Why your SaaS product video doesn't work and how to improve it with animation (Part 2)

Imagine you’ve got a shiny new SaaS product – it’s sleek, powerful, and solves all your target audience’s problems. But how do you get them to see it that way?   In the previous article we have explored how to improve your SaaS promotion with animation.

Now… let’s move to part 2!  Here is the thing: not all explainer videos are created equal. Just like your sales funnel has different stages, your video strategy needs to adapt too. In this guide, we’ll explore the magic of SaaS animation videos and show you how to pick the perfect one for each step of your sales funnel. Read on! 

Stage 1: Awareness – Curiosity and Recognition

This is where you grab your audience’s attention and introduce them to your brand and the problem you solve. Here, the key is to be clear, concise, and engaging.

Video Style: Opt for a short, punchy video (30-60 seconds) with a clear message. You can use a catchy animation style or even a live-action intro with a touch of animation to grab attention.

Content: Focus on the “what” and “why.” What problem does your product solve? Why should viewers care? Use humor, relatable characters, or a surprising twist to keep them hooked.

Call to Action: End with a clear call to action, whether it’s visiting your website, subscribing for a free trial, or learning more about your product.

Example: Imagine you have a project management software. Your video could open with a stressed-out character drowning in sticky notes and missed deadlines. Then, your animated software swoops in, showcasing how it streamlines tasks and brings order to the chaos. 

Stage 2: Interest – Deep Dive into Features and Benefits

Now that you’ve piqued their interest, it’s time to showcase your product’s features and benefits in more detail. This video can be slightly longer, offering viewers a deeper understanding of your solution.

Video Style: Maintain the same animation style as your awareness video for brand consistency.

Content: Focus on the “how.” Explain how your features work and how they benefit viewers. Use demonstrations, testimonials, or even a mini-case study to showcase the impact of your product.

Call to Action: Encourage viewers to take the next step, like signing up for a free trial, watching a demo, or contacting your sales team.

Example: Building on the project management software example, here you could showcase specific features like task delegation, real-time collaboration, and progress tracking. You could even show a split-screen comparison between your software and the chaos of traditional methods. 

Stage 3: Decision –  Addressing Concerns and Building Trust

At this stage, viewers are seriously considering your product. Here’s your chance to address any lingering doubts and showcase the value proposition that sets you apart.

Video Style: This video can be slightly longer than the previous ones, allowing for a more in-depth exploration.

Content: Address common customer concerns, like pricing, security, or integration with existing tools. Use customer testimonials, case studies, or industry expert endorsements to build trust and showcase your product’s success. Highlight your unique selling points. Offer a free trial or demo to remove any friction from the decision-making process.

Call to Action: This is where you go for the conversion! Encourage viewers to sign up for a paid plan, schedule a consultation, or contact your sales team to close the deal.

Example: In the project management software example, you could address concerns about learning curves by showcasing the software’s intuitive interface. You could also showcase integrations with popular tools and highlight your top-notch customer support to build trust. 

Stage 4: Retention –  Keeping Customers Happy and Engaged

The sale might be done, but your job isn’t over! Use animation to keep your customers happy and engaged with your product. A loyalty journey only starts here! 

Video Style: This could be a series of shorter videos, explainer animations for new features, or even fun, lighthearted content to keep your brand fresh in their minds.

Content: Offer onboarding tutorials, explainer videos for new features, or even customer success stories. You can also consider creating explainer videos for specific user roles within a company. Try to cover different needs.

Call to Action: Encourage them to explore new features, upgrade their plan, or refer their friends to your product.

Example: Your project management software could release a series of short explainer videos highlighting new features like time tracking or team chat functionalities. You could also create fun animated GIFs showcasing best practices and productivity tips. 

Conclusion 

Remember, your animation is an investment. Make sure you track its performance! Look at metrics – video completion rates, click-through rates on calls to action, and even free trial signups to see how your video is impacting your sales funnel.

If you need help – just contact us! We know how to deliver a perfect SaaS video. Having a partner that spent over a decade in the animation industry is a huge advantage. 

By using animation strategically throughout your sales funnel, you can capture attention, explain complex concepts, and ultimately turn website visitors into loyal customers. With the help of an experienced animation studio, you can make it even more powerful.