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7 Common SaaS Video Content Marketing Mistakes

by Arthur Zuckerman

SaaS marketing and content marketing have become inseparable allies in today’s marketing landscape. In fact, creating content is a key marketing strategy for over half (57%) of SaaS companies. And when we talk about content, videos are one of the go-to formats.

Using such an engaging format, SaaS businesses simplify all those complex ideas and help more audiences understand what they actually offer. No wonder why 93% of people say that video converts the same or even better than other forms of content.

However, not all video marketing performs the same.

Many SaaS businesses tap into the video marketing strategy just for the sake of it. Others just simply upload one video and call it a day. A high-performing video marketing is so much more than that.

In this article, we’ll dive into some common SaaS video content marketing mistakes to help you find out what you actually need to bring to the table.

Neglecting Audience Understanding

One specific thing about SaaS businesses is that they’re often packed to the brim with innovation, tech wizardry, and a whole lot of jargon. But here’s the kicker: amidst all that cutting-edge buzz, it’s shockingly easy to lose sight of the people who matter most – your audience.

Without a deep understanding of the target audience, SaaS companies risk creating videos that are far too generic and fail to resonate with viewers on a meaningful level.

Whether it’s overlooking the unique workflows of different industries or disregarding the varying levels of technical expertise among users, failing to grasp the intricacies of the audience can result in videos that miss the mark entirely.

So, before creating any video content, you need to put yourself in the shoes of your customers. Also, conduct research, including demographic analysis, user persona development, and feedback collection, to make sure that video content speaks directly to the needs and interests of your intended audience segments.

Lack of Clear Message

SaaS companies may prioritize showcasing the technical capabilities of their product over communicating its value to the end-user. This results in videos that are heavy on technical details but light on addressing the audience’s pain points or needs. For newbies, this can mean that your video lacks clear messages.

Your audience is constantly bombarded with content from all directions, and if your message isn’t crystal clear from the get-go, they won’t stick around to decipher it.

Remember that it’s not about showcasing every bell and whistle your product offers. But it’s more about distilling your value proposition into a concise, compelling narrative that resonates with your audience’s needs and aspirations. The goal here is to cut through the clutter and hone in on your core message. Create a roadmap for what you want to convey and how you want to convey it.

One-Size-Fits-All Video

Some SaaS companies think that one video is enough to appeal to every potential customer with a single, all-encompassing message. It’s a tempting notion – after all, who wouldn’t want to streamline their marketing efforts and reach a broad audience with minimal effort?

While it may seem convenient to craft a generic video that attempts to appeal to everyone, the reality is that different audiences have different needs, preferences, and pain points. A video that resonates with one segment of your target market may fall flat with another.

Your SaaS company has a marketing funnel. Each stage in the funnel needs a different approach tailored to the specific needs and mindset of the audience at that stage. That’s why you need videos that speak directly to each segment of your audience to guide them seamlessly through their buyer’s journey.

Long-winded, Lengthy Videos

SaaS businesses have a lot to say. But cramping every feature, benefit, and industry jargon into a single video is like trying to fit an elephant into a Mini Cooper. It’s messy, confusing, and, of course, ineffective.

Yet, it’s a mistake many SaaS companies unwittingly make, thinking more content equals more engagement. The question is, who wants to spend 20 minutes watching a promotional SaaS video?

Even when it looks click-worthy, your audiences might start watching with enthusiasm, but as the minutes tick by, so does their patience. The theory is that the longer the marketing video, the lower the retention rate. Here’s the illustration:

The sweet spot for marketing videos is around 2 minutes. If you have tons of messages to deliver, create several videos. This way, you can maintain viewer engagement and deliver each message with clarity and focus.

By breaking down complex topics into bite-sized chunks, you not only respect your audience’s time but also increase the likelihood of retaining their interest throughout the series.

Poor Video Quality

Of course, you don’t need a 4K Hollywood production budget to create compelling SaaS marketing videos. But, overlooking the importance of video quality can be a costly mistake.

We’re currently living in a visually-driven digital landscape where high-definition screens and crystal-clear images are on an everyday basis, and poor video quality sticks out like a sore thumb. The grainy footage, shaky camera work, and muffled audio not only detract from the professionalism of your brand but also erode viewer trust and interest.

Even when you invest in animated explainer videos, you need to ensure that the animation, voice-over, and script seamlessly complement each other to deliver a cohesive and engaging message.

In this case, it’s now a necessity to make sure that your SaaS video has at least decent visual quality. Instead of cutting corners on production quality, invest in decent equipment, pay attention to lighting and sound, and strive for a polished finish that reflects the caliber of your SaaS offering.

Neglecting Call to Action (CTA)

Every SaaS video has a goal. Whether it’s to educate, inspire, or persuade, the ultimate aim is to prompt some form of action from the viewer. But, all too often, this crucial step is neglected. Viewers are left hanging at the end of the video with no clear direction on what to do next.

A call-to-action is a must to communicate what you want the audience to do after they watch the video. It can be directing them to sign up for a free trial, visit your website, download a resource, or contact your sales team. In other words, a well-crafted CTA provides a clear pathway for viewers to take the next step in their journey with your brand.

Ignoring SEO Optimization

Video SEO is often overlooked in the hustle and bustle of creating SaaS video content. They think that the whole process of SaaS video content marketing stops once they hit the “Publish” button. No matter how brilliant your creation may be, if it’s not easily discoverable by your target audience, then what’s the point?

This is why you need to invest in search engine optimization. Incorporate relevant keywords, optimizing titles, descriptions, and tags, as well as leverage schema markup, to significantly boost the visibility and discoverability of your videos across search engines.

Moreover, implementing video sitemaps, improving page load speed, and improving user engagement metrics can further boost your video’s SEO performance. It makes sure that your SaaS videos climb the ranks and capture the attention of your desired audience.

Wrapping Up

Creating a SaaS video is one thing. Making sure that it actually works is another. A robust SaaS video content marketing strategy should go beyond the sales pitch. No one wants to be sold to. Rather, it’s about building relationships, providing value, and solving problems for your audience.

Offer actionable insights, share educational content, and engage in meaningful conversations that demonstrate your expertise and genuine interest in helping your audience succeed. Another thing to bear in mind here is that SaaS business marketing isn’t a one-time strategy. It’s an ongoing effort that needs consistency before you can finally see the result.

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