Video marketing for B2B SaaS: best practices and tips

Video marketing is a powerful way for B2B SaaS companies to showcase their product and services, publish educational content, increase awareness, build an audience, and ultimately generate leads.

With more users online interacting with video content over written content, it’s becoming more important than ever for B2B SaaS companies to incorporate video into their marketing strategy. 

With an increasingly crowded B2B SaaS content space it's crucial brands explore new media to stand out and boost their rankings. In the following video, we explore general insights and tips on how to create effective videos that are relevant to your audience and take your SaaS marketing to new heights.

Best practices for creating videos that make an impact

1. Audit your video content

An audit is going to help you identify what has worked well and what needs improvement. Be sure to analyze your video content not only in terms of production quality but also on their impact, both on distribution channels and analytics. Some of the most common metrics are views, likes, shares, comments, retention-rate, and conversions. By analyzing these metrics, you will be able to build a video marketing strategy that’s grounded in experimentation and data-driven decision-making.

2. Identify your audience

Before creating any type of video content, it’s important to understand your target audience. What are their pain points? What is their job to be done? What are they looking for in a B2B SaaS product? Will your videos be relevant to their needs?

3. Focus on the benefits

When producing a video, focus on what your target audience will get from using your product instead of falling into the usual trap of just describing a laundry list of features to your potential customers. A benefit-focused video can be a powerful tool to establish credibility for your B2B SaaS company by creating on the viewer a real-world connection of product and benefit. Allowing you to convey visual and verbal information all in once for the most complex product offerings.

4. Keep it short and simple 

Don’t make your videos too complicated; you don’t need to mention every single feature of your product. Focus on what is really important for your audience. People making decisions for B2B SaaS companies are likely busy and quick to disregard irrelevant or unhelpful information. Keeping a video short, sweet and to the point will likely help you connect with your audience.

5. Include a call to action

One of the key aspects of your video marketing strategy is identifying the funnel stage of your videos and the ultimate goal. To make it simple for viewers to identify and take the intended next step, make sure to include a CTA at the end of your video that is clear and easy to understand.

6. Optimize for SEO

You can optimize videos for search engines just like you would written content. Align with your SEO specialist to identify relevant keywords and include them in your video title, alt text, and description.

7. Follow your brand style guide

Before producing any video, develop a brand style guide that outlines the visual identity of your brand, such as your logo, color scheme, and standard typography. B2B SaaS companies often operate in a competitive market, and a well-defined brand style guide will help convey a sense of professional credibility and ensure that all future  marketing videos are visually appealing and aligned with the company's brand image, positioning your business as a reliable and trustworthy provider of B2B SaaS solutions.

8. Use the pain-claim-gain format: 

At Kalungi, we use the pain-claim-gain framework to create stories relevant to our customer’s audience. This involves addressing your audience's fears, everyday gripes, frustrations, dreams, hopes, and how your product tackles each of them with every piece of content you produce.

This approach is a powerful way to connect with your potential customers in a way that feels more personal and impactful. It will allow you to connect with them by addressing their challenges, communicating how your product or service can help them manage those pains, and generating a compelling value proposition to motivate them to take action.

Building a strong, diverse B2B SaaS content ecosystem with video

By incorporating a video marketing strategy into your B2B SaaS business, you will be able to educate, engage and connect with your target audience more effectively. So start brainstorming video ideas and be ready to take your B2B Saas marketing to the next level! 

To help you kickstart your next video marketing project, we've created a video project kickoff template that includes everything you need to plan and execute your video marketing projects with precision. Click here to download our video project kickoff template now and start creating impactful videos that drive success for your B2B SaaS business!