9 foolproof tactics! – WAU
Content marketing is a powerful tool for any company; however, this does not mean that all companies will apply it in the same way. Each segment has its particularities, or rather, those infallible tactics to guarantee the best result. The focus of our post, this time, is on Content Marketing for SaaS companies. You go […]
Content marketing is a powerful tool for any company; however, this does not mean that all companies will apply it in the same way. Each segment has its particularities, or rather, those infallible tactics to guarantee the best result.
The focus of our post, this time, is on Content Marketing for SaaS companies. You will learn what are the foolproof tactics that cannot be lacking in your strategy. Check out!
1. Focus on useful content
A common mistake is to think that Content Marketing should be a seller, something imposed on the visitor, as a kind of heavy advertising in the form of an article or e-book.
The point here is that it is just the opposite: Content Marketing seeks to win the customer in the most natural way possible, helping you make an autonomous and conscious decision to buy your product.
If the content should not be “propagandist” (for lack of a better word), then how should it be? Be careful not to think that the answer is “amusing” or “curious”. Yes, these are positive characteristics, but not the central point.
Remember that you want build authority and to make the customer better understand your product. Therefore, the content must, above all, add value. In other words, Content Marketing for SaaS companies is focused on utility, relevance.
2. Publish case studies
Content with case studies is not ideal for attracting traffic, but it is essential for converting into sales.
A person can go to your company’s blog and read all the articles that are published there – especially if they are useful, as we pointed out in the previous item – and, nevertheless, never buy anything.
However, the moment she discovers real success stories from her SaaS users, she has a good reason to buy too.
Case studies work especially well for SaaS B2B companies, in which the decision to invest in a supplier is more complex. In this case, cases of satisfied users can help speed up the process, especially if they are very detailed.
3. Create a content-only website
Having a blog within your organization’s website is common. But some companies take Content Marketing so seriously that they create a specific website, just to publish. The domain is different and often unrelated to the company’s own domain.
Websites Are Us itself – with the Content Marketing website – is an example of this ongoing tactic. In the world of SaaS companies, Adobe has also created a website exclusively for publishing its own content.
The point is that by adopting this tactic, you can better position your content. This makes it gain more strength and reputation on the network. Of course, as a result, it will also leverage your company’s website.
4. Bet on questions and answers
For a SaaS company that works with a very technical branch, betting on questions and answers can be a smart alternative to generate traffic without needing much effort.
This format favors problem solving, and a person who needs timely and objective information will be easily attracted to your page.
Want a good example? SaaS companies linked to accounting or foreign trade, as they are areas with numerous rules, which can cause doubts both in the newly graduated professional and in the manager with years of experience.
When they need to resolve one of these questions quickly, they will certainly appreciate a question and answer page with excellent content.
5. Ask for reviews and ratings
How about including in your strategy some content made by third parties? Better yet, reviews and evaluations of people who are considered authorities in their segment.
This type of material guarantees credibility, which is essential to convince customers to adopt their SaaS.
Take into account that this decision crosses barriers, such as the transition between software and the implementation effort.
Therefore, everything you can do to make it easier, to strengthen the seriousness and reliability of your brand, giving more security to prospects, is valid.
6. Publish guest posts
Bringing reputable people to publish on your company’s channels is great. The opposite is also true. Guest posts are articles written under your company name, but published on a partner’s website, blog, social network or other channel.
This third party, of course, needs to be chosen carefully. Must be someone related to the segment in which you operate and, at the same time, with an audience different or larger than yours.
Want a practical example? Imagine a company that offers invoice issuing software, publishing its guest post on the blog of a company that provides software for inventory control.
This is a super powerful tactic to increase your audience, as your content will reach people who would not normally read it. Most importantly, you don’t need to invest financial resources.
You can get the same result that an Adwords campaign would produce (or, who knows, an even better result) without spending even a penny.
7. Involve your users in content production
Generally, when we talk about UGC, User Generated Content, or User Generated Content, we are referring to one of these possibilities:
- evaluations of your product;
- resolution communities.
The first alternative is seen mainly in the world of e-commerce. Meanwhile, the second alternative is much more interesting for the Content Marketing strategy for SaaS companies.
In reality, these user communities are not unknown in the world of technology; there are already communities for programming languages, for games, for equipment.
Creating a community for your SaaS users is not a big innovation, but it is a recipe for success.
These communities add, for the user, an attraction that goes beyond its practical utility: it is interaction. Meanwhile, for the company, it is a means of generating content without having to produce it. In this case, it is just a job of moderation.
8. Invest in other formats
At the beginning of the post, we talked about using multiple channels for Content Marketing. Now, let’s raise the level a little bit: how about investing in different formats?
When the word “content” is used, we automatically remember the text, but the truth is that this is not the only format and, in reality, it may not even be the most effective. A large portion of the audience that consumes content prefers audio or even video.
Our suggestion, therefore, is that you incorporate podcasts and vlogs into your arsenal. They allow you to do things that don’t look so good in an article or e-book – like, for example, running a demonstration of your working SaaS.
These contents are also a way to humanize the brand, giving her, literally, voice and face. In addition, they can be more convenient for your audience, which directly impacts engagement.
9. Track relevant indicators
The indicators have great power, they are like an aircraft’s control panel, which points out when something starts to go wrong, so you can take action before it’s too late.
This is how you can prove the success of your content marketing strategy (or any other strategy), or even change it if necessary. Let’s see some examples of relevant indicators?
Leads by Life Cycle Stage
In English, Leads by Lifetime Cycle. It is an indicator that measures the number of unqualified leads, those who are in the marketing qualification stage and those who are in the sales qualification stage.
Thus, it is possible to compare the proportions between them, which also helps in identifying where bottlenecks may be appearing in your sales funnel.
Leads / Clients Rate
The main objective of Content Marketing for SaaS companies is to generate leads that, through the right processes, can be converted into customers.
There is no point in completing only half of this objective, generating leads without getting new customers, for this reason it is relevant to monitor an indicator that points out the proportion between them.
Ideally, the rate should be close to 1, which would indicate that all leads are being converted into customers. Of course, that doesn’t happen, but keep an eye out for the relationship between leads and customers not to get out of hand!