The benefits of using videos in the marketing and sales of a SaaS are unmeasurable. Videos aid in discovery campaigns, grabbing the attention of potential leads on landing pages and through emails, cold outreach and even converting leads to MQLs by subjecting them to targeted video advertisements.
Videos assist in establishing authentic relationships with prospects as they help in maintaining transparency and communicating the benefits of the SaaS.
According to Forbes, 90% of customers claim that product video aids in their purchasing decisions. In recent times, videos have started playing a humongous role in booking meetings, increasing sign-ups, improving product adoption, promoting loyalty, and reducing churn.
The most effective way of increasing open rates and response rates for any type of sales proposition, whether it is through email, LinkedIn, or any other channel, is through videos.
Videos that are powerful, scalable, and secure can be incorporated in multiple ways to keep deals moving, to market with a targeted strategy, to engage and push conversions, and even to have good corporate communications.
These videos can either be personalized and self-recorded, or they can be professionally-made product demos and case studies to be sent via multiple platforms and channels.
Emails are the primary means of communication between a prospect and the company, ultimately leading to meetings, trial sign-ups, and conversions.
A) Here are 5 Tips on Using Video in Sales Emails:
For a product-related video, stick to 30 seconds or less and pack all the important information in that initial time-space.
In case you are recording it in-house, remember to use your webcam or camcorder instead of your phone for better quality and ensure that the background is presentable and the lighting is optimum.
Props and gimmicks – like wearing something unexpected, adding humor, keeping a custom-made message in the video, or writing the prospect’s name on a board – are powerful in engaging prospects.
Add customer testimonials as social proof to build credibility.
Keep the video extremely short as there already is enough text in the email to reduce the bounce rate.
B) Here are 4 Steps to Get Started:
| Software | Pricing | Best For | Features | Call to Action |
|---|---|---|---|---|
| Hippo Video |
Starter: $15 per month Pro: $29 per month Growth: $49 per month |
Marketers and sales teams |
- Quick video creation and edits - Provides strong privacy options, content can be password protected and video link can have an expiry date - Exports and embed videos to Google Drive, YouTube, Vimeo, Website, and Social media, which adapt to every screen - Provides real-time analytics - Multiple options for recordings and integrations |
Available |
| Video Marketing Blaster | $27 one-time payment | Marketers and business owners |
- Drives 100% free traffic from Google and YouTube - Provides titles, descriptions, and tags suggestions based on analytics - Helps in finding untapped buyer keywords - has autopilot SEO Optimization features to analyze your competitors and identify weak points of the video |
- |
| Wistia |
Pro: $99 per month Advanced: custom pricing |
Businesses |
- Has options of A/B testing, HD bandwidth detection, Cross-device compatibility, Collaboration, etc. - Provides video heat-maps, viewing trends, SEO, call to action tools, etc. - Easy embedding and sharing and lead generation tools - Has advanced video analytics - Provides fully customizable player, Unlimited users, and Basic integrations |
Available |
| Vimeo |
Plus: For a single user ($7 per month) Pro: For 3 users ($20 per month) Business: For 10 users ($50 per month) Premium: For unlimited viewers ($75 per month) |
Teams |
- Provides important options of call to action, Email marketing, Google analytics, Advanced stats, Engagement graphs, Social sharing, and Worldwide distribution - Offers Password protection, Review tools, Pro-integration, and Team collaboration - Prime video quality, Vast storage, Privacy settings, Speed controls, Version history |
Available |
Introduction videos have proven to be an excellent way of explaining your company, vision, and product to a new lead. Personal and engaging, these business introduction videos are almost an extension of what the company stands for.
Introduction videos when added to the homepage, in emails, or social media pages, aid the potential leads to discover the brand and the benefits of the SaaS.
Putting out a client testimonial or case study, especially if it is a high-profile client, is the smartest move as it immediately establishes trust with the viewers. Including such videos in emails or in other channels assure an increase in the number of meetings being booked.
Content repurposing is a great way of utilizing already-existing resources to spread awareness, get product signups, and educate existing customers without overwhelming the company’s marketing team.
Adding such videos to proposition emails, landing pages, and other channels is an excellent way for providing value to the potential client upfront and increasing the chances of them booking a meeting.
