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The 5 Steps to Create a SaaS Marketing Video that Attracts and Converts New Users to Your Startup

9 min read

Video marketing is an excellent way to attract and convert customers.

In fact, 99% of marketers who already use video are planning to use even more of it.

But between strategy, video quality, and equipment, creating successful videos can be quite complicated.

If you’re looking for a guide to creating successful marketing videos, you’re not alone. In this article, you will learn a step-by-step process for creating marketing videos that will attract and convert new users in your startup.

We have broken down the process into five steps:

  1. Understand Your Audience
  2. Do Keyword and Content Research
  3. Create a Great Video
  4. Promote and Distribute Your Video
  5. Analyze and Optimize

Step 1. Understand Your Audience

Too often, companies rush to create their first video without knowing what stage of the marketing funnel they should be targeting, and who the intended audience is.

They burn through their budget churning out a slew of videos that often just copy fads of other videos they had seen.

These videos fail to connect with the challenges or habits of any specific audience because they weren’t optimized for any such audience in the first place.

Video marketing can’t be an impulsive guessing game; you need to target a specific audience with each video.

So how do you identify your audience and the best way to connect with them?

There are three elements to creating a comprehensive audience profile:

Customer Surveys

The best way to know who your customers are is to ask them directly.

You can use a tool like Google Forms or SurveyMonkey to create a survey and then share it with your email list or on social media.

You can also ask questions in person at events or trade shows, or even include a link to the survey in the description of your YouTube videos.

You will use surveys to segment your audience into different types of buyers.

For example, you might have one group of customers who are interested in learning more about your product before they purchase, and another group who are ready to buy now.

You can target each of these groups with different types of videos.

Customer Personas

Customer personas are a helpful tool for understanding your audience. A persona is a semi-fictional representation of your ideal customer based on real data and research about your existing customers.

Customer personas should include information like demographics, interests, challenges, and how they typically behave.

The key here is to ask questions that will help you understand what kind of content they want to see, and how they want to see it.

For example, you might want to ask:

  • What topics would resonate with your customer persona?
  • What style and video formats do they respond to?
  • What platforms do they consume video content on?

You can use this information to produce videos that will resonate with them on a personal level. For example, if you’re targeting young adults, you’ll want to use language and a style that appeals to them.

If you’re targeting an older audience, on the other hand, you might want to avoid using slang or references that they might not understand.

Competitor Research

In addition to surveying your customers, it’s also helpful to see what kind of videos your competitors are producing.

You can learn a lot about what works (and what doesn’t) by seeing what they’re doing.

Try to answer the following questions:

  • Which types of videos are they doing?
  • What problems are they solving for viewers?
  • What is the audience responding to?
  • What style of video are they creating?
  • What are they missing?

Once you have a good understanding of your audience, it’s time to move on to the next step: keyword and content research.

Step 2. Do Keyword and Content Research

Keyword research is the process of finding words and phrases related to your product or service that people are searching for on Google and other search engines.

You can use keyword research to determine which keywords to target in your videos.

There are a few different ways to do keyword research:

  • Use Google’s Keyword Planner: This is a free tool that allows you to see how often certain keywords are being searched for.
  • Look at the autocomplete suggestions on Google: When you start typing in a query, Google will suggest similar searches that other people have made.
  • Check out the “People Also Ask” section: This is a list of related questions that appear when you search for a certain keyword.

You can also use SEO tools like Ahrefs or Moz to do keyword research.

Once you have a list, it’s time to brainstorm video topics for your keywords.

To help kickstart your ideas, we’ve got three tried-and-trusted methods for you:

  • Find Trending Topics Used by Influencers in the Space

You can use a tool like Google Trends to see which topics are being talked about the most.

Just enter in a keyword and you’ll see a list of related topics that are being talked about more than usual.

For example, if you type in “video marketing”, you’ll see a list of related topics, like “video advertising” and “YouTube marketing”.

You can also use a tool like BuzzSumo to find popular content in your industry.

Type in your keyword, and you’ll see a list of the most popular articles, videos, and social posts.

  • Look for Topics Used by Competitors in Their Videos

It can be helpful to see what kind of videos your competitors are creating.

In addition to looking at the overall style and format of their videos, you can also look at the specific topics they’re covering.

This can give you some ideas for topics that you might want to cover in your own videos.

To find competitor videos, you can do a simple Google search.

Just enter one of your keywords, and you’ll see a list of videos that come up.

You can also use a tool like TubeBuddy to find popular videos in your industry.

Once you’ve found some competitor videos, take a look at the titles and descriptions to see what topics they’re covering.

  • Ask Your Customers What Topics They Want You to Cover

As we mentioned before, surveying your customers is a great way to get ideas for new content.

In addition to asking general questions about what they want to see, you can also ask them specifically for video topic ideas.

For example, you might want to include a question like “What topics would you like us to cover in our videos?” in your survey.

Customer feedback is one of the best ways to ensure that the content you’re creating is actually what they want to see.

It’s also a great way to build relationships with your customers and get them involved in your content creation process.

Step 3. Create an Engaging Video

When creating your videos, it’s important to remember that you’re not just appealing to the general public.

