You may feel like you have taken enough risks with your SaaS business so far, and for this reason, it seems better to follow the traditional sales-led growth strategy. As SaaS itself shakes up every traditional model we are used to, it’s time to look at how product-led growth can benefit your SaaS business.
Demand Gen Report’s 2020 Content Preferences Study indicated that buyers are now leaning on, expecting, and even demanding richer content experiences than ever to educate themselves before making purchases. Therefore, an effective B2B SaaS content marketing strategy is a key step to establish yourself as an industry leader since offering insightful and consistent resources to your audience has become necessary to affirm a strong market positioning.
B2B SaaS Content Marketing: Overview
Content marketing is an essential element of SaaS marketing, consisting of strategically targeting your digital avenues (such as emails, landing pages, or blog posts) with content that will attract and retain a clearly defined target audience. Because it’s a competitive technique, you’ll need a solid positioning and messaging framework so that your efforts are aligned across all company channels.
The main goal of content marketing is to show how your product works and how it can help potential customers by taking a more informal sales approach. Studies show that 48% of B2B buyers now read 3-5 content pieces before reaching out to a salesperson. To catch their attention, your content marketing should be aligned with your go-to go-to-market (GTM) strategy to differentiate yourself from other competitors and target the right ICP to deliver your selling proposition.
SEO and Content Marketing
Search engine optimization (SEO) is the bread and butter of content marketing, allowing you to grab the attention of search engines and make sure your results will be the ones to pop up when customers search for specific keywords and phrases. By writing high-quality, consistent, and strategically worded content in searcher’s terms, you’ll be able to rank and trigger a higher degree of attraction.
This is why SEO-compliant blog creation should be an absolute priority for marketers to produce long-term scalable results by identifying keywords based on competition, relevance, and searchability.
Content Marketing for SaaS Companies
If you’ve ever heard of the butterfly effect, you know that every little action is interconnected, especially with SaaS. Every single interaction along the customer journey impacts an array of metrics determining the health of your business. This is highly relevant for customer retention; there is no one customer interaction responsible for keeping your customer happy. Instead, retention is a byproduct of the overall efforts of your entire enterprise.
Growing a loyal and trust-worthy customer base is key to seeing your business taking off. But in the beginning, you’ll quickly realize that there are all types of customers out there, from terrible ones to ones you wish you could work with forever. A key aspect of making sure you’re mostly dealing with the latter is targeting the right customers from the get-go and focusing on making them happy. Here is a guide on how to do just that, in 10 simple steps.
1.Identifying Your Customer Base
Even in the seed stages of a company, they have at least a broad idea of their target audience. You’ve probably already asked yourself: is the product you’re making meant for the everyday man or Fortune 500 companies? Who would you be excited to work with?
You might want to start by analyzing your data to understand whether your active customers are the ones you want to be attracting. If yes, keep doing what you’re doing; if not, try to find ways to focus your product and outreach towards the direction you had in mind initially.
It’s getting harder and harder for brands to understand what their customers want. The needs of the customer are constantly changing and unfortunately, this means that it is becoming harder for SaaS companies to acquire more customers. But just because it’s harder doesn’t mean it’s impossible, and SaaS companies are putting their best foot forward to get more customers through the door.
You would think that success in the SaaS industry is a given considering the massive surge in growth. SaaS organizations are now operating in more than 100 countries, with an annual growth rate of 18%. The revenue forecast for the SaaS industry was $94.8 billion. Gartner predicts this will be close to $143.7 billion in 2022.
2020 threw us more curveballs than ever expected. Some SaaS companies have had to cut back on staff or delay the release of new products and services. Others have pushed forward with their plans. The pandemic that raged through this year will not disappear just yet, and the financial implications are likely to run well into 2021.
For a SaaS business to excel, it needs recurring income. The longer a client subscribes the more chance you have of recuperating the initial cost of acquisition and then making a profit. The importance of excellent support would seem obvious, but perhaps not many SaaS business owners are aware of just how crucial it is.
Every SaaS company has a goal to stay afloat, avoid burning through the runway, and eventually reach profitability. However, that’s not always an easy task. Oftentimes, the biggest challenge in going from idea to profitable business isn’t the idea itself, but the execution of that idea and the ability to garner interest in the product.
Many believe that building a successful startup is usually either 100% luck or 100% grueling, sleepless nights, and hard work. In reality, the truth lies somewhere in the middle; a successful startup takes luck, hard work, and consistent application of a few winning strategies.
One of the most disappointing situations for a SaaS business owner is to create a fantastic product and to create an excellent marketing campaign but then not see the results come in. It’s even more frustrating when you have got the traffic coming into your site but still no new sales. Conversion rates are one of the most important metrics to be aware of and to work on. We are going to cover the why and the how!
SaaS businesses have certain differences compared to more traditional businesses, but there is one thing they do have in common. Starting a new business reaps a massive reward once off the ground. We allow ourselves a moment to celebrate, but the work is far from over. Regardless of your business model, it’s now time to start gaining more customers. Naturally, every SaaS company owner is looking for ways to earn more profits, and for this, increasing your conversion rates is essential.
One of the biggest questions any business owner is going to ask is whether their business is financially viable and what can be done to improve the bottom line. We take immense pride in seeing our idea become a reality, but without a steady income, long-term success is far from certain.
For many years, launching a successful startup required at least two types of people to work. The first being, the visionary founder. This person would be the one to come up with an amazing idea and know-how to sell the dream not only to investors but potential team members, future employees, and the general public.
Building an MVP is a crucial step for getting your SaaS product off the ground. While most teams who don’t understand the inner workings of building a product might think that getting your foot off the ground will take a large amount of cash, that doesn’t have to be the case.
There it is, you’ve got that first inkling of an idea. You were just talking with your friend about the problem they were having - and you’ve got the solution. It’s so genius, you think, how come no one has ever thought about this before?
If you need SaaS business inspiration, look no further than YouTube. Three PayPal employees created an online dating website that failed at its original purpose but had an amazing video uploading platform. Realizing there was no such thing as a video sharing platform, they switched their ideas. Fifteen years later and YouTube is worth around $15 billion.