There’s a whole lot more to a SaaS marketing strategy than just creating social media accounts and creating websites for promotion. Business-to-business companies need a consistent, clear plan to cover the core content development fundamentals. With SaaS becoming one of the biggest and fastest growing software development services segment, it outshines competition through marketing quality content.
When performed well, creating a SaaS content marketing strategy is instrumental in helping business-to-business companies generate content that boosts brand and customer relations, enabling them to distinguish services in a saturated market.
Software-as-a-Service marketing should find balance between a service and a product. Although getting caught up in the features that make your software desirable is easy, keep in mind that the content marketing strategies that are most successful have an added element.
Keeping your Software-as-a-Service Content Marketing Strategy on Track
The key is clarifying, prioritizing, and executing. To move towards the right direction, consider the following do’s and don’ts.
Clarify Key Messaging and the Target Markets
Do: Conduct an audience survey regarding pain points and needs for content development prioritization, particularly when getting started.
Do: Define the buyer personas and the target market, as well as the key messages that appeal to the pain points and their desires. Here, online research is paramount.
Do: Include the sales team in personas insight. The whole company should comprehend the journey so all functions will work towards a common goal.
What they must know or want to know?
Who cares about the service and how they benefit from it?
In addition, make certain to craft buyer personas to act as guide for making targeted messages. For a consistent customer experience, make messaging available to all.
Don’t: Forget to do market research on major buyer personas. Consistent messaging targets lead to the best results.
Don’t: Build content centered on what an enterprise wants to stay regarding its software services or why they think it matters to consumers.
Do: Begin with a clear budget and allocate what amount goes to key services and infrastructure. What’s needed for creating a content? What support content and graphics should be simultaneously developed? Is the budget on a monthly or quarterly basis? Those are just some of the questions you have to answer.
Don’t: Begin developing content with a robust budget that’s allocated for specific resources, which include coders, designers, and writers among others.
Do: Select SEO phrases and keywords wisely. Furthermore, base the keywords on topics of interest, as well as buyer personals. Look through analytics reports and find keywords that are most searched. It would also be good to check out the keywords used by the competition.
Do: Address SEO and put keyword research into the strategy to ensure that the content works as an effective solution for inbound marketing. In doing keyword research, set realistic expectations. Expectations should be matched to the competitiveness and monthly average search volume for keyword as well.
Don’t: Choose a couple of keywords and alternate them for each blog post or fail to include search engine optimization as part of all the developed marketing content.
Don’t: Over-optimization. The first thing to do is to write content for people, and cater to search engines after crafting valuable content.
Content Tracking and Development
Do: Utilize a CMS to keep teams in a software development company stay on track with major deliverables, milestones, and deadlines. Projects will flow continuously and ensure that the major members of the team, and freelancers are included in key communications.
Don’t: Expect the development team, as well as freelancers to communicate clearly without the infrastructure for them to do so in the first place.
Do: Promote and offer options for tech support to help people in the sign-in process, or those that have difficulty with specific features.
Do: Include a reaching out process to influencers, as well as to cross-promote.
Don’t: Think that it’s enough to build software. The biggest marketing upsell points for SaaS are support services. It is therefore a great idea to provide extra incentive to trigger a purchase decision.
Do: Develop content that’s evergreen, such as e-books, blogs, whitepapers, and how-to-videos, which highlight using software and/or answer user frequently-asked-questions. With this, value is built and provides all the insight needed to get started.
Do: provide a trial or free demo so people could take it for a little test drive. UI is a big part of why people like a software or otherwise, thus demos enable getting user experience feedback to implement in the platform and derive insight for your marketing efforts in the future.
Don’t: Build unorganized or long-winded help files, which don’t address major customer pain points or how to resolve them.
Don’t: Think that only on glitz alone would customers make a purchase. Provide meaty substance and features in a demo, offering highlights and realistic experience why people could not live without the software you are offering.
Content Marketing – the King
All the do’s and don’ts for creating a Software-as-a-Service content marketing strategy provides a robust foundation for beginners and experts. Content marketing undoubtedly is a great way of growing a business and its brand. It however pays to be aware of what exactly is a content marketing strategy.
To be truly effective, it should change and adapt through continual evaluation; put it in place and leave it to attract better and more web traffic perpetually. Marketing brand content is a continuous process that requires a sound strategy, as well as ongoing resources commitment to achieve only the best results.
In general, it takes time and testing to build a Software-as-a-Service marketing technique. As a Software-as-a-Service brand, you may think creative, fun online marketing strategies for business-to-customer. This his however not true.
The audience is itching to have creative campaigns as well. Doing innovative campaigns would set you apart from other companies that cater to Software-as-a-Service offerings that stick to advertising techniques that are traditional. The content marketing strategies discussed above help you keep track of your social media accounts to see what best fits your user base.
Bear in mind that company varies from one to another, thus you have to be prepared to custom each of the strategies to fit your audience best. Apply the test, learn, and grow marketing philosophy, which is the quickest way of driving change that would generate the right outcomes in a meaningful way.