Software-as-a-service (SaaS) companies live in a universe associated with mathematical code, complex procedures, and highly technical jargon.
Potential customers need someone to unpack all that lingo and explain it to them in plain English – or whatever language communicate.
That need makes SaaS companies a perfect fit for content marketing. Will they still win with it, even in a saturated space? A much better question would be, “Can they win without content marketing? ” The answer, as we’ll explain in more detail, is usually “No. ”
- SaaS brands need to communicate complexity with simplicity.
- Since the SaaS business structure requires a long-term customer romantic relationship, content that forms plus nurtures that relationship is essential.
- Content marketing builds brand name awareness in a crowded industry and drives ROI.
- Using a comprehensive content marketing strategy, SaaS brands can showcase their own products’ unique value.
SaaS Brands Need a Long-Term Online marketing strategy
One of the most convincing advantages SaaS customers enjoy is convenience. They can arranged their subscription to renew automatically or at the touch of a button. There’s no need to go online or out to a store to buy a new box of software. It’s a long-term customer relationship .
These brands, therefore , need a marketing strategy that nurtures that relationship. Content that will informs potential customers about what the service can do for them may help. Blog posts, videos, and other forms of content that enable current customers to get the most from their SaaS investment, too, are valuable ways to make sure customer loyalty and referrals.
Content Marketing Builds Brand Awareness
Unless your SaaS company is an industry giant, you need to inform your focus on customers that you have a service that can help them. Content marketing can do just that. In fact , Neil Patel has steered his SEARCH ENGINE OPTIMIZATION software service into a company powerhouse simply by providing customers and prospects actionable home elevators his blog and e-newsletter.
For small-to-medium-sized SaaS companies, content marketing and advertising is easy on the budget and may drive more sales than traditional marketing strategies. According to DemandMetric , this costs 62 percent less and produces three times more leads than advertising as well as other marketing strategies.
Informative content can help leads see the value your provider can bring to their business or their lives. SaaS providers can differentiate themselves using their competitors with content that points out the advantages of choosing them to do business with.
SaaS Companies That Use Content Marketing See a Dramatic Rise in ROI
Because Keap’s Pratik Dholakiya points out, statistics show that SaaS companies that will leverage content marketing take pleasure in returns of as much as 657 percent on their investment. Right now, that’s what I’d call winning. Whether yours is really a startup, a legacy brand name, or somewhere in between, those people numbers are hard to refute.
Many of the SaaS brands who were mere online companies only a few years ago have increased to global prominence, because of strategic content marketing. HubSpot, for one, has experienced incredible growth from its content advertising, as has SEO software provider Moz.
Similarly, technology brands whose roots lie in the previous hundred years can use content marketing to maintain a step ahead of the ever-growing number of upstarts. For instance, legacy SaaS giant IBM maintains its relevance even today through a massive library of thought leadership content , a lot of it created by regular workers, not only its marketing division.
Strategy Is vital to SaaS Content Marketing Success
Content material marketing for SaaS businesses, though, needs a solid technique to drive those numbers into that 657 percent variety and upward. Let’s have a look at marketing strategies that have shown to yield results for SaaS brands.
Influence employee expertise in SaaS content for optimum results
Brands, like IBM, that showcase their own employees’ expertise through content marketing build trust among their prospects. Statistics display that employee-generated prospects are seven situations more likely to convert than conventional marketing messages.
Furthermore, content that non-marketing employees create yields 8 times more engagement than ones that come from sales and marketing teams. Whenever you bring subject matter experts within on the content marketing procedure, your brand’s authenticity lights through.
Ensure it is all about the customer
Today’s customers want to deal with a company that they can trust – a business that is an specialist in its field. Customer-centric content marketing is the best way to receive your prospects’ trust.
Study customer data
Content advertising, done right, starts using a deep dive into your prospects’ and customers’ data. Knowing their needs, their wishes, and their pain points can give your content teams enough insight to create content that helps them rise to meet their particular challenges.
