10 Must-Follow Tips for B2B SaaS Companiesby@laibasiddiqui
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10 Must-Follow Tips for B2B SaaS Companies

by Laiba SiddiquiOctober 6th, 2022
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Content marketing strategy is the most important thing for any B2B SaaS company that wants to succeed in the digital world. Here are ten things you shouldn't miss out on: Create case studies, repurpose your content and create interactive content. Interactive content is a great way to get the audience involved in your brand or product. Helpful content is the type of content that answers common questions and solves problems. Repurpose content is an excellent way to optimize your time and keep your efforts focused on creating high-quality content for customers.

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You know who your target audience is. But do you know how to convert them into customers?

94% of businesses use content in their marketing strategy to target their audience's priorities and goals.

This builds trust and changes them from leads -> customers.

If you also want to learn how to use content and win more customers, here are 10 tips you should follow:

1) Create Case Studies

If your product has solved your client's problem, you should document it. And you can do so by creating a case study of it.

Here's what you should include in your case study:

  • The problem of the client.
  • How did you solve it?
  • What was its outcome?

This will help your leads (not your customers yet) build trust in your services/product and convert them into customers.

2) Include Interactive Content

Interactive content engages the audience with your brand. You can use this for lead generation and gathering information + feedback from your customers.

There are so many ways to do so, but here are some of the most used ones:

  • Creating polls.
  • Conducting surveys.
  • Asking questions.

Adding these features makes customers feel like they don't buy products from you but are part of your brand.

3) Create Helpful Content

Helpful content answers common questions and solves your customer's problems.

This can be:

  • an in-depth tutorial on how to use a tool or;
  • a listicle of 20 things customers don't know about their industry.

You can follow the AIDA writing formula to write content that doesn't leave customers with unanswered questions:

  • Attract the readers.
  • Build their interest.
  • Increase desire.
  • Compel them to take action.

AIDA Writing formula for content marketing writers

4) Repurpose Your Content

Take something you've already created, like an old post, and use it again in a different context. This is called repurposing.

For example, you've a long-form blog post about how people use their phones while traveling abroad. You can now convert it into an infographic and share it with your social media audience.

Your social media audience can now enjoy the same content you created for your web readers. And you don't even have to create anything from scratch.

But how does it benefit you?

It saves time and keeps your efforts focused on creating high-quality content for customers.

Visuals perform 323% better than text without graphics. So, B2B marketers use infographics because people like consuming content from visually appealing posts.

5) Create Pre-sales Content

Pre-sales content helps your prospects understand the problem, how they can get rid of it, and the value of solving their problem with your solution.

It should include three types of information:

  • Customers' problems that your product solves. (e.g., Customers can track leads using XYZ)
  • How will this solution solve customer problems? (e.g., You can connect with your leads from website without switching between different systems using XYZ)
  • Why is it worth paying for your product instead of buying something else? (e.g., To help you lead your industry competitors, our system uses AI technology with predictive capabilities.)

6) Remarketing or Drip Campaigns?

Drip Campaigns help remind your audience of the value of their relationship with your product.

With these campaigns, you can target users who have visited a specific page on your site and send them relevant content over time.

Pro Tip: Use the drip strategy as part of your email campaign to send relevant emails to your subscribers.

Remarketing or retargeting is when you show ads based on previous browsing history (or other data). If someone visits certain pages on the website again, they don't see ads that aren't relevant anymore (or at least not too many).

Drip campaigns use this concept by sending out email updates or newsletters over time instead of all at once in hopes that people will immediately become interested in your product.

This helps ensure people get what they want from both sides—a positive experience, as most companies do today, without getting spammed every hour.

7) Visualize Your Strategy

70% of companies work with marketing agencies that include visual content in their marketing strategies.

But why? Because visualized data is easier to understand—which means it's more likely to be read and shared by your audience.

Visualizing your data can help you illustrate essential points in an understandable manner that speaks to the reader (or viewer).

This makes it ideal for sharing on social media or other channels where visuals are popular—like infographics or images with text overlays.

Here's what you can use as visualized content:

  • Videos
  • Infographics
  • Charts
  • Visual Presentations
  • Screenshots
  • Photos
  • Comics or Memes

This snapshot shows Facebook posts with images perform 2.3x better than other posts.

Source: Buzzsumo
8) Update Your Content

Update your content at least once monthly if you have an ongoing blog or podcast series that is well-known in the industry and has a dedicated audience.

If you are creating new product features or customer stories with each update, it might be best to update those pieces weekly. You may also want to consider releasing smaller pieces throughout the week.

For example, release one short daily article if there's an upcoming webinar about a new feature or solution idea.

The frequency of updates depends on the type of content you're producing.

9) Write Long-form and Engaging Content

Long-form content with videos, podcasts, and infographics helps build authority and brand awareness. It educates your readers fully about a particular topic.

So it's better than short form because it doesn't leave readers confused or wondering what to do next.

And once you help readers understand how your product can solve their problems, they'll likely convert into paying customers.

10) Focus On Quality

Focusing on quality means writing content that helps the reader and win their trust in your brand.

When readers trust you, they'll start becoming your customers. And the more people read your content on social media or a website, the higher the chances of conversion.

You can deliver quality in both short-form and long-form content. It may vary from topic to topic. But never create content that leaves readers with questions in mind.

Concluding the Thoughts

Content is key to creating an effective marketing strategy for B2B SaaS companies. Not only does it allow you to connect with your audience, but it also helps you understand your customers and what they need.

So, don't create content for the sake of creating content. Create it to help!