Your SaaS business should be using content marketing. Here, I said it. Why? Well, because it works! And also, because 88% of B2B companies have used content marketing in the past year (and yes, that includes many of your competitors).
While most companies have heard the famous “Content is king” saying and know that there are obvious benefits of using SaaS content marketing to achieve brand awareness, the specific reasons behind investing in content marketing are often not clear enough.
So, let’s have all the other marketing tactics take a backseat for a while and talk content marketing for building brand awareness for your Saas company.
Let’s leave your SaaS business and your potential buyers aside for a while. Let’s speak about you. If you’re going to buy a car, how likely are you to opt for a brand that you’ve never ever heard about? No reviews, no feedback from credible sources, nothing that rings that familiarity bell in your head. It’s highly unlikely that anyone making a serious purchase will do that blindly. The same goes with businesses. A SaaS business dwells on leads and sales, and these sales aren’t your typical door-to-door type when buyers can touch and try the product you are selling. Your company sells services and the majority of decision-makers that your SaaS company will come in contact with are not ready to purchase your product the first time they hear about it. They have a specific purchasing lifecycle they need to travel through before they arrive to the point of making a purchase. Familiarity with your product and trust in your company are two components on the way to making that decision, and content marketing is the exact route towards achieving these goals. Let’s make this clear: it’s not enough for a decision-maker to have seen your logo some time in the past. Your SaaS company should build trust around its name, educating and nurturing its prospective leads along the way.
These stats may be helpful in painting the picture for you:
Well, you get the logic.
While content marketing can help you be featured in searches and create familiarity with your users, it also can help you interact with them on that deep emotional level. Your potential customers have a specific problem to solve for their company, and you can be the one to answer their questions ahead of time with valuable, engaging content!
Once your potential customer turned into your client, you need double the effort to turn this into a long-term, successful business relationship. Content marketing is the ultimate tool that nurtures your clients and helps them get the most of their experience using the SaaS product.
Now, let’s see the exact steps that will build a sound content marketing strategy that works. Remember, that at this point you should know and understand your audience to be able to choose the right approach and materials for them. Here’s what you can do to succeed:
Once you’ve gained a solid understanding of your audience, you need to reach them with your content to build awareness. To do that, you will need to:
There is more than one type of content that can work well with your specific audience, and you have lots of choice:
Create the habit of sharing consistently. Your leads will come back for more and as time goes by, your name will turn itself into a brand.
Your blog is the go-to when it comes to voicing your name in your industry. Win over your competitors by creating new, compelling content. For your potential customers to consider you a unique company, you have to produce one of a kind content, so sharing generic stuff over and over again will be of no help whatsoever.
You know your audience and you have multiple channels to interact with them. Choose compelling topics that they want to read about. Got users asking questions on Social Media? Answer them using your blog posts.
It’s nice comparing your efforts to those of your competition from time to time. Do a little detective work and see what kind of posts your competitors posting to see which topics are performing well. Given you are in the same niche, similar topics can be potentially high performing for you as well.
Customers love purchasing from brands that share their values and give back to the community. You can participate in the community and solve problems using your content. That’s an awesome highlight for your company.
Make sure to always keep your SaaS company at the forefront of your customers’ minds. A bi-weekly or weekly newsletter can be good help in achieving this goal. Make your newsletter an interactive manual that links to your most recent or most successful content and share your company news.
There’s no underestimating social media’s power. Pick the outlets that suit your business and share consistently across these platforms. Social Media not only enables you to share with your followers, but also interact with them and be featured on their feeds for their friends and followers to see. And that’s so much more attention! With consistency, persistence, and one-of-a-kind content, your SaaS company can achieve the recognition it needs to ace sales and nurture prosperous business relationships with clients. Have another technique in mind that helped your business with brand awareness? Share with us in the comments section!