Many SaaS marketers will agree that SaaS marketing is comparatively more challenging than other businesses. Your product has no physical presence, the industry and technology change constantly, and the audience is often not well-versed with the software.
The SaaS industry has also become significantly popular in the last few years. However, this increase in competition, paired with changing customer behavior, has made attracting and retaining customers harder for SaaS businesses.
If you want to successfully increase leads and conversion for your SaaS business, you need to develop marketing strategies that align with recent trends and changing customer behaviors.
1. Create Explainer videos
Just because your product isn’t tangible does not mean you can not create an explainer video. Due to this common misconception, many SaaS marketers skip out on an essential marketing strategy.
But explainer videos are crucial for SaaS marketing. These videos take the features, benefits, and uses of the product and present it in the form of powerful storytelling. This makes it easier for viewers to understand what the product does and how it can help them.
SaaS explainer videos target the customer's pain points and present the product as the ideal solution. Therefore, these videos effectively drive conversions. There are many SaaS explainer video examples available on the internet that prove its effectiveness. That is why creating explainer videos should be a must-have marketing strategy for your SaaS business in 2022.
But, producing explainer videos for SaaS products can take a lot of work. So, if you’re investing in explainer videos for the first time, it's better to consult a SaaS explainer video agency to get optimum results.
2. Promotion through educational content
Educational videos should be a fundamental part of your SaaS marketing strategy. In addition, SaaS products are typically complex and are regularly updated. In such cases, it is hard for customers to understand every aspect of the SaaS without a proper guide.
This is where educational videos come in. These videos educate prospective buyers about the product and help existing customers keep up with the updates.
Here are some popular types of educational videos you can create -
How-to videos are the most searched video type on YouTube. These videos simplify the process of using the SaaS product for customers. In addition, creating multiple short how-to videos for each product feature can further simplify the product and make the content more digestible.
Another popular form of educational video is expert interviews. These videos include experts explaining the features of the products or demonstrating the product in use. These videos are popular because they display the product in action in real-time.
3. Funnel-focused video marketing
Every business needs a marketing funnel to direct the customer toward the product at the right time. Similarly, video marketing also requires a funnel to attract, educate and convert prospects into customers.
To create a funnel-focused video marketing strategy, you first need to create a buyer persona. This buyer persona can help understand the different stages of the buyer’s journey. Then, brands should create videos that appeal to the buyer at each stage.
Here are the different types of videos that work for each stage of the video marketing funnel-
- Awareness - This is the stage where the customer becomes aware of the problem. Here, you should create educational and brand awareness videos to inform potential customers that you have a solution for the problem.
- Consideration - The potential customer knows you exist. Now, they are going to weigh their options by checking out other brands. Product videos and explainer videos can inform customers about the benefits of your product and how it can help them. This will direct the prospects toward the next stage —conversion.
- Conversion - By now, the customer has browsed and considered all the options. They are ready to make the decision to buy. At this stage, testimonial videos can encourage prospects to convert into customers.
4. Diversify your marketing channels
Diversifying the marketing channel can help you increase your brand's online presence. First, you should understand the target audience, where they spend time online, and what type of content they prefer. Then, create tailored content for each channel.
By doing this, you can reach every potential customer with content that resonates with them. Videos work on every marketing channel and are well-liked by audiences of every segment. Therefore, using videos as your primary piece of marketing content can deliver increased ROI and engagement across each platform.
For example, videos can be embedded on the website, posted on social media, included in blogs, and used in email marketing campaigns. You just need to know which type of video will work best before creating your strategy.
The SaaS market is full of varying customer segments. It is often challenging to cater to each segment with a single marketing strategy. Therefore, brands need to develop strategies that are up-to-date with recent trends and satisfy customer needs.
The above-mentioned marketing strategies can help you reach the right customer at the right time.