If you’re a cloud-based software or SaaS company, you’ve probably struggled explaining your product.

It’s complex and abstract.

Without the proper visuals, it can be really difficult to imagine, absorb and understand.

Most software products have complex functionalities and a constantly changing UI, making it even more challenging to present your product to potential customers.

That’s why videos are a powerful tool for SaaS companies and have become a SaaS marketer’s best friend.

Video simplifies your complex topics and provides a way for you to connect with your audience in an engaging manner.  It makes complicated platforms appealing and interesting, and attracts viewers so that you can get important points across.  On social platforms, it’s easy to share and does very well given the video-first approach of most platforms.

An explainer video that sits on your homepage is one of the typical videos a software company has in their marketing toolbox. But beyond the first explainer, how can you really leverage videos for your SaaS company?

Here are 3 ways to harness the power of videos:

1. Create videos for a specific stage of the funnel

A good video strategy starts out with specific goals for your video content: brand awareness, leads, converting your leads to sales, customer retention, offering product upgrades, and so on.

Home page videos are good for the top of funnel, where your audience is probably seeing your company for the first time. A lot of business owners we encounter are often tempted to show off all the cool product features, but what a good explainer really does is to make potential customers understand how your product solves their problems. It doesn’t need to be very technical to achieve this purpose.

Product demo video for Beaver Builder, a well-known WordPress page builder.  

Moving down to the middle of the funnel, a more detailed product demo is called for as your potential customers consider their options or are at the stage that they are almost ready to buy.  This is where you can show more of your platform and talk about it in detail. At this stage, you want your potential customer to know if you are the right solution for their business or life situation.  This is where you can show specific parts of your platform that will help potential users understand your product on a deeper level.

Animated platform demo video for Joule. 

A customer success video or testimonial video is great to establish trust, and would do very well at the bottom of the funnel.  It gives potential customers a good glimpse of your company, what it would be like to work with your people, and the kind of results that you can deliver them.

It’s essential to know where your audience is at.  Creating your video with a specific purpose in mind will help you make a more effective, targeted video.

2. Maximize the life of your videos

Let’s face it.  If you’re in the early stages of your software, chances are your UI might look different in just 2 months’ time.  The thing is that you don’t need to show all of your UI at once, especially if we’re talking about a homepage video.

High level videos don’t need too much product detail. They should instead focus on your product’s benefits, not your product features. For high level explainers, showing your UI with mockup screens instead of real screen shots can extend the life of your videos.  Mockups are high level representation of what your product looks like, and will stand the test of time even with a dozen UI changes.

But for product demo videos, it’s a different story. This is where you should show close to the real platform that your customer will use.  But even with many changes to your platform, there are cost-effective ways to show your UI.  You can highlight your main functionalities – those areas that you know won’t receive too much of a facelift.  Focus on how specific technical features can benefit your users, so they can understand its purpose and not necessarily get a step-by-step walkthrough. This will in turn be more valuable despite changes to the interface.

Animated video for Agile Banking – agile solutions for banking processes and platform integration.

3.  Break your content down

Repurposing your video gives it more mileage.  You can extract parts of your product demo and use it as snackable content for your social media platforms. Remember to use a relevant call-to-action at the end, like asking the viewer to watch your full product video. Or inviting them to visit your website to know more technical details.

And that’s 3 ways that you can leverage videos for your SaaS company.

There are definitely many types of video that you can create.  One that tells your story, one to get more users to sign-up, one to onboard, or to provide customer support with educational and instructional videos.

The possibilities for video are endless. And as more and more marketing strategies turn to video as a medium, it’s time to make video a priority.  But remember, start your videos with the right video strategy.

Need help with your video strategy? Drop a message below and we’d be glad to help you out.