SaaS companies rely on compelling messaging to get new customers to sign up for their services. And while video marketing has the potential to drive new sales for SaaS companies, these videos can fall flat if they don’t make data-driven claims and provide clear messaging. Slick production isn’t always enough to convert potential customers into actual customers.
Read on to learn what goes into producing marketing videos that drive SaaS campaign results.
Meet Customers Where They Are
No two customers are alike. And SaaS companies have to consider that the audience they’re targeting won’t necessarily respond the same way to a single marketing video. As a result, companies must tailor videos to the needs of their customers.
In other words, some customers may need a broader educational overview of a product. Companies could create explainer videos or post content from leadership personnel, for instance, to introduce customers to what they’re offering. Using social media channels as the platforms for this content helps create more natural engagement opportunities, as well.
Once customers understand the product, they may be weighing options from a few SaaS companies that offer similar products. An SaaS company can gain an edge by highlighting happy customers or demoing products in marketing videos. Short, clear videos enable customers to understand what distinguishes a given product from the competition.
Lastly, videos can meet customers where they are by encouraging the next steps. When a customer grasps the product and trusts the company, personal demos or meetings can be an excellent way to seal the deal. For growth-minded SaaS companies, crafting videos that align with the customer journey is key.
Stay Away from Technical Jargon
Customers won’t be impressed if they’re watching a marketing video loaded with technical jargon. While SaaS products have a lot of features, companies must simplify their messaging. Focusing on one feature or concept at a time makes videos easier to digest.
Perhaps a video could show how a product streamlines HR workflows or improves company engagement. Or maybe a video could show how a product contributes to lower costs in a given industry. Showing real results will appeal to customers, and using simple language will ensure customers stay interested.
Videos should encourage customers to take the next step, too. Inviting customers to sign up for a free trial or reach out for a live demo can be just the nudge they need. Ultimately, SaaS companies should aim for clear messaging that reflects the goals in their business plan.
Invest in Better Production Quality
Choppy editing, grainy footage, and shaky camerawork can be big turnoffs. Customers will feel more confident about a company if the marketing video they’re watching looks thoughtfully produced.
The best videos will have smooth editing, crisp visuals, and stylistic consistency. They’ll look professional rather than amateurish.
Producing marketing videos for campaigns that align with branding and business goals can be time-consuming, and not every company has an in-house crew with the skills to do it well. Partnering with a professional company can make a lot of sense. Professionals will know how to use branding, narrative, and quality visuals to create marketing videos that translate to business success.
Craft Videos That Increase Conversions
Done well, marketing videos can turn leads into loyal customers for SaaS companies. Well-produced videos can demonstrate products, generate brand visibility, and earn customer trust. SaaS companies should work with marketing video professionals to create products with the best chance for success.
When SaaS companies meet customers where they are and keep the messaging clear, they’ll be able to increase conversions and build a positive reputation.
