In the highly competitive world of SaaS, knowing all the right tools to create a solid marketing plan is essential. With YouTube and other social media platforms fueling the need to share content, video marketing is on an all-time high.
What is Video Marketing?
Video marketing is a powerful tool that can be used by SaaS companies to send out a message to their target market. From the name itself, it is a form of marketing that maximizes video formats. In this day and age where everything is fast-paced, people prefer things delivered as quickly as possible. Video marketing does just that.
Why is Video Marketing Important?
A huge percent of SaaS companies believe that delivering their content through video marketing is an integral part of their marketing strategy. A good 83% of businesses who actively use video marketing agree that video marketing results to good ROI.
Wyzowl also tells us that this year, 81% of businesses are already using video marketing, a huge leap from last year’s 63%. This is a huge indicator that the results businesses gain from the approach are more than satisfactory, and more business owners and marketers are convinced of its power.
Video marketing sends out a formidable push through the customer purchasing funnel. After all, 65% of people are visual learners. This explains video marketing’s success in engaging target audiences.
Social media has also further fueled the process of sharing video content. We may have shared a written post or two, but it is those captivating and informative videos that usually become viral. With the use of videos, you get an increased conversion rate of 80%.
What does this all mean? Simple! Video marketing is a game-changer that can give you the results you need.
What Video Marketing Ideas Can Be Used for SaaS?
Some people may have doubts about video marketing. These hesitations are understandable, given that traditional video production has long been known to be expensive and time-consuming. But technology has changed all this. The availability of different video editing apps have enormously decreased video production costs. These online video editing tools have also made video production a lot easier compared to before.
Now that effective video marketing is more accessible, businesses can finally maximize its benefits without worrying about the usual risks. Here are 4 video marketing ideas that can be incorporated into you marketing plans if you’re in the SaaS industry:
1. Effective Explainer Videos
The world may be more technologically advanced now than it was before, but that doesn’t change the fact that a lot of people are still intimidated by innovation.
This opens up quite a number of opportunities for SaaS companies. Finally, you can explain how your tech works, how your business operates, or how your ideas come to life.
You do have to remember however, that people now have a shorter attention span. This means that a lengthy and highly-technical approach just won’t do. You have to engage the viewer right off the bat. Also, the entire point of making an explainer video is to make things easier for your audience to understand. So steer clear of everything that complicates the topic and deliver the message in easily digestible pieces.
Here are a few brands that have perfectly delivered that:
Tripcase’s explainer video was able to grab the attention of customers because it emphasizes customer’s pain points. Its video showed a subtle but convincing explanation of how their services can solve their customers’ problems.
Mint’s video is the perfect example of how simple an explanation can be. In just a minute and a half, this explainer video showcased how Mint’s system uncomplicates their customer’s finance management concerns in a simple and straightforward manner.
Amazon’s challenge – to explain a product whose benefit isn’t easy to spot at the get-go. But with this video, Amazon managed to convince people how ingenious their new product is even if the need for it wasn’t apparent right away.
2. Helpful Demo Videos
There is often a lot of confusion between explainer videos and demo videos, so it’s important to know where the differences lie. Explainer videos explain an idea or concept, but demo videos actually show how to accomplish something using a product or service.
The videos below perfectly demonstrate how that should work. Notice that it’s more than just giving step-by-step instructions. It’s also about guiding the audience through the process in a way that’s engaging, and to some extent, entertaining.
Salesforce.com is one of the most popular SaaS products ever to be released, and it’s not a surprise why. Aside from the fact that it has solved so many common problems businesses face, Salesforce has also perfected the art of demonstrating how to use their products the simplest way possible.
This Microsoft Bookings demo does a great job of making the viewer feel like, “Hey, that’s me they’re talking about!” The video perfectly captures the usual pain points small business owners have, and seamlessly demonstrates how Microsoft Bookings make the workload easier.
3. Engaging Video Testimonials
Video testimonials do not just present your brand and your products – they present your actual customers and their experiences. This is what makes video testimonials effective in your video marketing efforts. It’s not just about you saying that your product is great – it’s about actual users who gush over how great your product is. It’s the ultimate proof of your credibility as a brand.
Here are a few examples of video testimonials for SaaS businesses and products:
Slack has an entire playlist of customer testimonials in video format. Each testimonial discussed a completely unique and specific way on how the service helped boost productivity across different workplaces.
Once again, Salesforce shows what a huge role video marketing plays in their business. Through a series of customer testimonials from some of their biggest clients, they show stories that do not just share how good business has been since they started using the service. These testimonials also show a lot of emotion and heart as each client talks about how Salesforce has changed the way they do business.
If other brands focused on testimonials from huge clients, Square did a few testimonials that put small- and medium-sized businesses in the spotlight.
4. Powerful Promotional Videos
Promotional videos should not just be made for the sole purpose of promoting your products and services. Rather, it should aim to tell people about your story, your values, and heart. It should portray not just what you do, but why you do what you do.
Here are some powerful promotional videos you can learn a thing or two from:
When HubSpot turned 10, they released a video that did not even mention their brand name, not even once. Instead, they focused on expounding how the human factor in inbound marketing.
Slack hits another homerun with this video that did not just show the many features of the system, it did so in a humorous manner as well.
SaaS is here to stay, and letting your business get pulled to the end of the success line is such a big waste. If you want your SaaS business to experience a boost, video marketing could be the key you’ve been looking for.