Empower Your Brand: 16 Critical Tactics A B2B Content Marketing Agency Uses For SaaS Strategy Success
Summary:
Companies globally are now spending 50% more on SaaS products than they did last year. So, how can you leverage the services of a content marketing agency to strengthen your brand and convert more leads? Stick around to find out our marketing secrets.
Master SaaS Success With 16 B2B Content Marketing Agency Tips
SaaS startups keep entering the market daily, meaning the competition is growing significantly, making it harder for every company to promote its solution. A compelling B2B SaaS marketing strategy helps you increase brand awareness, attract leads, and turn them into paying customers. But how can you create B2B content that does all that? Your marketing leader and your team members must curate content that resonates with your audience, their pain points, and their objectives. Marketing experts keep measuring content marketing results to recognize successful and insufficient initiatives. Some of the metrics they keep track of are website visitors, conversion rates, customer lifetime value (CLV), cost to acquire a customer (CAC), retention, and new paying customers. Yet, this data might not be enough. Or you might not have the resources to create relevant content, check performance, and boost your marketing efforts. That's when you need to reach out to a content marketing agency.
To build a successful strategy, you need to craft a strategic marketing plan that includes various marketing tactics to engage your audience and push them down the sales funnel. If all this sounds Greek to you, you can trust a leading company offering content marketing services that bring results. eLearning Industry provides a variety of content marketing services that will be of use to you and your brand.
Team Up With Us And Empower Your Brand
Want to learn how our marketing experts can help your SaaS strategy succeed?
7 Crucial Benefits Of Content Marketing
1. Increased Conversions
The formation of a content marketing strategy entails many aspects and details that seasoned B2B content marketing experts know. When a potential buyer visits your website, they don't want to only see your SaaS product with a price tag. They wish to gain more knowledge and information about your services and the issues they solve. And they probably have a lot of questions that your website's content should be able to answer. As a result, they understand that you are an authority in the industry and can help them improve their business and overcome their struggles.
2. Brand Awareness
One of the main goals of B2B content marketing agencies is to create brand awareness and positive interactions with your company. This is especially valuable for newcomers and small business content marketing. The best B2B content marketing campaigns focus on curating educational content that audiences resonate and engage with on social media. For instance, LinkedIn is a wonderful platform to share your content, as it is very popular with niche audiences. The more people talk about your brand, the more successful your SaaS marketing strategy gets, and the higher you rank in SERPs.
3. Industry Authority
SaaS customers are very demanding and picky while researching the best solution. Investing in B2B content development helps you establish thought leadership, authority, and credibility in the industry. When your B2B SaaS marketing strategy is perfectly executed, it helps you attract valuable backlinks that increase the trustworthiness of your website. For example, eLearning Industry and its expert marketers offer top SEO link-building services with pre-approved content and dofollow backlinks. This way, your domain improves its search engine ranking and brings in more qualified leads. Having the know-how of increasing authority is crucial.
4. Customer Relations
Customers want to feel emotionally connected to you before deciding to purchase a subscription to your SaaS product. Leading with empathy helps you create an emotional bond with your audience and lets them see themselves in your solution. For instance, you may include people of all genders and races in your B2B content campaigns to promote inclusivity. But don't try to be gimmicky. Be authentic in your approach and divulge your struggles at the beginning of your journey. Clients appreciate honesty and transparency, as they will be expecting this type of behavior from you during your collaboration.
5. Website Traffic
Carefully curated B2B content creation is guaranteed to boost your website's traffic and convert leads. But how can you bring in more visitors that qualify as leads? First, you need to generate powerful lead magnet ideas relevant to your buyer persona's interests and challenges. You may need to proceed with landing page optimization, too, to improve the ranking of your domain. Focusing on your inbound marketing efforts means that you receive more clicks from targeted clients and visitors who engage with your content. Agencies are bound to help you improve website traffic. For example, they can take care of your inbound marketing and increase the number of audience members that reach the bottom of your sales funnel.
6. Improved Customer Experience
B2B content marketing agencies in your industry will tell you that exceptional customer service leads not only to higher conversion but also to a price increase. In fact, many companies would pay at least 5% extra if they were confident that the level of customer service would be impeccable. When your content is highly educational and your website offers answers to all possible questions, buyers feel confident that you are the key to success. As they discover the value of your content, their loyalty increases, and they have higher chances of converting.
7. Streamlined Sales
Back in the day, it was sales representatives who did all the convincing by verbally explaining a SaaS product's features. Nowadays, B2B content does all the talking. Detailed demos, tutorials, and step-by-step guides offer all the information potential buyers may need before converting. These explainer videos are easily shareable, making salespeople's jobs easier. To be clear, product marketing sales enablement isn't replaced altogether by content creation. The latter simply helps sales professionals push clients down the sales funnel and increase revenue more quickly.
