Using the Right Type of Video for your Marketing Goal

Oct 26, 2023

Video marketing has become an essential part of any digital marketing strategy. With the rise of video content consumption on social media platforms and the internet, brands are finding new and creative ways to engage with their audiences through video.

However, not all videos are created equal, and choosing the right type of video for each stage of the marketing funnel can make all the difference in terms of engagement, brand awareness, and conversion rates. 

We will explore the different types of videos that work best at each stage of the marketing funnel, from creating brand awareness to converting leads into loyal customers. 

This blog will help you have a better understanding of how to use video content marketing to effectively reach your target audience and drive business growth.

How to define your marketing goal?

To define your marketing goal, you should start by identifying what you want to achieve with your marketing efforts. This could be increasing brand awareness, generating leads, driving sales, or retaining customers. Once you have a clear goal in mind, you can create a measurable objective and develop a plan to achieve it.

Here are some steps you can follow to define your marketing goal:

  • Identify your business objectives
  • Define your target audience 
  • Set a measurable objective like increasing web traffic
  • Develop a content creation plan
  • Monitor and adjust your strategy

Corporate video makers will help improve your brand’s vision. With a clear understanding of your marketing goals, you can create a better marketing framework. 

What is a Marketing Funnel?

A marketing funnel is a model used to represent the stages of a customer's journey from awareness of a product or service to making a purchase. 

It is a framework that helps businesses understand and analyze the customer's journey and create targeted video content marketing strategies for each stage of the funnel.

What are the different stages of the marketing funnel?

  1. Awareness stage: This is the stage where potential customers become aware of your brand or product for the first time.
  1. Consideration stage: Potential customers have shown some interest in your product or service at this stage and are considering whether or not to purchase it.
  1. Decision stage: In the decision stage, potential customers have made the decision to purchase your product or service and are taking action to do so.

The Awareness Stage

During the awareness stage of the marketing funnel, your goal is to introduce your brand, product, or service to your target audience and generate interest in what you have to offer. This is often the first step in the customer journey, and it's essential to make a good first impression.

Videos can help you capture your audience's attention, communicate your brand message in a compelling way, and showcase the value of your product or service. Here are some types of videos that work well at the awareness stage:

1. Explainer videos

These are short, engaging videos that explain what your brand or product is all about, how it works, and what problems it solves for the audience. Explainer videos can help you introduce your brand and generate interest in your product or service in a way that is both informative and entertaining. 

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2. Brand films

Brand films are meant to create an emotional connection with your audience. They highlight your brand's personality, values, and mission, and showcase the unique aspects of your brand that differentiate you from your competitors. Brand videos can help you establish brand identity and generate interest in your products or services.

Example: Game Theory-The Brand Film showcases the power of motion graphics in branding. With the perfect blend of colors, font, and motion, the video effectively conveys the brand's message of fun to the audience.

3. Educational videos

Educational videos are informative videos that teach your audience something new or offer tips and tricks related to your industry or product.

By providing valuable information, educational videos can help you establish thought leadership in your industry, generate interest in your product or service, and build credibility with your audience.

The Consideration Stage

At this stage, your prospect knows about your product or service and is considering making a purchase. It has been added to the ‘wishlist’ of the buyer, and he is looking for reasons to choose your brand over the others. This is the right time to push your brand over others and show why your product should be considered.

This is an important stage in the funnel because it is where you have the opportunity to provide more information about your product or service and build trust and credibility with your audience.

Here are some types of videos that work well at the consideration stage:

1. Product demo videos

These videos provide a detailed demonstration of your product or service and show potential customers how it works. They can help to showcase the features and benefits of your product and provide a better understanding of how it can meet their needs.

Example: Apple's iPhone product demo videos show the features and benefits of the phone, including its camera, speed, and user interface.

2. Testimonial videos

Testimonial videos feature satisfied customers sharing their positive experiences with your product or service. They can help to build trust and credibility with your audience by providing social proof of your product's effectiveness. When video testimonials are 89% more effective than text-based testimonials, you might want to leverage testimonials at this stage.

Example: Country Delight’s customer testimonial videos feature real customers sharing their positive experiences using the products to improve health and connection in their families.

Wondering How to use Testimonial Videos to Build Trust with Your Audience? Read here.

3. Comparison videos

Comparison videos compare your product or service to competitors' offerings. They can help to differentiate your offering from competitors and highlight your unique value proposition.

The Decision Stage

The decision stage is the final stage of the marketing funnel where potential customers have already considered your product or service and are now deciding whether to make a purchase. At this stage, it's crucial to provide the right type of content to encourage them to make the decision to buy from you.

Make it very clear to prospective customers why utilizing your service or purchasing your product is a smart move. You can emphasize the benefits of your product and how it differs from those of its rivals in the market.

If your clients aren't thinking about making a purchase right now, free trials of your service may influence them to do so. Your initial trial offers prospective clients a sample of what you provide, but it should pique their interest.

Here are some types of videos that work well at the decision stage:

1. Product review videos

These videos provide an in-depth review of your product or service, highlighting its features and benefits. They can help convince leads to become customers by providing a detailed look at what they can expect from your offering.

Example: TechRadar's product review video for the Apple AirPods Pro provides an in-depth look at the features and benefits of the product, helping potential customers make an informed decision about whether to purchase.

2. Case Study videos

Case study videos showcase real-world examples of how your product or service has helped customers achieve their goals. They can help build trust with potential customers by showing them how your offering has solved similar problems for others.

3. Demo or trial videos

Demo or trial videos offer potential customers a chance to try out your product or service before making a purchase. They can help provide a clear understanding of how your offering works and encourage potential customers to take action.

Example: Canva's demo video showcases the features and benefits of its graphic design software and offers a free trial to potential customers. The video helps potential customers understand how the product works and encourages them to try it out.


Using video content marketing at each stage of the marketing funnel can help you reach your marketing goals, whether it's creating brand awareness, generating interest, building credibility, or converting leads into customers.

By using the right types of videos at each stage, you can provide valuable information to your audience, build trust and credibility, differentiate yourself from competitors, and ultimately drive conversions.

Remember to define your marketing goals and understand your target audience before creating video content. And don't be afraid to experiment with different types of videos to see what works best for your brand and your audience.

Video marketing is a powerful tool that can help you achieve your marketing goals, and with the right strategy in place, you can create engaging, informative, and effective videos that resonate with your audience and drive results. 

Looking to leverage the power of video content marketing at every stage of your marketing funnel? Get in touch with us today to kickstart your video marketing strategy!

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