Content Strategy for SaaS: How to Create One That Grabs the Attention of Your Potential Customers [6 Steps]
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Content Strategy for SaaS: How to Create One That Grabs the Attention of Your Potential Customers [6 Steps]
Presented By
Black Pearl Matrix
Best Strategies for a SaaS
- SEO
- Email Marketing
- Paid Media
- Free Trial
- Freemium
SaaS (Software as a Service) is a way of distributing and selling software through a subscription model. This marketing format has become increasingly popular, and even large companies have started to adopt it, such as the case of Adobe.
Just thinking about how the business-customer relationship happens in SaaS makes it possible to understand that online marketing strategies for SaaS need to be different from other types of purchases, right?
For a SaaS, there is no such thing as a one-time customer. No one is a one time customer. Your customers are permanently in the decision stage of the buying journey, and you can be sure they’ll have their eyes on your competition.
It is part of the challenge of doing digital marketing for SaaS not only to acquire new customers, but also to keep the Churn rate at low and healthy levels.
If you operate in a SaaS in search of growth, it is likely that investments in digital marketing are a priority, right? But how do you make your offer stand out and win new customers?
All you need is a SaaS-focused Digital Marketing strategy. Simple, isn’t it?
In this article, we’re going to talk a little about some strategies and best practices that will make all the difference in your results. Come on?
1- Define ICP and Personas
Ignoring the importance of knowing your Ideal Customer Profile (ICP) is a sure recipe for wasting marketing investments.
When doing your personas study, in addition to discovering their main characteristics, it is important to understand what they want to hear and how they want to hear it.
Understanding the best way to communicate with your audience can be the difference between a successful or unsuccessful strategy.
2- Understand How Each Channel Works For You
Before starting to outline marketing actions, it is necessary to understand how the channels that are used today work.
Some questions can help you better understand which share of results comes from each channel:
• What channel are my customers on?
• Which channels bring in the most leads?
• What channels did the opportunities come from?
• How are the paid channels performing?
• Which channels are not being explored?
Answering these questions can help you understand how to direct your investments and efforts, as well as allow you to clearly assess whether you will adopt an Inbound only strategy, Outbound only, or both.
As for which channels to use, there’s no one right answer, but we’ll talk a little more about organic and paid channels below.
3- Create Content to Attract and Engage
Educating visitors and leads and positioning yourself as an authority takes effort, but above all it requires relevant and useful content.
If you’re determined to build an Inbound Marketing strategy for your SaaS, you need to commit to a free quality content publishing routine.
Content marketing is an essential tool for creating a bond between the company and customers, so it must act based on the needs of your audience, gaining their trust.
We like to say that “Content is King”, and this is especially true for SaaS companies. Note: most of the strategies of SaaS companies make qualified leads reach the service offered through content that solves problems.
Remember that people will come to you when looking for information, so it is essential to think of an integrated strategy, centered on content.
If you are still in doubt about the potential that content has to leverage your business, check out how we achieved an 87% increase in the number of new SaaS accounts per month, SAJ ADV with a strategy focused on content creation.
3.1 Blog and Rich Materials
The first step is to invest in a well-designed blog, defining categories with subjects that involve your product. The blog needs to be publicized preferably on the homepage of the site, with a prominent button.
A tip on how to use the blog is to identify it as the gateway to gain the trust of your leads.
In addition to the blog, you can include in your planning the creation of what we call rich materials (ebooks, checklists and other formats).
A tip is to analyze which articles on your blog have the potential to generate more complete material, so you select 3 to 4 articles and delve into their themes to create the material.
These materials will require more work, however, they are what will drive leads for your business. Creating truly rich material is the recipe for winning over your leads.
3.2 Social Networks
Social media is where most customers start, but they don’t always continue. Perhaps that is one of the main challenges of this communication channel: constancy.
Creating a profile on Instagram or LinkedIn can be much faster and more practical than creating a new page on the website for the blog or laying out rich material.
However, constant updates on social networks, with a well-thought-out strategy, require time and, above all, a dedicated professional for this activity.
A tip for this channel is not to worry only about the design and images used, many profiles have stood out these days showing the backstage of your business.
This also demonstrates the growth and reach that stories have compared to feed posts.
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3.3 Email Marketing
Of course, I could not fail to mention the emails in this communication routine with your leads. You need to know where your target audience is located and what is the best way to communicate with them, and e-mail marketing will often be the best option.
Different from what some people think, the E-mail Marketing channel continues to grow.
To be successful with emails, you need to work on your email lists and segmentations used.
When you have a small lead base it can be an extra challenge to segment, however it is important from the beginning to identify which groups of contacts you have, as well as the subjects of interest to each one.
For example, if you have two products with different subjects, it is interesting to separate the interested list of each product and send the information that is relevant to each group of leads.
