How many times have you asked someone working at SaaS company what it is his company does, and found yourself walking away with the following feeling:
“His answer was so confusing and chuck-full of buzz words that that I somehow know less about what his company does?”
SaaS companies are notorious for this. They struggle considerably with breaking down complex ideas into simple, comprehensible concepts.
And it’s not always their fault.
Often operating within a niche ecosystem, it is very difficult for hyper-specialized companies to explain what they bring to the table in layman’s terms.
This is a problem.
“Tasking those who develop and maintain the technical aspects of the product with describing your product will almost always end in disaster.”
If you are good developing esoteric product solutions, chances are that you aren’t great at explaining it.
Long, technical articles are a complicated way of conveying concepts, and very often do not result in the prospect reaching that desirable comprehension threshold.
The value of video marketing
The true value of video marketing is encapsulated perfectly in this somewhat tired, (but still definitely true) adage: ‘Why tell them when you can show them?’
“Video offers three features that no other form of media can come even close to emulating:
It connects with, educates and converts the largest number of customers possible.”
In doing this, it gives you the crucial competitive advantage you need to pull ahead of your competitors.
Let’s break it down:
- It connects: Video helps new and recurring customers feel more informed and connected to your brand. This is achieved primarily through the medium’s unique personalization capabilities. Videos, enable you to create an emotional attachment, which directly leads to lower levels of price-sensitivity and increased loyalty to your brand.
- It educates: The one area where video triumphs over all other forms of media is in its ability to provide information via visual and auditory cues. This enables it to engage the viewer in the most effective way possible. Leveraging animations, human actors and the right kind of music to tell stories yield incredible conversion results. Your learning video should focus on three basic components: The ‘what’ (does this product do?), the ‘how’ (do I use this product?) and the ‘why’ (should I care?).
- It converts: The best part of it all is that video makes the most difficult part of the entire process much easier: Giving your prospective customers the confidence that your SaaS product is the right tool for the job. Once they feel connected with your brand and educated about how it works, it’s time to turn them into paying customers.
How to leverage the value offered by video
During each stage of the sales process, video can be used to simplify getting in touch with your customers in dozens of different ways.
In his famous 1996 Harvard Business Review piece, Michael Porter argues that strategy is composed of two essential factors that are crucial for success:
Do what everyone else is doing, but better and faster; or,
do something the rest of your competitors aren’t doing.
Part of leveraging videos for your business use case is showing potential customers how you’re different from the rest of your competitors.
If you serve the same function in the market as someone else, do you do it better, more intuitively or faster than they do? What sets you apart? Your great UI? The amazing UX or maybe the customizable nature of your platform? If you do more than the next closest competitor, is switching over to your platform really that worth it?
At the end of the day, the point of using video over any other media is demonstrating value.
Educational videos are winning the content wars. Why? They’re enjoying phenomenal success in triggering interest as soon as the user encounters content. The science behind educational videos is pretty straight forward:
Offer prospects useful and interesting information that is helpful to them. Bingo!
“The B2B sector is known for the proliferation of educational content such as webinars and whitepapers and have long ago become industry staples. There is a demand for something more immediate and less-time consuming.”
That’s the slot educational videos slip into. If a brand can make learning faster, quicker and fun, users are more likely to engage and share the content with wider audiences.
In competitive B2B and B2C environments, a demo/explainer video helps audiences understand abstract concepts in a simpler format than copy.
Demo/explainer videos normally come in the form of bite-size content, ranging between two-three minutes in length (videos that are shorter than 2 minutes yield the highest engagement rates), and are produced in a variety of formats including 3D and live-action. Successful demo/explainer videos parlay emotional tactics to communicate their business’ message.
Using demo/explainer videos for your business is more likely to see prospects purchase your product or service. According to Wordstream, more than 50% of marketers pick video as their content type of choice because of its high ROI.
Case Studies & testimonials
Having someone explain in these videos how your software benefited them or helped their company grow is marketing gold. Video testimonials have been proven to be some of the best tools to convert viewers into buyers because they are so authentic.
Customers trust other customers when they share genuine positive experiences and honest feedback. 73% of customers trust a business more after reading positive reviews, so it makes sense to delve into testimonials videos for your companies good.
If you’re clever with your design, you can use a thumbnail image that shows the most important information:
the company sector, the company title, a short, written quote, the employee name & title and a lifestyle photo.
And not forgetting the video play button. These thumbnails serve as a static version of the video just in case someone chooses not to watch them and just having them there will already instill trust.