How Video Should Be Used For Brand Building In 2019
Jan 08, 2019
10 min read
Move over big chunks of content, users today prefer watching a snackable video instead for just about anything!
Why? Because watching a video is simply more engaging than reading blocks of content and there’s an ever increasing number of users preferring to consume video content over anything else on the web.
Users like Video so much that more than 85% of users would like to see brands produce more video content in the years to come. And brands are following suit.
More than 80% of brands actively use some or the other form of video as their marketing tool and have admitted to continue using it for the next year as the ROI they’re seeing from videos is much higher than what they initially expected.
And half of the remaining 20% of brands reportedly said that they plan to fire up their video marketing efforts pretty soon.
So, there’s still time to hop on the video bandwagon for your brand if you haven’t yet started with it.
But Why Videos?
Video is the future of content marketing and brand building, there’s no denying about that.
Depending on the way you use it, video can help your audience every step of their buyer journey and can generate a ton of awareness for the products or services you sell. Moreover, Videos help you connect with your audience in a way that plain blocks of content never can and helps spark emotion in your target audience.
And when your videos emotionally connect with your audience, it fosters trust and makes them stick to your brand.
But you’ll have to use videos strategically and carefully align it with the buyer journey of your customers to get the best results.
So, here are a few ways to powerfully use videos to market your brand, stand out from the noise and gain a lot of exposure in 2019 -
Share your brand’s story
Every brand has a story behind its inception. Every brand has a purpose to fulfill.What better way to showcase your unique brand story with an engaging video?
While blogs have been the go-to way for marketers to share compelling brand stories with their audience to make them trust their brand, video is quickly taking over.
Publishing brand stories is all about making a glorious first impression, getting in the good books of prospective customers and quickly building an emotional connection with them and video is a perfect match for it.
In your brand story video, try creating a video for your brand that clearly showcases what your business stands for, what customers can expect from your business and why your business is different from the rest to make an impact on your audience. Keep your product marketing to the bare minimum in your brand stories, rather focus on the values your products brings to the table.
Barbie does it perfectly with their powerful video campaign that clearly showcases what their brand sells… dreams, not dolls. It is an engaging video which powerfully connects and leaves an impact on viewers and puts their brand in the best light possible.
Showcase your products or services
Videos are a great way to boast about your own products and services and sell it to prospective customers. Other than that, videos can serve as great product explainers tools as well. More than 95% of people agree that they watched a product explainer video to get a better understanding of a product.
If you offer a complex product or a SaaS solution, showing a video that clearly tells users how to use it is always better and more engaging that throwing a full-fledged document at their face which elaborates the process for them.
For example, Spotify, in their initial years when they were the first of its kind, marketed themselves with the help of a great product explainer video which told users exactly how their product can help them in hearing music that they like, anytime. And the video was responsible for convincing and bringing in initial users for Spotify.
Which you can do too. You can take the help of a video-production company or use tools like PowToon that can do it for you.
When making product explainer videos, keep it short and precise and focus on highlighting the true value your product delivers so prospects can quickly get a jist of what your product has to offer
Other than that, to stand out from the competition, you can create boastful videos about your products or services that shows users exactly how your product is better than the rest to gain an edge and impress prospects right off the bat.
Blendtec is a perfect example of a brand that aced video marketing with their one-of-a-kind product videos. Blendtec sells blenders with a tagline of ‘World’s most advanced blenders’ and started a video marketing campaign to showcase the superiority of their blenders in 2006 which went viral instantly. The viral video marketing campaign included a video series of their blenders blending unblendable stuff like phones, cameras and more.
The viral campaign still runs to this day and drives valuable sales for their business on a daily basis.
Engage with customers by answering their questions
Want to showcase yourself as a brand that listens to their customers? Start creating videos where you address the exact questions your customers are asking you day-in and day-out. Creating a video that answers all the burning questions of your existing customers can help you in portraying your brand as the one who cares about their customers and strives to provide them with the best experience, which builds trust with your audience.
Moreover, by taking the questions head-on with your video and placing it in your Q/A page, you save yourself a lot of time answering the exact same question to a lot of other users.
You can make use of live video on major social media platforms like Facebook and Instagram and go on a live Q/A session with your audience where they can ask you the questions they like and receive answers in real-time. Great for building a strong relationship with your audience.
Behind-the-scenes Videos
Talking about live-video, you can make use of live-video to give a live sneak-peek to your audience about what happens behind the curtains of your business.
Introduce your audience to the people who are responsible for running your brand, broadcast a company event or simply showcase your daily work routine, showing the human side of your brand can go a long way in making your audience trust you. On the plus side, live-videos are great for engaging with your audience as everything happens in real-time.
