16 Smart Ways to Use Video Across the Entire Buyer’s Journey

Video is one of the most versatile tools in your marketing toolkit. It can pull new people into your orbit, nurture them through the decision-making process, and keep customers engaged long after the sale. But for video to work, it needs to show up at the right moment with the right message.

Here are 16 strategic ways to use video throughout each stage of the inbound marketing and sales funnel—from attracting strangers to delighting existing customers.

Using Video to Attract

1. Enhance Your Blog Content

Pairing videos with blog posts dramatically increases engagement. Use video to break down complex ideas, show a process, or provide visual examples. It supports your writing without replacing it, and keeps readers on the page longer.

2. Create Platform-Specific Social Videos

Videos that get shared tend to educate, entertain, or stir emotion. Tailor your content for each platform—length, framing, aspect ratio, even the call-to-action should feel native to where it appears. A one-size-fits-all approach rarely works.

3. Build YouTube Content That Ranks

If search visibility matters, YouTube is a powerful long-game. Create helpful, non-promotional videos that answer real questions or solve real problems. Optimized titles, thumbnails, and descriptions will help your content surface in search.

4. Draw Crowds at Trade Shows

Trade show floors are noisy and distracting. A looping, visually engaging video that communicates clearly without sound can stop people in their tracks and pull them into conversation.

Using Video to Convert

5. Improve Landing Page Conversions

Explainer videos can communicate value far more efficiently than text alone. Whether you’re promoting a service, a product, or a downloadable resource, a well-placed video can significantly lift conversion rates. A/B test thumbnails, placement, and CTAs to find what performs best.

6. Boost Email Engagement

Including “video” in your subject line can increase open rates, and embedding a prominent video thumbnail inside the email encourages clicks. Since autoplaying in-email video is still unreliable, drive viewers to your website where the video can play seamlessly.

7. Repurpose Webinars as Evergreen Content

Live webinars are a valuable lead-gen asset. Record them and gate the replay behind a simple email form. It’s an easy way to capture ongoing leads with content you’ve already created.

Using Video to Close

8. Share Customer Success Stories

Testimonial and case study videos provide social proof, build trust, and help prospects see themselves in the story. Focus on relatable challenges and measurable outcomes.

9. Demo Your Products or Services

Show what you sell in action. Whether you’re screen-recording a software walkthrough or filming a hands-on demonstration, video helps prospects understand your offering much faster.

10. Send Personalized Video Messages

Short, authentic video messages can humanize your outreach and dramatically increase response rates. They’re simple to record and help build immediate rapport.

11. Introduce Your Team and Culture

When prospects are close to making a decision, videos that showcase your people and values go a long way. Company overviews and staff profiles help remove uncertainty and build trust.

12. Upgrade Your Sales Presentations

Adding video to a sales presentation can transform a routine pitch into something memorable. With a captive audience, you can take a bit more time—but keep the content purposeful and engaging.

Using Video to Delight

13. Onboarding Video Series

Welcome new customers with clear, friendly onboarding videos. You’ll help them get started faster and reduce support questions. Automate them as part of your onboarding flow for even bigger impact.

14. Personalized Welcome Videos

A quick, personal video message from a staff member can make new customers feel valued and connected. Production value doesn’t matter—authenticity does.

15. FAQ Video Library

If your team repeats the same explanations over and over, turn those answers into a series of FAQ videos. They’re easy to consume and can dramatically improve your customer experience.

16. Seasonal or Holiday Video Greetings

A simple, fun, heartfelt holiday video can make your brand feel human. Skip the generic template-style e-cards and create something that feels genuine and personal.

Final Thoughts

When you build video into every stage of the Buyer’s Journey, you create a cohesive, high-impact experience that meets people exactly where they are. Whether you’re attracting new visitors or delighting loyal customers, video lets you connect in a more personal, memorable way.

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