Demo videos are powerful tools B2B companies can use to nudge potential customers through the sales funnel.
70% of prospective B2B customers will return to Google search 2-3 times before moving onto the final stage of the sales funnel.
These searches—this research—it's all about the customer doing their due diligence. The average B2B buyer needs to justify the cost of your service to either their higher-ups or their own bottom line.
So you need to be helping them come to the right conclusion.
Yet, when potential customers are considering your product, there are several things that can motivate them to bounce out of your sales funnel and into a competitor's.
That's where demo videos come in.
They increase transparency between you and your sales leads — enabling potential customers to get the information they need to make the right decision.
In this article, we're going to show you how to create a product demo video that converts. But first, you need to understand what a product demo is (and what it isn't) and when it should be used.
What is a product demo video?
A product demo video shows a potential customer how your product works and how it can solve their existing pain points.
Think of the infomercials where a TV personality cuts through a metal can with a knife. But altogether less corny and more targeted towards something that can actually benefit your customers.
Sometimes a product demo video is called a sales video, a product video, or explainer video. These are all basically the same thing — a video designed to help educate a potential customer on the product or service you're selling, and move them through your sales funnel.
The greatest strength of a demo video is the ability to show (not just tell) the value of your product to a prospective customer.
Demo videos can be an awesome leveraging tool that can make your business feel more personal, and not just another faceless corporation vying for attention.
That's why 71% of B2B marketers use video marketing, and 83% of video marketers say video marketing has helped them generate more leads.
Often a great product demo video is the difference between closing a deal and losing a prospect. A great demo lets your prospects understand how your solution truly solves their pain points, streamlining their current processes, saving them time and money.
What a product demo video is not
A product demo video is not an introduction to your entire company.
You want your video's focus to be on the product and the problems it helps solve. Videos that spend too much time on a brand's identity or culture are missing the point. A product video is not a customer testimonial video or a brand video.
A product video is mid to low-funnel leverage. Generally speaking, if a customer has found your product demo video, it's because they already know of your brand.
The focus then, is on conversion. We're looking to showcase your product's selling points and sell the viewer.
But making a product demo video is one thing, and making a product demo video that converts is a whole other animal.
Why use product demo videos at all?
Let's play devil's advocate for a second.
Isn't video marketing catered more towards B2C businesses?
We know the stats about video engagement on Instagram and Facebook, but those are for fashion companies and mattress brands.
Don't B2B customers, who are usually coming with a much higher buy-in threshold, scoff at video marketing?
First, there's the undeniable fact that humans are watching more video than ever before—across all industries and sectors. There is little logic in thinking the B2B-sphere is immune to the radical shift in how we choose to consume content. From how Facetiming is replacing text messages and phone calls to how YouTube is the second most popular search engine, video is where the trends are headed.
Speaking of SEO, it is 53 times easier to rank a video (for any business type) in the SERP than traditional blog content.
Finally, 85% of surveyed B2B companies committed to increasing their video marketing budgets in 2020. The truth is video marketing for B2B will soon be as common as customer case studies.
The question isn't, "should I make a product demo video for my company?
The question is, "how do I make a product demo video that brings in results?"
Before we get into that, let's check out this excellent product demo video from BitDam:
Notice how it flows nicely and focuses on the benefits to the customer? That's only the beginning.
Let's dive into the details.
How to make a high-converting product demo video
First, when we say convert, we don't necessarily mean, "buy your product." When we say convert, we mean, "take the desired action."
If you're using a product demo video on a landing page to get more consultations scheduled, then the video that converts well for you will be the video that helps you schedule more consultations.
To help you create a demo video that converts, we put together this list of four essential best practices you'll need to follow:
1. Focus on the problem you're solving.
Your potential client list is made up of founders, owners, heads of marketing, heads of sales, and other higher-up stakeholders.
Fluff and filler content doesn't resonate well with these professionals. They'll be looking at your demo video and expecting it to speak directly to their pain points in an intelligent and articulate manner.
2. Keep the solution (relatively) simple.
In a demo video, you're identifying the customer's problem and positioning your product or service as the solution.
This isn't a soapbox for your company to list all of its features and the myriad ways in which you can improve a customer's life. There just isn't enough time for that, and if you try to include it all, your video will come across as unfocused and you'll lose your viewer's attention.
3. Strike a balance between your company and the customer.
You want to maintain a balance between pointing out the problem and offering the solution.
Depending on where you place this demo video (on social media or on landing/product pages), your customers will be at various stages in their buyer's journey.
However, it's unlikely that a demo video will serve as the last point of contact before a customer buys your service. Instead, a demo video is affirming the customer's belief that your business may offer a solution for their needs.
Your product demo video needs to reflect that balance. An effective demo video isn't a hard sell, and it isn't a cold call — it's something in between.
4. Have a clear CTA.
In our experience, this very common best practice is still missed by a high number of B2B companies (as you'll see below in our video demo examples below).
Perhaps it's because the CTA on a video isn't a streamlined process where a customer can just click the button.
However, a high-converting demo needs to position or nudge the customer deeper down the sales funnel, and to do that you need a clear and compelling CTA.
5. Be mindful of video length.
There are exceptions to this rule (we even cover an exception below) but, in general, there is a clear relationship between the length of product demo and its level of engagement:
3 demo video production best practices:
- Understand the specific goal of this video
We talked above about how product demos are a great marketing tool to move customers along in their buyer's journal. So it follows that creating product demo videos for a cold prospect is very different than creating product demo videos for a customer who has interacted with your service.
