Software & technology VIDEO MARKETING: 7 ideas to make your company stand out
Software and technology is a crowded industry. With increased competition, it becomes harder and harder for brands to cut through the noise and effectively reach target audiences and decision-makers.
So how can software and tech companies grow their brand and stand out from competitors? Tap into the power of video content. It is a tried and tested way for companies in the industry to market themselves. In fact, several of our video production clients come from software and technology, including Taxi for Email, Skynamo and SG Systems.
Scroll down to learn why SaaS and tech companies should invest in video. Then receive 7 video ideas for software and tech video marketing.
(More of a visual learner? Check out our software showreel for a look at the videos we have produced for SaaS and tech companies…)
Why invest in software & technology video marketing?
Your potential customers/clients are already active online. Reach them with quality content.
Video helps you rank higher on search engines and get more traffic. 87% of marketers say video has helped them increase traffic.
Video content translates well across platforms – including social media, website, email, etc
software & technology video marketing ideas:
1. Introduce your solution
Video is a memorable way to introduce your product or service to your target audience. That is why 80% of people who watch a video ad can recall it 30 days later.
Product video has the benefit of showing how users can interact with your product or software, providing glimpses of features and UI. In turn, this gets viewers visualising themselves (and their team) using it.
If the audience you are targeting is associated with a specific lifestyle (e.g. freelancers, parents, teenagers), a lifestyle video is another great introductory option. Lifestyle videos illustrate how your product/service naturally fits into your audience’s current or desired way of work and/or life.
2. establish & reinforce your brand
Another common marketing goal for SaaS and technology companies is brand awareness. Video allows you to establish and reinforce your brand identity. It’s easy to incorporate branding into visuals, graphics, tone (e.g. serious or humorous), scripting, and use of brand assets (e.g. logos).
Also, videos can help you step up and increase your brand’s digital presence. The more people see your brand, the more familiar you are to them and the more they are likely to trust you.
A good practice is to use video to put a human face to your brand. Show team members to give viewers a sense of the people behind the business. Or feature your existing customers to give viewers a sense of the type of people benefitting from your products.
One of our favourite examples of software brand videos comes from Slack. Slack is a widely-used business communication platform. Their videos have a strong sense of personality that you would not usually expect from a B2B company. For instance, the above video has a playful and funny script that still manages to sound natural. Also, the bright visuals match with the Slack brand, as do the on-screen text and graphics.
3. Engage people with video storytelling
Stories and emotions stick with us more than random data and features. And there is no better emotional storytelling medium than video.
Use a brand video or case study to tell the story of how your product gets customers from point A to point B, focusing on their emotions along the way. What struggle were they facing before? What motivated them to find your business? And how does having your product/service make them feel?
Video can also tell your brand’s story in a humanising and engaging way. Is there an inspiring origins story behind your business? How has your business evolved? What does the future of your business look like? You can make any of these stories into compelling video content.
We love the use of emotional storytelling in this video for the Apple Watch. ‘The Device That Saved Me’ tells the unique stories of 3 Apple Watch users. For each person, we hear about a personal problem or situation that they’ve faced, and how the device helped them out. Combined with cinematic visuals and a dramatic soundtrack, this is one powerful advert.
4. explain your solution
Thanks to the nature of the tech industry, companies have to talk about concepts like AI, VR and blockchains that most people won’t understand. Introducing something unique, complex or new to a market? Then connecting with potential customers becomes even more challenging.
If you want to explain your software/technology to your audience without confusing or boring them, use explainer videos. 96% of people have watched an explainer video to learn more about a product or service.
Depending on your needs and branding, your explainer video can be live-action or animated (or a mix!). Animated explainers are great for visualising abstract concepts and topics. Plus, you can choose from a wide variety of animation styles. Alternatively, live-action means you can get team members to appear on film and talk viewers through a subject.
5. establish your expertise
If you want your audience to trust you, you want to establish your industry expertise. Video is the perfect medium for doing this.
For example, you can get team members and company leaders on camera. This gives you a chance to showcase your team’s knowledge. Meanwhile, interviewing industry experts from outside your company shows that you are well-connected to the industry. It also acts as an endorsement from these influential figures.
Hosting webinars is another way to highlight expertise. whilst also providing value to your audience. You can record them and share them with your audience after the webinar has finished. Or make a highlight reel to recap your key points.
6. reassure your audience with social proof
Before making a purchase, people want to know they are in safe hands. That’s where video social proof comes in. Video offers a more layered and intimate experience. As a result, they establish trust better than simple, written reviews.
The main options here are testimonials and case study videos. Testimonial videos put potential customers face to face with an existing customer who has benefitted from your product/service. So ask existing customers if they would be interested in discussing their experiences with your company on camera.
Alternatively, case study videos present a narrative around a specific customer experience.
Check out this promotional video we produced for Taxi for Email, an email creation platform. For the video. we filmed testimonial interviews with two of their existing clients.
7. educate potential & existing customers
Providing educational content shows your audience your dedication to customer experience. And when people know how to make the most of your product/service, you are more likely to retain them. But when you are getting to grips with a new product or software, you don’t want to sit and read a lengthy how-to guide.
Video content is more digestible and easy to follow. SaaS companies can use screencasts to provide software demos and tutorials. Meanwhile, how-to videos are an engaging way to share tips and techniques. These help customers get the most out of your offerings. Plus, they make for shareable social media content.
Gemma joined the Blueprint Film team in 2021 as our marketing coordinator. She takes care of our social media, email marketing and advertising campaigns. Her strengths lie in following trends, conducting research and writing compelling copy.