Showcase customer testimonials
Another great way to use videos to powerfully market your brand is by publishing customer testimonial videos on your website. When prospective customers see other people raving about your products and services, they automatically get inclined to make the final purchase, that’s the power of word-of-mouth.
Many brands are already making use of video testimonials to boost conversions for their business by placing them prominently on their website. You should do it too to help users at the end of their buyer journey make the final purchase decision.
Video is a great way to build brand awareness, engage users, provide a great customer experience and boost sales. Whether you are planning to use it soon or have been actively including it in your marketing efforts, keep the above-mentioned ways in mind before you start creating the next video for your business.
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Deciphering the content marketing flywheel dynamics for SaaS businesses
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Best B2B link-building strategies for SaaS Success in 2024
A solid online presence is crucial for SaaS companies. Improving your SaaS website's visibility requires a strategic approach. Acquiring high-quality backlinks serves as a catalyst, propelling your search engine rankings, boosting organic traffic, and ultimately enhancing conversion rates. Throughout this blog, we will go deep into the concept of backlinks, explore the critical principle of quality over quantity in B2B link building, and guide you on setting up the foundational elements for an effective backlinking strategy. Understanding "what is saas marketing" and the benefits of B2B link-building in it, we'll then navigate through tactical strategies and authority link-building designed specifically for SaaS companies. By the time you reach the end of this guide, you'll have a strong knowledge base equipped with insights into the best backlink strategy and various notable link-building strategies. 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Understanding the Significance of Backlink Backlinks are not just links but powerful assets when employing the best backlink builder strategies. Let’s discuss their significance for SaaS Marketing: Digital Votes of Confidence:Backlinks are like digital endorsements. When a reputable site links to yours, it vouches for your value and reliability, catching the eye of search engines. Signals for Search Engines:Search engines interpret these links as signals that significantly contribute to assessing the credibility and relevance of the linked-to website. A thoughtful backlink strategy focusing on quality over quantity positively impacts your ranking Trust and Authority Boost:Backlinks build trust. Links from respected sources enhance your site's perception as a reliable information hub, solidifying trust and authority. Expanding Digital Reach:For SaaS businesses, a robust backlink strategy is like laying stepping stones online. Quality links not only improve your search ranking but also broaden your digital footprint, making your site more discoverable. Referring Domains in Link Building Referring domains are external websites that provide valuable backlinks to your site. In simpler terms, backlinks function as hyperlinks, and referring domains are the websites responsible for generating these crucial links. Referring domains are also called “linking domains.” They are the external websites that guide users to your site, acting as the foundation of any best backlink strategy. For instance, if Site A, an external website, establishes one or two backlinks directing users to Site B (your site), then Site A is classified as a referring domain. Regardless of the number of backlinks from Site A, your site is attributed to only one referring domain. In practical terms, consider a web page with a backlink from Wikipedia, constituting one referring domain. Even if the same page gets two backlinks from Wikipedia, it is still counted as having one referring domain, showcasing the strategic approach of the backlink strategy. However, if the page has a link each from Wikipedia and Rank Math, it is acknowledged as having two referring domains. In contrast, if ten distinct websites link back to your page, they are recognized as ten separate referring domains. Why Quality is Over Quantity in B2B Link Building? It is all about quality, not quantity, in B2B link building; think of it as if you are aiming for a few gold-star connections instead of some silver ones. B2B audiences want info from trusted sources. therefore using tools for b2b marketing have a way of ensuring your data is authentic from respected sites and is way better than having a bunch from less reliable ones. It's not just about showing up everywhere; it's about showing up in the right places. The Importance of Quality Over Quantity The Internet consists of countless websites vying for attention; not all are trustworthy and high-quality. Recognizing this, search engines decide and prioritize the quality of backlinks over mere quantity. Imagine you're on the hunt for a job recommendation. Would you prefer a flood of ten suggestions from acquaintances and strangers or a strong endorsement from your field's top expert? Undoubtedly, the latter holds more weight. Similarly, acquiring fewer backlinks from authoritative, trusted websites on the internet emerges as a more innovative strategy than getting multiple from questionable sources. This approach, rooted in implementing the best backlink builder strategies, safeguards your online reputation and SEO rankings. The Concept of Domain Rating and Relevance Developed by Ahrefs, Domain Rating is a numerical score (ranging from 0 to 100) that defines a website's potential to rank on search engine result pages. Websites with higher DR scores are perceived as more authoritative and influential. While acquiring backlinks, the focus often turns to high DR sites for their potential to increase the impact of each link. However, it's essential to consider more than just DR. Relevance holds an equal importance. For instance, if your website centers around health and