Any new prospect will get a kick out of knowing what the origin story of the brand has been. This instills trust and promotes the development of a deeper human connection. Origin story videos resonate with leads, therefore creating higher chances of them taking action on the CTA in your video or email.
Customers that feel appreciated will stay loyal to the business and help in adding value to the company by making referrals. Sending personalized videos makes the customers feel appreciated and it boosts their belief in the brand.
They are therefore more inclined to spread the word in the network, thereby indirectly resulting in more meetings being booked and more sales.
Tutorials that explain the workings of a SaaS are small pockets of information, whether in emails, through ads, or on a landing page, that help in giving satisfactory insight about the SaaS and nudge the potential lead to click on the CTA.
Teaser videos are used to create excitement and interest in the audience before launching a new product or new features in an existing product.
These videos are circulated on the company’s social media pages, sent to prospective clients via emails, and put up on the company’s website. Videos that show off unique features that the brand has added, especially if that kind of work has not yet been done in the market, can really accelerate sign ups and demo bookings.
Landing page videos are generally product demos, which swiftly highlight the unique features and problem-solving benefits of the SaaS. They create curiosity and an interest in the product and push the leads into signing for a free trial or booking a meeting for more information and further action.
When to use video in the sales process for your SaaS?
Check-in: This stage is where you understand if the deal is still on.
Critical in converting unaware potential leads to marketing qualified leads. A good demo video is one of the most essential pieces in your SaaS marketing kit as it not just successfully gives the potential user a tour of the product, it subtly informs the potential user on the non-highlighted aspects like affordability, relevance, and usefulness, prodding the client into making a decision according to his needs and taking action sooner.
The explainer video also demonstrates upgrades on the product, how to use previously launched products, or even answer frequently experienced problems, thereby severely shrinking the churn rate.
Case study videos give your leads the confidence to make the next move because it’s easier for them to relate to an example that talks about solving a problem they are interested in. Testimonials videos vouch for the company and the product.
Clients being interviewed, sharing their experience helps build trust like nothing else does. It humanizes the brand and gives a peek into the actual solutions the product provides. These videos also showcase your work, therefore proving to be a welcome mat to the new leads.
A lot of SaaS companies conduct podcasts to amplify brand visibility, increase engagement and improve customer renewal. This content helps in generating enough organic traffic as these podcast snippets are pieces of relevant and appealing advice from thought leaders in the field.
Putting podcast videos in your mail helps in establishing the brand standing in the market and in establishing authority. Click here to check out more examples on how to make engaging podcast snippets.
In the recent past, videos have emerged as the biggest influence for a SaaS company, not just booking meetings but also in getting sales. They help in decomplexifying the product and winning customer trust.
So if a company isn’t using them already to gain an edge over its competitors, it is high time that they used videos to communicate, show off their product, engage and keep the prospect hooked.
B2B SaaS companies can use videos in many ways to create awareness and engage the audience. Some companies post introduction videos that explain the product or service that are added to not just the homepage of their website and social media pages but also sent around emails. A few companies opt for social proof videos through client testimonials for case studies while others use origin story videos to interact with prospects in order to trigger interest, which then leads to them booking demos and meetings for the product.
Video prospecting helps companies in creating a more engaging and memorable experience of the sales outreach with their prospective customer. It helps in communicating and connecting in a more positive way with the target audience, to help them better understand the company’s goal and its product in the way that the brand desires.
Some popular practices for creating a prospective video is to write and edit the script exhaustively. Companies like to make sure that the videos do not stray from their topic and the length is short to make sure people don’t drop off from getting bored. It is imperative that an intriguing call to action button is kept in the video. Putting in a personalized message can go a long way in persuading clients.
Customer success managers, especially in B2B SaaS companies, find using videos very helpful as it helps explain the product better and in earning the trust of customers. The whole process becomes more streamlined and smooth as the brand personality and voice become more prominent for the leads that are considering converting.
Khyati is a seasoned writer and a hands-on marketing professional. She specializes in inbound and growth marketing, content marketing, lead generation, public relations, brand amplification, B2B communications and partnerships, and social media marketing.
Khyati is a seasoned writer and a hands-on marketing professional. She specializes in inbound and growth marketing, content marketing, lead generation, public relations, brand amplification, B2B communications and partnerships, and social media marketing.
