Online video marketing is a great option for B2B companies striving to attract new potential customers. Many businesses learn why video works in the sales funnel and immediately put all of their video focus into brand awareness. This is a great place to start, but there is so much more value for video. A well-planned content strategy allows a company to maximize the power of video to attract new leads and nurture them through the entire sales funnel, guaranteeing that they will close more deals.

As potential clients move down the sales funnel, companies must provide different kinds of content in order to keep them around. For example, a simple infographic about a company can be a great way to get people listening while customer reviews are more effective further into the buying cycle. Learn why video works in the sales funnel for every single component of it.


  • Build awareness. What should your potential customers learn about your company? Use videos to detail simple tasks and procedures. Video infographics can be a great option. It’s important to give this audience the information that they need without overwhelming them with excessive detail. Keep videos concise and relevant.
  • Keep them interested. Now that you’ve piqued their interest, you don’t want them to go anywhere. Do you hold webinars or other online or in person seminars for your potential and existing customers? Consider creating video invitations for these events.
  • Demonstrate your value. Potential customers are much more likely to try a new business when they have solid recommendations and reviews. Once you have a loyal customer base, solicit feedback from them. Offer incentives for customers who are willing to make video testimonials of their opinions about your products and services. Product demonstrations are another great option for showcasing value. People are much more likely to trust a new item or service when a company provides upfront details about it.
  • Provide in-depth information. Now that you have interested customers, give them the information that they want. Would it be beneficial to create personalized videos to recap sales meetings? How about developing a video series based around customer needs? Don’t forget to consider FAQs and instructional videos, too. People appreciate it when a company is clearly listening to the needs and preferences of their customers and addressing them appropriately.
  • Keep them up to date. There is nothing more frustrating than finding a great company that hasn’t posted any new content online in months or even years. When this happens, people are left wondering what happened to the business and may go elsewhere, assuming that it isn’t around anymore. Share videos on a regular basis to keep customers informed about the latest company happenings.