How SaaS Businesses Can Increase User Engagement With Video Marketing
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You are reading Entrepreneur United States, an international Entrepreneur Media franchise.
If you were asked to choose between reading a 1000 word article and watching a 5 minute video, which one would you choose?
Most people prefer to consume more engaging content that uses audiovisual elements. Reading plain text can get boring, but research shows that watching videos tends to have the opposite impact. And that’s the reason why companies have started incorporating engaging videos into their marketing campaigns.
Traditionally, SaaS companies have relied on simple marketing practices. They tend to have more copies and fewer images in their ads and emails. However, their audiences have evolved, as have their preferences when it comes to content consumption. Today, an how-to video for using a SaaS platform is likely to be much more successful than the same process written in plain text.
This is the reason why video marketing is vital for SaaS businesses in 2021.
What is video marketing?
Simply put, video marketing is the use of videos in business marketing campaigns. Videos are used throughout the marketing funnel to grab the attention of prospects, persuade them to engage with the business, and continue to communicate as they become customers.
Video marketing can be used for many purposes – from building relationships with your customers or promoting your brand, to making important announcements and targeting your prospects.
Video marketing and SaaS companies
SaaS companies often have highly technical offerings and can be seen as complicated by the non-technical audience. Video marketing allows businesses to get their message across in an easy and understandable way. For example, if you are providing a CRM platform to your customers, making an engaging video explaining its features and benefits would help your audience better understand its function and help you achieve the desired appeal.
SaaS businesses can use video marketing to enhance their emails, create video tutorials, market their offerings, and promote their brand to capture leads. Quincy Smith, SEO and Content Manager at Ampjar says, “Videos bridge the gap between a demo and an email.” Creating a video to explain specific aspects of your SaaS offerings helps you get your point across in a clearer and more understandable way.
Getting started with SaaS video marketing
Here’s how to get started with SaaS video marketing:
Clearly define your audience
The first step is always to decide who you are talking to with your marketing efforts. What kind of content do we need? What type of video will target this audience? For example, if you are targeting CTOs and senior management in an organization, your videos should be very technical, assuming viewers are familiar with the technologies you are using. On the other hand, if you are targeting end users who may or may not know your offerings, it is important to explain the basics of your SaaS platform before going into details. Additionally, determining your target audience helps you understand the industries you are targeting and the preferences of potential customers, which helps you create an ideal video marketing campaign.
Create videos according to your audience
Once you’ve determined the audience, it’s time to get creative. The options are endless. You can create videos showing a demo of your offerings, customer testimonials, a story of your brand, or any other specific message you want to convey through your campaign. If you add a video to your emails, make sure it is in sync with the body and intent of the email. Pro tip: If you’re just starting out and don’t have a video budget, you can shoot videos on your phone.
Determine the best platform to stream and share your videos
Depending on the purpose of the video and your target audience, there are several digital platforms to showcase your videos. The most common is your website. Instead of a website with a lot of text, include how-to videos so people can watch instead of reading. If you get any leads from the videos, send them follow-up videos through personalized emails.
Benefits of SaaS Video Marketing
High retention of information
Compared to reading plain text, your target audience is more likely to remember the information consumed and messages conveyed by video marketing. This allows you to build a lasting image of your brand in the minds of your customers, making them remember your offers.
Better connect with the public
Video marketing allows you to convey the essence of your brand according to the needs of your customers. Video keeps your customers engaged and persuades prospects to engage with your brand.
Get traction on all platforms
Through video marketing, you can get a decent number of backlinks to your website / blogs, more traffic to your site, and more likes on social media. In the age of digitalization and social media, engaging videos are likely to be shared by a wider audience, giving you a great amount of traction.
Improved email marketing
If you add videos to your emails, they are more likely to be opened and viewed than plain text emails. People are still more likely to watch videos even if they are not overly interested in the purchase. If your videos are engaging enough, you can end up converting a lead who would otherwise have been lost.
Simplify complicated aspects
As mentioned earlier, SaaS companies often use technologies, tools, and platforms that are difficult for much of society to understand. Using engaging videos, you can simplify complex aspects of your offerings and help your audience better understand the platform / technology.
Important considerations for SaaS video marketing
Here are some of the most important aspects to consider when creating an ideal video marketing campaign:
Allocation of resources
Always be vigilant in allocating the right resources for your video marketing campaign. Make sure you allocate a decent amount of your budget for shooting equipment, editing software, and talent to create your videos. This will help you determine an ideal ROI and help you work towards it.
Focus on storytelling
No matter what audience you are targeting, always tell a story through your videos. Your prospects and customers are more likely to understand your messages and respond to your calls to action if they are told a story in an engaging way.
Focus on creativity
Simply making a video is never enough to attract your audience to your brand. It is essential to bet on creativity while making videos for your marketing campaigns. Watch what your competition is doing and try to stand out by getting your messages across in the most innovative way possible.
Focus on length
Keep your videos short and sweet. While people prefer to watch videos instead of reading plain text, their attention span is short. You will lose them with long videos. Be brief and to the point.
Once you’ve prepared the videos and the campaign is live, your work is just beginning. It is crucial to analyze the impact of your videos and the traction you receive. Analyze the ROI received by your campaign and the areas that didn’t work. Try to fill in the gaps to make your next campaign more powerful. Continue to track metrics and statistics for real-time analysis of your video marketing campaign.
The last word
As videos become more and more popular on different digital platforms, video marketing can help SaaS companies build engagement and get the traction they want. Understand your audience and meet their needs by creating videos based on their preferences.