Video production for your marketing isn’t just flashy—it’s functional. When used strategically, it feeds every stage of the marketing funnel, taking your audience from curious onlookers to loyal customers. Across corporate (B2B), consumer goods, events, and hospitality, video meets your audience where they are and nudges them closer to action.
The Marketing Funnel and Video’s Purpose
Marketing funnels are simple on paper: awareness, consideration, conversion. In practice? They’re chaos. Your audience doesn’t move linearly—they zigzag, hesitate, and circle back. Video is one of the few tools versatile enough to navigate that mess, adapting to each stage and keeping your message alive.
Here’s how it works.
Awareness Stage: The Spark That Starts It All
The first stage of the funnel isn’t about selling—it’s about showing up. Awareness videos introduce your brand to an audience that doesn’t know you exist. They’re not ready to buy, but they’re curious. Your job is to grab attention and plant a seed.
Corporate (B2B) Example
A thought leadership video might feature your CEO at a tech summit, delivering a concise, insightful take on industry trends. No jargon. Just clarity. It’s not about your product—it’s about making your brand synonymous with expertise. For example, a SaaS company could create a video on “The Future of Cybersecurity in Remote Work,” positioning themselves as a trusted voice without overtly pitching their platform.
Consumer Goods Example
Imagine a vibrant 15-second Instagram reel for a new fitness tracker. Quick cuts show it tracking a morning run, guiding a yoga session, and monitoring sleep. The energy is high, the message is clear: this is for people who want to move. It’s not about features yet—it’s about possibility.
Events Example
A high-energy event teaser reels viewers in. Snippets of last year’s highlights—packed rooms, engaging speakers, and clinking cocktail glasses at networking sessions—build FOMO. Add a bold tagline like, “Where Ideas Become Action,” and suddenly, your audience is Googling tickets.
Hospitality Example
A sweeping, cinematic video of your boutique hotel’s rooftop pool at sunrise, the chef plating a dish, and guests sipping cocktails as the sun sets. It’s more mood than information. You’re selling an idea—escape, luxury, or adventure.
Why It Works: Awareness videos aren’t about convincing; they’re about sparking interest. They give your audience something to think about when they weren’t thinking about you at all.
Consideration Stage: Show, Don’t Tell
At this stage, your audience has questions. They’re comparing options, weighing pros and cons. Videos here should be deeper, more detailed. This is where you prove you’re the right choice.
Corporate (B2B) Example
A case study video walks potential clients through a real-world problem your company solved. Picture this: a mid-sized business struggling with inefficiencies adopts your platform and cuts costs by 30%. The video features their CEO saying, “We couldn’t have done this without them,” with clean graphics breaking down the savings. You’re not just a vendor—you’re a partner.
Consumer Goods Example
A how-to video for a blender brand shows more than just smoothies. Show how it makes salsa for taco night, batter for pancakes, and even margaritas. Each use case is a mini-story, showing the product as indispensable for every moment in your audience’s life.
Events Example
For a conference, create a video showing how attendees from last year turned connections into collaborations. Feature soundbites like, “I met my co-founder here,” over visuals of workshops, laughter over coffee, and a speaker captivating the room. You’re not selling a ticket—you’re selling transformation.
Hospitality Example
A behind-the-scenes video of your resort’s team preparing for guests—chefs chopping fresh ingredients, staff setting up stunning suites, and bartenders crafting signature drinks. The message? Your experience isn’t just luxurious—it’s personal and intentional.
Why It Works: Consideration videos build trust. They say, “We’ve done this before, and we’ll do it again—for you.”
Conversion Stage: Seal the Deal
Now it’s decision time. At this stage, your audience knows who you are. They’re interested. But they need a little nudge to take that final step. Conversion videos focus on urgency, benefits, and calls to action.
Corporate (B2B) Example
A personalized video proposal addressed to a specific company. Include clips from your team explaining exactly how your solution fits their needs. Add testimonials from similar clients and a simple CTA: “Let’s make it happen.” You’re not pitching—you’re closing.
Consumer Goods Example
An offer-driven video ad: “Order today and get 25% off your first purchase.” Show the product in its best light—close-ups of the sleek design, testimonials from happy customers, and an upbeat call to action. End with “Limited time only” to seal the deal.
Events Example
A final push video for ticket sales: “Only 3 days left to join the conversation.” Combine last-minute urgency with speaker highlights, venue shots, and clips of buzzing networking sessions. It’s about creating excitement and FOMO.
Hospitality Example
A booking-focused video: “Experience paradise for less—book this week and save 20%.” Combine stunning visuals with clear details on how to book, making it as easy as a single click.
Why It Works: Conversion videos don’t just talk—they compel. They make it hard to say no.
Video Production Done Right
Video production isn’t just about pretty visuals. It’s about strategy. When you create videos tailored to each stage of the marketing funnel, you’re not just filling space—you’re driving action.
The right video at the right time can do more than grab attention—it can close deals, build trust, and turn curious audiences into lifelong customers.
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Raised Media Co. is a NYC-based video production and commercial photography company. Specializing in creating stunning visuals across all industries worldwide.
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