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Elevate Your Brand With SaaS Video Marketing

Posted by Liz Mac Intyre
on July 26, 2023

If you have been following Web Canopy Studio for a while, you know how much we love video content. 


Since doubling down on video content, we have seen engagement, SEO, passive revenue, and lead generation skyrocket for us and our clients.


We have seen great success from our video podcast, which we have also leveraged into short-form content to help grow our social. 


We have successfully leveraged VSL and masterclass campaigns with many of our clients.


It’s no secret that video drives engagement. Here are some ideas to help grow your business.


Video Podcasts


Has the podcast market become oversaturated in the last few years? Sure. But there’s a reason for that. They are an extremely effective tool for building an audience. You can gain a loyal following if you have something productive to contribute.


Video versions are becoming even more popular than audio only. If you record a video, it’s straightforward to release it as an audio-only still. By recording video podcasts, you can use platforms like YouTube or Vimeo to reach a wider audience, promote your brand, and foster a sense of connection with your listeners.


The key to standing out is to find a way to make yours unique. What perspective and expertise can you bring that nobody else has?


Also, make sure not to cheap out on equipment. You can find high-quality microphones and cameras, so use the right equipment to increase your production value.


Embracing Short-Form Videos on Social Media


The rise of platforms like TikTok, Instagram Reels, and Facebook Reels has significantly increased short-form video consumption. These platforms offer a unique opportunity to showcase your brand's personality, creativity, and authenticity. Incorporating short-form videos into your social media strategy can help you reach a broader audience, increase brand awareness, and drive user engagement.


It’s no secret that short-form video is the best way to grab attention on social media currently. Creating engaging and unique content will certainly help grow your social following. The easiest way to maximize your return with minimal additional effort is to use the video podcast you’re already producing. 


This isn’t a new strategy anymore, but it’s highly effective. Clip some of the best moments from your video podcast and post them as social clips. This not only creates engaging social content but it also helps promote and grow your podcast. Two birds. One stone.


If you have the time, you can create other short-form content to help grow your brand.


Video Sales Letters


Video sales letters (VSLs) have proven highly effective in driving conversions.


Sales letters have been a staple of marketing efforts for a long time. So naturally, turning them into video form is a great way to modernize your efforts. This isn’t just about the sizzle; there are significant benefits to moving this from text to video.


First, you get more emotion. It’s easier to emphasize words and use different tones when seeing and hearing the speaker than reading words on a page. This allows you to communicate more effectively.


It’s also much more engaging to see and hear someone speaking to you. Especially if you can keep the video short, you’ll get the viewer's undivided attention. 


Seeing the speaker's face also makes the video feel more personal and impactful. Especially if the speaker is powerful, like the company's CEO. The viewer knows who is speaking to them and isn’t thinking that some intern wrote a few paragraphs and then slapped a different name on the page.


When appropriately used, VSLs can be a powerful tool to drive conversions on your website and other marketing efforts.


Masterclass Campaigns


Hosting video-based masterclasses or educational series positions your brand as an authority in your industry. You can establish credibility and build trust with your audience by sharing valuable knowledge and insights. Masterclass campaigns offer an opportunity to engage with potential customers, nurture leads, and convert them into loyal brand advocates.


We have successfully run “Masterclass” campaigns for many of our clients.


The basic idea behind these campaigns is this. You will provide a tremendous amount of value for free. You’ll show them how to do what you do entirely by yourself. I know this sounds counterintuitive, but trust me.


Throughout the video, you won’t just tell them you’re an expert; you’ll show them. You’ll break down everything they’ve been struggling with and propose a comprehensive solution in 30 minutes. 


However, they’ll likely leave feeling overwhelmed. They’ll know how to solve their problems but still feel ill-equipped to do it themselves. 


But they now have an expert they can trust and will likely hire you to do it for them. 


One of our clients put it perfectly. They said it’s like watching drywalling videos on Youtube. You can watch as many how-to videos as you want and learn everything, but you want a professional to do it.


Video Case Studies


This is similar to the VSL strategy. Case studies are nothing new, but video can make them more engaging and compelling.


It feels more genuine, especially if you can get your clients on camera and put a face to the claims.


These videos could be as simple as setting up a camera and discussing how you solved a client's problem.


Try to pick a unique situation where you could go above and beyond.


Remember that content like this is usually consumed during the consideration stage of your buyer's cycle. So, feel free to dive into your accomplishments.


I recommend creating 4-6 videos and keeping them all under a "case studies" section of your website.


Webinars and Online Events


Video-based webinars and online events are powerful lead-generation and brand-building tools. You can position your brand as an industry leader and attract a targeted audience by delivering valuable content, educational sessions, or thought leadership presentations. Webinars also allow for real-time engagement, Q&A sessions, and networking opportunities.


This can include scheduled live streaming on YouTube, Facebook, and Instagram. It offers an authentic and interactive way to engage with your audience in real time. Whether you're hosting Q&A sessions, product launches, or behind-the-scenes glimpses, live streaming enables you to connect with your audience on a more personal level.


SaaS Product Demo Videos


This should be a no-brainer and already on your website, but if it’s not already, you need to consider adding it. 


A product demo is great for all companies to consider showing their product in action, but it’s essential for SaaS marketing.


You can talk all you want on your website about the amazing things your product does, but people want to see it at some point.


This isn’t meant to replace demo calls with the sales team completely. Those are crucial to connect with leads and dive into their unique use cases. But, a brief product demonstration can go a long way to show the interface and functionality of your product.


It can even be a GIF, but dynamically showcasing your product is essential.


On top of that, many SaaS products can be confusing to understand. Demonstrating how it’s used and what it accomplishes in a SaaS explainer video can help leads better understand your product before booking a call.


So if you still need to, ensure you have SaaS product videos on your website.

Make What People Are Searching For


This strategy takes a little more work, but we promise it's worth the time and effort.


You likely have a good idea of what blogs and pages rank well for you on Google. If not, we recommend using software like SEMrush. This is a quick way to find out what keywords you're already ranking for.


In the past, we have found the most value in editing existing blogs and optimizing them for keywords already within reach.


For example, if you have a blog that ranks on page 2 for a keyword like "growth hacks," you can find more supporting keywords around "growth hacks" to strengthen that page.


The next step is to use these supporting keywords to create videos that answer questions around each of these search phrases. 


Adding these videos and keywords will help you get from page 2 or 3 on Google to eventually ranking on page 1.


This strategy take's a lot of trial and error, but when done right, we have seen organic traffic increase by 400 percent!


To look at this process closely, check out our podcasting guide! This free guide shows you how to turn video and audio content into great blog posts.


Roll Credits


Video content is vital for brand growth in today's digital landscape. By incorporating modern video aspects such as podcasts, short-form videos, and video case studies, and leveraging platforms like TikTok, Instagram, and Facebook, you can engage your audience, enhance brand awareness, and drive conversions. 


Additionally, techniques like video sales letters, masterclass campaigns, live streaming, webinars, and video advertising can further amplify your business's growth potential. Embrace the power of video and unlock new opportunities for your brand's success.


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