You’re also appealing to a sophisticated audience of potential customers who are looking for high-quality, informative content.

To appeal to this audience, your videos must be:

  • High quality
  • Engaging
  • Informative
  • Visually appealing

High quality doesn’t just mean having a high production value. It also means creating unique videos that provide value to the viewer.

There’s a lot that goes into making a video, but these five key points will help guide you in the right direction:

  • Build a Compelling Story

The best way to engage your viewers is to tell a story.

Humans are wired for stories, and we’re more likely to remember information if it’s presented to us in the form of a story.

When crafting your story, think about what would make someone want to watch your video.

  • What problem are you solving?
  • What transformation are you helping them make?
  • What information are you providing that they couldn’t find anywhere else?

Your story should be the driving force behind your video. Everything else should be secondary.

  • Appeal to the Viewer’s Emotions

In addition to telling a story, it’s also important to appeal to the viewer’s emotions.

When we feel an emotional connection to something, we’re more likely to remember it and take action – even with B2B purchasing decisions.

There are a few different ways you can do this:

  • Use music: Music is a great way to set the tone of your video and evoke emotions.
  • Use visuals: The visuals in your video should be eye-catching and relevant to your story.
  • Use words: The words you use in your video should be chosen carefully to elicit the desired emotion.
  • Write a Killer Script

There is one time-tested framework you can use when creating your script. It’s called the AIDA formula.

Here’s how it works:

  • Attention: The first step is to get the viewer’s attention with a catchy headline.
  • Interest: Once you have their attention, retain the viewer’s interest with a compelling opening.
  • Desire: The next step is to create a desire for what you’re offering.
  • Action: Finally, you need to tell the viewer what action they should take. This could be anything from signing up for your email list to making a purchase.

Keep this formula in mind when writing your script, and you’ll be well on your way to creating an engaging video that drives customer action.

  • Follow Video SEO Best Practices

If you want people to find your video, you need to optimize it for SEO.

There are a few different things you can do to make sure your videos are being found by potential viewers:

  • Use keywords: Just like with written content, keywords are essential for ranking in search engines. By including relevant keywords in your title, description, and tags, you can help your video show up in search results.
  • Optimize your thumbnail: Your thumbnail is the first thing people see when they come across your video in a search engine. Make sure it’s eye-catching and relevant to the content of your video.
  • Create transcripts: Transcripts are the written version of your video. They’re great for people who prefer to read rather than watch a video. They also help search engines index your video so it can be found more easily.

By following these SEO best practices, you can ensure that your videos are being seen by the people who are most likely to be interested in them.

Step 4. Promote and Distribute Your Video

There are a few different channels you can use to get your video out there and we will take a look at each one of them in detail.

Owned Channels

These are the channels that you have complete control over, such as your website and social media platforms.

  • Your Website: The first step is to embed your video on your website. This will give visitors to your site a chance to watch your video and learn more about what you have to offer.
  • Social Media: Social media is a great way to promote your video and reach a wider audience. You can share your video on platforms like Facebook, Twitter, and Instagram.
  • Email Marketing: If you have an email list, you can send out a blast promoting your new video. This is a great way to get people who are already interested in what you do to check out your video.

Paid Channels

Paid channels are a great way to reach people who might not otherwise come across your video.

  • Video Ads: You can create ads that run before, during, or after other videos on platforms like YouTube and Facebook – even for B2B!
  • Display Ads: Display ads are the banner ads you see on websites. You can create display ads that link to your video on sites where your target audience is likely to visit.
  • Influencer Marketing: You can reach a wider audience by partnering with influencers who have influence over your target demographic.

By promoting your video on both owned and paid channels, you can reach a wide variety of potential viewers.

Step 5. Analyze and Optimize

Once you’ve published your video, it’s important to track how it’s performing.

There are a few different metrics you can look at to see how your video is doing:

  • Views: This is the number of times people have watched your video.
  • Engagement: This includes things like likes, comments, and shares. It’s a good way to gauge how much people are interacting with your video.
  • Play rate: This is the percentage of people who start watching your video vs. the number of people who see it.
  • Drop-off rate: This is the percentage of people who stop watching your video before it’s over.

By looking at these metrics, you can get a better idea of how your video is performing and what areas you can improve on.

The Value of A/B Video Testing

A/B video testing is a great way to see how small changes can impact the performance of your video.

For example, you could test different thumbnails or headlines to see which ones are more effective at getting people to click on your video. Does putting your brand’s logo at the beginning of the end of your video create more engagement?

You could also test different lengths or formats to see which ones keep people engaged for longer.

By testing different elements of your video, you can optimize it for better results.

Conclusion

Producing a video that attracts and converts new users doesn’t have to be difficult.

By following the steps in this guide, you can create a high-quality video that will help you reach your business goals in your startup.

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About the Author

Based out of Vancouver, Ivan Andrianko is the owner of Rocketwheel. He’s been living and breathing all things video since 2007. When he’s not fine-tuning the team’s latest production, you can find him in his woodshop perfecting his craft, or out exploring in the Rocky mountains.

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