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Comprehensive Guide to SaaS Content Marketing

Yulia Glazunova — Thu, 13 Oct 2022 08:23:30 +0000

Digital innovations have opened a big number of distribution channels for SaaS services. At the same time, it brings tough competition to software developers. The market of services has expanded, and SaaS buyers have much more options to choose from. That is the reason why small SaaS startups and large companies hire marketing teams or agencies to get target customers’ attention.

When it comes to extending your SaaS business organically, content marketing is king. Agencies can build the whole strategies on content marketing to establish the reputation of the company and achieve the company’s goals. Read more, if you want to learn about the definition of SaaS content marketing, the best forms of content for it, and other tips and tricks for SaaS content marketing. Let’s dive in!

What is SaaS Content Marketing

SaaS content marketing can be defined as a long-term marketing strategy for SaaS businesses. With the help of this strategy software companies can attract, convert, and retain their target audience.

Due to the long-term nature of this approach the main task of SaaS content marketing is not to sell as much as possible within a short period of time, but to establish long-term relationships with the target audience converting random visitors to loyal customers and brand advocates. The only way content marketing can achieve this goal is through creating and distributing relevant, high-quality, valuable, and consistent content.

Some Tips About SaaS Content Marketing

SaaS Content Marketing can be hardly compared to other types of marketing as it should be focused on other aspects that can not be important to others.
SaaS content marketing strategy should be aimed at promoting technology and subscription services.
The balance of the whole plan should be built around the acquisition and retention of users as the income of the SaaS business is highly dependent on subscription recurring revenue.
Your content should be not only high-quality but it has to bring value to users. Different guides, instructions, and FAQs are highly appreciated.
Your content will be more likely to be found through Google and search engines. That’s why Search Engine Optimization needs a special focus.

What Makes Your SaaS Content Marketing Strategy Effective

To make your SaaS content marketing campaign effective you have to build a strategy. The steps may vary, but there are some aspects that you can’t ignore. Check out these steps that will make your approach more effective and will multiply your success chances.

Identify your target audience.
Analyze the pain points of your potential customers.
Analyze the keywords to make your content attractive to search engines.
Set the goals for your marketing campaign and track them.
Create high-quality and relevant content.
Find the best channels for SaaS content distribution.
Monitor and analyze the performance of your content and fix it if necessary.

The Best Forms of Content for SaaS Content Marketing

While planning a content marketing strategy any SaaS company has a wide variety of content to create. To figure out the content you need, the best practice is to research your competitors. Focus on the types of content that the top brands in your sphere are prioritizing. Let’s have a look at the most common sorts of content that SaaS businesses use.

Blog posts

Blogging is a standard but still effective method of sharing information and answering the questions of potential customers. With blog posts you can bring value to your leads, solving their issues and presenting your service at its best.

Use case pages

After you create any kind of standard Features page for your product or service, the most effective cluster of pages is Use Cases. It brings much value to your readers by answering what your service is for, who can use it, and how. You can post any instructions, or guides, or describe popular scenarios of your service usage.

Product comparison landing pages

Comparison tables can also be used to highlight the benefits of your service among the competitors. Moreover, such pages are a great way to use popular keywords and become more attractive to search engines.

Infographics

A combination of images and useful information can be amazingly attractive to readers. This format of valuable information can catch the attention from the first view and keep the reader engaged longer.

Whatever type of content you create, the road to success lies through analysis and regular iterations. If you want to know more about content audit and how to measure your SaaS Content Marketing see our article.

Benefits of Content Marketing for SaaS Business

Content marketing can help grow your SaaS company in several ways. Here are some positive results you can expect when you get on board with SaaS content marketing:

Improved brand awareness and authority

When prioritizing quality above quantity it will not take you much time to improve your authority among competitors. Moreover, this will have a positive effect on search engine ranking. Relevant and consistent content will result in an increase in click-through rates (CTRs) and visibility.

