You might think that with all of the data that exists in support of video for B2B marketing efforts, all B2B companies would be actively implementing some sort of video marketing strategy. But, less than three-fourths of B2B marketing companies actually use video and only 30% say it is key to their growth and success — last on a list with blogs, email, social media, eBooks, events, and webinars.
So, why the lack of adoption… or even, lack of desire to adopt? There are certainly a few elements playing a role:
- Cost: Whether producing videos in-house or hiring externally, video can get expensive, quickly. SaaS companies — especially start ups — may not have the thousands of dollars required to do video “right” readily available. And with other marketing projects higher in priority, it may be hard to pull dollars from elsewhere. (It may not cost as much as you think. Schedule a strategic consultation with us to discuss your video needs.) Along with the financial cost, the amount of time and effort needed to produce a higher quality video sometimes doesn't align with the capacity available to b2b companies.
- Skepticism: Perhaps you read the Wall Street Journal article about how Facebook overestimated video viewership for two years. Or perhaps you think the hype around video will fade. Video would be the roaring lion of the internet with or without Facebook’s inflation. The lion has found his pride rock and is here to stay. If the statistics at the head of this article didn't convince you, the skeptic, think about these.
- Not the Right Fit: Most B2B tech products are complex, and this may scare leadership away from video. Their instinct might be that the video content would be boring, or there just isn’t enough content to make a compelling video. Most of the time, this couldn’t be further from the truth. But, trust us, a video can bring your product to life and provide clarity. Some will never read your words because they don’t consume information in that manner.
- Lack of Experience: Videos aren’t easy — and can be expensive. However, this poses many new challenges. What do you feature in the video? What equipment should you use to make the video? Who can record it? And what about the audio? Your lack of experience may lead you to ultimately not produce any videos at all, questioning their viability and helpfulness in the marketplace. Believe it or not, video shot on a smart phone still has value. You might also be surprised what talents lie in your team. One enterprising marketing manager at a SaaS company in the northeast brought her own DSLR and other equipment to the office to shoot video. She proved the viability and conversion rate of video for her company and they authorized the budget to produce video in house. You might need to get creative.
Whether you’re looking to invest in professionally produced content, or you want to try producing your video in-house, here are the six most important types of videos all SaaS companies should consider.
1. Product Explainer Video
First and foremost, every B2B technology company needs a video to showcase your product. According to research, 79% of consumers would rather learn about a product through video than text and 84% are likely to make a purchase after watching a company’s video. So, if you’re looking for a video investment that’s going to yield a return, this is the one for you.
Recommended Length: Depending on the complexity of the product, anywhere from 60 – 180 seconds.
Recommended Content: In your product explainer video, you’ll want to tell the “why” first. “Why” does this product exist in the marketplace, and “why” is it important for your prospects to know about it? Once you’ve told the “why,” dive into the details of your product, and how it helps your audience. If possible, show screen captures of your product in action. If this isn’t possible, you may want to use graphics or animations to showcase your product’s features.
For example, PrecisionLender does a great job of hitting all of these key components in a short 90 seconds.
Or, check out this video from B2B security company Sophos. Using entirely animation, the engaging video takes you through the current state of cybersecurity, and shares how the company is addressing key industry challenges.
Something else that is important to keep in mind: Companies with multiple product offerings should create a video for each product. While you may think that sounds like a ton of work, keep in mind that not every video needs to be long. For example, Finalsite is a B2B SaaS company with more than 20 products and each one has a product video — some lasting just under 60 seconds. The videos accomplish the goal of showcasing details that screenshots and text can’t in an impact way.
2. Company Video
B2B tech companies tend not to naturally portray themselves as "human" and a video can bring the human touch they need. Create a short video that tells your company’s “why” and highlights your passions, your roots, and where you see the company headed. This is an excellent opportunity to unveil your brand soul.
The prime location for your company video is on your “About Us” page, and it could also be added to your “Careers” page. Many companies, when only investing in one video, may skip creating a company video in order to create a product video. But, we find this video equally as important.
Recommended Length: Shoot for under two minutes, total.
