SaaS Video Marketing: How To Create Videos That Convert
Video marketing is a powerful way to grow your SaaS business. It is an important component of any content marketing strategy. But how do you create engaging videos that convert? You might be surprised to learn the answer is all in the pre-production process. If you want your video marketing efforts to pay off, then it’s important to plan out each step of the video production and post-production process before filming begins. This will help ensure your video is on brand, tells a compelling story, and leaves viewers wanting more.
This article will show you how to create videos that convert by focusing on the pre-production process. We’ll cover everything from researching your target audience to storyboarding your video. By the end, you’ll be ready to start filming videos that will help you achieve your SaaS company goals.
Why Does Your SaaS Startup Need Video Marketing?
Video is a powerful marketing tool to communicate your message. It can help you build trust with your prospects and explain complex concepts in a simple way.
Benefits of video marketing campaign to SaaS Startups:
- Increased conversion rates: If you’re not using video on your landing pages, you’re missing out on a major opportunity to increase conversions. In fact, video is so effective that it’s been shown to increase conversion rates by up to 80%.
- Improved SEO: Google loves video. In fact, videos are 50 times more likely to show up on the first page of search results than traditional text-based articles.
- Greater brand awareness: A recent study found that humans are able to remember 65% of the visual information they see, as opposed to only 10% of written information. This means that your audience is more likely to remember your brand if they see it in a video than if they read about it in an article.
- Improved customer retention: Video is a great way to keep your customers engaged. In fact, viewers are more likely to stick around until the end of your video than they are to read an article. According to one study, 64% of viewers stay until the end of a video that’s less than two minutes long.
- Increased social media engagement: Videos are more likely to be shared on social media than any other type of content. In fact, Facebook reports that videos are shared 1200% more than text and images combined.
- More leads: Thanks to its engaging nature, video can help you generate more leads. In fact, one study found that adding a video to your website can increase conversion rates by up to 25%.
Now that you know the benefits of SaaS video marketing, it’s time to start creating videos that convert. But not all video marketing is created equal. Just filming yourself talking into a camera won’t be enough to achieve these results. You need to create videos that are on brand, well-crafted, and provide value to your viewers.
Steps to Creating Videos that Convert
1. Research Your Audience
Before you start creating your SaaS product video, it’s important to take some time to research your audience. This will help you understand what type of content they’re looking for and how to best reach them. There are a few different ways you can go about this:
- Look at your website analytics to see which pages are getting the most traffic. You can also use tools like Google Ads or Facebook Insights to see which keywords or interests are driving the most traffic to your site.
- Use survey tools like SurveyMonkey or Qualaroo to ask your audience directly what type of content they’re interested in. This can help you get feedback on topics you might not have considered before.
- Use social media listening tools like Hootsuite or Sprout Social to see which topics people are talking about most on social media. This can help you get an idea of what type of content your audience is interested in.
Once you have a good understanding of your audience, you can start creating content that appeals to them.
2. Plan your video content
The next step is to start planning your video content. This includes deciding on the type of video you want to create, the story you want to tell, and the overall tone and style of the marketing video.
There are a few different types of videos you can create:
- Educational video teaches viewers about a specific topic or concept. It can be helpful for explaining complex ideas or demonstrating how to use a product.
- Brand awareness video introduces viewers to your brand and what you stand for. It is often used at the beginning of a marketing campaign to build awareness for a new product or service.
- Promotional video showcases a specific product or service and attempts to convince viewers to buy it. It can be used at various points in the sales process, from generating leads to closing deals. A good example is a product demo video.
- Customer testimonial video features customers talking about their experience with your brand. It can be used to build trust and credibility with potential customers.
- How-to video teaches viewers how to do something. They can be helpful for both consumers and businesses.
- Explainer video explains a complex idea or product in a simple and easy-to-understand way.
Once you’ve decided on the type of video you want to create, it’s time to start planning the story. This includes deciding on the overall structure of the video and the key points you want to cover. It’s also a good idea to come up with a script or storyboard so you can stay on track while filming.
3. Storyboard your video
Creating a storyboard is a helpful way to plan your video and ensure you stay on track while filming. A storyboard is a visual representation of the different scenes in your video. It can be as simple as a few sketches on a piece of paper, or as complex as a computer-generated animation.
4. Create a Script
A script is a great way to ensure your video tells a cohesive story and stays on brand. This doesn’t mean you have to write out every word of dialog, but having a general idea of what you want to say will help keep your video focused.
To create a script, start by brainstorming the key points you want to make in your video. Once you have a list of points, organize them into a storyboard. This will help you visualize the flow of your video.
You can also use a script to determine the tone and style of your video. For example, if you want your video to be more informal, you can write out a script that reads like a conversation. Or, if you want your video to be more formal, you can write a script that is more direct.
Once you have a script, you can start thinking about the visuals you’ll need to support your story. This might include images, graphics, or even footage from other videos.
