How to Create Videos That Convert: Tips for Every Stage of the Funnel

Tips for making videos that convert at each stage of the funnel

Here’s how you can integrate video content into your content marketing funnel and increase the pace of conversions at every stage:

1. Awareness stage: Attract and engage your audience

At the top of the funnel, your goal is to grab attention and introduce your brand to the masses. Storytelling is one great tactic to bring your brand to the forefront and connect with viewers on an emotional level. And, videos are a great tool for storytelling.

Brands like Nike are a pro at it, especially via videos. They narrate stories to inspire and build connections with their audience by sharing real-life stories of perseverance and achievement. This does not just bring you to the limelight but also helps leave a mark, leading potential customers to remember you in the future.

Another critical tactic is to craft visually striking videos that are true 'thumb-stoppers'. Adding bright colors, dynamic motion graphics, and compelling imagery to your videos, can help them stand out. Meticulously strategize the video formats, duration, graphics, storyline, and other factors according to business goals to maximize the impact.

However, visually attractive videos do not shadow the script. Your video’s script, aka the storyline, defines its success or failure, so make sure your content is both educational and entertaining. For instance, the Google: Year in Search video educates viewers about the positive impact of technology while also promoting Google's brand values.

Lastly, prioritize social-media-friendly video formats for all your marketing campaigns, making it easy for your target audience to share your videos. This encourages audience sharing, fosters a sense of community, and builds awareness around your brand.

2. Consideration stage: Build trust and showcase value

When you have built brand awareness, it’s time to nurture your audience’s interest and help them consider your offerings. That’s where highlighting product features in detail to show value comes into play.

For example, tech companies like Apple often release videos demonstrating the innovative features of their products, focusing on benefits that solve customer problems.

It’s not enough to highlight your product features, you need to also offer validation. Social proof is a great concept for validation. You can use testimonials or case studies to build credibility and show your brand and product in action, for real.

A B2B company might feature a client explaining how the product improved their operations, while a beauty brand could share before-and-after results from real customers. Up to 84% of consumers place as much trust in online reviews as they do in personal recommendations.

Besides product features, you can also use videos to address common objections or reasons for resistance to the product’s adoption. For example, if your product’s price is a sticking point, create a video showing how it provides long-term value or outperforms cheaper alternatives.

Another great idea is to create behind-the-scenes content to personally connect with your audience and build trust. For instance, a food brand might show how its products are sourced and made, reinforcing transparency and quality.

3. Conversion stage: Drive action and close the deal

If you have managed to convince your audience that it’s worth buying from you, then comes the conversion stage where they are ready to make a decision. So, you have to create videos that encourage taking action.

A great video strategy to drive action is a clear and compelling call-to-action (CTA). For example, a SaaS company could end a demo video with a strong “Sign up for a free trial today” message, paired with a clickable link.

Demonstrating your product’s use in real-world scenarios can also be highly effective. It doesn’t matter if you’re a fitness brand or a SaaS brand, showcasing your product being used and explaining their use cases in the video makes it more relatable and impactful for viewers. ake sure you highlight how your product solves specific pain points and make the user’s life better

There are multiple other strategies you can use to add to the conversion efforts at this stage of the funnel. One fair example is to offer limited-time deals and offers that create a sense of urgency, driving your audience to hit the ‘buy’ button. F or instance, an e-commerce brand could use a countdown timer graphic alongside a special discount code.

Retargeting ads also work well at this stage. Re-engage viewers who interacted with your content previously by reminding them of your product’s value, reiterating why they need your product, and encouraging them to take action.

4. Retention stage: Keep customers engaged

While most marketers are done at the conversion stage, great marketers know they need to also work through the retention stage. What your team can do is create retention-focused videos to help turn one-time buyers into loyal customers and advocates.

Here, tutorial videos are an excellent way to add value and ensure customers know how to get the most out of your product. For instance, a software company might create step-by-step guides showing users how to leverage advanced features.

Personalized thank-you videos can also foster strong connections. Imagine a boutique store sending a short, heartfelt video message thanking a customer for their purchase and inviting them to join a loyalty program. These small touches can make a big impact.

User-generated content (UGC) is another powerful tool. Share videos from your customers showcasing how they use your product. This not only builds a community of your brand advocates but also reinforces your product’s value.

Finally, keep your audience engaged by announcing updates or new features through engaging videos. For example, a gaming company might tease new releases or updates with cinematic trailers that excite their user base.

How to generate more videos for the funnel

Strategizing video production for each stage is not the toughest part of the process. The execution is.

How you want to use videos for each stage is just the tip of the iceberg. You need to go through the five stages of video production, which are both time-intensive and costly.

However, if you’ve already been producing text or image-based content like blogs, case studies, ebooks, or presentations, it would be easier for you to tap into video production, and Videomagic is the tool for you.

Videomagic is an AI-powered video generator tool that can repurpose your existing content and transform it into impactful and engaging videos.

It is built to create professional-quality, highly-polished videos in minutes, by using content from URLs, a PDF, PowerPoint presentations, PDFs, documents and more.

For instance, a detailed blog post on your website can quickly become an engaging explainer video, saving you time and resources while expanding your content’s reach. This approach allows you to maintain consistency across formats and keep your funnel stocked with impactful video content.