A Solid Content Marketing Strategy for SaaS Business

Today, SaaS customers use Google, Safari, or Bing when they need to look for information on any product. When it comes to reading the content on any search engine, then humans and automated systems act differently. Search engines work on various algorithms. So, the content that you post for your SaaS business needs to be as per the search engines from where your customers read the content.

This type of search engine-based content marketing where you need the content to pave the way to reach out to the target market is the most significant part of inbound marketing.

In this blog, you will read what needs to be your SaaS content strategy for inbound marketing.

Also Read: SaaS Inbound Marketing Strategies to Achieve Subscription Success Seamlessly and Strategically

Creating Inbound Marketing Funnel for SaaS Content Strategy

The inbound marketing funnel refers to the process of finding the lead, nurturing it, and converting it to potential customers. It is an important part of your marketing funnel. First, you need to start with the segregation of the people who interact with your website or the SaaS platform.

The segmentation will enable you to target the right leads and take your inbound marketing strategy for SaaS accordingly. It may be segmented as:

Strangers

They are people who randomly click the link for your website. They are mostly uneducated about your SaaS product or services.

Visitors

The traffic of all those people who interact with your platform because of your off-page or on-page content marketing activity is visitors. They are usually educated about your SaaS product or services.

Leads

The traffic of the visitors that make any progress to know more about your SaaS subscription packages, demos, or free trials is called the lead.

When you have segregated the traffic to your SaaS product, you are in a position to spend your resources on the right people. For instance, you will spend resources on leads rather than mere visitors or strangers on your website.

Also Read: Leveraging Inbound Marketing for SaaS Price Optimization: Strategize and Optimize Your SaaS Pricing

How to Leverage Content to Acquire Customers

Attract Customers

It is a crucial stage of inbound marketing where you need to lure customers with your content. Keep your content very precise as no one has enough time to read long stories. To market your SaaS product, post and publish SEO-based content. Search engine optimization is the key to attracting the right customers.

Convert Leads

The conversion is not strictly related to the marketing department. Here, the efforts of the sales teams will also count. Your teams can opt for email marketing or email nurturing as another form of content marketing to convert leads into customers.

Close the Deals

It is the second last stage where everything is finalized and you are in the position to taste the fruit of all efforts that you put in to attract and nurture potential leads. The money comes to you at this stage. Sometimes, the prospective customer already knows what he wants and comes to you with a specific query. Your search engine or social media content strategies can win them long before entering into the discussion phase when your content marketing ensures the trust that the solution lies here.

Delight the Customers

Last but not the least, you need to keep your end customers delighted and happy. Most SaaS businesses are operating on the subscription billing business model so, they need to retain customers to scale and grow. And to do that, you just need to know what the customer expects from you. And, then you just need to meet those expectations.

Your B2B SaaS Content Marketing Strategy

When you are working on your inbound marketing, you will need a content strategy for blogs, articles, press releases, social media etc. You will need research-based content that you can publish on specific platforms.

For instance, if you run an eCommerce subscription business, and you are planning discounts or coupons, then you need to market them on social media. The content for social media is not like usual content. Rather it is precise, crisp, and supported with catchy images and statistics. The requirements for social media content are quite different from the usual content that marketing teams generate for articles or blogs.

However, when you have to write and post blogs and articles, there is needed specific content for both. You can go for informative blogs or creative ones—depending on the nature and size of your SaaS business.

SaaS companies have their own jargon which is usually technical. For a layman, it is not easy to comprehend it. The blog should be well researched that will depict an image of certain specific features of your SaaS product including all relevant terminologies. Your hard work on content strategy will pay off in the form of organic traffic for your platform.

Also, it is not just written content that you will need but videos and ads as well. And creating the content for videos and ads is quite a different thing.

When it comes to customer engagement, you will have to opt for chatbots and an active customer care team. From marketing executives to sales representatives, your team will help you engage customers in better ways. You will need personalized messages and emails to keep your customers engaged and active. From customer onboarding to the end of the customer journey, never stop the communication with your customer base.

Also Read: How do SubscriptionFlow and HubSpot Integration Work in Tandem for Retention Management?

Conclusion

When you are done with your inbound marketing strategy, you will need a robust SaaS subscription management platform that can support this strategy side by side. SubscriptionFlow is one such software that will help you manage SaaS business and implement whatever B2B SaaS content marketing strategy that you have curated.