The world of B2B SaaS is already too crowded and bustling, how can your brand be seen or heard?
Your potential customers are bogged down with emails, ads, and webinars.
Their inboxes are already flooded with messages from other brands trying to sell themselves.
Which essentially means you need to do something better.
This blog gives you the tools to do just that by leveraging B2B SaaS video marketing.
We explore the perks of well-crafted videos that not only boost engagement,
But also builds trust, drives leads, and puts your brand on the map.
This type of marketing is about ideating, creating, publishing, and distributing videos with a single aim in mind—to promote and sell Saas products.
It is done not only to drive traffic but also to generate leads and close sales.
What’s the core of successful B2B video marketing?
It’s about creating visually appealing videos to clearly communicate the value and unique selling points of your SaaS product to your target audience.
Consider this—You need to make videos that are interesting and informative enough to grab their attention.
But, they should not be overly pushy or sales-focused to drive them away.
Keep it balanced!
This B2B marketing strategy isn’t just for grabbing customer attention, it does much more than that for businesses.
Let’s explore the section below and understand what all benefits it offers to B2B businesses.
Here are some benefits of using SaaS video marketing for B2B businesses:
If you want more and more people to know what your brand is all about and what it offers, using a video will be the best choice.
With carefully curated video content, you can introduce your company, tell its brand story, or even promote your SaaS product.
Moreover, compared to other types of content, people are more likely to share a video.
If you are able to crack the code and produce a video that is truly interesting yet informative, it can be relevant to a wider audience. This also means that it will generate more leads for your business.
Additionally, every video that you produce will be another content piece for search engines to find and index.
What this means is that you’ll appear higher in search engines.
This will give a boost to our SaaS brand’s awareness and push overall sales.
One noticeable habit of Google is that it ‘LOVES’ Videos and ranks them well.
In fact, it owns YouTube which is the second biggest search engine globally.
So, when you create more videos, the probability of getting higher appearances in the search results of these search engines increases.
Another plus point is—Google prefers websites that have videos.
So, to rank your website higher, be smart and add videos to it.
Your video marketing doesn’t have to perform alone.
You can even mix it up with other digital marketing channels like email, social media, and paid ads.
For example, you can use such videos in your emails or social media posts.
You can even run YouTube video ads or Facebook ads.
There are countless possibilities when it comes to blending videos into your greater digital marketing plan.
These B2B SaaS videos can fit into any part of your SaaS sales journey.
They can help make potential customers aware of your brand at the start of the journey.
They can also nurture leads as they move along the journey.
You can even use such videos to seal the deal and offer upgrades to current customers.
Simply put, video marketing is a very flexible tool that can help deal with many business goals.
Compared to any other type of marketing, SaaS video marketing brings nearly 3x more conversions.
When you communicate with people in a way they understand, selling becomes much easier.
With video sales, you're prepared with all the information needed to make a sale.
Did you know SaaS video marketing can improve customer retention by 80%?
It’s a fact!
A customer is more satisfied seeing a product in action rather than reading paragraphs and paragraphs about it.
Let’s understand this with the example of Slack.
Imagine Slack crafts a video showcasing how their platform can revolutionize team communication and collaboration.
The video highlights all the best features of the platform like–instant messaging, file sharing, integration with third-party apps, channel organization, and real-time collaboration on documents.
When this video reaches a potential B2B client and they watch it, they can literally see how Slack can be of help to them.
There’ll be increased customer satisfaction as the client can experience the benefits of such a platform in real time.
This firsthand experience through the video can be the reason why a client says ‘Yes’ to the purchase.
Replace those cold emails with video sales messages.
Why?
Well, the prospects who receive such video messages are more likely to close the deal during sales calls.
Let’s use an example to better understand it-
Imagine a scenario where the sales representative from Ahrefs is trying to reach out to a digital marketing agency as a potential client.
Instead of going the old-school way of cold emailing, the sales rep takes a personalized approach.
He creates a video message.
In it, he introduces himself and provides a tailored synopsis of how Ahrefs' SEO tools can benefit that agency's projects and clients.
In the video, features like keyword research, backlink analysis, site audit, and competitor analysis are highlighted.