A higher ROI

Investing in content marketing can bring massive returns, including qualified leads, subscribers, regular customers, one-time visitors, etc. A single piece of high-quality relevant content can be worth hundreds of thousands of dollars.

Better connection with customers

Building strong relationships with customers is impossible without content marketing. You should bring the lead through all the stages of the marketing funnel and there is no better tool for this than content marketing. Moreover, a loyal customer, who really enjoys your product and brand will likely recommend your service to others.

To learn more about spheres where SaaS Content Marketing can be implemented you can see this article.

Wrapping Up

We have covered some essential information about SaaS content marketing in this article. Now you understand the nature of SaaS and see its difference from other types of business. By following the described principles you can maximize your conversion rates and develop successful marketing campaigns.

Grrrow.me is specialized in helping B2B SaaS companies with various aspects of marketing. So, if you don’t want to spend years exploring the subject, contact us and our specialists will assist you.

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How to Calculate Main Metrics In SaaS

odmin — Wed, 20 Jul 2022 08:07:34 +0000

Software-as-a-Service (SaaS) is a way of providing applications to users remotely over the internet instead of locally on devices. This method of software delivery allows data to be accessed from any device with an internet connection and a web browser. And the most convenient business delivery model for this method is licensing on a subscription basis. So the main source of revenue for SaaS companies is recurring payments made on a regular monthly or annual basis.

Why You Need to Track Key SaaS Metrics

From the side of marketing, the SaaS business is tricky. Companies try not to get as many one-time payments from sales as possible but to form a loyal customer base that will stay with them and continue regular payments. Due to the specifics of the sales model, SaaS marketing campaigns and strategies have to be flexible and react quickly to any SaaS market changes.

To survive in tough competition SaaS marketing teams need a massive amount of data. All the progress is achieved through regular iterations, unstoppable research, and information gathering. To understand customers and their needs it is necessary to track relevant Key SaaS metrics, analyze them and react.

What Are Key SaaS Sales Metrics And How to Calculate Them

Key SaaS metrics are benchmarks that help business to plan effective campaigns, measure their success, and make changes if something doesn’t work out. With these analytics, marketing specialists get insights into financial performance and track sales trends. What are those key SaaS metrics and how to calculate them? Let’s figure this out.

Annual Recurring Revenue (ARR)

ARR is the metric that represents the recurring revenue of the company over a year. Annual Recurring Revenue can be a significant indicator of your company’s performance over long periods of time. It allows to monitor the company’s success and measure its progress.

How to calculate your ARR
To calculate your ARR of an exact customer, divide the total contract value by the number of years of the agreement. For example, if you sell a 2-year subscription for $5000, the ARR for this sale would be $2,500.

Monthly Recurring Revenue (MRR)

MRR is similar to ARR but refers to a shorter period of time. SaaS companies usually offer a monthly subscription for their services. To plan their budget, and estimate growth rates, the information about Monthly Recurring Revenue is an essential part of the research.

If the company’s MRR is growing steadily, then the products and services are in demand in the market. If the MRR stays the same or decreases, then certain changes should be made. Often the quality of the product or lack of positive user experience can be the reason why the audience is not ready for long-term cooperation.

How to calculate your MRR

To calculate your MRR, multiply the average revenue per user (ARPU) by the number of subscribers per month. For example, if you have 10 clients on your $1,000 per month plan, your MRR will be: 10 x $1,000 = $10,000.

Churn Rates

Churn SaaS metrics allow to measure loss in customers, contracts, booking, or MRR. It is usually expressed as a rate, but can also be defined as an exact number. When we talk about churn rates we often talk about Customer Churn Rate and Revenue Churn Rate.

a) How to calculate your Customer Churn Rate
To calculate the customer churn rate, the number of customers lost in a month should be divided by the total customers at the start of the month. And then multiplied by 100.

