You’re a start-up, a SaaS company, or any other type of tech org that has products, managed services, or infrastructure that can help your customers. Along with the normal volume of white papers, website updates, and webinars, current video content should be a valuable tool in your marketing mix. And there is a 100% chance that you’ve heard that before. You might even already have a robust library of videos.
However, product owners, marketing teams, and engineering departments often make the mistake of being too transactional in communicating the features and benefits of their products and services. “Buy this thing. It does X, Y, and Z for you.”
There’s also a huge temptation to cram too many product specs into content that should be generating emotional engagement with your brand, while still communicating what the product or service actually does. It’s not all about speeds-and-feeds, ones-and-zeros, and communicating every last piece of functionality. It’s about earning the next conversation, drawing consumers into their next experience with your brand.
Don’t miss the opportunity to connect your product or service with your brand story. While viewers are learning about the product and it’s capabilities, they should absolutely be getting a feel for who you are, how your company does business, and what it feels like to be a part of that ecosystem.
A good product video:
- Clearly shows how your product solves a problem.
- Uses engaging visuals or stories to grab attention.
- Highlights the benefits and just a few features that matter most.
- Speaks to the felt needs and the heart of your prospect.
Engaging visuals, music, and storytelling techniques are not just tools; they’re the building blocks of emotional connections. They engage and inspire, and they reinforce the purpose of your brand to the viewing audience. Sure, there’s technical expertise that brings those tools to life in a compelling piece of content. You’ll need to find an excellent creative partner who does that well, or–you’ll need to push your team to dive into the world of online content that will teach them how to do it. (Of course, we like the first option, but we also believe that internal teams can create good content if they apply themselves to the discipline.)
We’ve talked about the 80/20 20/80 rule… If you haven’t seen our video, go watch it! B2B marketing indeed needs to lead with the product–– it HAS TO WORK–– but the brand must be baked into every piece of content. The brand and the ethos of your company are another way to set yourself and your product apart from competitors. Your offering gets your customers in the door, but the unique values, mission, and personality of your brand make them stay.
Remember, connecting your offering with your brand is the secret to creating a compelling, cohesive, and memorable product video. This connection is what will drive your long-term success.