The world of marketing is constantly evolving, and video marketing is no exception.

The use of videos to reach and engage customers has exploded like never before. 

In fact, according to a survey by Wyzowl, 73% of consumers prefer to watch a video to learn about a product or service, and 96% of people have watched an explainer video to learn more about a product or service. 

The truth is that if you’re a SaaS (Software as a Service) company, you can’t afford to ignore video in your marketing strategy. With so many great online video creation software at your beck and call, putting together a video for marketing purposes is easy. 

As you keep reading, you’ll learn about the benefits of video marketing for your business. And you’ll know what marketing strategies to apply when creating videos.

Dive in to learn more.

Why SaaS companies need Video Marketing

SaaS companies face ever-growing competition in the increasingly saturated digital marketplace. With more businesses using web-based software platforms to reach customers, you need to ensure that your customers know who you are.

Here are some benefits you get when you use video marketing as part of your SaaS strategy.

• Increased visibility: Video content can help spread the word about your software and services. With video content, you can reach a larger audience and get more visibility in the digital marketplace.
• Improved customer engagement: Videos allow you to engage with your customers in a more personal way. Your audience will watch more of your content and even leave reactions and share it.
• Increased sales: Videos can boost sales by showcasing the benefits of your product in a way that is more engaging than text or images alone.
• Customer education: You can explain complex topics in an entertaining and informative manner, making it easier for potential customers to understand the value of your product.
• Brand recognition: If you’re looking forward to improving the brand image of your company, then you can’t skip video marketing. Videos are a great way to create a strong brand identity. With video content, you can create memorable visuals to help customers recognize your brand more easily.
• Build relationships: Videos are a great way to build customer relationships. You can create content that is tailored specifically for them, which will help you create a strong connection between you and your customers.

So, if you’re looking to gain visibility for your SaaS company, video marketing is an essential tool that you should leverage.

Now that you’ve understood the benefits, it’s time to learn just how you’ll create videos that grow your business.

5 Video Marketing Strategies for your SaaS Product

If you want to use video to promote your SaaS product in 2023, check out the following top strategies.

1. Create Explainer Videos

An explainer video by Snappy Kraken showing how its marketing automation works.  

Source: Snappy Kraken 

Alt Text: An explainer video about the services offered by Snappy Kraken a marketing company. It also includes the answer to why one should reach out to Snappy Kraken. 

An explainer video is a short, animated video that explains how your product or service works and the benefits it provides. These videos are typically used to quickly capture the attention of potential customers and provide them with the information they need to make a purchase decision.

There are a few key elements that make up an effective explainer video:

1. A clear and concise message: Your explainer video should have a clear and concise message that explains what your product does and how it benefits the viewer.
2. Visual aids: Visual aids, like animations or graphics, can help to illustrate your message and make it easier for viewers to understand.
3. A compelling call to action: At the end of your explainer video, include a compelling call to action that encourages the viewer to take the next step, whether it’s purchasing your product or signing up for a trial.
4. A strong script: A strong script is the foundation of any good explainer video. Crafting a response eliciting script can be overwhelming. But fortunately, you can use several  writing apps to help build your masterpiece. There are tools that let you organize your content, create plots and more. So, take your time and work with a writing tool to build your script and ensure it effectively communicates your message.

By following these guidelines, you can create an explainer video that effectively showcases your product and helps you convert more leads into customers.

2. Use Customer Testimonials

Using customer testimonials in your marketing efforts is a powerful way to showcase the value of your SaaS product. A customer testimonial is a short video or written statement from a customer sharing their experience with your product and the results they’ve achieved.

A testimonial video for an online painting course. It helps potential customers learn what they’ll accomplish. Source: Anna Mason Art  

Alt Text: A testimonial video by a student on the website of a painting tutor named Anna Mason. Her website is full of such testimonials videos as she based her video marketing strategies around user-generated content.   

You can even reach out to your satisfied customers and request user-generated content. They can shoot a video of themselves praising,or appreciating your products and send it your way.

Once you get the video, you can use some of the best video editing software to get them ready as per your marketing desires. 

There are a few key benefits to using customer testimonials in your marketing efforts:

1. They build trust: Seeing real customers using and benefiting from your product can help to build trust with potential customers.
2. They showcase the value of your product: Customer testimonials provide social proof that your product is effective and can help potential customers see the value in what you’re offering.
3. They can be more effective than traditional advertising: Research has shown that 92% of people are more likely to trust recommendations from friends and family than traditional advertising. 

There are a few key things to keep in mind when using customer testimonials in your marketing efforts:

• Make sure to get permission from your customers before using their testimonials.
• Choose customers who can speak to the specific benefits and features of your product.
• Keep the testimonials short and to the point, focusing on the key points you want to highlight.

By incorporating customer testimonials into your marketing efforts, you can effectively showcase the value of your SaaS product and build trust with potential customers.

3. Make Demo Videos

A demo video showing how to build landing pages Source: Start Blogging Blocks 

Alt Text: A demo video showing the process of building landing pages in short on the Start Blogging Blocks website. 

Creating demo videos is an excellent way to give potential customers a sneak peek at what your SaaS product can do.

 A demo video is a short video that demonstrates the features and capabilities of your product in action. 

