Video in the Sales Funnel: Where Strategic Storytelling Converts
Start your career as color grading editor
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Choosing the right color software
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Choosing the best computer monitor
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Creating your viewing environment
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Conclusion
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Video can be the most powerful tool in your marketing arsenal, but for it to be effective, it needs to be used with a clear-minded strategy. Not all video content should be created equally. Where your customer is in their decision-making journey should shape what kind of video they see, what message it delivers, and how it's presented; this is precisely where a video marketing strategy comes into play and aligns with sales strategies as well.
Motif Media is a video production company in Boston that collaborates with brands to align their video content with the stages of the sales funnel. To keep this lesson simple, consider these three stages of the client’s journey: awareness, consideration, and decision. Whether it’s a short brand video that introduces your company to a wide audience or a customer testimonial video aimed at closing a deal, we design each video with a goal in mind.
Let’s review the three stages of a sales funnel guided by a basic video marketing strategy:
Top of Funnel (Awareness)
These videos are meant to stop the scroll and spark interest. Think high-level brand stories, intro reels, or inspiring lifestyle content. These pieces should be visually engaging, of course, but also emotionally resonant. They introduce your brand without diving into too much detail, which is perfect for social content outreach or homepage features.
Middle of Funnel (Consideration)
Once a viewer is aware of your brand, they’re likely looking for more context; this is where educational content, like behind-the-scenes brand videos or service breakdowns, helps move the needle.
Bottom of Funnel (Decision)
This is where video content should reinforce credibility and help close the deal. Customer testimonial videos, case studies, and walkthrough product videos are all great options here. These videos should eliminate any doubt and demonstrate the real-world results of working with your brand.
A Video in the Sales Funnel for Every Stage
The beauty of working with a strategic video partner is knowing that every video has a job to do. Motif Media helps businesses create a full-funnel video plan, so your message is hitting the right audience at the right time. Whether it’s introducing your brand, deepening engagement, or closing a sale, your video content should meet your customer where they are.
Want to create a strategy that moves people closer to yes? Let’s start the discussion.
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