A tip of what not to do is to use paid lists for sending email marketing. In addition to harming the email domain used, you will probably be communicating with people who do not know your company and product.
When you are sure of this channel, I recommend that you start thinking about marketing automations to get even more results with your emails and created materials.
4- Invest in Paid Media
In addition to content, we recommend working on Ad campaigns. At this point you should ask yourself: if the contents were made to reach the target audience organically, why should I also invest in paid campaigns?
If you think this way, evaluate from another point of view. Ad campaigns can also work as a way to boost content that is already relevant to your audience.
When we talk about Ads for SaaS, we can separate them into three fronts, I suggest that you analyze the options and apply the one that best suits your business moment.
4.1 Ads for Direct Campaigns
Those direct search campaigns related to the subject of my SaaS.
Here, sometimes the competition can be very fierce and you still can’t get into this fight, or there may also be no volume depending on your segment of activity.
In practice, having space to enter this fight and volume, you must reserve a good amount (perhaps 60% of the investment) to apply in this competition.
After all, the first customers will come here quickly. The bad side is to be at the mercy of this investment only and exclusively. That’s why we have the other fronts.
4.2 Ads for Indirect Campaigns
We are listing in this group all campaigns that will be linked to lead generation.
Always taking care to separate your materials (and consequently ads) into top, middle and bottom of the funnel. In terms of investment, we can apply 40% (more or less depending on the item above and the next item).
4.3 Remarketing Campaigns
When you have a good amount of visitors and lead lists, it will be time to set aside money to carry out “remarketing”, those campaigns that will “follow” an audience emphasizing a message or offer.
It will help a lot in increasing trial or even converting trial into greater engagement (and opportunities for the commercial team).
5- Learn that sometimes it is necessary to give to receive
One of the best ways to gain new customers is by releasing free trials, or freemium plans.
This type of strategy allows your user to get their hands dirty and create a direct experience with your product. And, with luck, this experience will definitely win you over!
5.1 Free Trial
As the name implies, SaaS will allow you to use the software for free for a certain period.
This period must take into account its TTV (Time to Value), that is, the time it takes for the user to understand the value of the product during use.
In addition to defining the period, there are other questions that should be asked by the marketing team when considering releasing a free trial:
• Should I release it for free or consider it linked to the registration of a payment method (such as a credit card)?
• Is the user able to start alone or will he need an Onboarding?
• Will I try to follow some trials with a team?
Note how complex a decision it is, and not exactly the subject of this article. But you will need to go through these debates to have a successful strategy.
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5.2 Freemium
In the freemium model, the company allows free use of certain functionalities of the solution.
A great example is Dropbox, which frees up some functionality and free storage space, but requires an upgrade to a paid plan to use it in full.
It is worth mentioning that the decision between free trial and freemium (or neither) will depend on your software and your personas. What you need to know is that by granting access to your SaaS, you have a restricted window to prove your worth. So go all out!
Remember to nurture these free users with relevant content, ensure efficient support for questions or issues, and do everything in your power to make it an amazing experience to increase the chances of converting that free user into a paying customer!
6- Have a Well Defined Sales Funnel
Having a well-defined sales funnel is essential to understand whether the marketing strategies designed for your SaaS are generating results in line with the company’s objectives.
And having a well-defined sales funnel also means having alignment between the marketing and sales teams.
It doesn’t matter the size of the teams, or how they are formatted, in-house, outsourced, freelancer… marketing and sales need to speak the same language.
Once the two teams are well aligned, you will find it much easier to identify gaps and opportunities in both sectors.
FAQ – Frequently Asked Questions About Content Strategies for SaaS
1. Who uses SaaS?
Many companies you are a customer of are SaaS to the core. And with that, they take advantage of the benefits to increase revenues and reduce costs. Were you curious to know what they are? Dropbox, Google Drive, Netflix, Pipefy and even online converters.
2. How much to charge for a SaaS?
The simplest and most common way to charge for your services is to increase prices based on the functionality you offer in each plan. This is a unidirectional pricing axis.
3. What is the main relationship between SaaS metrics?
This is the sum of all revenue paid by your customers in a month. This is a typical result metric, that is: it shows how your business is doing and whether your monthly revenue target is being met. It can also be analyzed over time to assess the evolution of your business.
4. When to use SaaS?
If the company needs to reduce costs, the use of this type of service is another important factor, since, in addition to having a low initial acquisition cost, SaaS programs also do not demand great technical resources to be installed and operated, since that the program will run in the cloud.
Conclusion
After reading and understanding the 6 strategies above, you can position your business as an industry leader while giving your customers the ability to recognize your brand. In the end, this offers multiple opportunities to grow your subscriber list and scale your overall marketing approach.
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