5. Plan Your Filming
Now that you have a script and an idea of the visuals you’ll need, it’s time to start planning your filming. This includes choosing a location, determining what type of equipment you’ll need, and figuring out your shooting schedule.
Location is important because it can help set the tone for your video. For example, if you’re filming a customer testimonial, it might be best to film in their office or place of business. If you’re filming a how-to video, it might be best to film in a kitchen or workshop.
Equipment will determine the quality of your video. If you’re shooting on a budget, you can get by with a basic camera and microphone. However, if you want to produce a high-quality video, you’ll need more advanced equipment.
The must-have equipment include:
- A good quality DSLR camera
- An external microphone
- A tripod
- A video editing software
Lastly, the shooting schedule will help you stay on track and avoid filming for too long. It’s important to break down your video into smaller chunks so you can film each section separately. This will help you stay focused and avoid getting overwhelmed.
Now that you have a script, visuals, location, and equipment, it’s time to start preparing for your shoot. This includes gathering any props or wardrobe items you’ll need and making sure your camera is charged.
6. Select props and costumes
To make your video more visually interesting, you may want to use props and costumes. Props can be anything from furniture to dishes to tools. Costumes can help set the tone of your video and make it more believable. For example, if you’re filming a cooking tutorial, you may want to wear a chef’s outfit.
7. Practice Your Lines
It’s important to practice your lines before you start filming. This will help you feel more comfortable when it’s time to film and ensure that your delivery is smooth. Seek out a friend or family member to help you practice. They can read the lines with you and give you feedback.
8. Film Your Video
Once you’re prepared, it’s time to start filming your video. Make sure to take your time and get all the shots you need. It’s better to have too much footage than not enough.
Important things to keep in mind while filming your video:
- Be aware of your surroundings and make sure you’re not blocking any exit signs or fire extinguishers.
- Keep your camera steady by using a tripod or setting it on a stable surface.
- Make sure your subject is well lit. If possible, shoot near a window or use an external light source.
- Avoid filming in noisy environments.
9. Edit Your Video
Once you have all your footage filmed, it’s time to start editing. This includes choosing the right music, adding graphics and text, and trimming down your footage to create a cohesive video.
Music is important because it can help set the tone for your video. You want to choose music that matches the mood of your video and helps convey your message.
Graphics and text can help explain complex concepts or add additional context to your video. You want to choose graphics and text that are easy to read and visually appealing.
Trimming your footage will help you keep your video concise and on-brand. You want to make sure your video is easy to watch and doesn’t include any unnecessary scenes.
Editing software can be expensive, but there are a few free options available online. Some of them are:
- Windows Movie Maker
- Apple iMovie
- Adobe Premiere Pro
- Final Cut Pro X
Adobe Premiere Rush is a good option for beginners because it’s easy to use and has a lot of features. Among its most popular features are:
- The ability to add text, graphics, and music
- A wide variety of filters and effects
- Trimming and cutting tools
- The ability to share your video directly to social media platforms
10. Export Your Video
When you’re finished editing your video, it’s time to export it. This is the process of converting your video into a format that can be played on different devices. You want to make sure your video is high-quality and has a resolution of at least 720p.
You also want to choose a file format that is compatible with the devices you’re planning to share your video on. For example, if you’re sharing your video on social media, you may want to use a video format like MP4.
Once you’ve exported your video, you’re ready to share it with the world!
11. Publish Your Video
Once you’re happy with your video, it’s time to publish it. This includes uploading it to your website or social media, creating a thumbnail image, and writing a description.
Uploading your video is vital because it will help people find and watch your video. You want to make sure your video is easy to find and includes a catchy title and description.
Thumbnail images will help people decide if they want to watch your video. You want to choose an image that is eye-catching and accurately represents the content of your video.
Description will help people understand what your video is about. You want to write a description that is clear and concise, and includes a call to action.
12. Promote Your Video
Once your video is published, it’s important to promote it. This includes sharing it on social media, sending it to your email list, and embedding it on your website.
Social media is essential because it can help reach a large audience quickly. You want to share your video on all of your social media platforms, and make sure to use relevant hashtags.
Email list can help you reach people who are already interested in your brand. You want to send your video to your entire email list, and include a CTA to watch the video.
A website can help you reach a large audience quickly. You want to embed your video on your website, and make sure to use relevant keywords to help people find it.
Creating a SaaS video marketing strategy is a great way to connect with your audience and promote your brand. With these tips, you can create a high-quality video that will help you achieve your SaaS marketing goals.
Don’t forget to export your video in a format that is compatible with the devices you’re planning to share it on, and make sure to write a catchy title and description. Lastly, promote your video on social media and email list to reach a larger audience.
Don’t forget to check out our SaaS marketing blog for more tips on creating marketing videos and growing your SaaS business.