Here’s a scenario almost every SaaS business has faced —the SaaS products are not gaining traction because their marketing practices are unable to connect to the target audience
No matter how valuable and extraordinary a product is, customers will not buy it until they understand how it works. So, how can you overcome this challenge? Through Video Marketing!
Customers are actively seeking out video content before purchasing SaaS products. You just need good video marketing strategies to connect the potential customers before entering into the competition.
But how exactly can you enhance your video marketing strategies? Try out the following tips.
Tips that will help your SaaS business grow!
1. Define why your audience needs videos
Imagine this — you produced an awesome video related to your SaaS product, and it is gaining lots of views. But still, your customers are not increasing at the expected rate.
This can happen because the content of your video is unable to connect with the users or target their issues based on the products. Unfortunately, this lack of understanding can restrict your videos from reaching customers.
SaaS businesses can have multiple customer segments. Hence understanding each customer segment is vital in creating effective video content that satisfies all customer segments.
2. Leverage user-generated content
As a SaaS business, you must have a strong base of loyal customers. Many customers respond positively after using the products of the organization on different digital platforms. You can use these reviews in your videos to increase credibility.
In addition, many people regularly create product videos to show their experience with a SaaS product. You can use screenshots or some pieces of this user-generated content in your videos to generate a sense of relatability in viewers.
3. Personalize the videos
Personalization is a common tactic SaaS marketers use. But did you know that creation of personalized videos leads your organization towards a higher conversion ratio and increases return on investments?
Personalized videos give an emotional touch to the customers and encourage them toward the organization’s products. By personalizing the video for a specific audience or individual viewers, you can connect your products to the needs and expectations of the customers. In addition, it can help in creating a successful SaaS marketing strategy.
4. Add video to your blogs
Almost every SaaS business has its blog. Therefore, the SaaS businesses already have an existing audience for their written content.
By embedding a video to a blog, you are giving the audience an option to learn the same topic through different forms. While many people will choose to read the blog and a vast majority prefer to watch the videos.
Furthermore, adding videos to existing blogs will improve SaaS businesses’ rank on SERPs and increase their reach.
5. Create a series of educational videos
One of the most significant issues with SaaS products is that customers don’t have much information about the products. For understanding the utility of the products, the customers have to purchase the SaaS products.
Regularly create a series of educational videos related to your SaaS products that enables the businesses to assist the customers and save their time and efforts. You can create educational videos using screenshots to demonstrate how the software works in real-time.
You can also include recorded interviews with experts in educational video series. This way, you’ll be able to transform your brand into a go-to hub for software-related information. The expert interviews will also help you in building credibility and authority.
It’s better to hire the best video marketing agencies that have a specialization in creating educational videos. These agencies can help you in creating the perfect mix of expert interviews and educational videos.
Here’s what you can include in the educational video series-
- Short videos for explaining product features.
- Videos for any change or modification in the SaaS products.
- FAQs for individual products.
- How- customer data is effective in producing videos targeting complex products.
6. Post product demo videos and testimonial videos
Product demo videos allow prospects to see the product in action. The customers can learn how to use the product, its features, and how it will help them solve a problem. Product demo videos can help you to address the real-life issues faced by the customer.
Furthermore, testimonials will help you to build trust with customers. You can prove that your brand is better than the competitors. Because of their unbiased nature, prospects believe testimonials much more easily than the brand’s words.
7. Recycle and reuse existing content
SaaS brands have lots of old content. It could be blogs, advertisements, case studies, or even interviews. But after some years, this content stops receiving the interactions.
Brands can repurpose this existing content as videos. This will both save time and cost.
Here’s how you can repurpose old content-
- Use interviews as voiceovers.
- Repurpose blogs as videos.
- Use visuals from old videos.
- Use stats and data from case studies to create infographic videos.
8. Focus on both customer retention and acquisition
The probability of selling to existing customers is 60-70% higher than to new customers. That is why your video marketing efforts must be focused on both acquisition and retention.
You can increase retention rates by resolving issues of existing customers through videos.
Some video types to help SaaS businesses build trust-
- Product review videos
- CSR videos
- Interactive videos on social media
- Question & Answer sessions
- Personalized videos
- Customer support through videos
9. Create a distribution strategy
Many video marketers are so focused on creating a great video that they overlook another important part, i.e., distribution. Your distribution strategy can make or break video marketing.
Without a proper distribution plan, your videos will not be able to reach the target audience at the right time. You must ensure the proper and timely delivery of the videos to potential customers who are looking for SaaS products.
Analyzing the performance of previous videos can also help you to identify gaps in your distribution strategy.
Remember: The distribution strategy should not be an afterthought; it should be created before you start working on the video.
10. Include FAQs content/ live product demos
With the complexity of SaaS products, customers can have many questions. Some customers may even choose not to buy your product because they cannot understand it.
You can conduct market research, check social media comments, and read reviews on listing sites to learn what customers are having trouble with.
Creating FAQ videos can help you in targeting customers and solve their problems.
The live product demo is also an effective way to attract more people and increase the customer base. You can easily show how the product works in real-time through these live demos. Furthermore, you can answer customer queries and doubts about the product.
11. Optimize your videos for search engines
Approximately 90% of a SaaS business’s visitors come from organic Google searches. Did you think your video marketing strategy could be complete without SEO?
Optimization is a must if you want your videos to bring traffic and drive sales and conversions.
Here’s how you can optimize your SaaS videos-
- Find keywords related to your videos.
- Add keywords in captions, subtitles, video title, and description.
- Add transcripts to the video. Add a keyword in the transcript.
- Create an attractive thumbnail.
- Create short videos.
12. Offer customer support through videos
SaaS businesses need to provide customer support because many customers are not able to understand the proper utilization of SaaS products. This is because software gets updated regularly, and customers can be confused about how to deal with the new changes. Explaining these changes to users, again and again, can be a long and hectic process for both customers and distract the customers from the alternative products available in the market.
But what if there was a way to offer the same support much more easily and quickly? Well, there is!
You can create customer support videos to help customers in understanding the complex features of the product. You can also record the screen while using the product to show how to use the new features.
For example, SaaS businesses have to create videos for indicating the change in the products and presenting how it satisfies the needs of the customers. This way, if a customer needs help, they already have it.
SaaS video marketing is not just about attracting viewers. It helps in converting the viewers into customers and staying with the business for a long time. To ensure that, you have to fulfill the needs and requirements of the customers. And videos are the best way to attract customers to the organization.
From solving a customer’s doubts to showing how the product works, these video marketing tips cover everything that customers need for SaaS businesses.
So what are you waiting for? Implement these tips in your next video marketing strategies and help your SaaS business grow.
Author bio:-Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.