How to use the Right Videos for each Stage of your Marketing Funnel and Why?
Most B2B SaaS marketers agree to the fact that video marketing is their most powerful weapon to build awareness, increase signups, launch and promote the product, build brand authority, and establish credibility of the product. Not just that, videos today are helping with product adoption, customer support, onboarding of the UI, training and education of customers, etc.
Today, video marketing is the primary method of increasing conversions, driving leads and putting the product on the map.
Let us take a look at some of the industry statistics and trends around videos for B2B SaaS companies:
| Survey | Video Type | Statistic |
|---|---|---|
| Hubspot | Case Study | A study shows that 73% of people agreed that trust in a product increased after watching a positive review. |
| Pixel Productions | Webinar | 78% of SaaS companies have a webinar strategy in place. |
| Vidyard | Testimonial video | Testimonial videos are valuable especially for marketing and customer experience departments, where 46% of the videos created by marketing are testimonial videos, while 30% are customer experience. |
| Motion Cue | Explainer / Demo Video | 83% of people agree that a demo video helps them in making a buying decision. |
| Vidyard | Educational video | 42% of companies are using educational videos and how-to videos explain to the viewer how to do something. |
| MailChimp | Email Videos | Average open rate and click-through rate of the software and app industry were 21.29% and 2.45% respectively, and better results can be expected by using personalized video emails. |
| Vidyard | Company Culture/Brand Videos | 53% of companies have already invested in brand videos, followed by 26% of companies using culture videos to help showcase company culture. |
About The Type: A good product explainer video not just successfully gives the potential user a tour of the SaaS, and in many cases the UI, it subtly informs the 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.
In later stages, the product explainer video also demonstrates upgrades on the product, how to use previously launched products, or even answers frequently experienced problems, thereby severely shrinking the churn rate.
It is especially important in the Awareness stage of the Marketing Funnel as it helps in increasing awareness and product sign-ups for the SaaS to the world, attracting new leads, and making them consider.
Agency Recommendation: Content Beta, Rocketwheel, YumYum Videos, Switch Video, Explain Ninja, IdeaRocket
Average Cost: $2,400-$10,000
About The Type: Onboarding videos are powerful as they can improve customer allegiance and eliminate the potential frustration caused by difficulties that occur when a person uses a product for the first time.
Videos made specifically for product adoption on different devices, showcasing the working of the UI as seen on these devices, are onboarding videos. The purpose of using an onboarding video for your SaaS is to evoke loyalty by focusing on your customers and their specific needs, not on yourself.
The success of such videos is measured by the engaging potential of the video which directly affects the behavior of the user after sign-up.
Agency Recommendation: Content Beta, Rocketwheel, YumYum Videos, Switch Video, Explain Ninja, IdeaRocket
Average Cost: $600-$10,000
About The Type: Testimonial videos help in highlighting the authenticity of a SaaS product and marking its value and benefits for potential leads. Case study videos also explain key features of the product’s UI, the time and cost benefits of the SaaS, and emphasize illustrating customer success.
These videos vouch for the B2B SaaS company and the product. Clients being interviewed, and 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. Testimonial 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.
Agency Recommendation: Content Beta, Remote Video Testimonials, Wyzowl, Demo Duck, Webdew
Average Cost: $1000 to $12,000
About The Type: This is one of the most essential pieces in your SaaS marketing kit. Product demo videos are top priority for any SaaS company’s marketing strategy. These videos present the opportunity to control the narrative, highlight the benefit of the product and showcase the working of its UI on different devices.
According to Google, 55% of consumers use demo videos for purchase decisions. The cost of creating a Product Demo Video depends on factors like the product video type, animation style, video length, average rate per hour of the freelancer or agency, etc.
Such videos can help in increasing awareness. encouraging trail sign-ups, and pushing potential leads past the consideration stage to conversion.
