How to Use Marketing Videos to Enhance Your Content Marketing Funnel

Ally Benoliel

Ally Benoliel is an Inbound Marketing Consultant at Penguin Strategies.

How to Use Marketing Videos to Enhance Your Content Marketing Funnel

When you’re exposed to a new brand, what stands out more, a 300-word summary or a 1-minute video? It doesn’t matter what those 300 words actually say, nine times out of ten, the video will resonate more.

There’s no doubt that blogs, whitepapers and webinars are effective types of content, but videos have a “special power”.

Videos can give someone the chills, create a jaw dropping reaction, leave an everlasting impression on someone, and convey a lot of information in an equally condensed and engaging form.

Don’t believe it? According to Cisco, videos will account for 69% of all consumer Internet traffic by 2017.

Consider how videos can be used to accelerate lead generation and move them down the sales funnel faster.

Incorporate video into your content marketing funnel

Content marketing is all about curating content uniquely attuned to your personas. It should attract, engage and convert potential customers.

While many companies are aware of the incredible force of video messaging, there are still a lot of B2B companies that create a “top of the funnel” explainer video and stop there.

Such half-hearted video marketing is a shame since multiple videos geared to different phases of the funnel can compel purchase and follow up decisions with incredible potency. Video must not be thought of as a one-off strategic asset.

In this post, I’ll highlight 6 examples of strategic ways to deploy video marketing at every stage of the content marketing funnel.

Top of Content Markting Funnel: Brand Awareness

At this stage, your leads are just starting their journey by searching for answers to their questions. They may be facing a problem or a need, and are doing research to improve their next step. That’s where you come in.

Below are a few different types of videos to use in this stage, and how they can help slide leads down the funnel:

1. Brand Videos:

For prospects that know absolutely nothing about your brand or product, you have the opportunity to “win them over” with a video. These unqualified leads either don’t know who you are, or have never seen any of your products.

This is your opportunity to create content that catches their attention, and leave them wanting more.

The DollarShaveClub.Com video is a perfect example. The video saw great results because it was engaging, funny, personable and short – all in less than 2 minutes.

This video encourages leads down the funnel because it emotionally connected with viewers (humor!) and posed a sensible solution to common consumer problem: overpriced razors.

So after a video a minute and a half long, I’ve got a bad case of the giggles, understand exactly what the company does, and most importantly, want to know more. Mission accomplished.

2. Explainer Videos:

When companies decide to introduce their company to potential customers, many decide to make an explainer video. This kind of video video will provide an initial touch point with your audience. It’s an opportunity for your brand to make a great first (and hopefully lasting) impression.

This kind of video is most effective when it’s quick, simple, and self-explanatory.

Take a look at Idomoo’s explainer video:

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Here’s why this explainer video is effective:

  • It takes customers through a virtual buyers’ journey
  • Gives concrete statistics about the product’s effectiveness
  • Gets across the brand’s feel, values and tone.
  • Emphasizes the need for their product

Once your potential customer is exposed to your brand, you need to focus less on charming them and more on presenting your unique solution.

That’s exactly where the explainer video comes in, effectively easing leads deeper down the funnel.

If your explainer video is clear, funny, understandable, visually appealing and properly reflects your brand, then you’re probably a step ahead of the competition.

Middle of the Content Marketing Funnel: Prospects

At this point of the funnel your potential customers have been exposed to your brand, have identified their own problems and are searching for possible answers.

They are looking for more specific information about what exactly your product does and if it’s the right fit for them. Here, video needs to communicate essential information to help prospects make an informed decision about your product.

What type of videos can help you achieve this goal? Here are some examples:

3. Product Videos:

This video should have one main goal: show your audience exactly how your product or service really works. Hence the name.

Below is a great example of a product video that clearly shows the product’s function in an intriguing and engaging way, all in less than 30 seconds.

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Blendtec: Our Simple Touch Interface

Wondering how Blendtec was able to create a viral marketing campaign? Here’s why their video did so well:

  • It showed exactly how the product works, and in an exciting way to boot
  • Portrayed a jaw-dropping demo, engaging viewers
  • Seeing a person use the product made it seem more authentic

Product videos help strategically move your audience closer to conversion because you’re painting a picture for them.

After watching the video, a person can easily visualize himself or herself using your product. Fostering this connection will make your product stand out with top-of-mind awareness – turning your funnel into a slippery slope in the best way possible.

4. Testimonial Videos:

After your potential customers are knees deep in their research, they no longer want to hear from you. They’ll start reading reviews and digging for details in the hope of gleaning some insight into the experiences others had with your product. Enter testimonials.

Take a look at Help Scout’s testimonial video given by Wistia.

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  • It’s personable: There are real people giving their opinions of the product
  • It’s relatable: It focuses on a solution to the sort of organizational struggles that plague most companies.
  • It’s authentic: It actually shows a real person using the product.

At this stage of the funnel, it’s crucial that your video gives off a sense of honesty.

“83% of respondents say they completely or somewhat trust the recommendations of friends and family. But trust isn’t confined only to those in our inner circle.” (According to Neilsen)

Penguin Blog- Roojoom

According to Nielsen, 66% of people say they trust customer opinions posted online.

This “authentic endorsement” of your product gives you the opportunity to showcase successful real use cases.

More than any other media form, videos offer a superhighway to reach people emotionally. Use this to your advantage, and create an emotion-packed masterpiece.

Bottom of the Content Marketing Funnel: It’s Selling Time

At this point, you’ve nearly sealed the deal and your customer is clearly interested. Now, you’ve got to keep them interested and answer the questions they may have about your product.

Videos are an excellent – LESS BORING – way to answer these questions in a quick and effective way.

Here are some examples:

5. FAQ Videos:

Over the past few years, McDonald’s has been wading through a rough patch with both the media and public opinion. Instead of succumbing to their wounds, they started prioritizing customer’s concerns.

They created a series of FAQ videos called “Our food. Your questions,” giving customers the answers they were looking for.

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Instead of having a standard, stodgy FAQ page, they decided to create a series of videos that garnered millions of views.

Here’s what made it work:

  • The video features a real McDonald’s customer, creating a more personal feel.
  • It tells a compelling story, increasing viewer interest.
  • Seeing the McDonalds factory, made it more authentic and cool.
  • It powerfully demonstrates that the company cares and intends to keep it’s ears to ground, working to address customer concerns.

In order to put customers at ease, you need to answer their main concerns in a genuine way.

FAQ videos make customers feel that they’re getting a personalized answer to their questions, without having to go through the trouble of calling or writing to the company.

The more your video satisfies customer concerns, especially near the end of the funnel, the faster you’ll convert those leads into sales.

6. Demonstration/Instructional videos:

Being close to the end of the funnel makes it all the more important for you to show customers that you’ll be there for them post-purchase.

One great way to do this is by creating a demonstration video, showing customers how to use your product.

MAC does a great job of showing consumers how to use their makeup products, in every way imaginable. Take a look:

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Give consumers the step-by-step, visual walkthrough of how to best use the product. Once that connection is created, there’s no going back!

In the last part of the funnel, it’s important to give customers that sense of security, making them feel that you won’t abandon them. The goal is to prove that your customer support is better than your competitors’.

Once you’ve done this, why would they keep looking?

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