As customers move through the sales funnel, they need different types of information at each stage. Providing an in-depth tutorial when a potential customer is just learning about your business, or offering a basic overview pamphlet to an individual who is right on the brink of closing a sale can break the deal. Video is just one tool for building awareness, keeping customers interested, demonstrating your value, offering in-depth details, and keeping customers up to date throughout this cycle. The following is a practical guide for creating and curating content for your sales funnels so that you’re guaranteed to reach each customer at each stage of the cycle.

During the purchase stage, focus on ways that you can set yourself apart from the crowd. A three- to five-minute video that explains the aspects of your company that keep customers coming back year after year may prove beneficial. How do your products and services solve genuine customer problems? Many people seek out your company because they have a particular issue and are frustrated about it. Demonstrate a solution with a brief video that doesn’t bury customers with information. You can offer more in-depth resources for your products and services further in the sales cycle.

Once customers are equipped with some basic details, you want to close the deal as quickly possible. Don’t sit around and wait for them to explore other options before coming back to your company, because they may not decide to come back. What information do they need to make a purchase or sign up for a service? A video can be a quick, effective way to present clear, transparent pricing details so that there are no surprises.

As customers reach the buying stage, offer materials that provide evidence that existing customers and industry experts alike think highly of your business. Relevant customer testimonial videos about products or services of interest are a great option. The video format is also a great means for presenting expert findings because it allows for visual support. Consider analyst reports, return on investment (ROI), calculators, and request for proposal (RFP) generators and templates. Don’t get bogged down in the technical jargon of these reports. Mix in a funny cartoon or witty remark once in a while to break up the flow and keep the customer engaged.

Each time you create a video aimed at customers in your sales cycle, make sure that you’re using consistent branding and tone and including a call to action or lead form. You don’t want to be obnoxious about collecting customer information, but you also don’t want to miss out on lead generation opportunities. Look for ways to provide further relevant details for potential customers, such as sending them a free ebook in exchange for a name and email address.

The process of creating rich, meaningful content takes time. It is important not to get overwhelmed or discouraged. Prioritize your areas of need and then build from there. For example, if you’re lacking detailed tutorials that demonstrate real world examples of customers using your products or services, which is resulting in lost sales, start with these tutorials. Before you know it, you’ll have a wealth of information to offer potential clients that will bring in the sales revenue that you need.