How to Use Video for Every Stage of the Sales Funnel

Videos are powerful tools that have become an essential part of many sales and marketing campaigns. Companies understand the value of video and its effectiveness in building brand awareness and confidence in increasing sales and revenue.

During each stage of the sales funnel, videos can convey information and evoke emotional responses like no other medium.

To leverage video marketing and reduce video production costs, the funnel concept is used to adapt video content and messages to the stage of buyers during their purchase decision. This increases the chance of conversion and increases sales and sales.

The objective is to guide potential buyers from the top of the funnel, where the first videos and video ads appear for the first time, and present the potential buyer with their products or services, until the end of the funnel, where the sale and purchase of the products or services.

Top of the sales funnel Video for digital business marketing

Present your company and brand at the top of the sales funnel. There is only one chance to make the first impression. The initial introduction to your business must be dynamic, effective and make people aware of ways to solve problems and challenges, some of which may not even realize that they need to be solved. The purpose of video content at this stage is to educate your audience, educate them about the products or services you offer, and inspire them to seek out more information.

This is an opportunity to present your business in the best possible way and build trust and loyalty from the start. This introductory video content must include your company name, brand elements, and a clear description of the products and services you offer.

Video at the top of the funnel

Company / Brand Videos

Commercial videos are designed to promote your business. With corporate videos, you can control the message and shape your brand image to build trust and present your business positively. This type of video can increase your brand awareness and what it stands for.

Educational Videos

Teach potential customers about your business and industry in a way that makes you one of the leading experts in the industry. By educating consumers about your company and industry, you create an organic connection and loyalty. Marketing videos are intended to attract attention, but they must also include content information that makes viewers feel they’ve learned about your industry and what you do.

Explanatory animations

The animation immediately catches the viewer’s attention and draws attention to the message and information presented. The use of video animation at the top of the sales funnel boosts content sales and provides a lighter and more comfortable way to educate consumers about your business. Animated explanatory videos engage the viewer as they provide solutions to problems and show how and why your product or service is reliable.

Lifestyle video

The main purpose of marketing videos at the top of the sales funnel is to engage your audience and show them that your product or service is being used in the company. Be personal showing real-life situations and how your business is the best answer to the doubts and problems of your professional life. When you appeal to emotions in this way, viewers can engage with your message and the solutions your brand offers.

Videos about problems / solutions

Suggest a problem and show what solutions your company offers. The problem/solution videos at the top of the sales funnel should focus on the problem, question, or question in question. Attract them by showing that you understand and care about their problems and, in the end, offer your solution to pique their interest and make them feel more.

Middle-of-the-Funnel Videos

Buyers who have moved into the middle section of the sales funnel have expressed interest, but are not yet ready to commit. As your problems are defined and the solutions you offer, it’s clear that video content in the middle of the sales funnel is an opportunity to present specific ways to get answers to your problems.

Explore the benefits and resources to motivate viewers to invest in your offering. Stimulate their interest by offering value or recent promotions designed to prove your product or service to them at little or no cost.

Expand the reach of your reach and educate potential customers by producing more videos with different topics and areas of your business at this stage to provide a more complete picture of your business and build confidence and convenience in your business and offerings.

Examples of videos in the middle of the funnel

Instructional videos / how-to

Let’s say that people in the middle of the funnel have a basic understanding of your product and service and are seriously considering making a purchase. By showing how you can optimize your product or service, they will be ready to become customers – they will already know how to use your product or service when they make the decision.

Product Videos

This is your chance to showcase your product and focus on the deepest benefits and features for those in the middle of the sales funnel. Show them how you do what you do and why you do it. Attract viewers with humor or statistics, be specific, and provide information that shows that you are the best choice for your needs and preferences.

Tips and tricks videos

Show viewers how to get the most out of your product or service by providing information that looks like inside information to give them an advantage by using what you offer. Connect in a way that builds trust and lets them know the value it has for your brand.

Channeling under the videos

Those who have made it this far are ready to make a decision. The marketing videos at the bottom of the sales funnel should guide buyers through the final stage of the decision-making process, offering the ultimate case for your product or service.

Increase the benefits and features that set you apart from the competition and why you are the best option to solve your problems. Answering the most frequently asked questions about your business and the services you offer will provide the public with the information they need to make an informed decision.

Video examples at the bottom of the funnel

Case studies

The videos describing the case studies are ideally located at the bottom of the sales funnel, where buyers make purchasing decisions. By highlighting real customers or customer problems, you can build confidence in your brand, showing that they are not alone and that you have already solved the problems they have. Case study videos are powerful tools that connect future customers who may be imagining themselves in the same situation.

Demo videos

Immerse viewers in your product with a demo to show you exactly how it works, what you can expect, and how you will benefit from it. Demo videos are used to continue building trust in your brand and to give consumers confidence in the product or service you offer.

Testimonials Videos

As the case study videos, the testimonials take the store out of your hands and place you in happy customers who share your positive experiences. Potential customers can consider themselves current or previous customers who are experiencing the same problems or issues that they have resolved.


Long-term webinars offer the opportunity to go into the details of your product or service and answer any questions about your brand. With webinars, you can highlight all the features and benefits and inform the public on how to maximize them. Address and answer any customer issues or questions to get a complete picture of what your company can do for them.