Regardless of how you look at it, video marketing works in both the B2B and B2C spheres. Are you not convinced? Do you believe it’s just a fad? Then these stats will be an eyeopener:
- 80% of consumers want to see more business videos. Also, 68% prefer learning about a new product via a short video (Wyzowl).
- Emails with videos receive a 300% more open rate (Campaign Monitor).
- 76% of marketers say video has increased the effectiveness of their marketing efforts (MotionCue).
Figure 1: Consumers prefer video when learning about new products. Source: Finance Online
This proves that video marketing is a godsend combination for SaaS marketers. Take the leap and join the video creation squad to target prospects at every stage of the buyer’s journey. Continue reading to learn how to promote your product using SaaS video marketing.
Does Video Marketing Benefit Your SaaS Business?
Video marketing will be one of the top dominating content strategies in 2023. Businesses increasingly use this content type to communicate better with their customers, promote their brands, and generate business leads. Moreover, SaaS video marketing provides easy instructions on how to use your product, increasing engagement and decreasing churn.
Videos save time and effort
Videos have always attracted a larger audience than visuals and text, given their representational limitations. Moreover, videos always communicate more effectively and have the potential to deliver an impactful message. You will see faster results when videos are part of your sales pitch. This allows you to save time and effort.
Videos can boost your SEO ranking
Firstly, we know that when Google displays a video thumbnail alongside a search result, users are likelier to click on that listing. The thumbnail’s presence makes the result a “rich snippet,” and rich snippets have higher click-through rates than standard snippets.
We also know that Google has been rumored to prioritize video search results over non-video search results. While Google has not explicitly confirmed this theory, many marketers believe that their SEO results support it. Video also aids other metrics that we know Google considers when ranking. Two essential SEO metrics are the number of time users spend on your page or site and the number of backlinks pointing to your domain. Video, most of the time, improves these metrics.
You can quickly increase your conversions
Videos in your SaaS marketing strategy engagingly provide quick answers, which is precisely what the audience wants. With people’s attention spans decreasing and the number of users increasing, it’s best to hire a good video editor and have everything communicated through videos. The key is to engage them; once they do, they are more likely to convert and enter your sales funnel.
Why Do You Need a SaaS Product Video?
As a SaaS provider, you must fully inform your customers how your software works, how much it costs, and how it solves their problems.
You must explain how much basic subscription costs and how they can upgrade to a higher-tier service. When selling a complex product, the buyer must learn about it. Your sales team also needs to be trained first.
Additionally, you must address and resolve customer concerns as soon as possible.
These are important but also need a ton of work and money.
Consider hiring new employees, training them, and maintaining the level of service your customers have come to expect from you. And you’re not sure if your investments will pay off.
However, video in your sales process can solve most of your problems while providing a memorable experience for your customers at a fraction of the cost of other methods.
A video stands out because it is:
- Quick and simple to create
- Personal than other types of marketing assets
- Shareable on social media platforms
- A low-cost way to market your product on the internet
- Simple and comfortable for your customers and prospects to consume
- Easily accessible; all you require is adequate bandwidth
Further, a SaaS product video can have multiple applications::
- It can help you guide your user through the product interface
- Adds value and diversifies your marketing content
- A SaaS video makes it easy to share the vision and make it relatable
- You can also break communication barriers with your customers
- It helps you engage more audience and rise above the competition
Five Ways to Promote Your SaaS Business Through Video
Videos that showcase new features
A good product explainer video guides the potential user through the SaaS and the UI and informs them on other aspects such as affordability, relevance, and usefulness. This prompts the client to decide based on their needs and take action sooner.
Later stages of the product explainer video demonstrate upgrades to new features, how to use previously launched products, or even answers frequently asked questions, reducing churn significantly.
Depending on the visual concept of your website, you can either make the video animated or combine it with a monologue from one or more of your company’s product representatives.
You can share these videos on your website and public platforms like YouTube. You should publicize them in all your communities and send them in your email newsletter.
Asana used the following example to introduce a new feature to its users. Beautiful illustrations, good background music, and amusing characters are expertly blended to effectively demonstrate the product. Even though the video focuses on Asana’s new ‘Timeline’ feature, the ride for the viewer is nonstop and action-packed.
Tip: Keep things interesting with graphics and cool effects, even when explaining a new feature or creating a manual. Remember, it is still a viewing experience for your customer!
