You just invested in an amazing product video for your SaaS. The script is tight, the design is top-notch, and now you have the final file.
So, what's next?
Don't make the mistake of so many marketing teams that spend all their energy on creation and none on distribution. It's not about just throwing it on your homepage and hoping for the best. A great product video is a foundational marketing asset—a versatile piece that, when strategically placed, can dramatically increase its ROI.
Here's how to stop thinking about a single "where to put it" and start using your video strategically.
Pillar 1: The Essential Foundation
Think of these spots as the bedrock of your video strategy. If your product video isn't here, you're missing out on 80% of its impact.
- Your Homepage: This is your digital storefront. A compelling video at the top of your homepage can immediately communicate your value proposition and capture attention better than any wall of text. It's the most important piece of real estate you have.
- Key Product and Feature Pages: Don't stop at the main page. Place the video on specific product or feature pages. Show, don't just tell, how a particular feature works. This is crucial for complex tools where a quick visual explanation can clear up confusion.
- Case Study Pages: Bring a static case study to life. Embed a short video demo or a customer testimonial within the case study to add a dynamic element that reinforces the written success story.
Actionable Takeaway: Use heat-mapping tools like Hotjar to see where visitors are actually looking on your site. If your video isn't getting clicks or views, experiment with its placement (e.g., move it above the fold or add a more prominent play button).
Pillar 2: The Sales Enablement Push
Once the video is on your site, how do you use it to nurture leads and help your sales team? This is where the video becomes a closing tool.
- Automated Email Nurture Sequences: When a lead downloads an e-book or signs up for a webinar, hit them with a quick, personalized follow-up email that includes a link to your product video. It’s a great way to re-engage them and move them down the funnel.
- Sales Decks & One-Pagers: Your sales team is your frontline. Give them a video they can drop into their decks or send in follow-up emails. It can summarize your value prop in 60 seconds and give them a huge competitive edge.
- Email Signatures: This is so simple, yet so effective. A hyperlinked image or a short line of text in your email signature that says "See how [Your Product] works in 60 seconds" can drive a surprising number of views.
Actionable Takeaway: Create a short, hyperlinked thumbnail for your video and distribute it to your sales and marketing teams. The easier you make it for them to use the asset, the more they will.
Pillar 3: The Omnichannel Expansion
You can't just put the same video everywhere. A video optimized for a landing page isn't the same as one for social media. Here's how to think about placement on different channels.
- LinkedIn: Don't just share a YouTube link. Upload the video directly to LinkedIn. This increases its visibility in the algorithm and keeps users from navigating away. You'll also want to create a short, attention-grabbing edit with captions for LinkedIn's vertical-first feed. Native videos generally perform best on social media.
- Paid Social Ads: Your product video can be a powerful ad creative. Use different cuts of the video to target different audiences. A 15-second cut for top-of-funnel brand awareness, and a 30-second version for retargeting leads who have already visited your site.
- Demand Gen Landing Pages: Creating a dedicated landing page for a specific campaign? A video can double or even triple conversion rates. It’s an opportunity to dive deeper and provide context a short homepage video can't.
- In-App / Onboarding: Have a new feature? Embed a short video pop-up directly in your app to show users how to use it. This not only boosts adoption but also reduces support tickets.
Actionable Takeaway: Every distribution channel has its own best practices. Don’t just reuse the same video. Create and use different versions (e.g., shorter cuts, vertical formats, silent versions with captions) for different channels.
A strategic product video distribution plan ensures your hard work doesn't go to waste. Your video isn’t just a homepage decoration—it's a versatile tool that can be used to capture attention, nurture leads, and empower your sales team.
Need help making a product video so good it's impossible not to share? Let's talk about how to take your marketing to the next level.