Should you add video to your SaaS marketing strategy? Absolutely!
Video gives you the opportunity to capture your audience’s attention and communicate information at lightning speed. In today’s post, we share tips on how to effectively use video in your marketing strategy to build awareness for your SaaS and convert more leads into customers.
The Benefits of Using Video in Your Marketing Strategy
Before we discuss how, let’s discuss why. Here’s why you need to include video components in your marketing:
Video grabs attention
Nothing catches our eye like moving images. You can use video to immediately engage your target audience.
Video is easy to digest
When given the chance, most people prefer to consume video than read or listen. That’s because it’s much easier to process moving images than decoding symbols (i.e. reading).
Video is great for visual learning
Because videos are easily digestible, it makes sense to use them as a key tool for educating your prospective customers. Use video to answer questions and overcome your prospect’s natural hesitation to purchasing.
Video is easy to create
For many people, it’s a lot easier to talk than write. It’s faster, too. You can knock out several videos in the time it takes for you to write a 1,000 word article.
Video differentiates you
When you use video in your marketing, you can easily communicate your uniqueness as a brand. You can show off your personality through graphics, music, and your style of communicating.
Video can build awareness for your brand
Never forget that video sharing sites, like YouTube and TikTok, are search engines, too. This study found that over 90% of YouTube users learn about new brands and products just by hanging out on the platform. This is a can’t miss opportunity to connect with potential customers and promote the heck out of your product.
As you see, video marketing is all pro and no con. Because creating video is so easy to do, there’s no excuse not to add it to your marketing strategy.
How to Incorporate Video in Your Marketing Strategy
So now that we know how great video is, let’s discuss how to use it correctly in your marketing strategy.
Set a Goal
Not only does goal-setting help you focus, but it also helps you measure the success of your efforts. Define what you’d like to accomplish with your video.
- Raise awareness – Would you like to help your prospective customer identify the problem and introduce them to your solution?
- Educate – Do you want to teach your prospective customer more about their problem?
- Help them make a decision – Would you like to provide visual comparisons for your audience to clarify their choices and highlight your unique value?
- Nurture – For customers who aren’t ready to purchase yet, would you like to continue building trust while staying “top of mind” so that they think of you when they’re ready to buy?
Record a Video
There are different types of videos you can use to meet your goal, whether your goal is to generate new leads or to help prospects recognize your unique value. Here are the top ways to add video in your marketing strategy:
This is an obvious option that not a lot of SaaS use. You can film a quick, 30-second video ad for your business and use it to highlight why you’re the right choice for your target customer.
Film a series of short video demos. In each video, highlight a different feature of your product. This way, if a prospect is interested in feature A but not feature X, they don’t have to watch a lengthy video. Instead, they can choose to watch only the demos that they care about.
Testimonials are a definite “yes” for marketing videos. For maximum impact, interview customers who align with your target customer personas.
Testimonials should be short (5 minutes or less) and should focus on a specific benefit that you offer. Avoid promoting testimonials that only consist of “they’re great.” Instead, prompt your customers to tell a short story of their problem and your solution.
In addition to testimonials, you can create video case studies. These can include video excerpts of your customer, or they can be styled as explainer videos that show how you helped your customer solve a problem. Case studies are great for marketing because they go in-depth about a customer issue and also give ideas on different ways to use your product.
People have questions about your product, so answer them through a series of Q&A videos or webinars. Choose one topic per video session to attract the right audience and keep your videos short and focused.
Choose a Platform
Where should you post your marketing video for maximum impact? Let’s discuss.
YouTube is owned by Google, which makes this platform twice as powerful for marketing your SaaS. Not only can you get found through searches inside of YouTube, but Google will also show YouTube videos in search result pages.
YouTube video marketing best practices:
- Thumbnails are important so spend time creating one that will connect with your audience and make them want to click
- Keep videos short. Two minutes or less tend to convert well for marketing videos
- Embed your YouTube videos on your website, too
Best videos to share on YouTube: Ads, FAQs, how-tos, and demos
Facebook & Instagram
Facebook is the king of social media platforms. Use Facebook to connect with your community and reach out to people who are similar to your current customers. Instagram is owned by Facebook and offers an opportunity to connect with prospects through stories and reels.
Facebook/ Instagram video marketing best practices:
- Keep it short (2 minutes or less)
- Remember that these videos are automatically muted, so caption them
- Start with the most engaging content first (you can use it as a preview)
- Upload video directly to Facebook (instead of uploading a YouTube video) to improve your chances of showing up in the feed
- Use up to 30 hashtags to get discovered organically on Instagram
Best videos to share on Facebook: Commercials, live videos, Q&As
TikTok is a relatively new social media platform that has become extremely popular in the last year, since lockdown. It’s filled with fun videos that appeal to a younger demographic, but don’t make the mistake of thinking that TikTok is just for kids. More than a third of its users are over the age of 30. It’s also one of the most engaging social media networks with users spending 45 minutes per day on the platform. (By comparison, Facebook users clock 38 minutes a day on its platform.) Get on TikTok because there’s little competition and lots of users.
TikTok video marketing best practices:
- Create short videos and stitch them together — you have a limit of 15 seconds per video but you can combine 4 videos together for a total of 60 seconds
- Use hashtags to get discovered
- Leverage fun trends to increase your brand’s organic discoverability
Best videos to share on TikTok: Commercials (in-feed ads), quick tips/ advice
Other places to share video:
You can even use email as part of your video marketing. Tools like BombBomb make it easy to record videos and share them with your email subscribers.
Last, but not least, add video to your website. Video performs great on your home page (above the fold as an engagement tool) and on your products/features pages.
What if You Don’t Know the First Thing About Video Creating and Editing?
What if editing videos and splicing them together is not your thing? If you’re not comfortable with premium video editing tools like Adobe Premiere Pro or Final Cut Pro X, there are other, more beginner-friendly tools available.
Best Practices for Video Marketing
When recording videos for marketing purposes, keep the following in mind:
End With a Call to Action
Always give the reader the next step to take after watching your video (i.e. watch the next video, sign up for a free trial, etc.).
Focus on One Goal Per Video
Don’t dilute your videos by discussing too many things. Opt for shorter videos that zoom in on one particular topic.
Identify and Seek to Connect With Your Target Audience
To speak directly to your audience, have a specific person in mind, not just a faceless blob. This enables you to connect.
Mind the Video Length
Edit out all of the extras. Focus.
Optimize for Search
If using social media channels like YouTube, TikTok, or Instagram, be sure to optimize your video meta description for search. Give it a searchable title (YouTube) and include hashtags (TikTok, Instagram).
Optimize for Mute
If you’re uploading to Facebook or Instagram, remember that the videos are automatically muted. Add captions to your video in case the viewer doesn’t unmute.
Front-Load Your Information
Start your video with a hook to immediately engage your viewer.
Tell a Story
Always seek to tell a story in your videos. No matter how short your video, you can identify a problem and show a solution.
Don’t Overthink It
Success usually happens when you start now instead of waiting until you’re ready. Video doesn’t need to be a complicated production. If you have a smartphone, you have all of the tools you need to create a video that converts. So, what are you waiting for? Start recording now. 🎥