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clear16 Types of Videos Every B2B SaaS Company Should Create
Video marketing has gained a lot of traction in recent times. But does your B2B SaaS business need it? If you are still undecided about video marketing, but keen on testing the waters, this guide might be able to help you do it safely.
If you are an early adopter, however, you might want to know if you are doing it right.
So, let us start with the most obvious question, shall we?
Video marketing is effective because it is engaging, personal, and interactive. It is different from other forms of advertising because it requires you to have a clear understanding of your product. It could be the best way if you treat video marketing as a means to:
Takeaway: It is a fast and cost-effective way to market your B2B SaaS business, communicate with your ideal customers, and drive action.
Example: Watch this Content Beta video featuring Andrea Zoellner. VP of Marketing at Kinsta, to learn how to use video marketing to improve brand awareness. You can also catch the podcast on Content Beta’s ‘The Product Marketing Show’ on Spotify:
Video marketing is a cost-effective way to reach customers and build trust.
Takeaway: You can use on-screen text, annotations, voice-over, and closed captions (CC) to complement the visuals.
Example: Strictly going by the analysis of available statistics, the answer would seem to be a resounding ‘Yes’.
Video can be an effective way to not only share content with your audience but also drive more traffic.
Video marketing can be an excellent means to:
Takeaway: If you can figure out how to use video as a marketing tool, you will have mastered the most impactful type of content to drive traffic and build your business.
| Sl. No. | Statistics |
|---|---|
| 1 | 88% of people say watching a brand’s video convinced them to buy their product or service |
| 2 | 95% of a video message is retained by viewers |
| 3 | As much as 93% of brands won a new customer using video on social media |
| 4 | A website video can make an average visitor spend 88% more time on the site |
| 5 | Video is likely to account for 82% of all internet traffic in 2022. |
Using video marketing can seem like it is too expensive, but it does not need to be. You can do a lot with video marketing without spending a fortune. Just keep the following things in mind:
Takeaway: A definite advantage of videos is “Create once, use multiple times.” This means you can use the same video on multiple platforms to reach your target audience.
Example: The pricing varies based on the topic, complexity, and reputation of the video production agency.
B2B SaaS companies face a unique challenge when it comes to video marketing. Unlike B2C companies which can create a few promotional videos highlighting a bunch of different products, B2B companies typically sell one product.
Statistics show that a majority of consumers want to see more video content from businesses before they make a purchase. And companies realize that they need to produce more and more content to service the demand.
However, producing and posting videos can be expensive, and it can be difficult to stand out among other B2B offerings. Luckily, video marketing does not have to be costly or difficult. There are free tools you can use to produce high-quality marketing videos.
Takeaway: The actual difficulty with video marketing lies in coming up with a clear idea of what you want to promote and then creating the right videos to implement it.
Example: If you can get your thoughts together and execute them well, it is a pretty easy job as this well-made, two-and-half-minute video by HubSpot demonstrates.
B2B SaaS businesses used to regard video marketing as either a waste of time and money or too complicated.
The usual rhetoric was that they were tech and business people first and last, who wanted to run a successful enterprise and cannot be bothered about running ad campaigns.
That line of thinking has changed and video marketing for SaaS services is rapidly growing in popularity today.
But there is a minor snag: many companies are not able to make full use of the medium. The most commonly asked questions by them are:
Takeaway: Video marketing for B2B SaaS companies can be very effective. But the devil is in the details.
Example: Before you hire a video production agency, you should ask questions such as those given below:
SaaS Video marketing can run the gamut of benefits to disadvantages, depending on how you use it. But it would help B2B SaaS businesses to understand the drawbacks before they start creating videos. SaaS video marketing:
Takeaway: Companies should make sure it is worth the investment before creating their next video.
Example: A video can be annoying if it is technically poor or a distraction if too long as this Content Beta YouTube analysis involving top 30 SaaS companies will tell you:
Email is an integral part of most B2B SaaS video marketing. But for some reason, not many businesses take the time to build their email list.
Email lists are probably the single most valuable marketing asset a B2B SaaS business can have.
