When it comes to marketing, SaaS companies are usually a step behind. Because the founders and key decision-makers of SaaS software tend to be engineers and coders, they usually are not thinking about their SaaS product holistically and what they can do from a marketing perspective to acquire users and get them to try out the product.
While keeping customers faithful to the SaaS product is a core consideration, acquiring new ones is equally as important. This is why SaaS companies need to have a SaaS content marketing strategy in place to acquire new customers and make sure that they can drive brand awareness to their SaaS product. With that in mind, here are the reasons why content marketing is important for SaaS companies.
Increase brand awareness
SaaS businesses need be able to promote their brand directly to their target audience. By creating good content and housing it on a SaaS company’s website, a SaaS business can attract potential customers from different demographics using different marketing and content distribution strategies. It may be the case that a SaaS company has a niche SaaS market and they don’t just want to rely on SEO as a way to increase their brand awareness. If this is the case, a SaaS company can also use a social media platform such as LinkedIn to increase their brand awareness to a particular demographic.
Creating good content shows that you have the best interests of your current customers in mind. As such, you can target elements of a SaaS content marketing strategy toward helping your existing user base. This can be done in various ways, such as offering assistance and support through education centers and interactive online communities. Doing so will help SaaS companies can retain a large number of their customers and build out new features for their software based on customer feedback.
Promote customer loyalty
While not all content marketing can be focused on retention, it can also be focused on strategy and community. Making SaaS users feel like they are a part of an experience is an important part of doing this, and you can do so by creating an environment where you take feedback and recommendations into consideration. Look at companies like Canva for an example of a SaaS company that focuses a lot on customer loyalty.
Find new leads
To find new clients, you will also need to use content to find them. While you can do this in several ways, the best way to do this is to meet your potential customers where you think they are at online. For example, if you feel that a certain demographic that you are looking to target spends a lot of time on YouTube, then you should create video content to try to target them. This can include video that promotes your SaaS product as well as video that shows how your SaaS offering can solve a customer’s pain points.
SaaS companies have an important part to play when it comes to the overall content marketing space. However, in order to do so successfully, they need to focus on increasing their own brand awareness, retaining their current customer base, giving those customers a reason to stay loyal, and ultimately finding new leads. Doing so will help a SaaS company sustain itself for years to come and grow out its software solution in ways that will make it a long-term success.