Would you rather read a dense product page or watch a crisp, informative video that walks you through everything in seconds? Consumers typically prefer the latter, making video crucial for moving prospects from awareness to action —a foundational element of any successful Video Marketing Strategy.
Here’s the thing: Most businesses recognize the power of video, but few effectively align their videos — or leverage the latest video technologies — with each stage of the sales funnel.
So, how can you effectively use video content in your sales funnel?
It starts with understanding your buyer’s journey — and delivering the right video at the right time.
In this post, I’ll walk through how each type of video maps to specific funnel stages. I’ll show you how to use video content in your sales funnel intentionally so every view counts.
Every successful business operates on a simple principle: guiding prospects through a predictable journey. This journey takes them from initial awareness to loyal advocacy.
This journey, commonly referred to as the sales funnel, represents a systematic process of converting strangers into customers and customers into promoters. Many companies streamline and track this process using tools like Salesforce, which help manage leads and optimize each stage of the funnel.
Before you can use video content in your sales funnel, it’s essential to understand where your audience is in the sales process. Here’s a quick breakdown of the traditional sales funnel stages:
According to this Attrock guide on building sales funnels from scratch, aligning content types with funnel phases leads to significantly higher conversion and engagement rates.
That’s why it’s so important to use video content in your sales funnel strategically, ensuring each piece speaks directly to where your audience is in their buying journey.
Each stage in the sales funnel reflects a different mindset, which means your content, especially video, should reflect that too. A product demo video won’t work if someone doesn’t even know what your product does.
To maximize your marketing strategy, don’t just create videos — use video content in your sales funnel strategically, from the awareness to retention stages.
Here’s how.
The awareness stage is all about making a good first impression.
Your goal here is to capture attention while providing genuine value to a broad audience in order to increase brand awareness. When you use video content in your sales funnel at this stage, focus on education rather than promotion.
The idea is to spark curiosity, provide value, and encourage them to learn more, all without feeling like a sales pitch.
Why’s that?
Prospects at this level are researching problems, exploring solutions, and consuming content that helps them better understand their situation. Use video content in your sales funnel to position your brand as a helpful resource rather than a pushy vendor.
The most effective awareness-stage videos include:
You can also repurpose your videos across ad platforms, especially when running awareness campaigns. Here’s an example of an explainer video from Dropbox:
Key metrics to monitor:
Integrating these videos with other marketing efforts, such as blog email marketing, can further extend your reach. Additionally, it can ensure prospects engage with your brand across multiple channels.
At this stage, prospects recognize they have a problem and are actively evaluating potential solutions. They’re comparing options, reading reviews, and looking for proof that your approach works.
This is where you use video content in your sales funnel to build trust and demonstrate your expertise. Your videos need to inform, nurture, and reassure. They should address specific objections while showcasing your unique value proposition — for example, a brand selling a Swarovski necklace could use close-up product videos to emphasize craftsmanship and quality, helping buyers feel confident in their choice.
The best consideration-stage videos focus on proof and differentiation. This is where Product Video Production plays a vital role — allowing brands to showcase value visually and credibly.
These presentation videos can distill complex ideas into digestible visual pitches and shine when used in email sequences, on landing pages, or as part of a LinkedIn content strategy. For brands using LinkedIn to engage leads, integrating it with HubSpot or other CRMs can streamline audience targeting.
Here’s a product demo example from Viewed:
Key metrics to monitor:
When you use video content in your sales funnel at this stage, it should convey a consultative approach rather than a pushy one.
Be specific, data-driven, and solutions-oriented. A well-placed CTA like “Schedule a free demo” or “Download our buyer’s guide” can lead prospects seamlessly to the next step.
At the decision stage, your leads are on the verge of making a purchase.
They’ve done the research, explored their options, and now they need one last nudge to move forward. This is where you use video content in your sales funnel to remove doubts and seal the deal.
Your prospects will likely have specific concerns about implementation, pricing, timelines, and outcomes. They’re looking for personalized attention and detailed information that directly addresses their unique situation.
As such, aim to offer clarity, instill confidence, and reduce perceived risk. Use video content in your sales funnel at the decision stage to provide answers and clear next steps. For example:
These videos are most effective on sales landing pages, in retargeting ad campaigns, and during direct sales outreach (like in cold emails or follow-ups).
Adding them to pricing pages can also help reduce bounce rates and increase the time users spend on the page.
Key metrics to monitor:
When you use video content in your sales funnel effectively at the bottom of the funnel stage, your tone should shift from informative to reassuring. Reinforce the benefits, eliminate friction, and use strong CTAs like “Start your free trial” or “See why 2,000+ teams switched.”
The funnel doesn’t end at the sale. In fact, some of the most valuable video content you’ll create happens after a customer converts.
If your goal is to boost loyalty, reduce churn, and build a base of vocal advocates, you need to use video content in your sales funnel well beyond the point of purchase.
Post-purchase video content serves to onboard, engage, and inspire. The goal is to make customers feel confident in their purchase and excited to stick around. Partnering with a QA testing company can help ensure that your post-purchase platforms and resources deliver a seamless, high-quality experience, further strengthening customer satisfaction and trust.
At this stage, sales funnel software can be especially valuable in tracking customer engagement, identifying churn risks, and triggering timely follow-up content such as onboarding tutorials or product update announcements. It helps ensure your post-purchase videos are not only delivered—but also seen, appreciated, and acted upon.
Remember, new customers need guidance, reassurance, and ongoing support. They’re also most vulnerable to buyer's remorse and competing alternatives during the early relationship phase.
The most effective post-purchase videos focus on success and ongoing value:
Host these videos in knowledge bases, email marketing campaigns, loyalty portals, or private communities. They’re also great for customer support automation.
Here’s a customer success case from Viewed:
Key metrics to monitor:
When you use video content in your sales funnel to keep customers engaged after the sale, you turn buyers into loyal advocates. These videos make customers excited to stay connected with your brand.
When you systematically use video content in your sales funnel, you create a powerful engine to amplify business growth. Success, however, comes from aligning each video with your audience’s needs at every stage of their journey.
Start by auditing your current video content against each funnel stage. Then, identify gaps in your strategy and begin creating targeted content that naturally guides prospects toward conversion.
Your future customers are already watching videos. Ensure they’re watching yours at exactly the moment they’re ready to make a purchase.