SaaS Video Marketing Mistakes to Avoid
Today, video content has turned out to be one of the most effective and influential ways to aggressively promote SaaS products.
Video content helps with audience engagement, simplifying features, and building trust.
But running an effective SaaS video marketing campaign requires careful planning and execution to make it successful.
Making mistakes is likely to lead to lost opportunities, wasted resources, and even damage to your brand.
Following are the most common mistakes in SaaS video marketing and video production for startups, that one should avoid to ensure success for the campaign, more information about read at https://zelios.agency/for-saas-tech/.
Focus Too Much on Features Rather than Benefits
Probably one of the most common mistakes that happen in SaaS video marketing is a very strong focus on features, while benefits are not told.
Features are important surely, but most customers want to know how your product will solve their problems or increase the efficacy of their workflow.
How something works is boring compared to telling and showing how it's going to make a customer's life easier, so keep that in mind.
How to Avoid It:
Never list features; instead, the focus shall be on pain points and how your software solves those for the customer.
Create stories around how real customers benefit from your SaaS and display those benefits via case studies, testimonials, or problem-solution style videos.
Making Videos Too Long or Boring
With the attention span of audiences shorter than ever, the most common mistakes people make are producing videos that are too long or full of information not needed by prospects.
Videos that are too long may lead to viewers losing interest in continuing to watch before the key message is delivered.
How to Avoid It:
Keep your videos short, snappy, and right to the point. Most marketing videos should be in the region of 1-2 minutes, but make the initial 10-15 seconds really capture the viewer's attention. You could create a series of short videos rather than making one video very long if you want more detailed content.
Failure to Target the Right Audience
Another major mistake in video production for start ups is creating a generic video that doesn't speak to an extremely specific audience.
Many SaaS companies forget that their product might appeal to entirely different user personas. They should understand that each of them has different needs and expectations.
A one-size-fits-all video will not speak to all potential customers.
How to Avoid It:
Clearly define your buyer personas before creating the video.
Create different types of content for various groups of audiences. Make their pain points the main focus of your message.
You may need to create different videos for technical users, business owners, or end-users, depending on priority and pain points.
Neglecting Video SEO
It is not good enough to simply create a great video. If people cannot find it, then it is useless. Most SaaS companies do not give much priority to video SEO.
Video SEO plays a very big role in bringing visibility on both YouTube and Google. If you fail to optimize your video, you may not show up in search results, further limiting its reach and the impact that it may have.
How to avoid it:
Basic video SEO, by placing the relevant keywords in Titles, Descriptions, or Tags.
Also, transcribing your videos and then captioning them will make them more accessible and far more searchable. Embed your videos onto your website, and also make sure to promote them via multiple channels: email and social media.
Utilization of Low-Quality Production
Poor production quality will damage the overall perception of your brand and product.
Grainy visuals, poor audio, or unprofessional editing can make your SaaS company seem undependable and not trustworthy. This is the digital age, and customers expect professional and polished video material.
How to Avoid It:
Invest in professional-grade video production.
If tight budgets are an issue, one can still produce good-quality videos with affordable means, but lighting, sound, and editing should be clean and professional. High-quality video reflects well on the brand and builds trust in your audience.
Poor or No Calling to Action (CTA)
Your video can look great and be highly engaging. But, that does not guarantee success. When there no clear call to action, people will not know what they have to do next.
Moreover, too many SaaS companies create fantastic content. But this is without directing viewers to take the next action. These may include CTAs to sign up for a free trial, visit their website, or subscribe to their newsletter.
How to Avoid It:
Clear, distinct call-to-action in every video. Do you want them to book a demo, start a free trial, or simply visit your site? Make it easy for them to do so. Place your CTA at the end of the video, and if possible, also in the video description and in clickable buttons.
Neglecting to Promote the Video
Even the best video production will not bring results if nobody watches it.
Some SaaS companies produce videos and then completely forget about promotion, hoping that it will go viral itself. And this is a pretty surefire way to limit the potential of a video.
How to Avoid It:
Develop a promotion strategy for each video you create. Leverage your company's social media, email outreach, and paid promotions to push eyeballs to the video.
Publish it on suitable platforms: YouTube, LinkedIn, and industry forums. Team up with influencers or thought leaders in your niche to widen the reach for the video.
Wrap Up
If done right, video marketing has enormous power and potential to transform your SaaS business.
On the other hand, there are ways you can go wrong in implementing this.
Firstly, the audience needs to be delivered value; second, whatever information you provide needs to be short and interesting enough to keep people watching; and lastly, it needs to be optimized for search.
This exposes you to certain traps that prevent you from reaching an effective SaaS video marketing strategy.