16 Successful Tactics B2B Content Marketing Agencies Utilize
1. Research Audience
Unless you understand what your audience cares about and what their goals are, you won't be able to lure them. Invest in social listening, customer interviews, surveys and polls, market research, and community building to identify everyone's pain points and interests. Conducting successful customer profiling allows you to identify your target audience and craft buyer personas based on specific demographics and other characteristics. Therefore, you have a clear picture of each persona's online behavior and how to attract their interest by utilizing appropriate content.
2. Create Educational Content
A captivating SaaS B2B marketing strategy depends heavily on top-quality content that provides value and information to people. B2B buyers are looking to find solutions to complex matters, and your SaaS product is their cure. But how do they know that? Your blog posts, webinars, eBooks, whitepapers, case studies, and explainer videos should be highly educational. A B2B promotion strategy should focus on adding value to clients' lives before shoving their products in their faces. First, your target audience must understand your thought leadership and credibility before deciding to collaborate with your brand. For instance, eLearning Industry can help you create engaging eBooks that further increase your influence.
3. Develop SEO
Effective SEO is among the top SaaS marketing tools, as it helps businesses become visible to people and companies actively searching for your services. This optimization should be done across all funnel stages to attract clients who are at the beginning of their journey and those who are ready to purchase. Agencies utilize SEO skills to research relevant keywords and phrases that your target audience typically uses. Also, an agency can help you craft a topical map with all the powerful keywords so you can establish expertise in your field. Next, you can group your keywords into content hubs. The last step is to start creating B2B content that aligns with your audience's interests and that your competitors have already produced. Your goal isn't to create something that hasn't been done before but to curate competitive content.
4. Utilize Case Studies
Most B2B content marketing agencies utilize case studies, testimonials, and reviews from satisfied customers to prove credibility and positive outcomes. Case studies and reviews are both amazing SaaS marketing tactics for the bottom of the funnel when people are ready to purchase and compare you with your competitors to make a decision. You can encourage satisfied customers to provide detailed reviews with user-generated content on reputable websites to increase your credibility. User-generated content builds trust toward your brand and works like traditional word-of-mouth.
5. Offer Free Trials And Demos
Are you looking for lead generation tips for your SaaS company? There is nothing more desirable than free trials that allow users to experience your product for free. Actually, 78% of SaaS businesses offer free trial periods, as they have the potential to impress customers and prove to them why your solution is the key to their success. Furthermore, detailed demos, explainer videos, and tutorials are additional SaaS marketing tactics to attract audiences and help them understand your product's properties. This technique is especially valuable for those at the bottom of the funnel, where they need to check how your services function. Decision-makers can share these videos with their teams to help them understand how everything works. Best of all, content marketing agencies use these offers to create engaging campaigns that increase conversions.
6. Leverage Referral Programs
A complete SaaS B2B marketing strategy can't miss taking advantage of referral programs. People are much more likely to purchase a product or service when a colleague or friend has referred them. You can use your satisfied buyers as your brand ambassadors and offer them unique discounts and gifts for every new customer they bring. For instance, you may offer them a free extra month for their subscription or upgrade their features without additional cost. As a result, you accelerate your sales cycle and win over clients without having to spend extra money on SaaS advertising.
7. Invest In PPC
Pay-per-click (PPC) ads are undoubtedly one of the most popular forms of SaaS advertising, as you can drive targeted traffic to your domain while staying within budget. You target specific audiences that have interacted with your brand before or have shown interest in services like yours. If you want to get listed in a high-performing niche directory, you can visit our website and get started immediately. Additionally, you may utilize display ads and, more specifically, banner ads. Paid search ads are also a great option, as you can stand out from the competition by inserting powerful, relevant keywords and phrases. A good marketing agency will keep checking Google Analytics to identify which keywords convert clients.
8. Engage On Social Media
Social media engagement helps you connect with your audience and adopt a friendly identity. Apart from sharing your content and publishing various posts and stories, you should also reply to messages and comments. You can maintain an educational and fun attitude during these interactions. Plenty of businesses have marketing agencies do social media management for them. Apart from Instagram, Facebook, and LinkedIn, you can utilize YouTube in your SaaS B2B marketing strategy and start publishing your demos, tutorials, and how-to guides. However, starting out may be hard, and getting people to subscribe to your YouTube channel might be challenging. An agency has plenty of tricks to make your channel grow. For example, they'll keep promoting your content on the rest of your social media platforms to drive traffic to your YouTube page.