Also, is the video trying to get sign-ups for a newsletter, a consultation scheduled, or a purchase? It's important to figure out what you're looking for from your video, as that will help you decide on using an outside agency or your in-house team.
- Agency vs. in-house. Who is creating the video?
Do you have a videographer, design, sound guy, editor, voiceover and marketing team ready to go to help create a high-quality video production that leads to increased conversion?
If so, consider creating your product video in-house.
If not, when it comes to creating high-quality B2B videos, we recommend a purpose-built approach from third-party video experts like Testimonial Hero. Getting an expert's insight can lead to cutting edge marketing tactics custom-fitted to your brand's needs.
- Structure and stage the video.
Once you know who is making your video, it's time to get started.
We recommend you storyboard your ideas. Storyboarding allows you to plan visuals, so you can confirm you're highlighting the most important features.
You also want your voiceover script written and polished.
You'll know your video is ready to be produced when you can storyboard!
- The value proposition of your product
- The pain points your customer is looking to solve
- The CTA to move the customer through the next stage of the sales funnel.
5 examples of effective demo videos (with tips on how they could be even better)
1. Learn about Slack - A screen share demo
This fun and upbeat video starts with an inviting message and value proposition: "Slack is a new kind of messaging for teams, bringing all your communication together in one simple place and integrating with the tools you already use."
To give some context, the video has a screen share active and then icons of the "tools you already use," such as Mailchimp, Google Drive, and Dropbox appear. This demo video is working just hard visually as it is auditorily.
After that short and sweet introduction, which lasts about twenty seconds of the two-minute video, Slack begins to tell the customer what makes Slack different and how Slack can improve their business.
This is a pretty strong example of an effective demo video, but if we had to give it a score it'd be just shy of perfect. There's no CTA in the video, nothing that's pushing the customer to the next step in the sales funnel.
2. Salesforce CPQ and Billing - Humorous, live-action demo
Salesforce's demo video is clever in that it humanizes CPQ and billing. The video starts with two employees one representing CPQ and one billing. This demo video is also showing the solution before the pain point.
We think that works because it serves as a build-up towards the humorous reveal, which is how awful life was for these two employees (and the company) before they got Salesforce.
This demo video is also a great example of keeping the solution simple. We know CPQ and Billing, no matter how streamlined, isn't the kind of process that you can do with a few clicks. And while the video does show us actual screens being used, it cuts away to the benefit of an employee getting a quote quickly.
This demo doesn't bore you with a detailed step-by-step process, instead, it shows you how life is so much simpler with its product.
Plus, this video ends on a CTA, directing the customer to visit a page to learn more about how they can "build seamless, recurring relationships with [their] customers."
3. Pipedrive - A longer than usual demo
We started the list with two pretty upbeat, light-hearted demos that are around two minutes long and show the product's main feature without getting too detailed.
We also wanted to show you that you can break these rules if you have a good reason as Pipedrive does.
Pipedrive lets businesses customize their sales pipeline. Their product demo video is nearly five minutes long (basically twice as long as the Salesforce and Slack examples). But it's length is for a good reason. Pipedrive takes a close look at its services and how they can help you and your sales team manage your pipeline.
However, this demo doesn't end with a CTA. We think it could have been improved if it directed the prospective customer to logical next steps (in other words, encourages them down the sales funnel).
4. SurveyMonkey — Step by step instructions
So far, we've seen demo videos that mostly skirt around various features of the product. And that makes sense! A product demo video doesn't have to be about every single component of what you're selling.
But if it can be, that's great, too.
SurveyMonkey's demo video is like a mini tutorial, in a way that works and is compelling.
At first, the video starts a little too far away from the actual product features for our taste. It's a little hard to see and you'd need to be full screen (or in mobile) to get all the information being displayed.
But at around the one minute mark, the video really focuses on the buttons being pressed to create a new survey, see survey results, and send out survey reminders.
After watching this demo video, we have an understanding of:
- The value SurveyMonkey brings to businesses, and
- How to use its main features to get started.
5. Fronter - Strong visuals
Fronter uses an animated demo video to show its product off. It starts immediately with a pain point, visually demonstrating how "collaboration web projects can be really messy and time-consuming."
After establishing that pain point, Front immediately positions itself as a solution.
Fronter's demo video walks you through how to create a project and casually mentions the pain-points usually involved with getting everyone's feedback.
This is a relatively short demo at just two seconds over a minute. It could be strengthened by showing the customer more examples of how this product solves pain points. Any service that's offering a way to communicate across teams is going to be met with a skeptical eye by most businesses. The last thing anyone wants is another channel on which to communicate. Fronter could elevate this video demo by spending more time on how its product integrates with established work processes, especially on the design front.
We hope this guide on creating high-converting demo videos was helpful.
At Testimonial Hero, we have extensive experience in helping our clients use video testimonials to drive sales. But that's just the tip of the iceberg of what video marketing can accomplish.
High-converting demo videos are a great way to move your customer along their buyer's journey by creating a bridge between what you offer and what your customer needs.
To make sure you're moving your customer in the direction you want, remember these five best practices:
- Focusing on the problem you're solving.
- Keeping the solution (relatively) simple.
- Striking a balance between your company and the customer.
- Having a clear CTA.
- Being mindful of video length.
By following those tips, you're on your way to making a high-quality product demo.