A successful SaaS company content marketing campaign is one that drives signups and paying customers. But how do you achieve this when SaaS company sales cycles tend to be longer and more complicated than the sales cycles of many industries?
Target customer, market, price, and payment terms are just a few of the issues that impact SaaS sales cycles. In fact, a Quora post discussing this matter, placed the close for a SaaS product at as little as 14 days for $2.000 product but as long as 3 to 6 months for a product with a price tag of $100,000 or more.
Regardless of how long it takes your SaaS company to acquire a customer, one thing that doesn’t change from company to company is the fact that your customers have concrete expectations of the value that your content should offer.
To help you better serve the needs of your customers at every stage of the buyer’s journey, here is our answer to what customers want from SaaS company content marketing.
Authoritative Content That Demonstrates Deep Knowledge of Your Market
The journey to entering a new potential customer into your sales funnel begins with authoritative content.
As buyers perform research online for potential SaaS solutions, companies that demonstrate authority stand out. To show buyers that you can deliver what others can’t, you need to prove that your SaaS company has something unique to offer.
You need to prove through your content that your services solve problems within your industry that none of your competitors have sufficiently addressed.
Be specific; your customers want to know how exactly your services are going to help them improve their businesses before they even consider starting a free or paid trial of your services.
Simply identifying the problems that your customers face isn’t enough. Show them how bad those problems are by providing industry statistics, as well as, explaining how useful your solution is.
Customer-focused Content That Answers Questions Before They’re Asked
When a potential customer lands on your site, they’ll have plenty of questions. If they don’t find the right answers quickly, they may go elsewhere, most likely to one of your competitor’s websites.
It’s no secret that humans have short attention spans. In fact, research suggests that goldfish pay attention longer than we do.
To keep visitors on your site, you should make sure the most important details about your service are available and easy to find.
The reason for this is that once customers reach this stage of the sales funnel, they’re starting to compare you to your competition.
Make sure that you’re letting them know that what you offer is better.
White papers and case studies are good ways to give you customers specific examples of what your company does and how you do it. You can also present a free trial offer at this stage to help you land the deal.
As with all SaaS company content marketing, you want to make sure that you are always putting your best foot forward. Incomplete, poor content is a good way to lose customers.
The content on your site should be consumer-focused. It should always give your customers exactly what they want.
The Final Details Needed to Convert Free Users to Paying Customers
At this point, the most interested potential customers have signed up for free trials or have made formally inquiries about your service.
During the free trial, you need to shift your content focus to exemplify why your solution is the best choice.
Focus on the major benefits of your service, including premium features, scalability, and efficiency to prove that your is a great solution for the customer.
Avoid repeating information about your company that customers already know. This is the time to help your customer develop an emotional connection with your brand.
Use content to make them believe that they can only achieve greater efficiency, lower overall costs or even piece of mind from using your services.
If you know, for example, that a competitor offers a feature that you don’t, now is the time to make that comparison.
Content That Engages and Improves Retention
The true sign of success with SaaS company content marketing is the ability to turn new customers into permanent customers.
Before you even land a paying client, it’s time to start thinking about how you will retain them.
One great way to do this is by providing training content that helps customers learn how to use your platform. Use content for the onboarding process by sharing tips on how to make the most of the services that you offer.
Evergreen content like this is a great investment, and great for SaaS company content marketing.
You can also use content to discuss any add-ons or customizations that customers can use to ensure that your services meet their specific needs.
For assistance with SaaS content marketing for a startup or established company, contact us today to schedule your free 15-minute consultation.