Selling SaaS is inherently more challenging compared to traditional products or services—it exists as an undefined product within an undefined market. Plus, you must also factor in the interminable sales cycle of a subscription service.
Because of the innate intricacies surrounding SaaS, a website blog is often the most powerful educational primer, marketing tool, and sales drivers at a SaaS brand’s disposal.
Knowing this, how can you ensure that your blog is set up to convert consumers at a large scale? In this quick guide, we’ll review three hacks your should incorporate into your content strategy.
#1 Quality of Content Matters
If you want to increase conversions, your initial focus should be exclusively on producing high-quality content. That means spending the time, money, and effort to regularly churn out educational and informative blog posts.
But what if you lack the expertise or internal resources to create compelling content?
You may need to outsource your blog to content creation specialists that do. That’s because SaaS companies that produce high quanity and quality content typically outperform competitors. According to a Profitwell study:
47% of buyers still view 3 to 5 pieces of content before engaging with a sales representative, companies with blogs tend to get 67% more leads than those who don’t have a blog, and Inbound marketing close rates are still 8 to 10 times higher compared to those of outbound efforts.
If you want to succeed, your blog should become an educational engagement portal that produces a steady and diverse content stream that includes:
- SEO blog posts
- Videos
- How-tos
- Industry news and analysis
- Infographics
- Downloadable content
- Case studies and testimonials
#2 Account for the Entire Buyer’s Journey
A common mistake SaaS companies make is devoting too many blog posts and their accompanying CTAs toward the same part of the sales funnel.
While your end goal may be to encourage every visitor to sign up for a free trial, not every person will be at that stage. Some will be higher up in the sales funnel and others further down.
As a result, the content and CTA may fall flat.
You can avoid this issue by designing an array of blog posts focused on user search intent throughout the various stages of the buyer’s journey. This ensures that a wider range of potentially interested consumers will interact with the brand while also maximizing the impact each touchpoint has.
#3 Create a Sense of Urgency
As we’ve discussed previously, creating a sense of urgency with a SaaS product can accelerate the sales process—and you can do this by establishing a consistent tone or brand voice throughout your content.
Naturally, there’s a fine line you must tread. You don’t want to come off as overbearing. But you do want to trigger their FOMO (fear of missing out) by creating a feeling that the user has a limited time to act or else they may miss out on an invaluable opportunity.
You can use your blog to heighten this compulsion to act now by:
- Including countdown timers
- Providing limited availability deals or trials
- Offering deals or flash sales
- Citing the total number of businesses using the SaaS product and the benefits they’re currently enjoying
Semgeeks—SaaS Content Gurus
Your blog is one of, if not the most powerful conversion tools in your entire marketing arsenal. Selling a SaaS product is complex, and your content should act as a solid foundation that you and your consumers can rely on to provide value both on the marketing and consumer front.
Don’t know where to begin? We can help.
At Semgeeks, we’ve provided countless SaaS brands with content creation services that help them stand out in a crowded field. Whether it’s website and landing page content or blog posts, we know how to make copy that sings—and sells.
Let’s discuss our future partnership today.
Sources:
Profitwell. Does Content Marketing Actually Work? The Data Says Yes. https://www.profitwell.com/recur/all/does-content-marketing-pay-off
