Building a Strong Lead Funnel with Company Videos

Published on in Advice / Tips & Tricks

A huge opportunity exists now more than ever to use company videos to drive leads. Irrespective of what kind of business you are in, you can optimize your lead generation and conversion, as long as you understand what kind of videos you need to put out at each stage of the lead funnel.

A simplified lead funnel has 3 stages; the top (awareness stage), the middle (evaluation and decision making stage), and the bottom (purchase and repurchase stage). Different types of company videos are appropriate for different stages of the lead funnel. We will discuss how you can take advantage of various types of company videos during each of the 3 stages of the lead funnel.

Top of the funnel

At the top of the lead funnel, your main objective is to create brand awareness. You are sowing the seed for your brand, and at this point, you want to reach the largest audience possible so as to attract a high number of prospects. You want to put out company videos that have mass appeal within your target demographics. They should be videos that educate, inform, and engage the target audience. These videos should have an authentic tone and they should be able to forge an emotional connection between the consumers and your brand. They shouldn't be focused on pushing your product. Instead, they should be focused on providing consumers with useful information and helping them understand what your brand is all about.

So, what kind of company videos are useful at this stage? Well, you can use: Company culture videos (to showcase the values of your company and its work culture, preferably in a fun and entertaining way); videos that showcase your subject matter expertise (e.g. how-to-videos, and other videos that make you come across as authoritative); thought leadership interview videos (these are videos where company executives and technical experts discuss revolutionary ideas in their industries). Videos at the top of the funnel should include a CTA (call-to-action) that encourages viewers to find out more about the brand.

Middle of the funnel

The middle of the funnel consists of all the phases relating to interest and decision making. At this stage, your leads are trying to evaluate your product and see if it’s the best solution for whatever problem they
have. To help your viewers make their decisions, you should arm your company's marketing and sales team with videos that sell the benefits of your company's product or service. The videos at this stage should be more in-depth and they should show the benefits of your product and explain what makes your brand so great. The videos should help customers see the value of your product.

The types of videos that you can use in the middle of the funnel include: product demo videos (they should be very detailed); product integration videos (videos that show how your product can be used with other products in the customers’ environment to solve specific problems); testimonial videos (these must come across as genuine and not cheesy). You should optimize the mid-funnel company videos to ensure that you maximize your conversions. You CTA at this stage should encourage the customers to buy your product or subscribe to your services. You want to make it as easy as possible for the customer to take action, so make it simple.

End of the funnel

The end of the funnel is a customer making a purchase. Here, you want to use company videos to maximize your sales and resales. You should put out videos that help seal the deal and encourage subsequent purchases. Your aim should be to set up a future where the customer comes back to you for more purchases with videos that continue to educate and inform customers for future decision making.

To increase both sales and resales, you can use company videos such as: FAQ videos (videos that answer common questions from customers and prospects); instructional videos (videos that show your customers how to maintain, update or upgrade a product, or how to make use of your support services); campaign videos (these are videos that continue to advertise your product, you can release them when you have new versions of a product, on special events like trade fairs, or whenever you feel it’s appropriate).

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About the Author

Alex Cascio
Alex Cascio
Alex Cascio is the founder of Vibrant Media Productions and is passionate about helping businesses succeed through producing visually stunning imagery that tells their unique stories. He has produced various video content for organizations such as National Geographic, 3M, Microsoft, LYFT and American Express, among others.

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