Figure 2: Screenshot of Asana’s new feature announcement video. Source: YouTube
Product demos, how-tos, and guides
Demos, guides, and how-to videos are among the most popular on YouTube. As a SaaS provider, you could use this content to help your customers better understand your product.
It’s also a quick way to answer frequently asked questions. Furthermore, releasing only ads will alienate your potential customers. This is because many people who watch videos online are looking for either entertainment or education.
Therefore, try to interest the audience with expert opinions, reviews, and informative videos. Make them detailed while keeping the content straightforward and easy to understand. However, they should also not be too long, no more than 20 minutes. You don’t want to bore your customers.
Making high-quality how-to videos will benefit more than just your existing customers. It will also target new people with a problem they are trying to solve.
How-to videos are an excellent choice for SaaS video marketing, and you should start making them if you haven’t already.
Tip: Users are most likely looking for a quick answer and do not have the time to watch long videos. So you can break a longer topi into multiple videos and create a series.
Videos that facilitate your customers to unlock the full potential of your software
In addition to standard guides explaining how to use your SaaS platform’s basic functionality, you can create expert videos discussing advanced features or technological advancements.
Such business marketing videos should feature your company’s experts. Webinars are an excellent way to do this. You can conduct live streams or schedule pre-recorded webinars for a later date.
The advantages that follow this content format include a positive influence on audience loyalty and increasing customer trust via “direct dialogue” with company representatives.
Live streaming for business is growing more popular. SaaS brands that manage to “catch the wave” receive more target audience approval than competitors.
You can also show how serious experts joke with each other, smile, and discuss some light-hearted or current topics. All of this will help to bring the presenters and viewers closer together.
Tip: Create an in-depth strategy and cover all your customers’ questions along the customer journey. Also, to ensure a seamless experience, use the right webinar hosting site.
Testimonial videos to show the success of your product
Collecting customer feedback is difficult, especially in the B2B business model. However, these videos generate the most interest from potential customers. The most appealing aspect of a customer testimonial video is that it features a genuine customer discussing the product. It is an excellent way to gain the trust of your prospects. Before purchasing a product, your prospects want to know as much as possible about it. Given this, it would be helpful if your testimonials included details such as how the product works and some statistics. This makes it more impactful.
Here comes our favorite example! Slack has repeatedly demonstrated how to get things done! This testimonial video takes an unusual approach, interviewing multiple people using Slack and discussing the product’s benefits.
Tip: Do not be afraid to try new things. Just make sure it complements your marketing strategy.
Figure 3: Screenshot of Slack’s testimonial video. Source: YouTube
You can try another method if you cannot find real people to create these testimonials. Your SaaS platform almost certainly has an administration panel where you can track customer statistics and conversion rates. This is a goldmine of data! Make a detailed analysis of your top customers’ dynamics and record a relevant video. This way, you can convince potential customers of your platform that your product has helped existing clients improve their business performance.
Brand story videos for emotional connection with your potential customers
Humans buy from humans. Yes, they will always look at your price and features, but they will be far more likely to buy from you if your brand aligns with the things they care about. In the end, the emotional component wins modern customers.
Even if your SaaS business is a “completely commercial story” without any touching moments, there can be bigger goals and purposes behind your mission. Are there any causes you support? What kind of positive impact do you hope to have on the world? What is the purpose of your brand or product?
Such videos demonstrate the human side of the brand. The more your target audience gets to know you, the more trust and fans you’ll gain.
Salesforce recently released this Actor Mathew McConaughey-led video promoting their Team Earth pledge. The brand wanted to share a promise to focus on improving the planet we live on rather than looking to the future and conveyed it through video.
Tip: People often regard tech companies as emotionless money-making machines. If you want to change this perception, show people your company’s heart and soul. Highlight your why and express your passion.
Figure 4: Screenshot of Salesforce’s Team Earth Pledge video. Source: YouTube
Influencers Can Power Up Your SaaS Video Marketing
Influencer marketing is the most effective method for creating and increasing brand awareness. It could provide a significant boost in sales, publicity, and positive reviews for new businesses. Compared to branded posts, 60% of marketers found that influencer-generated content performs better and drives more engagement. This is why marketers plan to increase their marketing budgets for influencer marketing in 2023.
You can engage influencers in all stages of your video marketing, and they can feature in your how-to videos or create sponsored content for your SaaS brand.
The opportunities to expand your brand via influencers are countless, so get started. AtisfyReach can help you reach influencers who can benefit your SaaS marketing campaigns. Our algorithm uses smart machine learning to connect brands with idea influencer candidates.