How to Use Videos to Demonstrate Your Software Online

October 1st, 2013

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Using videos as a way to demonstrate the advantages and values of certain software solutions to target audiences has become a common practice for software vendors. When used in the right way, software video demos can be an effective way to create awareness and generate demand for your solution.

Nevertheless, there are plenty of online solution demos out there that have failed to get a lot of comments or hits. Today it’s not enough to record a software demo, put it on YouTube and wait for the right people to come and find it.   When you’re thinking about making software demo, consider the following steps:

1. Know your prospects

This is a very basic point, but many companies forget about it entirely. Before even thinking about the video itself, find out what your prospects care about, how they think and look for places where they meet and discuss online. Find the places online where your target audience is active (e.g., LinkedIn, Twitter, industry blogs, etc.) and explore the material that’s out there before you start posting your own content.

2. Identify what’s important

By observing the topics already being discussed, you should be able to pick out issues and topics that are important to your prospects. These topics can then be used to create the “story” for your software demo. To get more details on their needs and pain points, start building a relationship with them by commenting on their posts—make them want to connect with you.

3. Build the recorded software demo

When creating a software demonstration, stick to the method of “Tell-Show-Tell”. This means the beginning of your demo should include limbic techniques, such as using stories or details of current events to grab the audience’s attention. This is the part where taking notice of potential prospects’ online conversations will come in handy. For example, for customers involved in wholesales you could address the fact that they often have problems synchronizing planning with sales and that this leads to higher costs and lost sales opportunities. After this opening you can then continue with the “show” part and demonstrate the software itself. In the third and final part, you should end with a clear value proposition that shows the economic value of your solution. With regard to the previous wholesale example, you could explain that using an SAP solution with integrated forecasting & planning will enable them to achieve better customer service and higher inventory returns. To see these steps in action, watch this demo by Ian Kimbell based on the tell-show-tell technique:    

4. Distribute your solution demo

The first step in distributing you demo is of course to put the video online on your own website. However, to really generate demand and awareness this is not enough. As far as social media is concerned, start with the areas where you have some previous exposure. Perhaps you have already developed a social media strategy and you have some readily available channels in place where you could publish your video, such as on Twitter or your company’s LinkedIn page. After that, find out how to join a conversation in existing social media channels where relevant topics are being discussed. A great example is LinkedIn groups. If your solution has a USP and solves real customer needs, you can post short messages in groups where you explain in an educational and less promotional way how your solution could help any group members to solve their problems. Remember when joining social media groups that you should first get familiar with the group and start by answering questions and commenting on other ideas before you post your own content. Be aware of social media etiquette!

5. Create a funnel where leads can be nurtured and converted

This part is often completely left out. You should remember to give people something that enables them to learn more about your solution. The demo is normally used just as a way to attract attention, but you need to have a plan and a structure in place that helps you to follow up on leads. You should have something available for when people get more interested or are even ready to buy. A couple of examples could be a detailed solution brief or a customer case study, but make sure you provide materials that correspond with your prospect’s position within the funnel. Getting the attention of potential clients is a serious challenge in today’s world where people looking for information are bombarded with flashy advertisements on a constant basis. In order to stand out from the crowd and make sure that your solutions get noticed, you need to make sure that you connect with your target audience in a way that speaks to the issues that they are experiencing. Once you’ve identified your prospects’ needs and how they search for information online, you’ll be able to create a tell-show-tell story that shows you understand them.   These preliminary steps will help you to distribute and promote your video successfully on social media platforms and ultimately create demand for your solutions.   For more information on how to use online videos and social media effectively as an SAP partner, check out our free Social Media Video Guidebook for SAP Partners. Along with the clear step-by-step instructions and great tips, our guidebook also includes a practical solution demo example.   If you have any problems building your own solution demo, don’t hesitate to contact us! As a global partner of 2Win!Global, we offer the acclaimed Demo2Win! training that shows SAP partners how to create exciting and persuasive demos!  

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