How to Use Video Marketing Inside Your Funnel

Video marketing can be a game-changer for your funnel. Videos engage viewers and build trust faster than text alone.

In fact, studies show that 89% of people are convinced to buy after watching a product video Plus, 91% of businesses are already using video as a marketing tool Integrating videos into your funnel means you meet your audience’s preference: many prefer learning via video over reading Video at Each Funnel Stage:

• Awareness (Top-of-Funnel): Use short, informative videos to grab attention and introduce your brand. For example, explainer videos or entertaining ads (for social media) can pull people into your funnel. Metrics: video views and engagement. The goal is broad reach – more views means more awareness - Consideration (Middle-of-Funnel): Now give deeper content. Middle-of-funnel videos should educate. Think how-to tutorials, webinars , or expert interviews that address prospects’ problems.

For instance, a case study or product demo video helps prospects compare solutions Key metric: watch-time. If people watch your how-to or demo video all the way, they’re likely interested in your solution - Decision (Bottom-of-Funnel): Here’s where conversion happens. Use product demos, testimonials, or a video sales letter (VSL). Show clear benefits and proof.

For example, a tutorial endorsed by a known expert, as ConvertKit did, can eliminate doubts and convince people to buy Include a strong call-to-action in your video. The metric to track: click-through or direct conversions from the video link. - Retention/Post- Purchase: Don’t stop at the sale. Keep customers happy with onboarding or tutorial videos.

Teach them how to get the most out of the product, which encourages retention and loyalty. Practical Tips:

• Host and Embed Properly: Upload videos to a reliable host (like YouTube or Wistia). Embed them on your landing pages or email content. Ensure they load quickly and play smoothly on mobile. - Optimize Titles and Thumbnails: Use clear, keyword-rich titles and eye-catching thumbnails to increase click-throughs. - Include CTAs in Video and Description: Add a link or button in or around the video (e.g., “Learn More” overlay) so viewers can take the next step. - Keep It Short and Engaging: Attention spans are short.

Aim for concise videos (under minutes often works best ). Grab interest in the first few seconds. - Use Testimonials: Video testimonials from happy customers combine social proof with emotion. A positive endorsement on video can seal the deal more effectively than text alone.

- Leverage Live or Interactive Video: Live Q&A or demo sessions on social platforms can engage an audience directly and lead viewers into your funnel. By layering video into your funnel, you’re speaking your customers’ language. People love video because it blends sight and sound to explain concepts quickly. The result?

Better engagement and higher conversions Start by identifying key touchpoints in your funnel where a video would clarify or accelerate the sale, and create content specifically for those moments.