wellness, a backlink from a reputable medical journal has more value than one from an unrelated domain, such as automotive repair. The strategy is not just about obtaining backlinks but securing links aligning with your content and industry. You strengthen your link-building by strategically associating with authoritative (high DR) and relevant sites within your niche. How to Set up the Foundation for Effective Link Building? Building a successful link strategy is like constructing a substantial building – you need a solid foundation. No matter how brilliant your strategy is, your efforts might not work well without laying this foundation. Let's break down the basics: High-quality and link-worthy content Not every piece of content captures attention or earns the coveted backlink. Consistently producing high-caliber content invites backlinks and builds brand authority and trust within your niche. To create high-quality content that stands out, consider the following elements: Value Proposition:Ensure your content provides tangible value to readers. Whether through actionable tips, insightful perspectives, or data-driven observations, delivering real value is crucial. Problem-solving:Address common challenges or questions within your industry. If your site becomes a reliable source for solutions, readers are more likely to share it, and other websites may link to it as a valuable reference. Originality and Authenticity:Originality makes a significant impact. Authentic content, presenting a unique perspective, original research, or a fresh take on a trending topic, attracts more backlinks. User-Friendly Website Design Compelling content is one aspect; however, making it easy for users to access the desired information is equally important. Navigability:Websites should be user-friendly, allowing visitors to locate information effortlessly. A transparent and intuitive structure can decide between user engagement and a swift exit. Responsiveness:Given the prevalence of mobile devices, your site must be versatile to deliver a smooth experience across various screen sizes. A responsive design guarantees users a positive interaction, whether they access the site via desktop, tablet, or smartphone Aesthetic Appeal:A modern and clean design presents professionalism and builds trust. Visually appealing sites are more likely to attract backlinks, as other website owners feel confident directing their audience to a well-designed online space. Importance of Keyword Research Think of keywords as the signposts or landmarks for online content, directing users straight to your website. These little words represent precisely what your potential audience is actively searching for. Understanding User Intent:It is essential to have an understanding of the deeper intentions of users. Are they seeking information, a specific product, or a solution? Creating content that aligns with their intent significantly enhances relevance. Finding Niche Opportunities:While popular keywords might seem attractive, they often come with much competition. Exploring long-tail and more specific keywords can unlock hidden opportunities, making your content stand out and become a go-to choice for backlinks. Maintaining Consistent Content-Keyword Alignment:Beyond mentioning keywords, the essence lies in ensuring that your content genuinely gives information about the topic, query, or issue associated with the keyword. This authentic alignment fosters trust and positions your content as a credible and valuable source for earning backlinks. Benefits of B2B Link-building For SaaS companies, Link building is more than just a strategy to boost search rankings; it also serves as a key driver for improving online visibility, establishing brand authority, and attracting targeted traffic. Let's explore the diverse advantages: Improved Search Engine Rankings: The primary benefit is evident – search engines, especially Google, prioritize backlinks as signals for ranking. A strong link profile can propel your SaaS website to top positions, enhancing discoverability. Referral Traffic Boost: Quality backlinks from reputable sources ensure a steady flow of relevant users interested in SaaS solutions, driving them to your website. Establishing Industry Authority: Being referenced by authoritative websites and industry blogs contributes to brand credibility, positioning your SaaS brand as a thought leader over time. Building Brand Awareness: Each acquired backlink exposes your brand to a new audience, increasing awareness and boosting brand recall. Relationship Building: Link building involves networking with industry peers, bloggers, and journalists. These relationships can prove invaluable, opening doors to collaborations, partnerships, and other business opportunities. To maximize these benefits, remember that link building is a two-way street – a negotiation of placing your link on another's website. However, this comes with uncertainties regarding backlink success and search result rankings. To ensure your SaaS link-building efforts bring value, focus on two core strategies: tactical and authoritative. Tactical Link-Building Strategies for SaaS Tactical link building for Software as a Service (SaaS) is a strategic approach to acquiring backlinks from various sources to enhance SaaS companies' online visibility, authority, and targeted traffic. Tactical link-building in saas marketing in a startup involves focusing on specific keywords, controlled content linking, and leveraging existing relationships. This method provides a subtle strategy to influence search engine rankings directly, emphasizing the importance of quality over quantity and content alignment with editorial standards. The approach involves a blend of proactive outreach, guest posting, and continuous adaptation to industry trends, making it an integral part of a comprehensive digital marketing strategy for SaaS entities with a SaaS marketing budget. Tips for a Tactical SaaS Link-Building Campaign Create Value-Driven Content:Create instructional guides, insightful thought leadership articles, or data-driven studies designed for your specific audience. Deliver authentic value while incorporating a subtle, relevant