Opinions expressed by Entrepreneur contributors are their own.
If a person were asked to select between reading a 1, 000-word article and watching a 5-minute video clip , which would you select?
Most individuals prefer consuming content that is even more engaging and makes use of audio-visual elements. Reading through plain text might get boring, but research shows viewing videos tends to have the opposite impact. And this particular ‘s the reason companies have started incorporating engaging videos directly into their marketing campaigns.
Traditionally, SaaS companies rely on simple marketing practices. They tend to have more copy and fewer images in their advertisements plus emails. However, their audience has evolved, and so have their preferences regarding consuming content. Today, an explainer video for making use of a SaaS platform is likely to get much more grip than the same process created in plain text.
This particular is the reason why video marketing is essential for SaaS companies in 2021.
What exactly is video marketing and advertising?
In simple words, video marketing could be the use associated with videos in company marketing campaigns. Videos are used throughout the marketing funnel to grab the attention of prospects, persuade all of them to engage with the organization, and keep communicating as they become customers.
Video marketing can end up being used for many reasons – from building relationship with your customers or marketing your brand to making important announcements and focusing on your prospects.
Video marketing and SaaS companies
SaaS companies often provide highly techie offerings and could be taken into consideration complicated by the non-technical audience. Video marketing enables companies to get their particular message across simply and understandably. For example, when you provide a CUSTOMER RELATIONSHIP MANAGEMENT platform to your customers, making an engaging movie explaining its features and benefits would help your audiences understand its functionality better and help you get the desired grip.
SaaS companies can use video marketing to improve their emails, make tutorial videos, spread awareness regarding their offerings, and promote their brand to catch leads. Quincy Smith, the head of SEO and Content at Ampjar says, “Videos bridge the gap among a demo and a good email. ” Creating the video to explain particular aspects of your SaaS offerings helps you get your message across more obviously and understandably.
Finding started with SaaS video marketing
Here how to obtain started with SaaS video marketing:
Join Our Free Affiliate Marketing Training Course. This Makes $100-$500 Daily
Clearly define your audience
The particular first step is consistently deciding you talking to with your marketing attempts. What kind of articles do we want? What kind of video will talk to this audience? For example, if you are targeting chief technology officers and the primary management of the organization, your videos needs to be highly technical, assuming that the audiences are well-versed in the systems you use. On the other hand, in case you are focusing on end-users who might or might not be acquainted with your offerings, it is very important explain the basics associated with your SaaS platform prior to you get to the particular details. Also, determining your target viewers helps a person understand the industries you are targeting and potential consumer preferences, both which assist you create an ideal video marketing campaign.
Make the videos based on your audience
Once you've confirmed the audience, it's time period to get creative. Options are endless. You may create videos showing the demo of your promotions, client testimonials, a story of your brand, or any kind of other specific message a person want to convey by means of your campaign. If you are adding a video to your emails, make certain it is in synchronize with all the body and purpose of the email. Pro-tip: When you are just getting started and don't have a video budget, a person can film videos about your phone.
Determine the best platform to broadcast and discuss your videos
With respect to the purpose of the video and your audience, there are a few digital platforms to showcase your videos. The most common is your website. Instead of a text-heavy website, insert explainer videos so people can observe instead of read. If you get leads from the videos, send them follow-up videos via personalized emails.
Benefits of SaaS video marketing
High retention of information
Compared to reading plain text, your target audience much more likely to retain the information consumed and messages conveyed through video marketing. This allows you to build a lasting image of your brand in the minds of the customers, making them remember your offerings.
Better connect with the audience
Video marketing allows you to convey the essence of your brand based on your customers' needs. Video keeps your customers engaged and persuades leads to engage with your brand.
Getting traction across platforms
Through video marketing, you will get a decent number of backlinks for your website/blogs, more footfall on the site, and more likes on social media. In the age of digitization and social media, engaging videos are likely to get shared with a larger audience, providing you with an ample amount of traction.
Improved email marketing
If you add videos for your emails, they are more likely to be opened — and watched — than plain text emails. People are always very likely to check videos out even though they are not too interested in purchasing. If your videos are engaging enough, you can end up converting a lead that would otherwise have been lost.
Simplifying complicated aspects
As mentioned earlier, SaaS companies often deal with technologies, tools, and platforms that are difficult to comprehend for a large section of society. With the help of engaging videos, you can simplify the complicated aspects of your offerings and help your audience understand the platform/technology better.
Important considerations for SaaS video marketing
Here are some of the most important aspects to consider in order to create an ideal video marketing campaign:
Allocation of resources
Always be vigilant in allocating the right resources for the video marketing campaign. Make sure you allocate a decent amount of funds out of your budget to get shooting equipment, editing software, and talent for creating your videos. It will help you determine an ideal ROI and help you work towards the same.
Give preference to telling stories
No matter the audience you are targeting, always tell a story through your videos. Your prospects and customers may relate to your messages and respond to your calls-to-action if they happen to be told a story in an engaging manner.
Focus on creativity
Simply making a video is never enough to pull your audience towards your brand. It is essential to focus on creativity while making videos for your marketing campaigns. Look at what your competitors are doing and try to stand out from the clutter by getting your messages across in the most innovative way possible.
Focus on length
Keep your videos short and sweet. While people prefer watching videos instead of reading plain text, their attention spans are short. You'll lose them with long videos. Be brief and straightforward.
Once you have prepared the videos and the campaign is live, your work has just begun. 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 did not work. Try to remediate the shortcomings to make the next campaign more powerful. Keep tracking the metrics and stats for a real-time analysis of the video marketing campaign.
The final word
As videos become increasingly popular across different digital platforms, video marketing can help SaaS companies boost their engagements and obtain the traction they desire. Understand your audience and cater to them by creating videos according to their preferences.