When you are marketing your SaaS company, you are facing some unique challenges that come with the industry and gaining the interest of clients. In an ideal world, you would like to see hesitant clients become passionate advocates for your software and your company. While it can be a process in order to accomplish this, that doesn’t mean that it is not possible or that you shouldn’t create your content marketing strategy around this goal.
Here are some content marketing best practices that can help you to attract your target customer--one that will be happy to recommend you to others.
With advertising, you need to perform A/B tests in order to determine whether or not your budget is reaching the right people. After trial and error, you can whittle it down to the customers who are most likely to buy your software. Content marketing doesn’t work like that. In order to attract the right people and build enough of a level of trust that they want to invest in your product, you need to know who you are going to be marketing to.
To do so, you need to create a persona of the type of person who would be interested in investing in your business. When creating this persona, you need to keep in mind how he or she likes to learn, what topics you need to cover in order to mitigate any concerns he or she might have, and any other additional information that can help you craft a content strategy that converts.
You can come up with a comprehensive resource that you believe will do well, but if there is no one there looking for that information, then you have wasted time and effort reaching out to the wrong buyers.
Your marketing strategy should not just be focused on bringing new people into your business. If you don’t have content assets that can help them to gain trust in your software and your mission as a company, then you aren’t going to achieve the conversion rates you might be hoping for. After you have come up with a list of topics for your blog, video channel, or social media pages, you should assign them to each step of the buyer’s journey.
If you find that you have more topics centered around a certain area of the process of purchasing your software, then you might need to fill in the holes where you don’t address a stage where they are at purchasing your product. After you have created content that reaches them where they are now (awareness, evaluation, purchase, retain), then think about which step they will visit next and how you can keep them interested in your software.
Here are a few examples of types of content you can create for each step of the buyer’s journey:
Ideally, your content strategy should encompass all of these stages and should be able to provide information for buyers at any point.
It’s likely that your competitors have created similar assets to share with customers. When you are trying to stand out in a sea of other SaaS companies, creating something unique that you feel confident sharing with prospective buyers can go a long way toward gaining goodwill. In order to achieve more visibility for your product and your company, you might have to put more work into creating a blog post that really addresses buyers’ concerns or making an engaging video that directs potential customers to your site.
This doesn’t necessarily mean you have to write a novel-length piece of content for your website or make your videos the most comprehensive on YouTube. You can have a blog post over 2,000 words that does not address your customers’ questions or a social media strategy that rings hollow. This is where doing your research into what your potential clients really need from you can help you to make something that will end up converting.
In truth, creating a content asset that is more engaging and that does something different can help it to gain more traction than simply having it rank higher on a Google search. While it is true that Google does tend to rank comprehensive, thorough posts higher than those that are shorter, it doesn’t mean that it will keep your buyers from bouncing to a more entertaining source.
When it comes down to it, quality is always a better option over quantity when it comes to creating content assets, even if that means you aren’t posting as frequently as your competitors.
A great way to personalize your brand is by introducing customer success stories in your blog posts, newsletters, or webinars. Not only does it solidify partnerships with the clients you already have by giving them some free PR, but it also helps potential buyers put themselves in a position of success by using your software.
MailChimp has done this extremely well with their “Look What You Can Do” feature. By highlighting the companies that use their software, they show what is possible to accomplish by using them as a service. The more you can help your potential customers visualize how they will use your software, the better. You can do this through a number of mediums such as blog posts including testimonials, webinars where you include happy customers, and videos interviewing those who would recommend your software to others.
The best thing about this practice is that you don’t necessarily have to have the most compelling or visually interesting product. By using human faces, you are creating a connection with potential clients that will resonate much more than simply telling them what your software can do.
When you have spent so much time creating quality content, it's a waste of your time and effort to simply put it out there and forget about it. Unfortunately, content marketing now means that you need to be present in multiple ways--not just through blogging or email marketing. While you are creating a new piece of content, keep in mind ways that you can use it for later.
This might mean taking an old blog post and figuring how it can be relevant in your newest email marketing campaign or whether or not it is worth it to republish it on a content aggregator like Medium. Maybe you want to take a topic you discussed on your podcast and create an ebook or whitepaper.
Using multiple platforms is the best way to gain awareness around your software and what it can do to make your potential customers’ lives better. Not everyone likes to process information the same way, so having multiple forms of content where customers can connect with you is a way to reach them where they might not have before.
Marketing your SaaS company will take time, effort, and some research into what your customers are looking for. However, by utilizing these content marketing best practices, you can appeal to your potential buyers in multiple ways, and see higher conversion rates as your loyal fan base grows.