A strong video strategy starts with meeting your audience where they are. People move through three stages: awareness, consideration, and conversion, and your video strategy should adapt along the way.
At the top of the funnel, the Awareness stage, the goal is simple: reach the right people and be remembered. Create brand awareness with clear, relevant messaging that introduces your point of view and builds early familiarity.
Next is the Consideration stage. Here, the focus shifts to earning trust. Keep videos tight, center on one idea, and use proof points or outcomes to show why your solution matters. Retarget viewers who engage to stay top of mind.
Finally, at the Conversion stage, at the bottom of the funnel, the goal is to drive action. Pair video content with a clear call to action, such as booking a demo, starting a trial, or contacting sales.
Awareness builds familiarity. Consideration builds trust. Conversion supports action. A video strategy that spans the breadth of the funnel ensures you're more likely to reach your potential customers at the right time in their buying journey.