When it comes to helping customers realize success with Software-as-a-Service, video plays an important role. You can send out field engineers and trainers to high-value accounts. But in terms of value nurturing at scale, there’s nothing quite like video.
SaaS solutions are often complex, and require people to learn new behaviors if they are to achieve value.
Video puts a human face or voice on impersonal software. And video is often the fastest way to help people over the initial learning curve. Once customers sign up, marketing can use videos to deepen the subscriber’s experience of value from the software.
For example, LinkedIn sent me a link to a Lynda course on using LinkedIn, free for current subscribers. By doing this, LinkedIn is using online education and video to nurture existing customers, helping them have more success on the LinkedIn platform.
Luckily, there are many platforms and approaches to using video. Develop a simple video series, hosted on sites like Youtube or Vimeo. Or create online courses and education on sites like Lynda and Skillshare. Use the format that best fits your customer base.
You’re probably already creating videos for purposes of marketing before the sale. Put as much love and marketing attention into videos, training and education to help existing customers find success after the initial sale and over time.
More about SaaS Marketing and Value Nurturing
This post is part of a series addressing the challenges of marketing Software-as-a-Service (SaaS). Read the first post: Subscriptions Are Eating Software.
If you work in a software company, download the short ebook Subscription Marketing for SaaS and let me know what you think.
