Firstly: potential customers need to know about your brand’s existence and business. Consumers at this stage are identifying their challenges and deciding whether or not they should seek out a solution. Therefore, the content you create should empathize with their problems and introduce a possible solution in your product or service. Ultimately, the goal of this kind of video is to expand the reach and build trust. To reach this goal, think about creating short and easy to understand the content that will speak to your audience.

Now that you’ve attracted video viewers and website visitors, the next step is to convert these visitors into leads. At this stage, your prospects know who you are, but they’re still learning more about your product or service and determining if you’re the right fit for them. Content at the consideration phase should support the collection of some sort of contact information via a form. Video can help this process by providing a visual representation of the solution to the buyer’s problem, whether that’s before a form, on a landing page or as the offer itself.

As important as this stage is, “close” videos are often the most overlooked by marketers and salespeople. Yet video has been proven to help convert leads into customers, many times. At this point, the prospect is considering their options and deciding on the purchase. Therefore, the goal here is to make your audience visualize themselves using your product or service — and finding success. Videos can show functionality and practicality, and leverage emotions to help drive that final conversion.