9. Craft Email Marketing Sequences
All good agencies know that email marketing is still as relevant as ever for B2B SaaS marketing strategies. Above all, it helps you connect with potential buyers, provide informative content, and promote your services. Marketing experts help you personalize your email sequences to match each buyer's preferences and objectives. One of the top applications of Artificial Intelligence in marketing is automating responses based on predefined settings. For instance, you can send automated emails whenever someone purchases as a "thank you" or ask them for feedback after a while. Not only that, but you can segment your audience so your messaging is targeted and relevant to everyone's requirements. For instance, you can leverage eLearning Industry's expertise to set up a powerful email marketing campaign to attract leading figures in your industry.
10. Localize Content
Cloud-based services know no borders. Hence, SaaS marketing strategies aim to attract people from all over the globe. Marketing localization focuses on uncovering local industry trends, challenges, and regulations. Therefore, experts showcase expertise regardless of a business's geographic location. But localization doesn't require only translation services. You should partner up with a company that has Subject Matter Experts (SMEs) and native speakers from the countries you're targeting. Those can understand cultural nuances and business practices that standard translators may not be able to identify.
11. Lead With Account-Based Marketing
Account-based marketing (ABM) is one of the most targeted marketing options for promoting your SaaS product. Based on your perfect buyer persona, your B2B content marketing agency can create content that focuses on their challenges and send out personalized emails for supreme nurturing. You may even organize private events or webinars to discuss your solution in detail. By focusing on clients with the highest potential to buy, you improve your ROI significantly. You can read this eBook on account-based marketing for eLearning companies to understand how this model works.
12. Create Webinars
Your audience wants to feel like you are paying attention to their needs and working tirelessly to answer their queries. Live webinars allow you to not only demonstrate your solution's properties but also engage with your potential buyers and offer them personalized advice. A live demonstration is usually more persuasive than filmed videos or static social media images. But you can even record your webinars and upload them to your website afterward. You may also cut snippets and post them on social media to drive even more traffic to your website. Haven't hosted a webinar before? eLearning Industry can help you create attention-grabbing webinars that increase conversions and establish your influence in the field.
13. Provide Special Offers
When you offer time-limited discounts and special packages, you create an urgency that pushes decision-makers to make up their minds more quickly. It's a wonderful addition to your SaaS B2B marketing strategy, as it accelerates the sales cycle and helps you experiment with various tricks. For SaaS startups, you may provide a lifetime subscription to increase your revenue rapidly and receive more testimonials and positive reviews. However, be careful with lifetime deals, as they may halt long-term success and create mistrust and loss of loyalty from new clients. Thankfully, content marketing agencies know what works and what doesn't.
14. Conduct Conversion Rate Optimization
Every detailed SaaS marketing plan template should include various key metrics tracked by your marketing team. Conversion rate optimization (CRO) is one of the most valuable ones, as it helps you identify website areas that seem uninteresting and potential clients exit upon visiting. You can revisit these areas and make improvements that increase conversions. Iterative testing, like A/B tests, can help you identify the best of two options. For instance, if you can't decide which CTA is more powerful, you can test various options to see which gets the most clicks. Investing in CRO is especially useful for newcomers or small businesses with limited budgets. Businesses often reach out to content marketing agencies to get things done.
15. Retarget
How can you recapture the attention of those who sign up for your newsletter, follow you on social media, or click on an ad but don't take any further action? Retargeting ads help you appear in front of their eyes again and again and remind them why they showed interest in the first place. Agencies know how to leverage top-of-the-funnel and bottom-of-the-funnel content to grab audience attention once again and push them to convert. You may also send emails promoting your demos and case studies to encourage them to check out your services.
16. Be Active On Community Forums
One of the most overlooked B2B marketing tactics for SaaS products is being active on popular forums like Reddit and Quora. We understand that your marketers spend most of their time on LinkedIn and other social media platforms. However, community forums allow you to answer questions potential clients have and connect with them on an informal basis. Experts use this tactic to also collect valuable feedback and apply it to make crucial changes. The more you engage with your customers, the more loyal they are. If you can't handle it all on your own, an agency is your go-to solution.
Ways Agencies Help You Build A Strong Brand
Visual Elements
Think about some of the most recognizable brands in the world. What do they have in common? Their visual representation stands out. You don't even need to see their names to recognize their logo or color combinations. This is how a tech content agency builds strong brand awareness. Experts help you pick bright colors and create unique designs that represent your business type and character. Your goal is for clients to recognize your brand upon seeing your logo.
Messaging
A B2B SaaS marketing strategy should craft clear, concise, and unique messaging that reflects your brand's identity. They help you pick your tone of voice and stick to it. Are you talking to your clients in a formal or friendly tone? Your decision will help you craft your writing style, too, giving your content a unique flair. Additionally, your audience must understand precisely what you do and what services you offer. So, again, getting help from an agency to keep everything clear and concise is crucial.
