How To Build A Video Marketing Strategy For SaaS Companies As the owner of a SaaS company, you want to do all you can to market your product or service. Video should be a key part of your marketing plan. The reason for this is that 33 percent of all online activity is spent viewing video.
This doesn’t mean you want to invest time creating and implementing a video marketing strategy simply because you think it might be a good idea to take advantage of all those people watching videos.
Instead, you need to enter into this activity committed to working the plan hard and looking through a long-term marketing lens. The reason is that there aren’t any quick fixes with video. It requires consistent marketing activity to make the process bring your business big results.
What is Video Marketing?
The above statistic makes it obvious that video is, and will continue to be, a way to get your message in front of prospects. Video marketing can be defined in the following way: The use of video to promote your product, service or brand.
This use of video might include ‘how-to’ guides, training videos, branding videos, live events (Facebook Live, Instagram Live, etc), demo videos and case studies.
You know that your software services don’t sell themselves. That’s why video is so powerful for your company. It’s a marketing channel that allows you to visually engage prospects and present them with hard-hitting reasons for why your product is the best solution to their problems.
On the other hand, video is excellent for keeping current customers aware of updates, case studies and other reasons for why they want to continue using your software. Take a look at other reasons to develop a solid SaaS company video marketing strategy:
- On average, website visitors invest 88 percent more time on your site when viewing video
- Video marketing is used by 87 percent of all marketing pros
- People retain only 10 percent of the information they read but they retain 95 percent of the information they see through video
Let’s take a look at how you can build a video marketing strategy step-by-step:
Choose the Correct Audience
Take a good look at your current database of customers. Since they represent who you need to target, ask yourself these questions:
- What is the main problem you solve?
- What is your best target market demographic?
- Where does your best customer spend time on the Internet?
Look at the customers of your competition, too. How can you make yourself different as you communicate with that same group of people? Perform a lot of research. Use Google. Read blogs in your space. Send out surveys to your audience.
After you’ve done your research, get very clear on this question asked above: where does your audience hang out on online? This is where you’ll place most of your video content.
For example, if your audience is on YouTube, you’ll do an analysis of what type of videos work best on that platform. If they are on Facebook, you’ll use video content that works best there. Do the same for Instagram.
Decide on Your Video Content
You need to focus on creating the types of videos that work best for promoting a SaaS company. Here are four kinds that work best:
Educational Videos: These types of videos work extremely well in generating interest. The idea here is relatively simple. Give your viewers useful information that helps them in some manner.
Think about the type of educational deliverables that work well with content marketing in general. White papers, webinars and blog posts have worked for a long time. Educational video content works for the same reason these other formats work. It’s because people want to know about and learn new information. They want to improve.
Promotional Videos: Don’t make the mistake most SaaS companies make where they put out ineffective promotional videos. Most of these types of videos don’t work well because the focus is usually on explaining features and talking about how great the product or company is.
The better way to create promotional videos is to focus on the problem your target market solves by using your product. Use stories, benefits and even sprinkle company values into the messaging.
Promo videos are normally stylish, short and provide a clear message so the audience understands the benefits quickly.
Demo Videos: Also called an explainer video, this type of video content helps your audience understand any abstract concepts about your product. This is often a tough challenge for Saas companies because the tendency is to become too technical.
Demo videos should deliver bite-sized content that ranges somewhere between two to three minutes in length. This type of video content will help you move prospects into buying your product or service.
Testimonial Videos: This type of video content offers big benefits to SaaS companies because it helps motivate prospects into seeing why the product or service is the best option to solve their problems.
Additionally, testimonial videos will build trust in your brand because the message is delivered by a third party who already loves you and your product. This is extremely credible content and communicates the message in a human manner. People trust the opinions of customers who are so happy that they’re willing to provide honest feedback about their experience.
Create Your Video Content
It should go without saying that you need to create excellent visual content for your videos. You’ll need both visual footage and audio text to create the connection with your audience that you’re looking for.
Everything will depend on the type of video you’re making. Take the time to watch educational, demo and promotional videos others have done. Take notes about what seems to work well and what doesn’t hit home effectively. This will help when it comes to creating your own videos.
Think about your brand here. For example, you might use animated video if your brand is playful. Other videos might call for you and your team to simply talk at the camera. Educational videos might require that you talk over any presentations you’re showing visually on the screen.
Pay close attention to the first 15 seconds of each video. This is when most people will decide to keep watching or not. Do your best to captivate their attention during this time. The end of your videos are important, too. Use strong hooks and calls-to-action so your viewer is motivated to take the action you want them to take.
Write Captivating Titles & Descriptions
Your title is vital. Whether you’re posting on YouTube or social media, remember that people are motivated or demotivated to watch your videos based on how enticing your titles are. Take time to craft benefit-laden titles that get prospects excited to press the play button.
The same goes for your descriptions. These provide additional space to expand on the promise the title alludes to. Summarize what your video is all about in your descriptions so viewers get excited to keep watching the video.
As you can see, there is a lot to think about when developing marketing videos. Don’t get overwhelmed. Instead, take it one step at a time until you start seeing your strategy communicating well with your audience, building brand awareness and creating additional revenue for your company.