Recommended Content: Focus on your company’s story and people. Unlike product videos, which likely have a scripted voiceover, let your company video feel more authentic and organic. It should be fueled by soundbites from your CEO and a variety of team members.
3. Social Proof & Testimonial Videos
One of the simplest, yet still effective videos you can create is a testimonial social proof video. (Seriously, even if the most advanced camera equipment you have is an iPhone XR, you can make these videos.) You’ll just need to film quick conversations interviews with clients describing why they chose your company or product and how it has made their life better.
Recommended Length: Under 30 seconds each.
Recommended Content: Social proof and testimonial videos are simple, as they are essentially “talking head videos” — a term some videographers use to describe videos without a ton of B-roll, and just footage of individuals talking. Because social proof and testimonial videos are short, you can simply have a client sharing their story on camera, with minimal editing required. These will particularly come in handy on your website, in email marketing campaigns, and of course, in sales conversations. While text testimonials are great, when people hear those testimonials out loud, it helps them feel more of the client’s authenticity.
Of course, if you feel like being creative, you can take note from Slack, who produced this fun, two-minute video to tell the story of how the company’s platform improved Sandwich Video’s productivity. Even though the video is on the longer side, it answers the main questions of any good testimonial video:
- What was life like before the product?
- What was life like after?
- How can you quantify the impact the product has made on you and your workplace?
4. Landing Page Videos
Research suggests that adding a video to a landing page can increase conversions by up to 80%. According to Unbounce, there are three key reasons for this conversion spike:
- Videos increase the length of time people stay on your page, giving your overall brand and message a longer time to sink in and resonate.
- It builds trust.
- “People are lazy” and prefer to watch vs. read — meaning they’re more likely to actually digest the content you’ve served up to them.
Landing page videos are videos created with the specific purpose of earning a conversion on a specific page. These are especially important for the landing pages tied to PPC and social media campaigns. They may be slight variations of your product, company, or FAQ videos — or they may be something totally new, such as in the instance of a promotion.
Recommended Length: You’ll want to keep these short, 90 seconds or less.
Recommended Content: Get down to basics: Who, what, when, where, why, and how. Who is your company? What are you selling/sharing? When should someone purchase this product? Where can they purchase it? Why should they purchase it? And how? (The answer to that last question is of course filling out the form on the page.)
Visit Codecademy's landing page to see how they integrated the form and testimonials — including a video — below the fold in case you weren't convinced yet.
5. FAQ Videos
What are the questions your sales team spends the most time fielding? What are the important questions you need to answer as a company in order to move leads through your funnel? Taking the time to answer the questions you get asked (or you think you might get asked) in video format can help your sales team save time, and do a better job answering the question of “why” purchase your product.
Recommended Length: You may want to create a series of short 30 - 60 second videos that answer FAQs individually, or pool them together for a longer video. That being said, the videos are often longer in length, ranging from 2-3 minutes.
Recommended Content: This is a pretty simple concept. For FAQ videos, you’ll first want to introduce the question at hand. Then, go ahead and answer that question.
For example, in this FAQ video from PTC, the viewer is taken through a series of FAQs about the platform, including what it is and how it helps. A video like this works at all stages of the funnel.
6. Personalized Sales Videos
Video isn’t just for marketing anymore; it can play an influential role in the sales process now, too. The introduction of sales video platforms like Vidyard’s GoVideo and Wistia’s Soapbox have made it easy for sales reps to integrate video from their very first approach email. These videos are free to create and require no production experience. Reps can just use their laptop’s built-in camera and audio.
We recently used Soapbox to announce a job opening.
Recommended Length: Under 30 seconds if possible, but definitely under 60 seconds.
Recommended Content: The content will vary based on the stage of the funnel, the sale rep’s goal, and their familiarity with the video recipient. You can learn more about these types of video in this blog post: How to Use Video in Your Lead Nurturing Strategy.
Video is an essential B2B marketing strategy, but you need to be sure you have a focus. Don’t just create video to create video; create videos with a specific goal and purpose that fuel your funnel. Incorporating these six types of video into your marketing strategy can help build trust and increase engagement, conversions, and sales.