Because many companies have begun to move their operations remotely due to the COVID-19 pandemic, the prominence of SaaS companies has been on the rise. This includes everything from communication and team building software such as Slack and Microsoft Teams to project management and collaboration software such as Basecamp and Clickup.
Due to this increased demand, many SaaS companies are coming out of the woodwork and using technology to target both B2C users and businesses. Because of this influx of new SaaS businesses, it has become harder for SaaS companies to gain traction and gain market share in an increasingly competitive market. This is because purchasing a SaaS product is not a one-time investment. SaaS companies rely on a monthly or annual subscription model, which means that users need to make the continuous choice to renew their subscription. As such, SaaS companies cannot be marketed in the same way that products on an ecommerce store can, as an ecommerce store is looking to facilitate a one-time purchase (and then hoping that the customer is impressed enough with the product to come back for more).
In order to do this, SaaS companies need to build out a dedicated SaaS content marketing strategy to specifically address these concerns. SaaS companies need to do a great job of finding their customers’ pain points and using their content to convey this knowledge and expertise. SaaS companies are not just selling a software subscription, but they are also selling this knowledge and expertise, and attempting to build customer trust through this.
The thing that SaaS companies need to do here is fight for the idea that a SaaS solution is the actual solution to a customer’s paint points. In many cases, a potential customer may not realize that software is something that can help to mitigate the issues they are having. As such, SaaS companies need to hone their SaaS content marketing efforts in on these specific pain points and create content assets that show off particular use cases and an intimate understanding of the problems at hand. On top of this, you’ll also want to figure out a good content distribution effort for your content marketing efforts, whether this is SEO, LinkedIn, email marketing, or some other method.
To do this though, a SaaS company will need to figure out the demographics they are going after. For example, a CRM company targeted the hotel industry may want to gear its content marketing efforts toward hotel managers and other decision makers at hotels. To do this, you can create a SaaS buyer persona that are done after you can segment out the different demographic information you are looking at for potential customers. Doing this will help you to empathize with the pain points that this persona may be experiencing, and then you can best target your content marketing efforts, as well as your SaaS solution itself, toward this persona.
When finding customer pain points, SaaS companies need to remember that their potential customer base are human beings who need to have a real world application for their software. The more they can niche down, the better they can target their customer pain points. This, in turn, will allow a SaaS company to show more empathy and make a targeted SaaS solution that can better solve for these problems.