These types of videos are often used to showcase the user experience. And they give viewers a sense of what it would be like to use your product. 

Demo videos can be an effective way to showcase the value of your product and convert potential customers into paying users. 

When creating demo videos, it’s important to keep them focused and concise, highlighting the key features and benefits of your product.  

Additionally, consider using screen recording software to show the product in action and provide a more immersive experience for the viewer. There are many user-friendly video creation software that you can use to create your demo content. 

By investing in high-quality demo videos, you can effectively showcase the value of your SaaS product and drive more sales. 

Not having a demo video is one of the biggest and most common video marketing mistakes. And be sure to avoid it by creating engaging, crisp demo videos for your products. 

4. Leverage Social media

Social media platforms like Instagram, TikTok, and Twitter are great places to share your video content. Consider using these platforms to promote your videos and engage with your audience.

A video highlighting the features of Zoom posted on the Zoom Insta account. Source: Zoom Insta Account 

Alt Text: Zoom using Instagram for video marketing strategies.  

Social media platforms like Twitter, Instagram, and TikTok offer a variety of ways to share your video content and connect with your audience. Thus learning the steps to creating a social media video strategy that grabs attention and converts is a must. 

Here are some specific ways to leverage social media for your video marketing strategies.

• Create short, attention-grabbing videos that showcase the key features and benefits of your product.
• Use social media ‘Stories’ for content that expires after 24 hours. Such videos create urgency and drive more attention because of how quickly they disappear. 
• Share your videos and engage with your audience on different social media platforms.
• Add hashtags to reach a wider audience and make it easier for people to discover your content.
• Use paid social media advertising to promote your videos and reach a specific demographic or interest group.
• Host live Q&A sessions or product demos on platforms like Facebook Live or YouTube Live to give your audience an opportunity to interact with you in real time.
• Collaborate with influencers or industry experts and have them showcase your product in a video.
• Create educational content that provides value to your target audience and positions your product as a solution to their problems. (Read more about this tip in the next section.)
• Use video testimonials from satisfied customers to showcase the value of your product and build trust with potential customers.
• Use video retargeting to show targeted ads to people who have already interacted with your brand or visited your website.

By incorporating these strategies into your social media video marketing efforts, you can effectively promote your SaaS product and drive more sales.

5. Create Educational Content

Creating educational content is a great video marketing strategy for SaaS businesses. Educational content is any type of content that provides value to the viewer by teaching them something new or helping them solve a problem. 

This could include how-to guides, industry-specific tips, or other informative content related to your product or industry.

Educational videos on topics related to your product will help bring more people to your site.  Source: OptinMonster – YouTube

Alt Text: Example of educational videos by an SaaS product company. 

There are a few key benefits to creating educational content as part of your video marketing strategy:

• It positions your company as an expert in your field: By creating educational content, you can position your company as a thought leader and expert in your industry.
• It can help to drive traffic to your website: Educational content can be an effective way to attract new visitors to your website and increase your online visibility.
• It can help to build trust and credibility: By providing value to your audience through tutorials and how-to videos, you can build trust and credibility with potential customers.
• It can be repurposed and shared: When you make videos that educate, it has the potential to be shared and repurposed, allowing you to reach a wider audience and get more value out of your content marketing efforts.

By incorporating helpful educational content into your video marketing strategy, you can effectively position your SaaS business as an expert in your field. You’ll also build trust with potential customers.

7. Invest in video advertising

If you want to guarantee that people see your videos, then use video advertising.

By investing in video ads, you can effectively promote your product and drive more traffic to your website.

There are a few different ways you can use video advertising to promote your SaaS product:

1. Target your ads to the right audience: Use the targeting options provided by the ad platform to ensure your ads are being shown to the right people.
2. Use eye-catching thumbnail images: The thumbnail image for your video ad is often the first thing a viewer will see, so it’s essential to choose an image that is eye-catching and relevant to your ad.
3. Use relevant and descriptive headlines: The headline for your video ad should be relevant to the content of your ad and should clearly communicate the value of your product.
4. Test different ad formats: Different ad formats, like skippable or non-skippable ads, can have a big impact on the effectiveness of your ad. Experiment with different formats to see which ones perform best for your business.
5. Use A/B testing: A/B testing is a process of comparing two versions of an ad to see which one performs better. By A/B testing different elements of your video ad, like the headline or thumbnail image, you can optimize your ad for better performance.
6. Use a compelling and clear call to action: Your video ad should include a strong call to action that encourages the viewer to take the next step, whether visiting your website or signing up for a trial.

Following these best practices, you can optimize your video ads to promote your SaaS product and drive more sales effectively.

And there you have it, we’ve covered several brilliant video marketing strategies for SaaS companies. Work with them and tweak them to create a marketing campaign that works for you. 

Conclusion

Video marketing is an effective way to promote your SaaS product and drive more sales. 

If you are looking forward to preparing a killer content marketing strategy, then including video content is a must. 

And by following the above mentioned strategies, you can increase your reach, build trust with your target audience, and effectively promote your product. 

So, don’t wait. Start strategizing and create your video content today!

About the Author (Sarang Padhye)

Sarang Padhye is a blogger and content marketer. He loves online marketing, advertising, and filmmaking. He’s passionate about sharing his knowledge with visitors on his blog Miracalize Media.