This is a highly personalized and visual approach.
It hooks the prospects and encourages them to watch the full video.
And, as a result, the prospect responds positively to the video message
They might even express interest in scheduling a demo or further discussion.
This can successfully turn cold outreach into a warm lead.
Let’s be honest, most people prefer visual content over anything else.
This is why online marketers use videos to connect more effectively with their audience.
This connection not only leads to customers feeling more engaged with the SaaS brand but also ultimately boosts conversion rates.
Most top B2B SaaS marketers have one thing in common nowadays—they often use different video types to match different audiences and goals.
Here are some common types of B2B videos you can try out to make your marketing game a banger
You can use short animated explainer videos to explain your product or service.
Statistics state that nearly 96% of people have watched an explainer video to learn more about a product or service.
So, people do watch explainer videos and you can use it for your benefit.
Such videos are smart as they make complex solutions more approachable for B2B SaaS businesses.
They make abstract and scattered concepts more tangible.
Without boring the audience they cover all the key features of your product or service in a couple of minutes (less than what it takes to read a whole paragraph of information about the same features).
These types of videos are quite effective for audiences from highly regulated industries.
For instance, for folks in finance, healthcare, or legal fields.
While making a demo video you should keep three things in mind—make it clear, concise, and engaging.
Videos under 2 minutes are known to get the most engagement, so try to wrap up the video under 2 minutes duration.
Your videos should address the problems your audience faces and show the key benefits that your target customers would find most attractive.
You can make several demo videos, each talking about one or a group of similar features.
This will provide viewers with a wider palate to pick from. They can choose the most suitable content to watch.
These videos can also be put into your product pages to improve the buying experience.
If you're planning to target customers early in the SaaS sales funnel or want to boost brand awareness, making educational videos is the best move.
Businesspeople and professionals are always on the lookout for content that can improve their work and processes.
By sharing valuable insights in your videos, you establish expertise and trust with your audience.
Educational videos can also be repurposed from existing content like popular blog posts.
See which of your articles is attracting high traffic and then smartly transform them into a video format.
You can use such demo videos to showcase how your B2B SaaS product is in action
Try to highlight the benefits and features of your product in the video and make sure it’s easy to understand for the viewer.
If the video properly conveys your message, the viewers will hopefully see the value of your SaaS product.
And, this might be the only nudge they need before saying ‘Yes’ to purchasing it.
A testimonial video is like social proof that builds trust for your brand and products.
When your potential clients see that your current customer base is using and enjoying your product, they’ll feel more positively toward it and will want to try it out themselves.
One thing is sure, these first-hand accounts from customers work much better than any ad or marketing copy.
These videos are also similar to customer testimonial videos but there’s a fine line between both.
They don’t show testimonials from individual customers, they showcase how your product has assisted businesses in reaching their objectives.
Using real numbers and statistics, they pinpoint the change in their customer’s performance before and after using your SaaS solution.
Their approach is very persuasive as they display concrete evidence that your product does what it promises.
You can do brand video production to build a more emotional connection with your audience.
Remember, people buy from brands they know, like, and trust. So, you can make brand story videos to unveil your B2B SaaS business to potential clients.
In these videos, you can share why you built this product and how you wanted to solve a niche problem in the industry with it.
These videos will give audiences a peek into who you are and what you’re doing. They’ll feel like they know you personally.
And when they feel this way, they are more inclined to do business with you.
With the way we interact with social media videos, it shouldn’t come as a surprise that such videos generate 1200% more shares than text and image content combined.
What’s more thought-provoking is that people remember 95% of what they see in a video, but only 10% when they read it in text.
You need to use this fact to grab more leads and customers.
More and more B2B decision makers are there on social media researching products and getting peer recommendations.
This is why you should make it a point to include social videos in your content marketing strategy.
B2B buyers have more inclination towards LinkedIn videos, so try using those.
They’ll make your brand more visible to a larger audience.
This way you’ll be able to deliver targeted messages, educate prospects about your products, generate more leads, and grow your revenues.
You should also use social videos to carry out topics and conversations to increase the reach as well as engagement of your posts.
Facebook videos are also great for sharing a huge chunk of information about your brand in a short period.
