Did you know that in 2023 96% of marketers reported that videos are a crucial component of their overall strategy? It’s probably not a shocker — after all, who among us hasn’t watched a video online before making an important purchase?
But exactly how does video translate in B2B SaaS marketing, where reaching healthcare buying teams requires much more nuance than, say, finding the right household appliance?
Quite well, it seems.
A survey of health system CIOs found that 75% of respondents prefer information video content from tech vendors. If you aren't using videos in your SaaS content marketing strategy, you could miss out on chances to build engagement with influential buying team members – and reach new buyers by delivering content in a format they prefer.
For advice on how to incorporate video to achieve the best healthcare content marketing strategy, we spoke to Rosyl Igcasenza, Art Director at The Spot On Agency and prolific video creator, to share her expert insights. “Videos can also help improve domain authority, audience engagement, and SEO,” she says. Not only do visitors stay engaged with video for longer, but they are also more likely to share this type of content. And Google’s algorithms favor helpful content in varied mediums, so optimizing for certain keywords in video formats means that your content will be more likely to rise in rankings. Plus, studies found that using videos on landing pages helps increase conversions.
Before starting, clarify which type of video to create based on what goal you are trying to achieve – always begin with your purpose in mind. These may include branding and educational videos, explainer videos, testimonial videos, and training videos. The explainer video is especially useful for healthcare software companies that must concisely illuminate and de-mystify complicated processes to spark initial interest. “They allow our clients to provide their customers with in-depth information about the software and demonstrate how the features address various pain points," says Igcasenza.
Though it can be tempting to jump on the video bandwagon, make sure your purpose is aligned with your overall brand strategy. Here are some questions to consider to make sure your video is aligned properly with your objectives to hit the mark:
An explainer video is a great way to bring your software to life for a lead, prospect, or even for customers who might upgrade their subscriptions or learn new features. It succinctly showcases different capabilities and explains how the software works with clarity that only visuals can lend. The explainer video that closes with a call to action (CTA) is more likely to get the audience to take a desired action, like booking a live demo.
You may have noticed: Not all video is created equal. If you want to leave your target audience with a professional impression that is not only memorable but on brand, you’ll want to make sure you have considered all of the elements that make a video resonate. After all, it can be a hefty investment, so you’ll want to go into the process prepared to get the best output. Though videos are short and seem easy to create, we find that companies often are unaware of the complexity involved in their creation.
As with creating a healthcare marketing plan, getting video content right is as much about the preparation as the execution. Here are a few of the most important things to consider before you embark on creating explainer videos.
Most explainer videos use 2D animation, but some also include stock video and photography – or a mix of all three. You may also include software screen walkthroughs to show the product in action. If you use 2D animation, your designer will need to know the length of the video to estimate the time and cost of production.
Not all writers are familiar with the kind of succinct, conversational language that makes videos resonate. Work with an experienced scriptwriter to keep the content concise, hit the right tone, and create content that sounds natural and engaging. Also, review the script with your designer to ensure you have the same viewpoint about how visuals will align with the copy.
Your video should be in step with your overall branding. If you don't have a well-defined brand image yet, work with the designer to determine the look and feel of the video by creating a style board before you work on the storyboard. Igcasenza often creates “mood boards” for clients who lack branding assets that can inform the tone of the video.
Hire a professional voice-over actor for your SaaS videos to bring the script to life. Consider what speaker style you want and what attributes will resonate with your audience. You should nail down this component before animating the content. "It’s best to align the visuals with the script and the completed voice-over. Voice actors may talk at different speeds from how we normally speak or enunciate certain words differently, both of which can impact the pacing and timing of the animation," Igcasenza says.
Many SaaS videos include screenshots to make abstract ideas more tangible. Plus, allowing your audience to see the healthcare software in action makes the content more relatable. When incorporating screenshots, choose ones that support your objectives and address the audience's needs. “Panning and zooming across the software screen to highlight fields a user would focus on are a couple of my favorite effects to incorporate. It's like you're getting a mini demo!” Igcasenza says. She even places a cursor over the section to simulate the experience of actually using the software.
The next step involves creating a rough animation for each scene on the storyboard. This process maps out each scene with timestamps but does not yet incorporate transitional elements. A professional designer can handle the finer points of the animation process, using several software programs to bring all the elements together. "A rough animation allows the client to see the visuals with the voice-over in video format to get a sense of the pacing and length," Igcasenza says. Perfecting an animation takes work, so allocate enough time to the project.
After the rough version has been fleshed out, the real work begins. Expect a few rounds of revisions to get it right. "Getting everything right isn't as simple as it seems. I often take individual screenshots from a software demo and recreate the flow for each mouse movement and click. Then, I synch each movement with the audio. Using the cursor to guide the viewer's eye is another effective tactic. Details matter — you have to layer in one element at a time," Igcasenza says.
This is also the time to put on the finishing touches. Consider other components for the final animation, such as background music and sound effects. How will you source them and integrate them into the video? Have you considered volume adjustments?
Next, think about hosting and how you will distribute this content. Think about these questions to optimize the user experience:
Here's a pro tip from Igcasenza: Timing is everything in SaaS videos. Does the animation have a natural flow? When it's right, you don't notice it. But if it's off, the viewers can sense it. So take a step back and consider the video holistically to ensure it flows well.
The best healthcare content marketing strategy covers multiple channels and meets prospects where they are. As more decision-makers like health system CIOs prefer SaaS videos, you’ll want to offer them diverse options for learning about your product.
While today’s tech tools may make creating videos appear easy, making one that hits the spot and converts isn't. You must address many details and nuances, and getting professional support is the best bet to produce videos that cut through the clutter. “You have to be a perfectionist in this line of work. For example, if all the illustrated characters on screen blink at the same time, it'd be eerie. I have to make the timing different, say, by a millisecond, to make it feel natural,” Igcasenza says.
Spot On has experienced creative pros who not only produce effective SaaS videos for our clients but also work seamlessly with the rest of our team to ensure that these videos support the rest of your SaaS content marketing strategy to maximize results.
Schedule a time to chat with us and see how we can support your video creation efforts with the best healthcare content marketing strategy for your brand.