Example: The company has 15,000 customers at the beginning of the month. Only 14,000 of these clients are still paying at the end of the month. Subtracting 14,000 from 15,000 will give the number of customers who churned, i.e. 1,000. Then the number of customers lost should be divided by the initial number of customers (1,000 ÷ 15,000 = 0,06) and then multiplied by 100%. This will give a customer churn rate of 6.6%.

b) How to calculate your Revenue Churn Rate
To evaluate the amount of churned revenue, divide the lost MMR with your total MMR at the start of the month and multiply by 100.

Example: The arithmetic is the same. If your company has a $100,000 MRR at the beginning of June, but only $90,000 MRR at the end, you lost $10,000 MRR. Divide your lost MRR ($10,000) by the amount you started with ($100,000) and then multiply by 100. Your equation should look like this: 10,000 ÷ 100,000 = 0.1 x 100 = 10% revenue churn.

These two metrics allow to efficiently analyze the financial performance of the company and make effective decisions for further growth.

Customer acquisition cost (CAC)

The cornerstone of the SaaS business model is the acquisition of new customers and it is important to analyze how much it costs to get one. CAC usually includes money spent on acquisition, marketing, and sales. This allows financial teams to plan the budget for further marketing campaigns and sales activities.

How to calculate your CAC

To calculate your customer acquisition costs, add up all the expenses spent on acquiring new customers within a period of time. This can include staff salaries, advertisement campaign expenses, costs on sales representatives, and more. Then this sum is divided by the number of acquired clients within this period.

For instance, the company spends $100,000 on marketing during the whole year. These activities brought 900 new customers. The calculation is: 100,000 ÷ 900 = 111,1. So, an average client cost the company $111.1.

Customer Lifetime Value (CLV)

The Customer Lifetime Value metric represents the amount of money an average customer will bring your company during his lifecycle. This metric allows you to determine the valuable types of customers, adjust your strategy to attract new customers, improve customer retention, and correctly allocate forces relative to current customers.

How to calculate your CLV

To calculate CLV, you’ll first need to calculate the total revenue you’ll earn from an average customer. This is made by multiplying the ARR by the number of years the customer is expected to use your product. Then it is necessary to subtract CAC. That will be your CLV.

For example, an average customer pays $150 for a yearly subscription. At the same time, customers usually stay with your company for 3 years. Your CAC costs are about $200. To calculate CLV, multiply $150 by 3 and subtract $200. Your total CLV is $250.

Conclusion

SaaS is a highly competitive industry that requires essential efforts to keep business afloat. All these key metrics are not the only way to success, but focusing on these simple calculations can save a lot of time and money. This approach can give a helicopter view of the financial health of your company, reorganize resources correctly, and build a massive base of customers. Long-term strong relationships between clients and the company are a win-win strategy for both sides.

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2022 SaaS Marketing Guide

odmin — Wed, 22 Jun 2022 15:12:54 +0000

The development of Internet technologies in the 1990s opened the door to a new sphere of centralized computing, called application service providers (ASP). Since then, businesses could reduce the costs of hosting and managing specialized business applications. ASPs started to provide their B2B and B2C services and launched the beginning of fruitful cooperation.

From that moment Software-as-a-Service has become an attractive business model for small startups and computer giants. Companies and customers can benefit greatly from this branch: users have affordable and easy-to-use applications, and companies get loyal customers with regular recurring payments.

More and more B2B and B2C businesses are getting involved in the SaaS market and it becomes tougher to compete with rivals. The developers began to involve SaaS marketing teams to promote their products to keep and increase revenue.

What Is SaaS Marketing

B2B SaaS marketing is a type of marketing aimed at promoting and building awareness of a software service. SaaS marketing strategies are focused on selling digital products in the fast-growing digital space. In B2B SaaS, It is important to attract companies and customers for a long period of time and make them loyal to your brand and product.

Digital marketing contribution has changed a lot within the last years and marketers have to be creative and flexible while promoting SaaS products. The most up-to-date tools and techniques should be used to make your SaaS strategy catchy and competitive, simple, but still informative enough for the audience. Remember, that the main objective of SaaS products is to solve the customer’s issues.

