Due to the COVID-19 pandemic, interactions have changed. Social distancing, use of masks, and health concerns have minimized in-person meetings for B2B businesses. Also, it has elevated the use of digital-first sales strategies.
Currently, thriving companies use content marketing efforts to ramp up their digital campaigns and connect with customers online. Although a lot of content marketing foundational principles apply to all markets and industries, your content can only convert when it is customized to your audience.
This article discusses content marketing elements specific to B2B SaaS businesses and B2B marketers’ fundamentals. These SaaS marketing tips from Getuplead agency can improve conversions if you apply them accordingly.
1. Having Specific Goals in Mind When Writing Content
A common mistake when creating content is the assumption that writing the content is enough to attract attention. Unfortunately, it’s wont. Studies show that daily, 293 billion emails, 4.3 billion Facebook posts, and 4.4 million blogs are posted; This is quite a staggering number.
Content marketing is more than just clicks. Compelling content needs to drive business outcomes during marketing. When writing content, it is advisable to have a specific goal in mind, and each piece of content should lead to a more comprehensive, long-term content strategy. Furthermore, a long-term content strategy should align with business growth. Therefore, the content strategy may be subdivided into customer acquisition, market expansion, and customer loyalty or retention.
Individual content should align with any of the subdivisions mentioned above. Afterward, there should be further subdivisions for a narrative strategy and how you intend to get such content to an audience. A narrative goal could be educating, persuading, or entertaining readers while getting organic and social media traffic, prospects for email nurturing, or getting backlinks could be how you intend to use the content.
All these goals require different types of content. For instance, getting organic traffic requires keyword targeting, which may not likely address your products but will aim at a broad audience, including anyone that searches for such keywords on Google. Content for email marketing campaigns requires targeting a specific audience. Although this type of content may be as a product pitch, it does not require keyword targeting at all.
For every content you create, always consider the action you want a reader to take. Also, design your content to prompt your reader to take the next step in the customer journey. Additionally, it is best to create content that provides value and positions your products in the reader’s mind. 70% of B2B buyers conduct online research to define their needs before reaching out to the sales rep.
2. Using Content to Reduce Customer Acquisition Costs
SaaS is a self-service that has fast sales cycles and relatively low per-user costs compared to most B2B products. Therefore, it is paramount to manage customer acquisition costs.
Spending more on sales and marketing than your average customer lifetime value (CLV) is not proper. Making this mistake can slowly destroy and erode your business. Getting your SaaS product price correctly and aligning it with your marketing efforts is advisable.
A beautiful thing about content is that it delivers a long-term resource and helps reduce sales costs. Building a persuasive and informative library of content can help automate your sales journey by making it self-service.
Your content can take your readers through a narrative of discovery at no incremental costs when the visitors go to your website or search for solutions online. Furthermore, if you need to involve sales reps, using content as sales collateral can accelerate the process, reducing contact time, and saving you money.
3. Remembering Free Trials and Freemiums
Selling SaaS comes with a unique feature – free trials or freemium; this feature gives you a powerful and marketing tool. Whenever possible, it is best to guide your prospective customers towards the features.
Additionally, after providing a compelling product or pitch, you should add a free trial or freemium. Free trials and freemiums are also known as gates – a compelling offering that you can access through contact details. Therefore, this feature allows you to pursue leads through a series of follow-ups.
Other gated contents include eBooks, white papers, FAQs, toolkits, quizzes, and how-to content. These contents are effective for gathering information and drawing your target audience into your sales funnel. However, free trials and freemiums provide the most compelling offer because they already exist. Also, they do an exceptional job of demonstrating your product’s value.
To Wrap Things Up
When planning your content strategy, you need to consider the several unique characteristics marketing for a SaaS company provides. Nevertheless, content marketing fundamentals remain unchanged.
To successfully run a content marketing strategy that converts, you must add value to your reader, write with a purpose, track your outcomes, and tailor your approach to your audience.