Consistency
Now that you have decided on your tone of voice and appearance, it's time to stay consistent. Agencies support that using the same colors and design elements across your platforms is a must. Don't experiment, because your target audience might get confused. Moreover, don't use different words to refer to your solution. If you call it "software" on one platform, and "tool" or "app" on others, clients will form an unclear picture of your brand.
Valuable Services
Giving value to your entire brand isn't only about creating educational content. SaaS marketing relies on providing excellent customer service, offering access to free tools, and elevating your social media presence. Every single interaction with your brand should be valuable and highly engaging. It's crucial that your audience knows it can turn to you for assistance at any given point. This is how agencies help you beat the competition and get people to buy your product.
Why Is SaaS Marketing Challenging For B2B Content Marketing Agencies?
Content marketing for B2B companies is a one-way street toward success. But how do you make your brand stand out in a highly crowded SaaS landscape? The challenges can vary based on your tactics and niche. For instance, if you implement a freemium or free trial model for your customers, you may hit a wall and not convert them to paying clients. Also, if you want to beat your competitors, you must find crafty ways to differentiate your services and SaaS strategy. What makes your product unique and better than similar ones? Pinpoint the differences and center your B2B content marketing around them. If you are promoting payroll software, for example, you must pinpoint the one feature no one else offers in the market that makes HR managers' lives easier. And what is your pricing structure? Initially, you may need to create different packages for your SaaS product to see which attracts more customers. Maybe freemiums convert nicely for you, or you might need to provide special offers for annual subscriptions.
Lastly, your marketing plan outline should be prepared for the long sales cycle SaaS marketing deals with. Customers take months to form a decision. Can you minimize that time frame? Sure. Account-based marketing offers highly personalized promotional campaigns that tackle the specific challenges individuals and their clients face. Therefore, you build trusting relationships with every potential buyer and show them how valuable they are to you.
Other Key Aspects Of An Effective B2B Marketing Strategy
Analytics
Setting KPIs and measuring your content marketing performance isn't a task you should do periodically. It's a daily commitment that aims to identify faults in your SaaS B2B strategy and allows you to make corrections. Google Analytics gives you a close look into people's online behavior and how they interact with your content. If they bounce off quickly, your content probably needs polishing. You'll also notice which SaaS marketing examples lead to high engagement and conversions. It's possible video content drives more traffic than static images, or vice versa. Tools and data help you understand your audience's preferences. You might not know how to use all these tools, but content marketing experts do.
Growth Hacking
Growth-hacking strategies refer to the endless effort of your SEO and content marketing agency to grow your brand rapidly while trying out different marketing tactics. It's not about enforcing gimmicks and taking shortcuts that may work great in the short term but damage your reputation in the long term. Instead, it's about accelerating every stage of your promotional campaigns through SEO, SEM, PPC, and social media paid ads. High-performing marketing teams can target segmented audiences and craft content that resonates with their needs.
Product-Led Growth
We live in a world where your product should be your sole ticket to success. Let's take Dropbox and Slack, for example. The two SaaS companies didn't have to offer demos to users. They simply let us experience their services for free and allow us to upgrade to premium features if we want. That's why your SaaS B2B marketing strategy should offer freemiums or extended free trials. Giving your clients a taste of your software for free helps them realize its value. Then, it's much easier to convert them into paying clients. This is especially useful for marketing payroll software, LMS software, HR software, etc. After all, businesses need to work with your product before deciding to buy a subscription.
Competitive Intelligence
Among the benefits of AI in marketing is gathering and analyzing openly accessible data about your competitors, target audience, and market. This method is not only the future of digital marketing, but it also helps you gain a competitive edge and beat other top players in the field. Let's assume you have developed an authoring tool but you are not sure how to formulate your pricing. Competitive intelligence can search the market and collect data regarding your competitors and their prices. This way, you can stay aggressive and maximize your profits.
Key Takeaway
Finding a company that delivers exceptional B2B content marketing services may take time, as you need to corroborate their promises through detailed research. When you do find your ideal marketing leader, you must ensure that they highlight your brand's unique identity and character by designing colorful logos and messaging. Marketing connoisseurs, like eLearning Industry, enforce a variety of tactics that aim to generate and convert leads. From free trials and case studies to high-quality SEO and webinars, we can help you build a SaaS strategy that boosts your revenue and improves your overall marketing results.
If you are in the L&D and HR niche, you can team up with a B2B content marketing agency like ours!
Feel free to download our Media Kit and check out why our services can elevate your brand and help you reach your objective.
Originally published at eLearning Industry.com