With the rise of cloud computing and SaaS services, we are seeing more companies delivering applications via the Internet rather than through traditional channels such as diskettes, CDs, and hard drives.
The SaaS business model is better for everyone. Providers benefit from higher prices, while customers are more likely to stay in the relationship.
Software-as-a-Service (SaaS) boosts providers’ business growth by providing lots of flexibility in development and enhancement. A smart subscription model and the ability to use any device that’s connected to the Internet facilitate the users’ working environments.
The most frequent users of SaaS applications are B2B companies because SaaS applications are enormous platforms that support complex business processes of various sorts. However, how can a company choose exactly your product among a rich variety of other SaaS companies that provide similar services? How to inform your potential customers about a row of benefits they will get if they choose or switch to your SaaS product?
Our answer to these questions is B2B video marketing. In this article, we will share a statistical plan of action and give some essential recommendations on how to start your B2B video marketing campaign properly.
What is B2B video marketing?
There are many companies that provide SaaS solutions in multiple creative ways each company has its selling point which needs to be tested by consumers based on their usage.
There are a lot of ways to present your product: blog posts, search advertising, social media promotion, and so on. However, SaaS video marketing campaigns claim their superiority.
B2B video marketing means promoting and selling your products or services to companies with the help of appropriate video content. Video content production for SaaS applications doesn’t rule out other types of content. Actually, you will use them as a powerful supplement to promote SaaS product videos throughout the whole marketing campaign.
Why B2B video marketing?
SaaS platforms are complex. To present them in all their full capacity, you will have to produce much more content to satisfy consumers to purchase the tech.
Now let’s imagine. You have an engaging copy of five or six pages with images, a detailed list of advantages of your platform, and an important list of benefits for customers. In the end your final copy will show the true worth of the product.
B2B video marketing is the best choice when it comes to promoting big platforms and describing their ways of working, peculiarities, and benefits. Product videos for marketing purposes can demonstrate the platform’s layout, features, and specifics better than dozens of paragraphs.
How to get started with B2B video marketing?
Without long speeches, you will have to:
Identify your target audience
It’s a rare-case scenario when a SaaS platform serves all types of businesses.
You have to gather much information in beginning and collect data based on your consumers interests to buy the tech you’re offering. Some of the parameters are type of company, its size, and potential needs. By doing this, you will have a clear understanding of the best-fitted tone of voice, image, and style of a future video.
Identify your goals
Your goals can vary depending on your target audience as well.
Why is it important? Your goal will affect the message of your video campaign. It can also affect the number of videos to be created that will work for different goals.
Plan your budget
Video marketing campaigns are not just about creating video content. Besides spending resources on the creation of videos, you also have to consider spending on marketing platforms through which you will promote your videos, for example, Facebook, Instagram, or YouTube.
Determine your success metrics
Depending on your business goals and the platform you are going to choose for promotion, you should decide on the key metrics by which you will measure the success of your video marketing campaigns in the intermediate and final stages.
These can be the engagement level, the number of views, the click-through rate (CTR), conversion rate, and others. It’s important to keep track of your metrics on a constant basis.
What should you consider when starting a video marketing campaign?
The following points are what we would like you to consider when creating a video marketing campaign:
The main objective is to provide full transparency to consumers and demonstrate your idea so they can fully understand how your product will be useful for them.
Aside from the video, you can also offer case studies, blog posts, or a demo call with a sales representative.
Build trust with past testimonials and case studies which brings additional decision-making to up for the purchase.
Your main focus should be on the audience’s problems and pains. Show in the video the way your SaaS platform will help in work, optimize it, or automate specific tasks.
The videos you will present to your potential customers should represent your company and work for a trustworthy message. The higher the quality of your videos, the more trust you will gain. If you don’t have a team of professional video makers, consider hiring them right away!
Let’s sum up
B2B video marketing for SaaS platforms requires a gradual and well-thought-out approach. Don’t consider like an advertisement for a small application or a one-time event instead prepare for long-term plan to keep improving the tech based on consumer feedback.
When starting a B2B video marketing campaign, you have to be prepared for different types of audiences, different budgets, and, accordingly, various types of video content that will address specific goals.
Plan your campaign and all appropriate actions and steps in advance so that your team will get a clear understanding to fully accelerate the true potential for the product.