Launching a SaaS product is exciting, but who exactly should you be selling to? A start-up video campaign without audience planning is like throwing darts in the dark. Of course, creating something visually appealing is important. But, even more important is getting your video in front of the right people who will engage with it and act. Let’s break down the steps to ensure your video gets views and drives results.
Table of Contents
Persona
Understanding who your ideal customers are is the foundation of a successful start-up video campaign. For our hypothetical start-up, IntelliFlow, we’ve identified three core personas:
- Small Business Sarah: Runs a boutique marketing agency, struggles with time-consuming admin work, and prioritises intuitive, cost-effective tools that free her up to focus on growth.
- Enterprise Evan: A project manager in a mid-sized enterprise with 100 employees, needs tools that seamlessly integrate with existing systems like Salesforce, offer robust reporting, and improve team collaboration.
- Freelancer Fiona: A self-employed graphic designer juggling multiple clients. She values simplicity and automation to save time on tasks like invoicing and client follow-ups.
By tailoring the video to these personas, we can address their unique pain points and motivations directly, making the content far more impactful.
Where They Hang Out
The next step is figuring out where your personas spend their time online. This is key to reaching them effectively. Here’s where our IntelliFlow personas can be found:
- Small Business Sarah: Active on LinkedIn, participates in local business groups, and engages in small business forums for advice and resources.
- Enterprise Evan: Spends time in LinkedIn professional groups, attends industry-specific conferences, and looks for solutions on Quora.
- Freelancer Fiona: Often browses Reddit threads like r/freelance, scrolls Instagram Reels for inspiration, and explores TikTok for relatable, quick tips.
Mapping out these digital touchpoints ensures your video appears where your audience is already looking for solutions, increasing the likelihood of engagement.
Your Reach
Current Reach:
- LinkedIn connections: 3,000 followers.
- Website traffic: 500 monthly visitors.
- Email list: 200 subscribers.
How to Increase It:
- Leverage Influencers and Partners: Collaborate with industry leaders and mentors who believe in your product. Include them in your video to boost credibility and motivate them to share it with their networks.
- Create a Micro-Challenge: Turn your demo video into the centrepiece of a fun, shareable challenge. For example, invite viewers to solve a common problem related to your product’s use case and share their responses.
- Embed Everywhere: Post your video in community forums, blog posts, and group discussions. For instance, an engaging Quora response linked to your demo video can drive significant traffic.
Benchmark Conversion
Benchmarks provide a realistic baseline to measure success. For demo videos, here’s what to expect:
- Average Conversion Rates: 1-2% for demo videos.
- LinkedIn Post Engagement: 0.5-1% conversion for free trials.
These benchmarks give you a starting point to assess whether your start-up video campaign is performing or needs adjustments.
Conversion Hypothesis
A clear conversion hypothesis links your video’s engagement to your sales system. Here’s how IntelliFlow connects the dots:
- Small Business Sarah: Highlight real-world case studies of time saved and offer a free trial.
- Enterprise Evan: Showcase integrations and team productivity improvements on a tailored landing page.
- Freelancer Fiona: Offer lead magnets, such as free invoice templates, to capture interest and guide her to a trial.
How to Increase Conversion:
- Add compelling testimonials and detailed case studies to your demo page.
- Simplify the sign-up process with fewer steps to reduce friction.
- Implement retargeting campaigns to re-engage viewers who didn’t convert initially.
Expected Revenue/Return
By aligning conversion expectations with audience size, we can forecast potential revenue:
Assumptions:
- Average customer value: €1,200/year (Small Business), €6,000/year (Enterprise), €600/year (Freelancer).
- Target sign-ups: 10 (Small Business), 5 (Enterprise), 20 (Freelancers).
Expected Revenue:
- Small Business: €12,000.
- Enterprise: €30,000.
- Freelancer: €12,000.
- Total: €54,000.
Margin of Error
A 50% margin of error accounts for variables such as:
- Limited data in early campaigns.
- Variability in audience engagement across platforms.
This conservative estimate ensures that even with lower-than-expected conversions, your campaign remains valuable for insights and future refinement.
Investable Amount in the Campaign
With a start-up video campaign budget of €5,000, allocate resources strategically by persona:
- Small Business: €2,000 (LinkedIn and email campaigns).
- Enterprise: €2,000 (targeted LinkedIn ads, conferences).
- Freelancer: €1,000 (Reddit, TikTok, and Instagram Reels).
This balanced allocation ensures each audience gets tailored outreach while keeping costs manageable.
Contingencies
- Reach Growing as Channels Compound:
Organic growth from LinkedIn followers and increased forum engagement boosts future visibility.
- Changes in Pricing:
Adjust pricing models as you gather feedback from different customer segments.
- Conversion Growing as Your Brand Improves:
Consistent testimonials, user-generated content, and engaging posts build trust and drive higher conversion rates over time.
This detailed framework ensures your start-up video campaign is grounded in realistic metrics and adaptable strategies. By tailoring your demo video to specific personas and strategically distributing it, you’ll maximise its reach, improve engagement, and set the stage for sustainable growth.
Looking to kickstart your start-up video campaign? Contact us to learn how Waking Dreams Media can help.
