Video Marketing Campaign Basics

The beauty of a video marketing campaign is that businesses can create content to suit every aspect of their marketing funnel. A video marketing campaign does not have to be restrictive or about a specific product. It can present customers with a unique look into your company and its products or services. But these videos must be done in the right way. How can a business choose the right video type for their marketing funnel?

The concept of video marketing is to use short, high quality videos to push customers for more engagement, retention, and sales. These videos can be located on the company website, social media posts or as ads accompanying other content on video streaming sites like YouTube.

Videos and the Marketing Funnel

Before picking a type of video for each stage of the marketing funnel, it is a good idea to understand the different stages of this funnel. Most marketers prefer to define the marketing funnel as having four stages: awareness, consideration, conversion, and retention.



The awareness stage is about informing people about a brand. The goal is to figure out the target audience for a product or service, then understand where to find them. Short promotional videos that can go on social media and YouTube as 30 to 45 second ads are perfect for this stage. These videos should introduce the brand, grab the viewer’s attention and establish a positive narrative.


The consideration stage is about showing how the products or services of a company can solve an issue for a customer. These videos must not be overly salesy, because the goal is to inform the potential consumer about how a product or service may be able to solve the issue they are experiencing. These videos can be a bit longer. They can go on a product page, as ads on YouTube or as embedded videos on blog posts.


With the conversion stage, the goal is to convince interested parties to commit to a purchase. These people are already interested in what the company has to offer. They are also knowledgeable about the way the product or service can help them. Such videos should be about differentiating the company from competitors. Personalizing the business, creating a connection with the viewer and showing them why the company and its products/services are truly unique.


Now we come to the retention stage, which is about ensuring that previous customers stay with the company for future purchases. Maybe a customer signed up for a mailing list and bought a product. But they have not been back to buy something for many months. These videos should be about pushing for reengagement from these former customers. Perhaps showing how certain products or services have improved, how the company has grown or what new features are present that past customers could be tempted by.

A video marketing campaign must be consistent, narrative-based and engaging. By establishing the right types of videos for each stage of the marketing funnel, businesses can better use video to introduce the company, educate the target audience, demonstrate why their product is the best and then attempt to retain those customers for the long term.


John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer and CEO of Foundation Digital Media. For Inquiries: [email protected]