Building a product that solves a unique problem is great. How do you stand out in the sea of SaaS products?
The answer lies in building a solid content marketing plan. This plan will help you acquire and retain customers. The first step is knowing where your prospects are in the customer journey.
Understanding the customer journey
Every customer and prospect you talk to is in one of four stages. Knowing these stages helps you determine the best kind of content to create that will cater to and answer questions while positioning your SaaS as the right option.
These stages are:
Awareness: in this stage, the prospect is aware of a unique problem and is making attempts to look for a solution to the issue.
Consideration: In the consideration stage, the customer is thinking of what products will solve their problem.
Decision: A customer in the decision stage has options and is in the process of picking a suitable solution.
Retention: In this stage, the prospect is now your customer and exploring the features of your products. You have to continue to delight them with content!
It is important to create content for customers at different stages. It keeps you top-of-mind and establishes you as a relevant authority in the field.
Content strategies to get customers
High-quality TOFU content: To achieve this, you must start by understanding your ideal customers. I do this by engaging in online forums where potential customers discuss, engaging with them can reveal common frustrations. I would also analyze competitor sites for pain points expressed by their customers.
Knowing a SaaS prospects' pain points allows me to create TOFU content such as:
Blog posts and articles: I recommend creating long-form blog posts using information gathered to address the audience's pain points. Regularly publishing content on your blog will drive organic traffic to your website. Of course, you should use the best SEO practices and co-authoring to optimise your site for search engines.
Interactive content: Consider developing quizzes and surveys while sharing personalised insights. This will encourage sharing and increase brand visibility.
eBooks and white papers: Lastly, create in-depth resources that provide valuable information about the industry. Offering these in exchange for contact information will help you build an email list of potential leads and establish your trust and authority.
Content strategies to retain customers
Acquiring new customers is important but retaining the existing ones is the key to long-term success as a SaaS. So how can you retain customers? These are 3 effective strategies to improve customer retention
Supporting content
Creating supporting content is necessary, to help your customers understand the product and achieve their goals with it.
Supporting content for a SaaS can include:
Tutorials and how-to guides: Create in-depth guides that help users navigate your software properly. Video tutorials and interactive demos can encourage users to use features they may have not explored.
Webinars and live Q&A sessions: Hosting webinars regularly lets customers engage with your product in real time. These sessions should cover advanced features, industry trends, and best practices. Doing this will create a deeper understanding of your product.
FAQs and knowledge bases: A well-organised knowledge base can serve as a go-to resource for customers facing challenges. Updating it with new information will make users feel heard and supported.
Foster your SaaS community
Building a strong community around your SaaS product can improve customer loyalty.
Here's how to cultivate that sense of belonging:
User forums: Create online forums where customers can share experiences, ask questions and give feedback.
Social media engagement: Actively engage with customers on social media. Share user-generated content, respond to inquiries, and celebrate milestones.
Customer advocacy programs: Encourage satisfied customers to advocate for your brand. You can achieve this through referral programs, testimonials, and case studies.
Leverage email marketing
73% of B2B marketers use an email newsletter as part of their content marketing strategy. Email marketing is one of the most effective tools for SaaS customer retention. These are key email strategies to implement
Personalised communication: Tailor your email content based on user behavior and preferences. Address emails with their first name and speak casually. Personalised recommendations, feature updates and targeted promotions show individual users that you have taken the time to understand them.
Nurture campaigns: Develop email marketing, also known as nurture campaigns, that share ongoing education. Share tips, industry insights, and product updates to keep customers informed.
My top takeaway
Content marketing isn't just a trend, it's an integral part in the success of any SaaS company. If you want to excel long-term, implement these strategies.
Did you learn as much as we did? Soibifa-a George is a freelance SaaS writer for hire!
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