While there are a host of companies utilising video marketing, the majority of them focus solely on the top of the sales funnel which is a mistake because you are not really driving home this marketing strategy. The reality is that only 15% of your video marketing should be targeted at prospects that are on the top of the funnel. This is the ‘interest’ phase while the learning and evaluating phases in the middle of the funnel should make up around 65% of your content. The final phase, justification, is found at the bottom of the funnel and makes up 20% of your content.

Top Funnel

As your goal is to attract prospects at this stage, you need video marketing content that has mass appeal. Videos of this nature need to be focused more on meeting a customer’s needs than pushing your own products and an authentic tone needs to be used. You could create a fun video showing the culture in your workplace and show prospects why you do what you do and why you care.

Other ideas include ‘how-to’ videos that showcase your expertise in your field or interviews with members of management or even well-respected industry leaders. You can add in a call to action at the end of these videos and prompt leads to download a white paper/eBook or watch another video.


Now that you have managed to coerce people into visiting your site, the next step is to get leads to evaluate your company’s products while also showing them why your goods and services are the right fit. You need to create a video marketing strategy that uses video case studies, testimonials from happy clients and product demonstrations.

Now is the time to try and get in direct contact with leads so send a personalised video to prospects via email as this is sure to impress. As leads have now shown a level of interest in what you have to offer, you must send them targeted content based on what they have already watched. Make sure you have a video marketing platform that gives you this data quickly and easily.

End of Funnel

These are the videos that help to make the purchase and you should also be able to help customers after the purchase by convincing them it was the right decision. ‘Nurture’ videos involve creating videos tied to a specific campaign and releasing it at the optimal time. For instance, you may release such a video when you know a target lead will be at an event you’ll be attending so a nurture video could encourage prospects to meet you in person. Calls to action are extremely important in your end of funnel video marketing strategy and they should prompt trials and demos. It is also essential that you make yourself easy to contact.

In 70% of cases, leads have already made their purchasing decision before communicating with a company’s sales team so end of funnel content can also be used to engage prospects in the earlier stages of the process.