Portion your email audiences
Segmenting your viewers is critical, especially when it comes to email newsletters. Microsoft, for instance, has a broad spectrum of focus on audiences it needs to reach with information about its flagship product, Microsoft 365. From home users to small businesses to corporations in various fields, they period a wide range.
Microsof company 365’s blog posts reflect that will diversity, with some of them provided to meeting the needs of specific customer segments, while other posts provide material of general interest. Using an industry-specific menu of static articles, the site’s analytics can differentiate users in the health care industry from those within retail, for example. That way, each time a user becomes a subscriber, the organization can personalize the content it sends to the user’s distinctive needs.
If you don’t use your users’ online activity to section audiences, you can also use social media analytics, surveys, or an additional field on your sign-up form to indicate their specific curiosity.
Tackle your own customers’ most pressing difficulties
What distinguishes effective SaaS content from your mediocre starts here. Defining the problems your customers face is the first step toward solving them. Then, create content in which you outline easy-to-implement steps that they can put into action instantly to solve those problems.
Stand out from the audience with your USP
You don’t need a uninteresting recitation of all your software’s features in a blog post. Potential clients want to see what makes it much better than its competitors in solving their problems. Showcase your unique selling proposition with content that shows instead of tells.
Use case studies, client success stories, and how-to articles to demonstrate why and how the features make it a better suit for your target audience’s requirements. Create graphs or infographics that tell the story in numbers, especially if your business is definitely primarily B2B.
Position yourself as a believed leader in your space
As someone inside a leadership role in a tech company, you know all too properly that yesterday’s “shiny new toy” can quickly become outdated overnight. Use content advertising to place yourself and your expertise on the leading edge of your market.
Thought-provoking questions and comments on social media marketing can start some buzz around your brand. Fleshing out those thoughts in blog posts, white papers, and ebooks can start turning heads your own brand’s way.
Use current events that will impact your target customers’ industries to extend your reach even further. Unless the event was already covered to death, sharing your take on an event can demonstrate your brand’s management and foresight.
Offer a free trial as a proactive approach in bottom-of-the-funnel content
If your service lives up to the standards that your content promised, serious prospects will likely convert into paying customers after a free trial. Unless each uses your software to handle a one-off problem, chances are that they will discover how well your software program works to make their day-to-day work easier. If the cost to get your product into your prospects’ hands for a few days plus customer acquisition costs can be less than the customer’s lifetime value , a free trial is well worth your own trouble.
Offer trial users with specialized content that helps them get the most value out of their test subscription. When they see the success that your software can provide to them in only a few days, they’ll be likely to pull the bring about and subscribe as a compensated customer.
After the sale, keep customers loyal with gated content that only customers can accessibility. Focus that content upon teaching your customers better ways to use your product.
Use account-based marketing happy to land your big accounts
Some leads offer the potential for a huge increase of revenue. Usually, these businesses are large enterprises using a massive user base (if you price per user).
Or, these types of firms might be so reputed that having them as a client will position you as being a leader in your field. Whenever other companies see that this company provides signed on, they’ll become more likely to jump on the bandwagon, too.
Account-based marketing (ABM) content is definitely labor-intensive, but the benefits of obtaining such a customer are well really worth the effort. Start by looking at the challenges each of the target company’s main decision-makers face that content that addresses those concerns.
Collaborating with your sales and customer service teams can help you identify typical objections and feedback that the prospect and similar businesses face. Subject matter experts, like your development and design teams, can provide information about the particular technical details that make your product the one solution that will answer your prospect’s objections and solve their issues.
As time goes on, you are able to keep a repository associated with effective account-based marketing content material that you can tweak and repurpose for future prospects. Doing this will allow you to extend a modified ABM strategy to several major prospects at the same time.
Content marketing and advertising stands heads above various other marketing strategies for SaaS businesses. Its adaptability to the exclusive needs of SaaS brand names will make it a major player in the space for years ahead.
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