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SaaS products need a special approach when it comes to marketing. It’s not all about getting more and more new users, but it’s also about making them loyal.
And that’s the trickiest part.
All those text-based manuals and descriptions are more like a chore to read and understand, especially in the era where the attention span is getting shorter.
This is where explainer videos come in handy. This short-form video can spruce up overall SaaS marketing, from reaching wider audiences to improving audience retention.
We’ll break down how explainer videos can boost SaaS marketing and how to leverage them to their full potential.
How Is SaaS Marketing Any Different?
Software as a Service (SaaS) marketing is different from other forms of marketing because it involves selling a subscription-based service rather than a physical product or a one-time purchase software license.
Here are some specific ways in which SaaS marketing differs from other types of marketing:
Emphasis on customer retention
SaaS companies rely on recurring revenue from subscribers, so customer retention is key. Marketing efforts focus not just on acquiring new customers but also on keeping existing ones engaged and happy with the service.
Importance of the trial period
SaaS companies often offer a free trial period to potential customers. During this time, the focus is on demonstrating the value of the service and converting trial users into paying subscribers.
Focus on customer education
SaaS marketing involves educating potential customers about the benefits of the service and how it can solve their specific pain points. This requires a deep understanding of the customer’s needs and the ability to communicate the value proposition in a clear and concise way.
SaaS companies rely heavily on data to optimize marketing efforts, measure customer acquisition costs, and track customer behavior. This requires expertise in data analysis and the ability to make data-driven decisions.
SaaS marketing is an iterative process that involves continuous testing, optimization, and improvement. This requires a willingness to experiment and try new approaches, as well as the ability to adapt quickly to changing market conditions.
SaaS Marketing Strategy: Explainer Videos as a Tool
Now that we understand how SaaS business has a different approach when it comes to marketing strategy, let’s break down how explainer videos can tackle those challenges.
Introduce the product
A well-crafted explainer video can provide a clear and concise overview of the product and its key benefits. This is particularly useful for SaaS companies that offer complex or technical products.
Animation is often involved in explainer videos, making it much easier for audiences to understand how the solution works and how they can use it in the first place. Screen capture animation and motion graphics illustrate what real-life cameras can’t afford to show.
Demonstrate key features
SaaS companies can use explainer videos to demonstrate how specific features of their product work and how they can benefit the user.
This way, you can increase user engagement and encourage users to explore the product further— which is the key to converting them into paying customers.
Pricing is one of the most important but also one of the most challenging aspects of SaaS marketing. Explainer videos can be used to clearly communicate pricing plans and features, as well as any discounts or promotions that may be available.
This can help remove any perceived barriers to purchase and make it easier for potential customers to understand what they’re getting for their money.
Showcase customer testimonial
Explainer videos aren’t limited to featuring the product itself. They can also be used to showcase satisfied customers and highlight how the product has helped them achieve specific goals.
Customer testimonials themselves are a powerful way to build trust and credibility with potential customers. SaaS companies can use explainer videos to showcase positive reviews and feedback from existing customers. That’s how you can increase confidence in the product and encourage others to try it out.
Explain complex concepts
SaaS products aren’t always easy to understand, especially for people who are not familiar with the technology. Explainer videos can simplify complex concepts and make them easier for users to understand. This is particularly useful for SaaS companies that offer technical or data-heavy products.
When animation is used, it helps illustrate complex concepts and make them more accessible to a wider audience using story-telling narration. This is a great way to increase user adoption and encourage customers to stick around long-term.
Explainer videos can be used at various stages of the sales funnel to drive conversions. For example, they can be used to generate leads by offering a free trial or discount for those who watch the video.
They can also be used to increase purchases by featuring a product demonstration or customer testimonial.
Boost customer loyalty
Well-crafted explainer videos increase customer loyalty and engagement by providing valuable educational content that helps users get the most out of the product.
This means that users are more likely to stick around long-term and continue to use the product on a regular basis. Remember that loyal users are the backbone of SaaS businesses— without them, there would be no recurring revenue.
Generate more leads
More than boosting awareness, explainer videos can generate leads for SaaS companies. By offering a free trial or discount in exchange for contact information, SaaS businesses can use explainer videos to build up their leads pipeline quickly.
One of the best things to use explainer videos for lead generation for SaaS companies is to post them on social media and other platforms where potential customers will see them.
Make a great first impression
The old adage, “save the best for the last,” isn’t always true— especially when it comes to marketing. SaaS companies need to make a great first impression on potential customers, and explainer videos are the perfect way to do that.
Animated explainer videos are attention-grabbing and engaging, making them more likely to be watched all the way through.
This is important because it gives SaaS businesses the opportunity to deliver their key messages and call-to-actions early on, which can dramatically increase conversion rates.
How to Get the Most Out of Your Explainer Video
Now that we know all the ways how SaaS marketing strategy can benefit from using explainer videos, let’s go over a few key points on how you can create one:
Keep it short and sweet
The average explainer video is around 2 minutes long. This is the perfect length to capture attention and deliver a clear and concise message without boring your audience.
Focus on the key points is key here. An explainer video should focus on the key features and benefits of your product. It’s important to be clear and concise while also providing enough detail to give viewers a good understanding of what your product can do for them.
Balance strong visuals with professional-sounding audio
Since an explainer video is essentially a sales pitch, it’s important to use strong visuals that capture attention and help deliver your message. This can be achieved through the use of animation, graphics, and real-life footage.
However, it’s important to find the right balance between these elements to ensure that your video is still easy to follow and understand. Make sure the audio is clear. The audio quality of an explainer video is just as important as the visuals.
After all, viewers won’t be able to understand your message if they can’t hear it clearly. Make sure to use high-quality audio equipment and recording techniques to ensure that your explainer video sounds professional and polished.
Choose the right style
Not all explainer videos are created equal. The style of your video should be based on your target audience, product, and overall marketing goals.
For SaaS marketing, we recommend using a mix of live-action footage and animation to deliver your message in an engaging and visually appealing way.
Screen capture animations are particularly effective for SaaS products as they help illustrate how the product works in real life. This can be a great way to increase user adoption and encourage customers to stick around long-term.
Distribute your video
Creating a brilliant SaaS explainer video is one thing, making sure that they’re seen by your target audience is another. That’s why it’s important to have a distribution plan in place before you even start production.
Some of the most common places to distribute an explainer video include:
- Landing pages
- Social media channels
- Email campaigns
You can also use paid advertising to promote your video and reach a wider audience. Keep in mind that each channel will require a different approach, so make sure to tailor your video and call to action accordingly.
Explainer videos are a valuable marketing tool for SaaS companies looking to communicate their message in a clear, concise, and engaging way. They can help simplify complex concepts, improve comprehension, boost conversions, and increase social media shares.
By using explainer videos in their marketing strategies, SaaS companies can effectively showcase the value of their product or service, and encourage users to explore further.
Remember that an explainer video is only as good as its distribution plan— make sure to promote your video on your website and across all of your social media channels for maximum reach.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro