Why SaaS companies need to leverage video marketing

As social media channels like YouTube, Instagram, and LinkedIn shape the way we consume video content, Saas or Software-as-a-Service companies also need to take stock of their video content strategies. 

Marketers find video content to be more effective for B2B than written content. In fact, studies have found that 59% of senior executives said they’d rather watch a video than read an article. This is true for B2C marketers as well, wherein 72% of people said that they would prefer to learn about a brand or a product through video content. 

With such numbers, it is highly beneficial for SaaS companies to get started with video content. But, let’s cover some basics first. 

What is video marketing? 

Video marketing, especially for SaaS companies, includes using video content through the funnel to attract, convert, and delight customers. Videos have the ability to connect and engage with audiences because people love the visual experience. However, it is essential to note that each stage in the funnel requires different techniques to make the engagement happen successfully. These videos could include product demos, training videos, or even Nexweave’s personalized video experiences within email marketing campaigns. We shall discuss each of these in this article. 

What is the value of video marketing? 

The real value of video marketing is enclosed in this proverb: ‘Why tell them if you can show them?’

We say this because video essentially offers three features that no form of social media can come close to competing – it connects with, educates, and converts a broad pool of audience! And so, you gain a crucial advantage or an edge over your competitors. Let’s discuss each of these separately. 

Video connects with your audience.

Video helps your existing, as well as new audiences, feel informed, and connected to your brand. This can be achieved through Nexweave’s unique personalization capabilities. Unlike any other form of content, videos empower you to create an emotional attachment. When your prospects are engaged, they are less likely to be let down by price influxes and will also represent brand loyalty. 

Video educates your audience.

The one niche where the video is way superior to any other form of media is the ability to provide information through visuals and audio cues. This enables brands to engage with viewers in the most effective way possible. Brands can make the most of animations, human actors, and also the right kind of music to tell stories that will yield maximum conversions. 

Video converts your audience into customers.

There is no denying that no other form of content can convince your prospective customers that your SaaS product is the perfect solution to their needs. Once they feel connected with your brand and are also educated about how it works, a well-defined video can make all the difference in converting a lead into a customer. 

How can SaaS companies leverage the power of video content? 

In each stage of the sales process, videos can be used to get through prospective customers. One aspect of leveraging videos for your business is showcasing your potential customers how you are different from your competitors in the marketplace. 

If you do offer a similar solution as that of your competitors, what still sets you apart? Is your platform faster, more intuitive? Do you have the best UI? The greatest UX? Or maybe a customizable nature of your platform? If you do something more than your competitors, you need to tell your potential customers why switching to your platform is really worth it. 

All of these points can be clearly iterated through short, interactive, and highly engaging videos. 

Educational videos

Educational videos are winning over the content space! Why? Because they are clearly enjoying phenomenal success in triggering interest as soon as a user interacts with the content. The purpose behind using educational videos is quite straight-forward: offer prospects useful and interesting information that adds value and is helpful to them. 

The B2B sector is known for multiplying educational content into webinars and whitepapers that have become industry staples. There is a constant demand for something instant and less time-consumption. 

If a brand can make learning faster, quicker, and fun, users are more likely to engage and share content with wider audiences. 

Demo or explainer videos

In today’s competitive B2B and B2C environments, demos and explainer videos simply the process of conveying comprehensive concepts. As they appear in bite-sized content, such videos generally range between two to three minutes. However, studies have found that videos that are shorter than 2 minutes usually yield the highest engagement. Successful demo and explainer videos use emotional tactics to communicate their business message. 

Case studies and testimonials

Having someone explain a video on how your software has benefitted them or helped their company grow is gold and should be marketed widely. Video testimonials have proved to be the best tools to convert viewers into buyers due to its authenticity and social proof. There is no denying that customers trust other customers when they share genuine and positive experiences. 

Wrapping it up!

At this venture, you need to consider which platforms to publish your video content on – from publishing on your brand’s website to email marketing solutions; video content can be posted across social media platforms.  

The great thing about using video content is that it is reusable. This means that brands can easily find a footing in video content and scale quickly, especially when done right – still remain a great way to cut through the clutter and engage with a visual first world and audience.

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Sharan Phillora

Sharan Phillora is a Customer Success Specialist at Nexweave, based in Mumbai, India.

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