How You Can Leverage Video to Increase Conversion and Lead Generation

Helpful

Feb 26

We all know the old adage: content is king. And in today’s ever-expanding digital landscape, that proverb rings even more true. Whether you are a solo entrepreneur or a Fortune 500 enterprise, content should be a key pillar of your overall marketing strategy. Content helps shape your brand’s voice, builds trust with your audience, stimulates meaningful engagement, and bolsters your SEO to drive quality organic traffic to your website. And in today's digital world, video is one of the most powerful tools in a marketer's content arsenal.

As a top video production company in Boston and the surrounding New England area, we here at Beryllium Pictures know a thing or two about video content marketing. Without sounding hyperbolic, we’ve produced essentially every conceivable B2B video known to mankind. And with over 50 years of cumulative experience, we know what video ideas work and which ones you can scrap (“going viral” is not an idea). So without further ado, allow us to reveal our top-secret insider information on all things video marketing. Drum roll please…

Presenting:

The Beryllium Pictures Video Content Marketing Funnel

Every savvy marketer knows that a strong content marketing strategy relies on a sales/marketing funnel to lead potential customers through the buying journey to ultimately cross over to conversion and stick around thereafter. Here’s how you can leverage video at every stage of the funnel—from awareness to decision-making and beyond. And don’t worry, this blog post is intended to help a wide audience—whether you’re a B2B, B2C, D2C, non-profit, education, or healthcare sector, these tips will be relevant to you!

💡 Tip: The size of each stage is relative to the amount of content you should produce for that stage. The bigger the stage, the more video needed!

Top of the Funnel (TOFU): Awareness & Attraction

At the top of the funnel, potential customers are just discovering your brand. Your goal here is to cast a wide net to grab attention and build brand awareness without being overly sales-focused.

Best Video Types for TOFU:

Brand Story Videos – Showcase your company’s mission, values, and what makes you unique.
Educational/How-To Videos – Provide valuable information related to your industry to establish credibility.
Social Media Teasers & Reels – Short, engaging clips optimized for platforms like Instagram, TikTok, and LinkedIn.
Explainer Videos – High-level animations or live-action videos that simplify complex topics.

💡 Tip: Keep these videos short and engaging, focusing on storytelling or helpfulness rather than selling.

Middle of the Funnel (MOFU): Engagement & Consideration

Once you’ve captured attention, it’s time to nurture leads and build relationships. At this stage, prospects are considering your product or service but need more information before making a decision. These videos should focus on demonstrating value and addressing common pain points.

Best Video Types for MOFU:

Product Demos – Showcase how your product or service works in action.
Webinars & Live Q&As – Engage directly with potential customers, answer questions, and provide in-depth insights.
Customer Testimonials – Build trust by featuring real customers sharing their success stories.
Behind-the-Scenes Videos – Give an inside look at your company culture, team, or production process.

💡 Tip: Long videos like webinars can be repurposed into smaller videos to post to social media.

Bottom of the Funnel (BOFU): Conversion & Decision-Making

At the bottom of the funnel, your prospects are close to making a purchase. Your goal is to remove any remaining doubts and drive action.

Best Video Types for BOFU:

Case Studies & Success Stories – Show real-world results with detailed examples.
Personalized Sales Videos – Send customized video messages to prospects to add a personal touch.
Comparison Videos – Highlight why your product or service stands out against competitors.
Limited-Time Offer & Promo Videos – Create urgency with exclusive deals or discounts.

💡 Tip: Include clear calls to action (CTAs) that direct viewers to book a demo, sign up, or make a purchase.

Beyond the Funnel: Retention & Advocacy

Your content doesn’t stop at the bottom! Once you’ve converted a customer, video can help enhance customer experience and turn buyers into brand advocates.

Best Video Types for Retention & Advocacy:

Onboarding & Training Videos – Help new customers get started with ease.
Exclusive Content for Customers – Provide value through tutorials, updates, and insider tips.
Referral & Loyalty Program Videos – Encourage happy customers to spread the word.
User-Generated Content & Community Spotlights – Feature your customers in your content to build engagement.

💡 Tip: Keep your customers engaged with ongoing video content that adds value beyond the sale.

Final Thoughts

So there you have it. By strategically using video throughout your marketing sales funnel, you can attract, engage, and generate more leads and convert more customers while building long-term brand loyalty. Whether you're just starting or refining your strategy, video is a must-have tool in today’s competitive market. So what are you waiting for? Let’s get started!

🚀 Need help creating high-impact marketing videos? Let’s chat!