How To Create A Powerful B2B Video Marketing
Campaign For SaaS Businesses
According to research done by Content Marketing Institute, 69% of business-to-business (B2B) companies are investing the most resources in their B2B video marketing efforts.
And it’s not really that hard to see why most businesses place a lot of trust in video content marketing. Video is one of the most intimate (yet still professional) ways to communicate with an audience.
Sure, blog posts still work and are relatively easy to produce. But video is one of the most engaging forms of content. Plus, it can convey a lot of information in a shorter amount of time.
And B2B buyers would love that kind of efficiency.
But how can B2B SaaS businesses leverage this new trend in B2B video marketing?
In this article, we’ll talk about how B2B SaaS businesses can create a killer video marketing campaign.
But first, let’s have an overview of what video marketing is all about and why it’s important.
What Is Video Marketing?
Video marketing is the process of creating, publishing, and distributing videos with the goal of promoting a brand or product.
It’s a form of content marketing that can be used to drive traffic, generate leads, or even close sales.
The key to any successful video marketing campaign is to create videos that are interesting and informative without being too sales-y.
Think about the last time you watched an ad on TV or YouTube. Chances are, you didn’t enjoy it very much. That’s because most ads are created with the sole purpose of selling you something.
On the other hand, a good marketing video should provide value first and foremost. Only then should it promote your product or service.
Why Is Video Marketing Important For B2B SaaS Businesses?
B2B SaaS businesses can benefit from video marketing in a number of ways. Here are a few of them:
Video Content Helps Build Brand Awareness
If you want people to know about your brand, a video is a great way to do it.
You can use video content to introduce your company, tell your brand story, or even showcase your SaaS product.
Plus, videos are more likely to be shared than other types of content.
So if you create something truly informative and interesting, it could potentially reach a wider audience and generate more leads for your business.
Video Content Improves Search Engine Optimization (SEO)
Google loves video content. In fact, YouTube is the second largest search engine in the world.
Creating videos can help improve your website’s SEO in a number of ways. For one, it can help you rank for more keywords.
In addition, Google gives preference to websites that contain video content. So if you want your website to rank higher in search results, adding videos is a great way to do it.
Video Content Works Well With Other Digital Marketing Channels
Your video marketing campaign doesn’t have to live in a vacuum. You can integrate it with other digital marketing channels like email marketing, social media marketing, and even paid ads.
For example, you can use video content in your email newsletters or social media posts. You can also run video ads on YouTube or Facebook.
The sky’s the limit when it comes to integrating video into your wider digital marketing strategy.
Video Content Can Be Used In Any Stage Of The SaaS Sales Funnel
Finally, video content can be used at any stage of the SaaS sales funnel.
You can use it to generate awareness among potential customers at the top of the funnel. You can also use it to nurture leads further down the funnel.
What’s more, you can even use it to close deals and upsell to existing customers.
In other words, video marketing is a versatile tool that can be used to achieve a variety of business goals.
How To Create A B2B Video Marketing Campaign
Now that we’ve talked about why video marketing is important for B2B SaaS businesses, let’s talk about how you can create a killer video marketing campaign.
Here are some steps you need to follow:
- Know your target audience and segment
- Set your video marketing campaign’s goals
- Set a budget and timeline
- Decide on what type of videos to create
- Choose where to publish your video
- Create your video
- Promote your video
- Monitor your video marketing performance
Let’s talk about these steps one by one.
Step 1: Know Your Target Audience & Segment
The first step to creating a successful B2B video marketing campaign is to know your target audience.
Who are you trying to reach with your videos? What are their needs and pain points? What kind of information are they looking for?
And to make your videos more targeted to the intended audience, you also need to segment them.
Segmentation is the process of dividing your target audience into smaller groups based on certain criteria.
And when you have B2B customers, your criteria could be based on firmographic factors, where your audience is on the SaaS sales funnel, or both.
Firmographic factors include things like company size, industry, and location.
For example, you might segment your audience by company size and create videos that are specifically for small businesses or enterprise-level companies.
On the other hand, if you want to target a specific stage of the SaaS sales funnel, you could create educational videos for people who are just learning about your product.
Or if you’re targeting leads who are in the Consideration stage, you might want to create case study videos or product demos.