This comprehensive guide will help you to recollect the best SaaS marketing techniques and get some insights for your further B2B or B2C project. The ideas are not mandatory for use but these tried-and-tested strategies can serve well for you. Let’s get straight into it!

Where SaaS Marketing Strategy Should Be Implemented

Software-as-a-Service was born in a digital environment and all its way developed there. Therefore the vital channels to promote software products are still digital as well. What are they?

Digital marketing

From the early 2000s marketing campaigns began actively involve digital devices like computers, phones, and tablets. Advertising B2B and B2C campaigns have gone online and transformed into website banners, pop-ups, video prerolls, email distribution, etc.

Unlike classic marketing approaches, which provide direct and one-way messaging (like television, radio, and print), digital marketing can attract consumers across multiple channels and even get instant feedback from them.

Social media marketing

With the development of social media and the rise of Facebook and Twitter, most advertisers started to involve these popular platforms to promote their B2B SaaS products. The databases of potential customers were almost ready and it has become easier to find the potential leads and target audience.

While social media networks are open, companies can get complete reports about the potential consumers’ activity, and interests, creating a better marketing strategy to attract them.

Content marketing

This marketing approach allows you to attract and retain your target audience by creating relevant and consistent content. It can be distributed in all formats, including blog posts, videos, podcasts, etc.

It is important to make your content valuable for your potential customers. By the time they contact you they must be convinced they want to work with you. You will not have to implement hard marketing tactics, as the customer will come ready to download and use your B2B SaaS product.

Public relations

B2B SaaS has become a highly competitive and overflowing business sphere, and PR can help you to stand out from the crowd and increase your product awareness. It should be included in your marketing strategy regardless of the size of your company. If you are a solid business or a young startup, PR efforts will improve your reputation for the customer base, journalists, and potential B2B investors. In developing public relations you will find partners sharing the same ideas and start collaborating for further growth.

Popular SaaS Marketing Tactics

We have already established where your marketing tactics should be used. But let’s have a closer look at them. What types of activities will promote your B2B product or service in 2022?

Importance of digital presence

We’ve already mentioned that digital marketing becomes an important part of the whole marketing sphere. Today staying on the web is the easiest way to make the customer learn about you. They can find you in many ways: in blogs, social media, YouTube ads, etc. Staying present across multiple digital channels, and what’s more important, platforms guarantees that your product will not stay unnoticed.

SEO optimization

The content you create must be readable not only for humans but for search engines as well. You have to optimize all the posts and pages to make it easier to find you. Involving a competent specialist can save you years to get your SaaS product noticed. Don’t neglect SEO recommendations and you will get more leads soon. In some situations, SEO optimization and organic traffic can be more stable and guarantee long-term success in comparison with fast-burning paid commercials.

Content marketing role

Generating leads in SaaS marketing is almost impossible with content marketing. Relevant and consistent content is the easiest way to explain to the potential customer why he has to use your product. All the major companies plan a solid part of their budgets to maintain their blogs, landing pages, and manuals. You can share the stories of your CEOs or good examples of other customers’ success. You need to make your technology more human, to make the potential customers feel complicity and partnership.

The value of investing in a loyal customer

One of the most valuable assets of your product or service is not only technologies or content. That is your customers. An active SaaS client can become your brand’s advocate and cut some steps in our customer acquisition process. According to Temkin Group, 77% of clients will recommend your product to their friends after a single positive experience. Stay in touch with your customers. A small touch like a birthday greeting will remind your customer about your brand and make a positive experience case. Develop your community, and a good expert reputation won’t keep you waiting long as well.

Consider your pricing and moneyback policy

SaaS marketing has become so popular because of its pricing strategy that is convenient for both customers and developers. New customers can get a trial period to learn more about the features of your app and then get a convenient subscription model of payment. And the company will raise its loyal customer base ready to pay on regular basis or try your new features and products.

