SaaS companies around the world strive hard to create value out of intangible products. Unlike B2C, they do not have glamorized alternatives in their goody bags, to arouse customers' interest and pull them into their orbits. Therefore, despite building effective software solutions, cloud-based companies find attracting, delighting and converting customers extremely difficult. Still in their nascent stage, many of our SaaS customers seem curious about the correlation between videos and customer conversion & retention.
And we don’t mind satiating their curiosity at all!
For, of course, it is hard to market products that exist only in the virtual realm. However, come to think of it, just because it is on the web doesn't mean it is any less real or absolute. In fact, it is as true and substantial as is your morning grocery. To transform and sell your virtually real product, you will need videos! Videos can prove out to be the game changer for your SaaS business. It is an outstanding way of pulling keen customers in and proving them the power, uniqueness and potential of your SaaS products.
When it comes to adding creativity to your videos, the sky is the limit! Videos help bring the smallest yet the strongest aspect of your product out. From Promo to Walkthroughs to Support, Videos have the power to drive your entire Sales, Marketing and Customer success channels forward. It is a great way to establish a comfortable rapport among team members located in different places. Reaching out to the potential customer, you can spread a classic word about your brand simply by providing them a teaser video of your product and what it does.
Why use Video for Saas Marketing?
- More engaging than text based content
Videos are now established as one of the most engaging content formats, they deliver better engagement for websites and result in more info retention than other forms of content. They are more likely to trigger positive behaviors such as sharing. These reasons alone are enough to make a video a mainstay of your SaaS marketing mix but let’s see a few more reasons.
2. Better suited for community building
There’s no need to look beyond popular Youtube creators to witness the community building potential of video. Sharing good quality educational and informational video content at regular intervals is an effective way of establishing a strong connect with an audience.
Video formats such as live streams go the extra mile in this regard, they are a platform for conversation and instant feedback that can be matched by few other platforms. Setting content expectations and delivering accordingly builds trust and also a captive audience. Over a period of time these audience interact among themselves and form a community around your content
3. Better brand awareness
Video content is also more impactful than other forms of content, the creative freedom afforded by video means that there’s plenty of room to create a style language imbued with your brand elements to stand out. The same amount of creative freedom or level of differentiation is not possible in other content formats such as blogs. Thus video is a platform to establish a strong brand thus increasing brand awareness.
4. More beneficial to SEO
Despite the comparatively longer creation cycle video provides a host of benefits that compensate for it. As mentioned earlier videos are more likely to be shared than other forms of content. Besides this, video content hosted on your website is better at increasing dwell time for your website. This results in an SEO boost that improves the overall rankability of other content pieces on your website.
While pitching your product out in the market, remember that software won’t sell itself. Because no matter how good, if your customers can’t process and see value in it, they would move to companies that could explain their products better. So, in order to attract, convert and retain customers, your company needs to leverage videos. Here are some ideas for SaaS companies on using videos:
1. Demo and Explainer Videos
When it comes to Demo videos, SaaS companies hold an incredible advantage of having everything online. When the product itself could be accessed online, nothing else is required to be supplied additionally. While selling software as a service you do not need to ship any demo model or to give any product specs. This is because you can show the users how exactly they can operate the product, simply through a demo video.
Also, unless your audience already has some kind of experience working on a similar product, they could find your software bizarre and complicated. This is why videos are so powerful. No amount of conversations or convincing can make your audience see the extent of potential that your software holds. For them to believe you, they will have to comprehend the software well.
This is where the videos come into the picture!
Demo videos give a clear and effective picture of how a product works and how it can troubleshoot a client's problems in a jiffy. Imagine you were an owner of multiple residential complexes looking for new software tools to manage these societies. You come across two websites belonging to company X and Y respectively. While X gives you all the right figures and specs, Y has a demo video on its landing page, showcasing how their product helps solve your problem.
You can easily put a CTA somewhere near the end of the video to urge viewers to take immediate action.
2. Customer Success
Customer Success is a lot about building trust among your customers.
Once a guest becomes a consumer, your customer success team is responsible for giving them the best experience. It can be curated in a number of ways. A customer might come to you with a query or to understand an update or to upgrade their version of a product. Every time this happens, your customer success team needs to fasten their belts and take the best possible measures to make the situation better.
