In the cutthroat world of B2B marketing for SaaS companies, it’s no longer enough to simply tell potential customers about your SaaS product or service. You’ve got to show them what you’re made of – in high-definition video, of course.
According to recent surveys, 69% of B2B companies are investing their precious resources in video marketing efforts. And who can blame them? Watching a video about a product makes consumers 85% more likely to buy it.
Videos provide a captivating experience that helps viewers connect with a brand on a deeper level so, say goodbye to boring content and hello to immersive marketing.
But here’s the catch: creating high-quality, effective videos can be a challenge, especially for those on a tight budget.
Some may be tempted to cut corners by producing their own videos or working with a less experienced company to save money upfront. But as any seasoned marketer knows, mistakes can be costly, both in terms of money and time.
In this article, we’ll explore a lean approach to B2B video marketing for SaaS companies, designed to help you maximize your resources and achieve better results with less risk.
Got a killer B2B video concept in your mind?
6 Tips for Implementing a Lean B2B Video Marketing Strategy
Are you tired of creating B2B marketing videos that drain your budget faster than a Las Vegas casino? Fear not, for there is a solution.
It’s simple.
Just follow these tips and you’ll be on your way to creating effective B2B videos that achieve your business goals.
1. Set objectives aligned with business goals
First things first, set objectives that are aligned with your business goals.
This may seem obvious, but you’d be surprised how many marketers skip this step and end up with videos that are all sizzle and no steak.
Don’t be one of those marketers. Take the time to figure out what you want to achieve with your video and how it fits into your overall business strategy. Once you have a clear objective in mind, you can focus on creating a video that supports that objective without wasting resources on unnecessary bells and whistles.
2.Choose the right type of video
Are you tired of creating B2B marketing videos that are about as exciting as watching paint dry? Then it’s time to spice things up. But where to begin? In your content, of course.
Not all videos are created equal. You need to choose a video type that aligns with your message and goals. Whatever you choose, make sure it’s the right fit for your message and target audience.
Here are some video-type ideas:
Explainer videos
Explainer videos are like a mix of a TED talk and a cartoon strip– they’re informative, engaging, and visually appealing. Plus, they’re perfect for simplifying complex concepts and making them easy to understand for your target audience.
But don’t just take my word for it. 96% of all people watch explainer videos to learn about products or services, and do you know what’s even better? 89% of those people said that watching a video convinced them to buy said product or service.
So if you’re not already incorporating explainer videos into your B2B marketing strategy, you’re missing out on a golden opportunity to connect with potential clients.
Brand videos
A brand video is like a visual mission statement – it showcases your values, personality, and unique selling proposition in a way that resonates with your target audience. Think of it as a trailer for your brand, designed to grab your audience’s attention and make them want more.
Branding is a big deal for investors – 82% of them say so! So if you’re looking to make some smart investment moves, you might want to start by showcasing your branding through video.
So, how do you make sure your brand video hits all the right notes? Start by choosing the right type of video that aligns with your brand’s voice and goals. Whether it’s a documentary-style video, a live-action video, or a high-energy montage, make sure it reflects your brand’s personality.
Walkthroughs
Ah, the good old walkthrough video. The perfect way to show off your SaaS in action, and give your potential clients a taste of what you can offer.
If you’re looking to showcase the features and benefits of your product or service clearly and concisely, a walkthrough video is the way to go.
Whether it’s a software demo, a product tutorial, or a service overview– a walkthrough video can help your audience visualize exactly how your offering can help them.
So go forth, and choose wisely. With the right type of video, you’ll be creating killer B2B marketing videos in no time.
3.Focus hard on distribution and repurposing
You’ve created an amazing B2B video that’s guaranteed to wow your audience and drive conversions. But now what?
How do you make sure your video gets in front of the right people and doesn’t just gather digital dust on your website?
It’s time to focus on distribution and repurposing.
Start by leveraging your existing channels – your website, social media, email marketing, and so on.
But don’t stop there.
Think outside the box and explore other distribution channels that align with your target audience’s interests.
Your video doesn’t have to be a one-hit-wonder. You can repurpose it into bite-sized clips, social media posts, blog articles, email newsletters, and more. The possibilities are endless, and the more you repurpose your video, the more mileage you’ll get out of it.
4.Leverage platforms for compounding content efforts
Let’s face it – video marketing can be a beast to tackle. You’ve got to come up with a compelling concept, shoot and edit the footage, add all the bells and whistles, and finally share it with the world. But what if you could get more mileage out of your efforts?
That’s where platforms come in handy. By leveraging your video content into different formats, such as blog posts, social media updates, podcasts, infographics, and webinars, you can reach a wider audience and engage them on their own terms.
5.Tap on your people for help
Whether it’s your users, team members, or even yourself, tapping into the resources you already have can make all the difference in creating a winning video marketing campaign.
Let’s start with your users. You can feature their testimonials, showcase their success stories, or even ask them to be your on-screen talent. Not only will this add authenticity to your video, but it will also create a sense of community and gratitude among your user base.
But what if you don’t have any users yet, or they’re not keen on being on camera? That’s where your team members come in. You can feature interviews with your product development team, give a behind-the-scenes look at your office culture, or showcase a demo of your team’s expertise in a specific area.
And don’t forget about yourself! As a business owner or marketer, you have a unique perspective on your product or service that can be valuable to your audience. You can create a thought leadership video that showcases your industry expertise, share your company’s vision and values, or even get creative and make a parody of your own product.
The bottom line is, get creative, get your people involved, and get ready to see some amazing results.
6.Don’t go for perfection, but don’t skimp either
When implementing a lean B2B video marketing strategy, finding the right balance between perfection and skimping can be a real challenge. On the one hand, you don’t want to spend endless hours and resources trying to create the perfect video. On the other hand, you also don’t want to skimp on quality and end up with a video that looks like it was filmed on a flip phone from 2005.
That being said, there are a few things you shouldn’t skimp on.
First, make sure your audio quality is top-notch. Poor audio can be a major turnoff for viewers, so invest in a decent microphone or find a quiet space to film in. Second, pay attention to lighting. Natural lighting is usually the best option, but if you’re filming indoors, invest in some inexpensive lighting equipment to ensure your video looks professional. And finally, don’t neglect post-production. A little editing can go a long way in making your video look polished and well-produced.
At the end of the day, the most important thing is to create content that’s valuable to your audience. So don’t get too caught up in trying to create the perfect video.
Hold up, before you go! One final burst of brilliance coming your way…
As you’ve read earlier, when it comes to creating a lean B2B video marketing strategy, it’s important to strike a balance between quality and cost-effectiveness.
That’s where consulting an expert (like us) comes in. We can take care of everything– from the crucial storytelling concept up to the last touches of editing. That’s right, you can even come to us empty-handed.
By partnering with a video production company like eggcrate, you can ensure that your videos are high-quality, engaging, and aligned with your business goals.
Think of it as an investment in your business. After all, according to 51% of marketing experts worldwide, video content reigns supreme as the content with the greatest ROI.
Sure, you could try to create your own videos or work with a less experienced company to save money upfront. But mistakes can be costly, both in terms of money and time.
By consulting with an expert like eggcrate, you can avoid common pitfalls and create videos that are effective and efficient in the long run.
So don’t be afraid to invest in your B2B video marketing efforts – and make sure you’re partnering with the right team. eggcrate has the expertise and experience you need to create lean, effective SaaS B2B videos that will help your business grow.
Call us at eggcrate and let’s hatch a plan!
