Marketing of all types is rapidly evolving and technology improves and business needs change. While there are universal strategies involved, it’s important to remember that SaaS content marketing differs somewhat from marketing in other industries. Here are just a few of the ways SaaS companies are electing to improve their content marketing efforts.
Determining Who the Target Audience Is
To be successful, all forms of marketing must be directed to the correct audience. In the past, marketers could get away with using a shotgun approach to marketing, but that’s no longer true. Today, prospective clients are smart enough to see when an organization has taken the time to generate a marketing strategy that’s aware of their needs. Take the time to define your target audience well in advance of marketing steps.
Look for Pain Points in the Customers’ Journey
Marketing professionals are well aware that current and potential clients will no longer tolerate sites and services that don’t adequately meet their needs. That includes issues like sites that are difficult to navigate, complicated or obtuse payment processes, and technical issues with the software provided. Poor customer service is always an issue, which means all SaaS providers must implement strategies to handle problems quickly and professionally. Of course, cost issues will also determine who uses the software solutions or renews those services when their initial subscription expires. The best way to empathize with a customer’s issues is to follow the path they need to stick to when setting up or renewing services or what a customer experiences when various issues develop with the software.
Using Appropriate Keywords
Customers don’t want to waste time when looking for information on a site or within an application. Being able to access the help or information required quickly will always be important for SaaS clients, which means providers must make the process simple and straightforward. When marketing SaaS products, letting prospective clients know how information is accessed will be a selling point, assuming the software and site are, indeed, user friendly.
Provide Constructive Information
The best keywords are useless if the content provided isn’t clear and concise. If the information a client needs isn’t readily available, it’s unlikely the client will renew the service at the end of the current contract. Take the time to generate quality content that’s clear, concise, and provides information clients typically need. Again, marketing SaaS products is easier when potential clients can see the provider understands their needs and takes steps to mitigate possible issues clients may face.
Be Willing to Change
Far too many SaaS providers are unwilling to monitor their clients’ evolving needs. Customers want to know SaaS providers take necessary steps to update services as business conditions. Software revisions should reflect the real-world issues clients face. Be both willing and able to update the software provided to keep clients coming back.
Facing Future Challenges
Regardless of the current dynamic, remember that the way businesses operate will change based on evolving economic conditions. That may require SaaS providers to introduce new products in the future. Plan to go beyond basic upgrades, as client needs and demands won’t remain static.