Talking especially about the SaaS companies, every time, a client has a problem they expect to get sorted quickly. Also, they do not appreciate attending a demo with the customer support for every little thing. That is why, a SaaS company needs to behave proactively and build an interactive help center as soon as possible.
What does an interactive help center look like?
An interactive help center encompasses videos to demonstrate every big and small feature of your product. For example, StoryXpress is a video platform that lets you create compelling videos to empower your brand. We make sure our clients have a good understanding of our product, and can figure out a lot of things easily and on their own, simply by going through our help center. From how to create a video using the StoryXpress Recorder to how to add audio to your video, to how to change the color of your video player, we have a video on every that thing which could possibly trouble our customers’ mind. By optimizing your help center with videos you save both, the company as well as its customers, a lot of time and energy.
What do I like the most about our support system is that we understand that software could sometimes be hard to work with, and can even falter sometimes. But what we are best at is accepting our shortcomings, and making sure we help our customers at every step by giving them the world’s best customer support system.
3. Case Studies and Testimonies
Building consumer confidence is pretty important in setting up an image for your company. Consumer testimonies are proof of your company’s caliber. Also, such testimonies are important because they come directly from the mouth of people who have no association with the company, and are completely unbiased while reviewing it. SaaS products are usually priced higher, and therefore, customers when investing, make sure they hear others’ opinion of it.
Let the people speak for you. There is nothing as trustworthy as real people advocating your Brand. Give your clients space on your videos and let them go completely gaga over you and the kind of work you do. You can get clients to endorse you, telling how happy they have been working with you.
4. Answer FAQs via Video
We have come across enough evidence regarding how video has a higher engagement and retention rate hence it is only rational that it is used as a medium to answer FAQs. The topics covered in these videos can range from product related to industry related.
The videos created in this manner can be published on both your YouTube channel and also your website thus providing an SEO boost by increasing dwell time.
5. Video Infographics with Dynamic Typography
Infographics are an effective way of conveying information nuggets without employing walls of text. Adding a dynamic element to infographics makes them more engaging and more suited to be shared as “shorts”. An easy way to add movement to infographics is to add kinetic typography, video transitions and shifting backgrounds.
All these elements will make your final piece eye catching but they do require the help of a professional, here’s an example
Gif sourced from Alena Hovorkova
6. Educational Videos
One of the prerequisites to establish trust is a strong brand. In a SaaS context establishing thought leadership is an effective way to project a strong brand. To this end, educational videos can be created and shared on a regular basis. Having a strong database of educational videos is a good lead nurturing method. Educational videos are another avenue to deliver instant value apart from your product or service. Providing high quality educational content will help build trust with your audience thus simplifying the sales process at a later stage.
7. Interviews with Experts and Industry Leaders
An extension of the previous point regarding educational videos is videos with experts and industry leaders. The goal of all these exercises is to establish your firm as a go to knowledge source for all problems that your customers and prospects face on a daily basis.
Experts and industry leaders can bring insights that are not readily available from your in house team, they provide a fresh perspective and add to the authority of your brand. Being informed and also at the forefront of any emerging changes is one of the key aspects of thought leaderships and experts and interviews with industry leaders and experts will help in achieving the same
8. Industry news, Latest Trends, Tool Roundups
Customers will appreciate sources that help them stay informed and ahead of the curve, creating periodic videos covering the latest trends in your chosen niche is a fertile and engaging content source. Besides tools and latest trends, roundup style blog posts published on a regular basis can be repurposed into videos.
9. Bonus: Live Streaming
Live streaming is not a traditional business communication medium hence utilizing live streams adds novelty to the way your audience consumes content. It is versatile and almost all of the above-mentioned video types can be shared as a live stream before it becomes a standard video on your YouTube channel/website.
Upcoming live streams can be promoted with banners and newsletter announcements to increase audience when the premier happens. Sharing videos in this manner also provides instant feedback and is also a natural way to establish a stronger connection with your audience.
If SaaS companies could learn to use video marketing to their benefit, they can do wonders. It is important to understand that though steep, B2B companies around the world need web based services to ease their process, streamline channels and accelerate growth. It would be stupid to scrape off a product from the market just because you couldn't find an audience for it. Because, if what you have created is something really innovative, and still you aren't getting any advances, you might be marketing it wrong. What is the right way you ask?
Well, what else than Video Marketing!
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