Video: The SaaS Marketing Strategy You Can’t Ignore

Video: The SaaS Marketing Strategy You Can’t Ignore Featured Image

Videos are the future –  something that SaaS marketers can’t avoid, and a notion that is backed up by people’s natural disposition towards flashy visuals (the many sequels to Fast and Furious and Transformers can attest to this). If Michael Bay isn’t your thing, then there are also stats to provide it, courtesy of the renown IT authority –

Cisco: “Globally, IP video traffic will be 82 percent of all consumer Internet traffic by 2021”.  If you’re more driven by what’s happening in the here and now, Hubspot states “that 51.9% of marketing professionals worldwide name video as the type of content with the best ROI”.

Given how the shortness of both SaaS sales cycle and attention spans, video stands as your next best piece of content.
What’s worse,by NOT deploying a  strong content and video strategy, you’re ensuring that your competition will leave you in the dust. Instead, use videos to engage with your customers. Garnering more eyeballs to bolster your social media presence also works as a way to frame your business (literally) as a source of expertise.
Videos are the perfect vehicle for you to promote your brand and product. As the old adage goes: Seeing is believing. So if you’re able to demonstrate your company’s values via video, then your potential clients will more readily “buy what you’re selling”. Be sure to slap some captions on the video and boom – you have all of your bases covered to ensure that your client can consume your content while on the go.
It is a fact that videos are taking over. According to Forbes, 90% of reported customers confess that product videos help with their purchasing decisions.  Clearly, this notion is most applicable when it’s applied to your most important product: your product and your brand. Again, if what you’re “selling” is yourself, then videos will aide prospective clients in their n to “purchase” you and your services.
Videos are also easier to share, and could potentially earn you some self-sustaining, word-of-mouth marketing. In 2016, we released Zillow, It’s Me, a parody of Adele’s critically acclaimed comeback anthem Hello. Keeping our finger on the pulse and capitalizing on what’s hot, this video was created with the hopes of creating our own buzz within the real estate space (at the time, our sole demographic), while connecting with potential clients through empathy and levity. Over 200k views and counting, we continue to attract new clients to our service with the help of this content.   (LINK)
Of course, all of this is only possible if you’re using actively using social media channels to build your business. We’ve covered extensively how to boost your engagement on these platforms, how to advertise, and even use your social data to garner more clients/success. Even tips on setting up yourself up profiles for each platform.
As far as including videos within your social media strategy, you don’t need fancy editing or high-end production value, just something that is quick and engaging. For example, you need little more than some decent lighting and a camera phone to start your Facebook Live content engine. Everything from Q&As, product announcements, explainers, opinion pieces, or even employee appreciation videos. It would present you as transparent, authentic, and knowledgeable. Any of the above and more goes a long way towards building relationships and opportunities through video. 
Thankfully, as with all things, there are many services that are willing to help you get started (or even do the work for you). A couple of them are:

  • Fiverr: From animations and live-action explainers to short video ads and product photography, Fiverr is a great channel to outsource any of your video needs. If you’re looking for an affordable freelancer, check them out.
  • Craigslist: A tried and true resource where budding or expert videographers are offering their services at reasonable rates. Here you can also find local companies in your area, which allows for a continued business that will continually adapt to your needs, vs. the impersonal singular nature of freelancers.

Whatever you decide to do, videos should have a presence within your marketing, as it will take your lead conversion to the next level.