Creating an effective SaaS inbound marketing strategy often involves businesses working alone, so they go in blind and reveal unsatisfactory or unmaximized results. However, with the help of a SaaS SEO expert, you can create a shortcut through all the confusion.
Establishing a well-planned strategy will allow you to make the most of your business’ potential, yet you may be unsure of where to start when it comes to creating an effective strategy.
We’re here to help you cover all the bases when it comes to creating a foolproof SaaS inbound marketing strategy.
Why use inbound marketing?
Many SaaS businesses rely on inbound marketing after pushing up against the limitations of outbound marketing methods. With more internet users than ever implementing ad-blockers, advertising in this way is beginning to dwindle.
Trying to overcome these hurdles with obnoxious outbound marketing tactics such as unskippable ads on streaming services or plugged sponsorships can actually be detrimental and cause brand animosity.
This is where inbound marketing becomes a prime option. It focuses more on creating approachable and less aggressive advertising that is relatively discrete for your customers.
Inbound marketing usually takes place on:
- Your website and social media.
- Third party publishing platforms.
- Search engines.
Inbound marketing could take the form of:
- Blog posts and articles.
- How-to guides.
- Any form of content!
The goal of SaaS inbound marketing is to convert customers to buy your products. Inbound marketing creates leads on who your customers are and may help increase your engagement and reduce any brand animosity created by outbound advertising.
Creating a Strategy
When it comes to Saas content creation, it is essential to create a coherent strategy. By identifying who your customers are and the predominant keywords they search for, you could begin to optimise your content.
The best framework for discovering your ‘ideal customer’ is to create personas, conduct primary research, and most importantly – engage with your customers. In doing so you may be able to find better ways to market your products for the purpose of sales.
In establishing the former, you can begin to develop a content ‘action plan’ that delegates a specific aim to each piece of content you produce, which could be: increasing organic traffic, increasing the amount of lead generation and the quality. Following this, it is then important to write your content with these goals in mind and select a specific posting schedule.
By creating a posting schedule, you will be able to maintain consistency with your content and draw in customers based on the quality and familiarity they will develop with your work as it becomes more focused on maintaining consistency. You can either use ‘cluster’ or ‘pillar’ type frameworks to help optimise your content and provide a diversified range for your customers to access at a designated time – which in turn boosts your SEO optimisation if you use your previously mentioned keywords.
It is also crucial to establish this schedule in a content calendar, that will inform your colleagues of content deadlines and ensure that every employee is on the same page when it comes to how strictly your strategy is going to be implemented. By including the type of content, key words (and other key features), URL of the final product, and a content outline for each piece, you will be able to help keep creating a consistent track record of your content.
When it comes to maintaining a marketing strategy over a long period of time – ensure that you plan several weeks ahead of the content release to give yourself some leeway if any changes crop up.
It is important after content creation, you consider how you will promote and distribute this. With over 6,000 tweets published every second and over 50,000 Instagram posts per minute – the world of content distribution is brimming with potentially stagnant or distracting competitor content.
If you want to solidify your chances of reaching as many customers as possible, your distribution plan needs to be high quality and support your content at the level it deserves. Some businesses opt for spamming followers and dumping unnecessary links, which is probably one of the most counterproductive ways of marketing your content – regardless of how high quality it is.
A content distribution plan is a written strategy that guides your business by laying out the most beneficial ways to distribute your content, this is often integrated within your content calendar to help coincide the two. Your distribution plan will stop you from inappropriately posting content and helps you maintain consistency to build brand loyalty and a strong audience who receives your content well.
In order to distribute your content you could create a posting schedule, automated emails, newsletters, regular videos – whatever works for your business is the way to go. This will allow you to regularly engage your customer base and create the potential for increased engagement.
How to Know if Your Plan is Working?
Sometimes the inevitable happens – a strong team creates top of the range content, distributes it well and markets it to the right people, however, lead generation fails in producing high quality and frequent leads. So why does this happen?
When you want to measure the success of your content, it is crucial to be clear about what you want to measure, whether this be; page views, unique page visitors, or opened email rates; it is important to establish what your business constitutes to success.
However, if you are unsure as to what metrics to use to measure your business’ success, it is best to align your business goals with the corresponding key performance indicators (KPIs).
For example, if you want to increase brand awareness, the number of page views may be the appropriate KPI to measure; whereas if your goal is to boost the rate of conversions, the email opening rate may be the optimal KPI to measure. It is crucial to assess where your goals lie and to properly measure them.
If you measure the right KPIs and analytics, you will be able to assess where you should focus your efforts into the right type of content that is the most important and effective for drawing in your customers.
- Start by publishing your content to your site, blog, or social media platforms. If your target market is email users, then use your historical email statistics to assess the general open rate.
- Share your content on your content across alternative social media (Twitter, LinkedIn, Facebook page, etc)
- Distribute your content on relevant forums by sharing links (eg: Reddit, Slack groups, forums).
- Give it a few days before you check your analytics, but when the time rolls around – select the right KPIs that suit your business goals. Focus on the channels of distribution that are proving the most promising.
- Don’t be afraid to experiment with different channels and tactics for getting your content out there and getting your brand noticed.