Cloud based computing or software as a service (SaaS) is growing by leaps and bounds.
The biggest problems SaaS owners face on an ongoing basis are customer acquisition, on-boarding and customer support.
And video can help you with all of that.
I’m going to share with you some effective ways that have worked for other big companies in this space and that can be easily applied to your business.
But before we get into the specifics lets see some of the most common misconceptions we see people have when it comes to using video.
This will get you a clear idea why video works for some and not for others.
Misconception #1: The video will close the sale
Probably one of the biggest misconceptions out there.
Sometimes people assume the video will take the prospect from the beginning to the end of the sales process.
That’s simply not realistic.
Bad marketers will preach different but fact is most of the times the video itself will not close the sale.
What is true is that online video is a great way to get your visitors attention when they land on your page.
Even if the call to action in the video is clear it’s not going to be often times the final thing someone watches on your website and then puts their info, or calls…
Treat the video as an important part of the sales process – try to start a conversation or make a conversation serious.
Get the prospect into the marketing funnel.
Misconception #2: The more information we will give the viewer in the video the sooner he’ll buy from us
It’s one of the most common tendencies that we see.
Often times when people ask us to make a video they want us to put everything in the video.
However, putting too much information in the video makes the video often too long and less engaging.
Here’s an analysis by Wistia which clearly shows that shorter videos are more engaging than longer videos:
Graph by: Wistia
Now I’m not saying a long video can’t work but you want to definitely maximise the viewers time.
Fact is the attention span is getting shorter and shorter. In fact scientist now believe it has fallen to around eight seconds. Goldfish, meanwhile, are believed to have an attention span of nine seconds. (source)
When dealing with a lot of content it’s better to break it down into several chunks.
This will make it easy to digest for the online visior. Make rather several videos instead of one.
You can later leverage these also for social media (Facebook, Twitter…).
The videos that tend to work best are the ones that deliver your message in a clear and snappy way. Snappy meaning they’re short and sweet.
Misconception #3: I have a technical product so being technical is good
You see for you it’s clear.
You’re living day by day communicating with your team in your company and understanding something technical never came hard for you.
However even if your audience is well educated you want to avoid being too technical.
For getting your message across your content should always be easy to comprehend.
Your users will thank you for that.
Misconception #4: I just need something that will explain my product. Quality isn’t as important
Well, not quite.
In this field perception is reality.
Placement and quality in the video reflect who you are as a company.
A really bland or bare bone looking video will reflect on your solution as well.
Quality in both the storytelling and the visual side does make a difference on how people view and remember your business.
You want to present your solution in the best possible way.
So now you’ve got a better idea of what works and what doesn’t. But how do you make your video as effective as possible?
To make it as effective as possible your video should have a clear goal
Ask yourself – is the goal of the video to explain how the product works or is it to simplify the product?
You might want to look where you are in the buyer’s journey.
Are you in the customer acquisition funnel or are you in the on-boarding phase.
So let’s say someone new just landed on your homepage. He knows nothing or very little about your product. This will probably be the majority of online visitors.
In this case you should tell the story of your product, who it benefits and how it’s going to change the lives of your users.
What if you’re further down the funnel, for example in the product pages.
This is where you want to talk about the features of your product, be a bit more technical and give users expectations on how the product looks like.
Show a bit more of the user interface (UI) of the product in the video, how it works, how it looks like, so that people get a good idea on how its going to be working like with a particular product once they’ve signed up.
But what if you have a product that’s always changing like software.
You can you still show the UI and the screenshots of the software.
Show the things that you know they’re not going to change for a while.
For our clients we still show parts that we know will change but use special screencast techniques that make it easier to update the video.
So consider maybe partnering up with someone who can easily modify your video in the future. This way it’s more time and cost effective.
What style of videos work best?
It depends on the placement of the video – where on your website you will use the video.
For example on the homepage, where you will introduce the vision, animation is going to work nicely.
To introduce abstract concepts, good looking motion design works well. Something like in the example below:
When talking about specific features, on-boarding videos, having an enhanced type of screencast will work. It can also be a mix of both, animation and screen capture.
What about live action? Well if you have a team of videographers it might be interesting to use live action video.
However, if you’re relying on an external partner, animation is often times cheaper and more cost efficient.
What style should you avoid? Probably the white-boarding style. While it’s interesting to use to explain educational concepts you want to be perceived more professional.
Video can be a vital tool for any business and can help you tackle anything from brand awareness to customer acquisition and on-boarding.
Some common mistakes we see others make, even the big companies is being too technical, too salesy or confusing the viewer with too much information.
We’ve found quality is important because the video reflects on your solution.
Your video should always have a goal. Both the goal and the content of the video will depend on its placement.
I gave you some tips on what styles work best and how to make your video more cost effective.
Choosing a good external video partner will help you avoid a lot of headaches in the first place. Have you ever partnered up with someone to produce video content?