The point is that segmenting your audience will help you create more targeted and effective videos.
Step 2: Set Your Video Marketing Campaign’s Goals
Once you know who you’re targeting with your videos, it’s time to set some goals. What do you want your video marketing campaign to achieve?
Are you looking to generate more leads? Increase brand awareness? Nurture existing leads?
Your goals will determine the type of videos you create and how you promote them.
For example, if your goal is to increase brand awareness, you might want to create a series of short, informative videos that you can promote on social media.
On the other hand, if your goal is to generate more leads, you might want to create an instructional video that viewers can watch in exchange for their contact information.
No matter what your goals are, make sure they’re specific, measurable, achievable, relevant, and time-bound (SMART).
This will help you track your progress and see whether or not your video marketing campaign is successful.
Step 3: Set A Budget & Timeline
Creating a video marketing campaign can be costly and time-consuming. So before you get started, you need to set a budget and timeline.
How much money are you willing to spend on this campaign? How long do you have to create and promote your videos?
Answering these questions will help you determine the scope of your video marketing strategy and make sure it’s realistic.
Step 4: Decide On What Type Of Videos To Create
Now it’s time to start thinking about the actual videos you want to create. What type of videos will best help you achieve your video marketing goals?
Here are some marketing video ideas you might want to consider:
Educational Videos: If you’re targeting customers in the early stages of the SaaS sales funnel or are aiming to build brand awareness, creating educational videos is a great idea.
You see, businessmen and professionals are always looking for content that can help them improve their work performance and business processes.
What’s more, by providing valuable information in your videos, you can position yourself as an expert in your industry and build trust with your target audience.
One of the great things about educational videos is that they don’t have to be completely new. You could just repurpose one of your old blog posts. You could pick out an article that gets the most traffic and turn it into a video.
Explainer Video: Explainer videos are short, animated videos that explain a product or service.
They’re perfect for B2B SaaS businesses because they can help complex SaaS solutions seem more approachable and understandable. It can also help them see specific situations where your product would come in handy.
And since B2B SaaS buyers are often decision-makers in their companies, it’s important to make sure they understand your product before they make a purchase.
Product Demo Videos: Product demo videos are a great way to show off your B2B SaaS product in action.
It allows you to highlight the features and benefits of your product in a way that’s easy for viewers to understand. Hopefully, it can help your viewers see your SaaS product’s value.
And if you do it right, seeing the value in your SaaS product might just be the nudge they need to buy it.
Customer Testimonial Videos: A testimonial video is a great way to show social proof and build trust with your target audience.
When potential customers see that other people are using and enjoying your product, they’ll be more likely to want to try it out for themselves.
Not to mention, hearing first-hand accounts from real customers can be more powerful than any marketing copy you write.
Case Study Video: Similar to customer testimonial videos, a case study video is a great way to show social proof and build trust with your target audience.
The only difference is that, instead of featuring testimonials from individual customers, case study videos feature stories about how your product has helped businesses achieve their goals.
That usually includes statistics and real numbers that indicate your customer’s performance before and after they’ve used your SaaS solution.
This type of video can be especially persuasive because it provides viewers with concrete evidence that your product works.
Brand Story Videos: Brand story videos are a great way to connect with your target audience on a more emotional level.
After all, people buy from brands they like, know, and trust.
So by creating a brand story video, you can introduce your B2B SaaS business to potential customers. You can share why you built your SaaS product and your perspective on how to solve a particular problem in your industry.
In other words, these kinds of videos can make your audience feel like they know you.
And when customers feel like they know you, they’re more likely to do business with you.
Step 5: Choose Where To Publish Your Video
There are a few different options when it comes to B2B video marketing platforms. But some platforms are better suited for B2B SaaS businesses than others.
Below, we’ve listed a few of the best video marketing platforms for B2B SaaS businesses.
YouTube: YouTube is one of the most popular B2B video marketing platforms out there. And for good reason. It has over 2.6 billion monthly active users and is available in 76 different languages.
Plus, YouTube is owned by Google, which means your videos have a good chance of ranking high in search results.
Video Hosting Platforms: Video hosting platforms like Wistia and Vimeo are great for B2B SaaS businesses because they offer features that YouTube doesn’t.
