create how-to videos that cover all the most common and some uncommon features. Use animation, screen grabs and images to give clear instruction on using your product. 

Detail at this stage is important to include but remember to make it accessible. 

You can generate content these videos from user guides, FAQs and questions asked by existing customers.


Although already mentioned FAQs can be a great, friendly way to create a lot of support content quickly and cheaply. You can give these budgets and produce them properly (there is definitely a purpose for this) but, with careful planning and strategy you will find that videos featuring members of the team or yourself answering the question in a clear and concise manner to camera can be very effective.

Keep in touch

Personal videos, holiday well wishes, thank you’s, special offers etc. All of these are great way to keep the lines of communication between you and your customer open. Don’t overdo it – no one wants to receive a message from you everyday – but get the balance right and anytime they need something you offer they will think of you first.


The key to any video you create is always the planning. The same is true of your sales and marketing funnel. Work out who your customer is, where they might interact with you and then create a strategy and content to match.

For more information about Smarter Video take a look here.

Please get in touch and let me know what you would like to learn or read about.

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