To further enhance the productivity of your social video, avoid embedding its link and upload the videos directly onto the platform.
Use appropriate hashtags to grab the audience's attention instantly.
You can also optimize the videos for mobile as it has a better reach.
What will retain your customers? Outstanding customer support.
You can upload instructional videos to a searchable knowledge base to help customers help themselves.
This will do two things to retain them— improve their experience and reduce frustration.
You can also ask your support team to share video links to solve user queries.
This streamlines the whole process and makes troubleshooting very easy.
It's a win-win–improved customer satisfaction at a lower cost.
Apart from this, you can also create other high-value videos for your viewers.
This will add value and boost customer retention by sharing industry best practices.
B2B customers seek content that can aid them in improving their careers and make them do their jobs more skillfully.
So, make videos around educational content that provides something worthwhile for such customers.
Arrange expert interviews or industry trends analysis or news.
Such videos can help you build credibility and establish an authority status to cultivate trust in your viewers and always stay on their minds.
For such long-form content, live streams or webinars are excellent formats.
Use shorter video snippets to promote your event and to give a quick overview afterward.
This will get people interested enough to visit your website to learn more.
Once you've done the live event, you can turn the recording into a regular video.
This way you can keep using and get more value out of your work.
In your videos, show how people can use your products to put what they learned into action.
Also, add a call to action–tell them what to do next, like signing up for a free trial.
Video podcasting is the new trend. It’s a great way to connect around casual conversation and make your audience feel like they are seeing the real you.
You can bring industry leaders, experts, investors, partners, and even a customer on the show to share their thoughts on a relevant topic.
The sole purpose of such videos is to promote the brand of your business as an employer.
These videos can show employees sharing what they feel about the company's culture, policies, work environment, and career milestones.
The video subject can also be about employee participation in events, annual meetings, and award ceremonies.
These videos highlight how your company is involved in an industry event.
You can use event teasers to get people excited about the event before it happens.
Show what your company will be doing there and invite people to come see you.
Capture interviews of attendees and customers to share their experiences.
Do check out our other blog on SaaS Customer Onboarding Videos to learn more.
After seeing all the different types of B2B SaaS videos, you're probably wondering how to make one yourself, right?
Here are some easy steps to follow and create a killer B2B SaaS Video
Ask yourself these questions before you get started:
Understanding your target audience and making the correct videos for them are the first steps towards creating a successful B2B SaaS video marketing campaign.
To make your videos more impactful, select some criteria and based on that divide your audience into further small groups.
For B2B customers, the criteria could be around firmographic factors, their stage in the SaaS sales funnel, or both.
Stuff like company size, industry, and location come under firmographic factors.
For example, you might create different videos for targeting small businesses and enterprise-level companies.
You may also want to target specific stages of the SaaS sales funnel.
You can create educational videos for those just learning about your product or case studies, while product demos for leads in the Consideration stage.
By segmenting your audience, you can create videos that resonate more with each viewer.
Now that you know who you're making videos for, what do you want them to do after watching?
What’s your goal?
Do you want more people to know about your company?
If yes, you can make short and interesting videos that explain what you do.
Share them on social media.
Do you want to get more sales leads?
If yes, you should choose the track of creating helpful videos that show how your product works.
You should also offer a free trial at the end.
No matter what you are aiming for, set clear targets that you can track.
This will make sure that your videos are working as they should.
Before going ahead with a video marketing campaign, ask yourself two things:
How much can you spend?
How much time do you have to make and show your videos?
Whatever the answer is will determine the scope of this strategy and how realistically it can be executed.
Now, it’s time to sit back and run your brain.
Decide which video type would be most helpful or interesting to the people you're trying to reach.
You can go for:
Or any other types of B2B SaaS videos mentioned earlier in this blog.
There’s no shortage of B2B video marketing platforms, you just need to choose the one that caters to your needs and has your specific audience base.
To make your work a bit easier, I have selected and listed some of the best video distribution platforms for B2B SaaS businesses below-
It is the most popular platform among B2B video marketers and there’s a good reason behind that.
As of 2024, it has over 2.70 billion monthly active users and 100 million subscribers in the world.