Agency Recommendation: Content Beta, Switch Video, Explain Ninja, IdeaRocket, Rocketwheel, YumYum Videos
Average Cost: $900-$7,000
About The Type: Company videos are all about building the brand image, establishing trust, and creating credibility for any new product by giving insight into the workings of the B2B SaaS company. They also help in highlighting the company’s motive with the benefits the SaaS promises and their goal about their upcoming product or service.
Agency Recommendation: Content Beta, Rocketwheel, YumYum Videos, Switch Video, Explain Ninja, IdeaRocket, Demo Duck
Average Cost: $2000-$12,000
About The Type: Training videos are focused on educating and training a customer on a specific skill on a particular topic related to the usage of a feature of a SaaS product or service.
They are used by companies to impart knowledge in the onboarding journey of the user and are pivotal in improving product adoption and increasing customer retention. A good training video is structured and relevant to the task at hand, has clear learning objectives and puts dedicated emphasis on the feature being explained.
Training videos show that the B2B SaaS company is passionate about customer service, it is willing to establish solid communication which is based on flexibility and patience, which is crucial in establishing faith in the product. This further leads to building credibility around the brand and loyalty in the customer.
Agency Recommendation: Content Beta, Wyzowl, Demo Duck, Thinkmojo, Explainify
Average Cost: $1,000 to $3,500
About The Type: A SaaS product launch video is a strategic effort by the marketing team to introduce the new product in a way that generates buzz, carves a niche, and stays in the memory of the potential customers.
Product launch videos are generally used for outreach, to build awareness, and to drive leads. It is an essential medium to quickly communicate the benefits and potential of a new SaaS product or service.
Agency Recommendation: Skeleton, Film District, Demo Duck, Lemonlight, Content Beta, Yum Yum Videos
Average Cost: $1,000-$5,000
About The Type: An active webinar strategy can change the face of a SaaS company. According to research carried out by Demio, 78 of the brands in Forbes’ The Cloud 100 2019 list run webinars for their audiences. Engagement of customers, working with primary industry stakeholders, increasing brand awareness, producing new leads, and showcasing the product are just a few of the gains of broadcasting SaaS webinars.
Agency Recommendation: Content Beta, Content Allies, Lower Street, Sweet Fish Media, Motion Agency, Relationary Marketing, Resonate Recordings
Average Cost: $2,000-$9,000
About The Type: A product introduction video generally teases an upcoming product and gives a peek into how it would solve a problem for its potential customers. This type of video is essential in targeting the right market from the beginning, and they help in creating curiosity and hype around the upcoming solution. The focus is not on the working of the UI but on understanding the benefits and the workflow of the product. A well-made product introduction video can help immediately skyrocket the sales of a new SaaS.
Agency Recommendation: Lemonlight, Content Beta, Yum Yum Videos, Skeleton, Film District, Demo Duck
Average Cost: $1,000-$5,000
About The Type: Critical in converting users to loyal customers for any B2B SaaS, a how-to video is what keeps a customer going. They explain upgrades on the product, how to use previously launched products, or even answer frequently experienced problems, thereby severely shrinking the churn rate.
Agency Recommendation: Content Beta, Explaine Ninja, Webdew, YumYum Videos
Average Cost: $2,500-$10,000
About The Type: Many brands take the assistance of product tours or product walkthrough videos to diligently guide the new users into finding their bearings and actively introducing them to the UI of the SaaS.
Product tour videos help in decomplexifying the SaaS, helping with the learning curve, and teaching how to use key features that are most relevant to the user. Product tour videos use combinations of different UI showcasing techniques such as beacons, tooltips, short explainer videos, pop-ups, and interactive walkthroughs to aid in learning the ways of SaaS, thereby also increasing customer retention rates.
Agency Recommendation: Content Beta, Switch Video, Explain Ninja, IdeaRocket, Rocketwheel, YumYum Videos
Average Cost: $3,500-$12,000
About The Type: The primary goal of hosting a podcast and creating podcast videos for any B2B SaaS company is to directly connect with potential users and increase visibility, promote their product, control the narrative of the brand, and established their credibility in the field.