For example, Vimeo allows you to add calls-to-action, forms, and other CTAs to your videos. That can come in handy if you want viewers to sign up for a free trial or download a white paper.
Social Media Platforms: Social media platforms like Facebook, LinkedIn, and Twitter are also great B2B video marketing platforms.
That’s because you can use them to target specific audiences with your videos.
For example, let’s say you want to target decision-makers in B2B SaaS companies. You could create a LinkedIn Ads campaign and target people who work at B2B SaaS companies and have job titles like “CEO,” “CTO,” or “Director of Marketing.”
Or, if you want to target B2B SaaS businesses in a particular industry, you could create a Facebook Ads campaign and target businesses in that industry.
Website: And of course, don’t forget about your website. Your website is the perfect place to host your B2B video marketing content.
Not only can you use your website to drive traffic to your videos, but you can also use it to capture leads and customers.
For example, you could add a video to your home page or landing pages. Or, you could create a dedicated video section on your website where people can watch all of your videos in one place.
Step 6: Create Your Video
If you know what kind of B2B video marketing content you want to create and where you want to publish it, it’s time to start creating your videos.
If you’re not sure where to start, don’t worry. We’ve got you covered.
Below, we’ve listed a few tips on how to create B2B videos that will engage and convert your target audience.
Start With A Script: The first step is to write a script for your video content. This will help ensure that your video has a clear purpose and stays on track.
It’s also a good idea to storyboard your video before you start filming. That way, you’ll have a visual guide for what should happen in each scene.
Invest In Quality Equipment: Don’t try to film your B2B video content with your old iPhone. It’s not going to look good and it will reflect poorly on your brand.
Instead, invest in some quality video equipment. This can be anything from a DSLR camera to a professional microphone.
The goal is to produce a high-quality video that looks and sounds professional.
Hire A Professional Video Editor: Once you’ve filmed your B2B video marketing content, it’s time to edit it. And unless you’re a professional video editor, we recommend hiring someone to do it for you.
If you don’t have an in-house video editor in your company, hiring a freelancer can also be a good idea.
A professional video editor will know how to put your video together in a way that is both engaging and visually appealing.
Step 7: Promote Your Video
Just because you’ve published your B2B video marketing content doesn’t automatically mean people are going to watch it.
You need to promote your videos if you want people to see them.
Fortunately, there are a number of different ways you can promote your B2B videos.
Here are a few ideas:
Share On Social Media: One of the best ways to promote your B2B video marketing content is to share it on social media. This will help you reach a larger audience and get more views.
If you’re not sure where to start, we recommend sharing your videos on LinkedIn, Twitter, and Facebook.
Email Your Video To Your List: If you have an email list, you can also promote your video by sending it out to your list. This is a great way to reach people who are already interested in what you do.
Video SEO: You can also promote your B2B videos by optimizing them for search engines. This is called “video SEO.”
There are a number of different things you can do to optimize your videos for SEO. But some of the most effective include adding transcripts, creating captions, and including keywords in your titles and descriptions.
Paid Advertising: You can also reach more people with your B2B video marketing content by running paid advertising campaigns on platforms like YouTube, Google Ads, and Facebook Ads.
This is a great way to get your videos in front of people who are interested in what you do but might not be familiar with your brand yet.
Step 8: Monitor Your Video Marketing Performance
Last but not least, it’s important to monitor your B2B video marketing performance.
This will help you see what’s working and what’s not. And it will allow you to make necessary adjustments to improve your results.
There are a number of different video marketing KPIs you can track. But some of the most important include views, watch time, engagement, and conversions.
Monitoring your B2B video marketing performance is also important because it will help you justify your budget. If you can show that your videos are generating leads and sales, it will be easier to get funding for future B2B video marketing campaigns.
Final Thoughts About B2B Video Marketing
B2B video marketing is a powerful way to reach and engage your target audience.
But if you want it to be effective, you need to do more than just publish videos on YouTube. You need to create a strategy and put together a plan for how you’re going to promote your videos.
Fortunately, the steps we’ve outlined in this article will help you do just that.
Just remember to focus on creating quality content, promoting your videos, and monitoring your performance. If you can do those things, you’ll be well on your way to success with B2B video marketing.
Looking for more guides and tips to help you grow your SaaS business? Visit our blog here.