The amount of reach this platform offers, no other does.
Another plus point is that YouTube is owned by Google, which basically means that your videos have a fair chance of ranking high in search appearances.
Regular video platforms like YouTube are great, but for businesses like yours, there are even better options!
Video hosting platforms like Wistia and Vimeo let you add calls-to-action, forms, and other CTAs to your videos.
These can prove to be very helpful if want your viewers to download a white paper or sign up for a free trial.
Platforms like Facebook, Twitter, and LinkedIn are perfect for getting your B2B SaaS video marketing right in front of the people who need it most.
From our experience, B2Bs receive the best ROI from LinkedIn.
Why?
Because you can target your ideal customers directly.
Imagine you want to reach decision-makers at B2B SaaS companies.
LinkedIn video ads let you do just that.
With them, you can target people with specific job titles like CEO, CTO, or Director of Marketing, all working at B2B SaaS businesses.
The same goes for Facebook Ads.
You can target specific companies from specific industries that might benefit from your product.
If you are more interested in Facebook video ads, we have also covered a detailed guide on that. Check it out!
And, how can we forget your website?
It is probably the most apt place to host your B2B video marketing content.
Your website isn't just for directing traffic to your videos, it can also help you turn viewers into customers!
You can put a video right on your main page to grab people's attention as soon as they visit or you can add videos to specific landing pages to explain your product or service in more detail.
Creating a separate video library on your website where people can browse all your videos in one place is also worth considering.
Once you have fixed what types of B2B SaaS video content you want and where you are going to publish it, the next step is to create your videos.
You can also try experimenting with animation videos, as a lot of B2B companies are using this medium for their content nowadays.
If you are clueless about this video creation process and don’t know where to start, here are a few tips you can follow-
The video script should have a clear purpose and focus point.
You can also storyboard your video beforehand to have a ready visual guide for each scene, including where to incorporate animations.
Invest in good video equipment like a DSLR camera or professional microphone.
Don’t use an old phone to record the video.
Not only will it be bad for video quality but also the brand image.
If you aren’t a pro, hire one who is.
After the filming is done, hire a professional video editor for editing.
If you don't have an in-house editor, hire a skilled freelancer.
Additionally, if you want to use animation in your video, you should consider hiring a professional animator or using animation software to add such elements to your video.
These professionals can enhance your video, making it engaging and visually appealing, thereby improving its overall quality and impact.
Will simply publishing your B2B video content guarantee viewership, leads, or customers?
No!
Your videos need to be seen and for that, you must actively promote it.
You can promote a B2B SaaS Video like this-
Use platforms like LinkedIn, Twitter, and Facebook to reach a larger viewership and increase views.
Send your video to your email subscribers, who are already interested in your content.
Video email marketing is a great avenue to get new users to your SaaS solutions
Optimize your videos for search engines by adding transcripts, captions, and relevant keywords in titles and descriptions.
You can run paid campaigns on platforms like YouTube, Google Ads, and Facebook Ads.
This will help the video reach potential viewers who may not be familiar with your brand yet.
Track and see how your videos are doing.
In this way, you’ll be able to analyze what’s working for you and what’s not.
This will help plan and execute future campaigns in a better way.
While tracking a video, keep these KPIs in mind:
By tracking these things and getting answers, you can see if your videos are meeting the set goals or not.
If the report is good, it will make it easier for you to get more budget for more awesome videos in the future!
If not, you need to plan and execute better next time.
Whatever performed well in this campaign can be added to future ones.
What didn't live up to expectations should be studied and if needed scrapped off.
All in all, B2B marketing is a very potent tool to reach and engage your target audience.
But just making videos and publishing them on platforms like YouTube won’t do.
You need to do more than that, you need to craft a compelling and effective strategy.
Don’t copy what others are doing; do what works for you, but master it.
Map down who you’ll promote to and how you are going to promote—‘be creative’.
We have thankfully outlined everything you need to produce a killer B2B SaaS video marketing campaign in this blog, so use it as your framework.
Just follow this sequence–create quality video content, publish it where your right target audience is, promote it using platforms, and lastly monitor your performance.
Master these tips, and your B2B video campaign will be a lead-generating machine!
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