Podcast videos can prove to be an effective marketing tool as they help in sharing information about the brand, discussing the current trends of the industry, communicating about the product features, and sharing insights about the company. Well-made, professional-looking podcast videos can even help companies in catching the attention of senior influences, experts, and high-level decision makers of the industry.
A major advantage of podcast videos is that the audience can stream or download the video whenever it is convenient for them and that’s why the marketers don’t have to focus their energies on catching the audience online to make their sales pitch.
Engaging and entertaining, podcast videos help in expediting the growth of a company and can also result in an independent, steady revenue stream for the company.
Agency Recommendation: Content Beta, Content Allies, Lower Street, Sweet Fish Media, Motion Agency, Relationary Marketing, Resonate Recordings
Average Cost: $1,500-$8,000
About The Type: The monthly log-ins of platforms like Facebook, Instagram, LinkedIn and YouTube ranges over a billion users. With its blindingly wide reach, each platform has a different video specification.
Video put on social media pages can help in increasing awareness about the SaaS product exponentially. With their astounding ROI, placement of social media videos is imperative for B2B SaaS companies.
Agency Recommendation: MixBloom, Powered by Search, Case Study Buddy/ created in-house
Average Cost: varies according to social media platform and agency
About The Type: The primary purpose of educational videos is to train customers. They can range from tutorials and webinars to real-life coverage of promotional events and scheduled online classes. These videos help in creating excitement about the product, educating customers on different sections of the SaaS UI and improving customer adoption.
Agency Recommendation: Next Day Animations, YumYum Videos, Commotion Engine, Explainify, Content Beta
Average Cost: $1,200-$10,000
About The Type: These videos are used to encourage leads to try or buy a new SaaS product or service. The intent of a promotional video is to grab the viewer’s attention and keep them engaged to take desired action. Such videos can also offer time-bound discounts and exclusive deals that push the customer to convert.
A promo video is used to give a teaser of the product and grab the potential lead’s attention, especially by offering incentives, time-bound discount initiatives, and events. Usually 30-60 seconds in length, promo videos are used to promote new features of a SaaS, launch a new product, advertise the brand, and create curiosity.
Agency Recommendation: Lemonlight, Content Beta, Yum Yum Videos, Skeleton, Film District, Demo Duck
Average Cost: $1,000-$5,000
About The Type: FAQ-Type videos help in providing the necessary clarity for a newly launched SaaS product. Such videos are usually based on problem-solving, and address the most popular questions asked frequently about the brand or the product. Such videos not only help in generating trust but aid in improving customer onboarding in the future.
Agency Recommendation: Content Beta, YumYum Videos, Explaine Ninja, Webdew
Average Cost: $2,000-$8,000
Video marketing has proven to be a sure-shot tool to engage new prospects, convert customers and increase the ROI for most B2B SaaS companies. It helps companies make a space for their product in the challenging and competitive environment, boost sales and build brand loyalty.
Videos are not just visual and fun, there are very educational and have a high recall value. And that is why every B2B SaaS company needs to optimize its video marketing strategy.
Company culture or brand videos are a way for people to showcase a positive facet of their organization. These videos usually feature the team members that have worked on the product or members of the marketing sales and support teams and how they all come together. Company videos are used to create a positive aura around the product and the brand. They help in establishing the credibility of the brand, trust in the product, and loyalty towards the company.
The list for product marketing videos is pretty much endless since more and more B2B SaaS companies are trying to come up with new ideas to promote their product and educate their customers. Explainer Videos, How-To Videos, Social Media Videos, Promo Videos, Thought Leadership Videos, Webinars, Q&A, Case Study and Customer testimonials Videos, Brand and Culture Videos, Demo Videos, and Educational Videos are few such examples.
The most common approach is to try and get the video made in-house by the in-house designers, script writers and editors. But most companies try to take the professional road by hiring an agency or a freelancer to work on their marketing video. The cost of the video depends on multiple variables like the video type, style of animation, deadline, budget, UI, screen recordings, motion graphics, voiceover artist, etc.
