Video has become one of the most effective tools for businesses to attract, engage and convert customers. But creating great video content isn’t just about flashy visuals or clever editing — it’s about purposeful planning.
To get real results, your video strategy needs to be aligned with your sales funnel — guiding your audience from awareness to consideration to decision. When done correctly, each video supports a different stage of the buyer journey, helping move potential customers closer to action.
At One Productions, we help businesses craft targeted video content for every phase of their marketing and sales funnel. In this blog, we’ll break down exactly how to align your video content with your sales funnel — and share practical tips for getting started.
What Is a Sales Funnel?
The sales funnel represents the customer journey — from discovering your brand to making a purchase (and beyond). It’s typically broken down into three core stages:
- Top of Funnel (TOFU) – Awareness
Your audience becomes aware of a problem or need and begins researching. - Middle of Funnel (MOFU) – Consideration
They’re actively comparing options and evaluating solutions — including yours. - Bottom of Funnel (BOFU) – Decision
They’re ready to act — and need reassurance that your brand is the right choice.
Each of these stages requires a different tone, message and format. Let’s explore how video fits into each phase.
Top of Funnel: Create Awareness and Spark Interest
At the awareness stage, your goal is to attract attention and introduce your brand to a broad audience. These viewers might not know your product or service exists — or even that they have a problem you can solve.
Your video content should focus on educating, entertaining or inspiring, rather than selling directly.
Ideal Video Types:
- Brand videos
- Social media videos (Reels, Shorts, TikToks)
- Explainer animations
- Thought leadership content
- Educational videos
- Teasers or trailers
Tips:
- Keep videos short and engaging
- Focus on the viewer’s problem, not your product
- Optimise for platforms like YouTube, LinkedIn, Instagram and Facebook
- Use subtitles and attention-grabbing visuals to stop the scroll
Example from One Productions:
We’ve created brand films for clients that introduce their values and mission without a hard sell — building trust from the first touchpoint.
Middle of Funnel: Nurture Interest and Build Trust
Now that your audience knows who you are, the goal is to build credibility and show them why your solution is the best fit. This is where storytelling, authority and clarity are key.
Your video content should help answer questions, highlight benefits, and address objections.
Ideal Video Types:
- Product or service explainer videos
- Case studies and testimonials
- “How it works” or demo videos
- Webinars or interviews
- Behind-the-scenes content
Tips:
- Showcase real results and social proof
- Focus on the benefits — how you solve specific pain points
- Include clear calls to action (CTAs) that encourage further exploration
- Use email campaigns and website landing pages to distribute this content
Example from One Productions:
We’ve filmed client testimonials and case studies that speak directly to the viewer’s challenges — positioning our client as the obvious choice.
Bottom of Funnel: Drive Conversions and Action
At this point, your audience is close to making a decision. Now’s the time to remove barriers and give them the final push they need to choose you over a competitor.
Your video content should offer reassurance, highlight USPs, and make it easy to take the next step.
Ideal Video Types:
- Personalised sales videos
- Product comparison videos
- Customer success stories
- Pricing or package breakdowns
- FAQ videos
- Direct response video ads
Tips:
- Be clear, confident, and concise
- Reinforce your strongest differentiators
- Use CTAs that guide the viewer to sign up, request a quote, or make a purchase
- Consider integrating video into your CRM or sales outreach
Example from One Productions:
For some clients, we’ve created custom product comparison videos or video brochures that sales teams send directly to warm leads — increasing conversion rates significantly.
Bonus: Don’t Forget Post-Sale and Retention Content
The sales funnel doesn’t end at the sale. Use video to support customers, encourage loyalty and turn them into advocates.
Ideas include:
- Onboarding tutorials
- Customer support videos
- “Thank you” videos
- Referral or loyalty programme promotions
- Feature update explainers
How One Productions Helps Align Video to Your Funnel
We don’t just shoot and edit — we work with you to build a strategic video roadmap that fits your buyer journey.
Here’s how we support you:
- Content Planning: We help map video content to specific stages and audience goals
- Creative Development: Scripting, storyboarding, and visual direction for each format
- Professional Production: High-quality filming, animation, and post-production
- Distribution Strategy: Optimising content for the right platforms and touchpoints
- Analytics & Optimisation: Measuring what works and adjusting where needed
Whether you’re just starting out or scaling up, One Productions is here to help you create video content that’s strategic, impactful, and built to perform.
Ready to align your video strategy with your sales goals?
Contact Us Today and Start your Project with Us