In the ever-expanding industry of SaaS (software as a service) sales, companies continue to seek out ways to find “blue ocean” market space. Sometimes, in heavily saturated markets, this just isn’t possible. In these circumstances, how the company operates, differentiations in their offerings, and go-to-market strategies can be the difference between a rising profit and an organizational plummet. Within the software as a service industry, saturation is common. Let’s explore a few ways in which SaaS video strategies can be used to triumph in a “red ocean” environment.
Tell your story uniquely with video
Since the SaaS sector involves software technology, there are a few different market segments which can be at play. It’s important for your company to know where the intended focus lies. Is your software intended to primarily serve businesses (B2B) or customers (B2C)? Is the end-user technology-savvy or technology-averse?
Identifying your largest intended audience’s persona can allow you to then explain the method-of-use and benefits your software provides. Looking to assure users your software is simple, but provides results? Try a friendly, ease-of-use focused SaaS video (Doodly is an excellent example of this). Is your software more technically advanced and geared toward a more ambitious audience? Clarity and simplicity are still to your advantage, but you may forgo some of the friendliness in exchange for ethos (Microsoft Excel is a useful example of this).
Engage your audience differently with SaaS video
In addition to being purposeful in how you explain your offering, it’s important to communicate with your targeted audience in a way that is engaging and in-line with your intended use. Whether leveraging B2B or B2C leads, video can also serve as the best medium for you to convey the usefulness of your software.
Covideo is an excellent tool that can allow you to express what you want directly, in a highly personalized way. Not only does this video-first approach delight the recipient (increasing their engagement), but you can even tap into tools like screensharing to walk them through features or use cases in ways that don’t require them to sign-on for a lengthy demo at a later date. How you choose to communicate goes a long way toward signaling the intended opportunities your software provides.
Share your end-users’ success in exciting, new ways
So, you have a fantastic software offering that’s going to revolutionize your segment of the SaaS industry? Excellent. But, do you expect your target audience to just trust that your solution is a real game-changer? No way! You need to show that success in action. SaaS video, especially those centered around a credible player in your industry having success, can orient other, perhaps more tentative potential users to what your offering can do.
Find users who have compelling, data-backed success stories and build around them. It’s important to focus on identifying the pain-point, why your offering was the right choice, how your offering saved the day, and whatthat means for the end-user moving forward. Once you’ve established your own credibility, you can even have fun with this process, like HubSpot’s faux case studies.
These are just a few ways to get you thinking about how to implement SaaS video into your processes. While creativity can often be a differentiator, it’s important to remember that clarity and simplicity are most often the name of the game. If a cute or funny video fits within your company’s brand identity, great—just make sure it doesn’t overshadow the usefulness of the content.
Whether telling your story, engaging your target audience, or sharing their success with others, SaaS video strategies can make you the big shark in a red ocean. Ready to learn more video strategies within the SaaS sector? Reach out to one of our experts today!