Implementing a full-funnel marketing approach: Tips for video ad success
Written by Nicholas Cox | 26th March 2025
Table of Contents
As marketers, you know it’s vital to check in with potential customers at every stage of their journey. This means tweaking and tailoring your marketing messages to target the customer at the right time. A full-funnel marketing approach helps you achieve this and build a solid customer base.
What is a full-funnel marketing approach?
A full-funnel strategy takes into account the entire customer journey. Some marketing teams fall into the trap of focusing more heavily on the bottom of the funnel—the sale.
But this is short-sighted. You neglect potential customers earlier on in their buying journey and miss the opportunity to nurture them toward buying a product.
By having a full-funnel approach, you can tap into prospective customers’ wants and needs at each stage. These are:
- The top of the funnel (ToFu): This is where customers are just becoming aware of your offerings. It’s also known as the awareness stage.
- The middle of the funnel (MoFu): This is where customers are considering making a purchase but haven’t quite decided to buy.
- The bottom of the funnel (BoFu): This is where customers have decided to buy.
- Post funnel: This is where customers become repeat customers and even brand ambassadors.
What’s the benefit of using video as part of your funnel?
Video is everywhere. Thanks to platforms like YouTube and TikTok, video marketing has soared. Now, most social media platforms support video marketing, and it’s a great way to engage your target audience and demonstrate your product throughout your entire funnel.
In fact, 82% of people said they’ve been persuaded to buy a product or service based on a video, so it will boost your conversion rate too. However, if you don’t have a strategy in place or understand what videos work best at each stage of the customer journey, you may not get the best ROI.
It’s worthwhile getting professional advice about how to optimize your videos to achieve maximum ROI.
Your corporate budgeting manager doesn’t need to worry – creating and updating videos doesn’t have to be nearly as time consuming and difficult as it used to be. Using AI driven tools such as simpleshow video maker can help you make animated videos in minutes.
What’s the benefit of using video as part of your funnel?
Knowing what video ads work best at each stage of a full-funnel marketing approach can make or break a campaign. Here are some top tips for success:
1. ToFu
The top of the funnel is where your videos should grab the attention of a large audience. The aim here is to generate awareness for your brand, product, or service and generate qualified leads.
People at this stage in their journey will probably know very little about you or whether or not they need what you have to offer.
At this stage in the marketing funnel, videos should focus on building trust while positioning your brand as credible. Videos should be short to maintain engagement and be used in the following ways:
- Brand videos can be used to help establish your brand and give an overview of your business.
- Report videos can be used to help build credibility by highlighting facts and statistics.
At the top of the sales funnel, you can get your videos in front of your audience via social media ads, display ads, and your website.
2. MoFu
The goal of the mid-funnel is to engage leads who have already interacted with your content or shown an interest in your brand but haven’t bought anything.
At this point in the marketing funnel, your videos should provide information and tackle pain points to push leads further toward a purchase. The videos that work well for MoFu include:
- Q&A videos: These could be interviews with key people in the business to deep dive into certain topics. The aim is to establish your brand as a thought leader with credibility.
- Webinar clips: Short snippets can also help you build credibility and stand out as an expert in your field.
Email marketing campaigns, social media, and your website are useful distribution channels for MoFu marketing.
3. BoFu
Video marketing at the bottom of the sales funnel is designed to drive conversions. At this point, videos should create a sense of urgency, address any outstanding concerns, and build confidence through social proof. Videos that can help you close a sale include:
- Onboarding videos: These can reduce churn by talking people through the initial steps of getting used to their purchases.
- Product demo and explainer videos: These can emphasize the product’s key features and value through storytelling, animation, and other engaging video styles.
- Customer case studies: These can be used to highlight real customer experiences to provide social proof and drive conversions.
Use your website, paid ads, and email campaigns to distribute your video ads and drive people to make a purchasing decision.
Tips for creating successful video content
If you want to elevate your video content, follow these tips:
- Understand your audience
- Make your content educational but entertaining
- Show how your products can solve your audience’s problems
- Show why your product or service beats the competition
- Avoid the sales spiel
- Don’t worry about being polished, but do be honest
- Get creative, jump on trends if they suit your brand, or trial creative content on your lower-risk channels
- Make your videos about your potential customers, not you
- Monitor key metrics to gain valuable insights
Final thoughts
Video is a great content marketing tool for sustainable growth. Using it as part of your full-funnel marketing approach can help you drive conversions. By understanding your target audience and knowing what drives them, you can create videos that resonate at each stage of their buyer journey and nurture leads to the point of conversion.
Be creative and have fun. Your videos don’t need to give the hard sell. Remember the primary goal is to educate and entertain. By doing this, you’ll be well on your way to increasing conversions and curating loyal customers.
Author's bio
Nicholas Cox - Head of Global Product Marketing
Nicholas Cox is an accomplished global product marketing leader with over two decades of experience in audit and accounting, finance, and product marketing. He has held senior roles at OneStream Software, Oracle, and SAP SuccessFactors, driving go-to-market strategies, product innovation, and business development across EMEA and globally. Nick has extensive experience working with customers and partners and regularly writes and speaks on finance topics. Here is his LinkedIn.