call to action. Optimize Anchor Text:Use anchor text that includes your important keywords and is grammatically correct. Avoid using the same keyword too much; mix in other anchors like general terms, partial matches, and your brand name. Target Credible Sites:Getting a backlink is more valuable when it comes from a reputable website. Look for sites with high domain ratings and organic traffic, and ensure they're relevant to your industry and niche. Monitor Metrics and adapt:Building links is a continual effort that demands consistent dedication and flexibility. Keep informed about the latest trends and industry best practices, and regularly assess and enhance your strategies to achieve the best possible outcomes. Reverse Engineer Competitor's Success:Invest time examining where your competitors are securing their most influential links. This helps you comprehend and imitate their success in link-building by approaching the same sources and provides insights into their strategies. They could use methods such as embedded badges, micro-tools, or other inventive approaches to boost their backlinking endeavors. Grasping their tactics enables you to adjust and potentially surpass them in your own link-building initiatives. Authority Link Building for Saas Authority link building for SaaS involves strategically obtaining backlinks from websites with the highest authority and significant influence in the industry. This approach builds connections with major publications, influencers, and thought leaders to enhance a SaaS company's online presence and search engine rankings. It requires a sound content strategy, including creating valuable resources such as white papers and case studies and promoting this content through influencer relationships, guest blogging, and other means. The goal is to secure backlinks from reputable sources to increase the authority of the SaaS company's website and optimize its search engine optimization. Regularly monitoring and analyzing the backlink profile is essential to maintaining a clean and authoritative link profile. Tips for an Authority Link Building Campaign Identify Relevant Industry Publications:This includes researching the major online publications in the SaaS and specific product niche, focusing on those with high Domain Authority scores, such as TechCrunch, Mashable, SaaS Weekly, and FinSMEs. Prioritize pitching to these influential sites. Develop Valuable, Shareable Content:Collaborate with editorial teams from significant publications to create content aligned with their style and guidelines. Provide data studies, expert insights, or exclusive tips that offer value to their audience. Ensure your content is highly shareable on social media platforms. Personalize Your Outreach:Avoid generic copy-paste emails. Conduct research on-site with owners and editors to tailor your outreach. Demonstrate how your content aligns with their site, brand, and audience. Suggest specific ways your content can add value to their readers. Exercise Patience:Authority backlinking may progress slowly, with instances of ghosting and outright rejections. You need to have patience to achieve long-term benefits for your SaaS business, making a patient, persistent, and careful strategy essential. What are the other notable Link-Building strategies? While we have already covered the primary and most effective link-building strategies for SaaS companies, exploring additional methods is essential. Here are some of the additional link-building strategies: 1. Broken Link Building: The broken link-building process involves identifying broken links on websites within your niche and suggesting replacing them with links that are relevant to your content. While this strategy was once popular, it is becoming outdated. It often fails to generate natural backlinks and may even risk penalties from Google if the original pages change or are restored. 2. Content Syndication: Content syndication involves republishing content on relevant platforms, such as industry-specific websites or online publications. Although syndication can enhance authority and generate links, it is more effective for building brand awareness. It may work well for some companies, but it's not a mandatory strategy for all SaaS businesses. 3. Social Media Engagement: Engaging with your audience on social media platforms can result in valuable backlinks. Building relationships with influencers or industry thought leaders on platforms like Twitter or LinkedIn might lead to them linking to your content or mentioning your brand, thereby increasing online visibility. The effectiveness of this strategy depends on your SaaS business, including your target audience and available resources. 4. Pair-Up Link Building: This approach for SaaS companies includes forming alliances with businesses that complement their services. Identify non-competitive businesses in your industry offering products or services that enhance your own. Forge partnerships, engage in cross-promotion of each other's offerings, and secure backlinks from their websites. This cooperative strategy broadens your online presence and introduces your products to a fresh audience. For example, if your SaaS company specializes in project management software, collaborating with a time-tracking software provider or task management tool can be mutually advantageous, exposing both businesses to potential customers interested in productivity tools. This needs to be noted throughout SaaS marketing customer journey Conclusion Implementing Link building strategies is crucial for SaaS companies to boost online visibility and credibility. A strong link-building strategy requires dedication, adaptability, and understanding of industry trends. By consistently producing high-quality content and strategically acquiring backlinks, SaaS companies can establish themselves as authoritative players in their niches. For the best link-building strategies, partner with Saffron Edge, a leading marketing firm that offers actual growth and scalability approaches for long-term sustainable success for your SaaS brand. Let’s grow your SaaS with Saffron Edge! ...
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