Takeaway: An email list is more valuable than even social media channels because it will help companies get the undivided attention of the mail recipients.
Example: Email marketing using videos fetches excellent ROI on your video marketing investments.
Video is an excellent method of communication because:
Takeaway: Video marketing has opened the doors to new and more effective ways of engaging with consumers.
Example: Product explainer videos are great at communicating with prospects and customers about product features, as this video created by Content Beta for Atlassian demonstrates.
If you are looking to drive more traffic to your website, videos are the way to go.
Most people prefer video over text because videos allow them to see and hear what companies are talking about. Text content cannot do that.
Remember, visitors to your website are always in a hurry. And if you greet them with walls of finest prose, they won’t be impressed.
If you have a video on your website instead that tells them what you do, how you do it, and why it is important for them, then they are more likely to engage with your content.
Takeaway: You get but one chance to impress your visitors. As most people prefer video over text, video is what you should give them.
Example: Explainer Video Hero website featuring their portfolio:
When you create videos, make sure that:
Takeaway: Showing customers your company’s value proposition should be the essence of every video you create.
Example: A SaaS product will sell only if customers get what they want and at the prices they want.
More B2B SaaS businesses than ever before are embedding videos on their homepage because videos:
Takeaway: Your website has about 15 seconds in which to convey the most important information to the visitors.
Example: Content Beta homepage with embedded video.
SaaS Video marketing needs to be a part of your B2B marketing strategy to help your business stand out. Videos are great for your site visibility because:
Takeaway: Your website has a better chance of getting found organically by search engines. It also means your ad expenditure goes down.
Example: Watch this Ahref video on how to improve website authority.
B2B SaaS video marketing is a highly competitive field, with millions of dollars at stake.
Your first step should, therefore, be to conduct a competitive analysis of your rivals.
Is copying your successful competitor’s strategy justified?
It is an acceptable practice and there are many competition analysis tools which let you snoop on your rivals. Using them, you can find out:
Takeaway: Once you have all this information, you can craft your videos and marketing strategy accordingly.
Example: Watch this Neil Patel video on competitor analysis:
If you want to attract your audience and keep them interested in your brand, you need to create compelling and engaging content as part of your SaaS video marketing strategy. You can do this by:
Takeaway: Surveys, emails, and competitions can also be used to understand what customers want.
Example: Watch this Content Beta video featuring Carly Kroll, Marketing Director Americas at OverIT. You can read the blog on how to create content to educate your customers:
To make your B2B SaaS video marketing successful, you should be clear about your business objectives before you start making videos.
Additionally, you should ensure your video content is:
Takeaway: In addition, invest in the right people and tools to bring it all together.
Example: Here is an example product marketing video created by Content Beta for Lawcus.
Videos can be used in many different ways to increase your sales:
It can be used to show potential customers how your software works, it can be used to advertise your software, and it can also be used to increase your brand awareness.
What type of videos work for SaaS? You can create videos to:
Takeaway: The most important thing is to convince how your software can help customers solve their problems.
Example: This is a product demo video created by Content Beta for Leadfeeder.
Video marketing is a huge part of the digital marketing space. It allows businesses to connect with their customers in a way that is personalized and engaging.
Takeaway: Then there is Vimeo and your own website where you can host your videos.
Example: Content Beta YouTube Page
A customer support video is a short video that lasts for 1-3 minutes that answers common customer questions such as how to use a SaaS product, troubleshoot, or use its features. You can use them as a part of your video marketing campaign because they can:
Takeaway: Customer support videos are a great way to demonstrate that your company is committed to providing a rich experience every time a customer interacts with you.
Example: The following is a customer support video created by Content Beta for servicenow.
To overcome the challenges, SaaS companies need to:
Takeaway: It helps to bear in mind that the average person is not going to sit through an hour-long video. Be short, simple, and engaging.
Example: More than anything else, SaaS companies need to find a reliable video production agency with a large client base and varied expertise to produce their content.
B2B SaaS video marketing is a vast topic. In this edition, we discussed some of the more important topics.
In the future, we will cover more video marketing topics.
Customer support videos are a great way to tell your customers that your business is keen to give them a rich experience every time they interact with you.