Conclusion

After studying this article you’ve got some tactics and tips about the importance of marketing strategies for B2B and B2C SaaS marketing. Use those approaches and don’t be afraid to try new ones. Something that is currently central can be out of date in a day. Trends are swift passing. So, follow the updates and don’t let yourself get rusted.

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How to Measure SaaS Content Marketing

Yulia Glazunova — Wed, 22 Jun 2022 15:08:47 +0000

The world SaaS (Software-as-a-Service) market has become a honey pie for startups and big companies. In 2021, its net worth was estimated to be about 152 billion U.S. dollars and predicted to reach 208 billion U.S. dollars by 2023. Today, we are witnessing the era of startups in software development. But what pushes a small startup to grow into a massive business that overcomes all market instabilities?

World SaaS companies have an answer. SaaS Content Marketing has become a key aspect of their business success. The focus on quality content that can sell services becomes one of the main vectors of popular business models.

In this article, we will have a brief overview of all the “whats” and “whys” of SaaS content marketing. We will try to figure out why it is important, how it can be evaluated, and what metrics are applicable for successful content marketing influence. Let’s start!

Why is SaaS content marketing important

Content Marketing plays an important role in SaaS business models. It answers the questions of the customers and explains how SaaS solution can solve their issues. Moreover, consistent and high-quality content can engage the audience and have an impact on their decision-making. Therefore, SaaS Content Marketing can be a solid bridge between the product and the audience, as it can develop relationships and make the customers believe in your product.

Consistent and strong content can be such an important asset to your business along with personnel, technologies, and information. It creates a positive experience for your clients, builds trust, and therefore scales your business. But how to predict how successful your business will be with this strategic marketing approach? What metrics can be applied to such a seemingly creative aspect in general?

How to Count SaaS Content Performance

Creating consistent and valuable content for your customers is one-half of the voyage. And estimating the success of your SaaS content marketing approach is the other one.

Factors that indicate the success or failure of your content marketing plan may vary. With such a variety of metrics out there, it can be difficult enough to figure out which of them are important for your goals and which are not. So what are the key SaaS metrics?

Website traffic

Website traffic means the number of netizens visiting the website. Publishing more consistent and quality content will push the attractiveness of your website to search engines and the number of visitors.

Website traffic is a key metric to analyze the success of your website. Moreover, it is the first aspect for companies to identify ways to improve and extend business. The traffic shows if the website is useful and if it can solve the issues of the users.

Remember, the more people see your site, the more potential clients you will have. But of course, site traffic is not the only key metric to measure the performance of your SaaS content. It’s time for the next aspect.

Bounce rate

The bounce rate shows if your content meets the expectations of the visitors. It refers to users who visited your website and left it without any interaction with any links or call-to-action buttons.

The bounce rate is a tricky SaaS metric. On the one hand, a high bounce rate can signalize that the content on the page is poor, CTAs are unattractive and visual content is irrelevant. But on the other hand, bounce rate can mean that your content is relevant and the visitor receives all the answers from it.

The importance of bounce rates relies on the type of content and the traffic source. For example, bounce rate is very important on a sale page like landing, home, or service pages, where the user has commercial intent. And it just doesn’t matter on informational pages, like blog posts or articles.

Average session duration

This key SaaS metric is the amount of time that users spend on the page or website. It can tell much about the content on the page. For example, it can tell if your content is formatted well, are the blocks of text readable, are the images helpful and relevant. In general, this metric explains the average engagement rate of your website.

To improve this aspect, you can interlink your pages on the website. This will encourage the reader to view other pages and rise the total session duration. In addition, you can answer the related questions of the user or solve the associated issues in them.

This key SaaS metric is closely related to “Average time on page”. Both are essential to figuring out if your content generates real interest.

Lead generation

One of the main intentions of the content is to generate leads. It helps to find out the volume of generated potential customers. This key metric can be obtained from CTAs, contact forms, and subscriptions of budget requests. A high lead generation rate indicates that your business strategy is pretty successful and allows you to calculate the potential sales when the leads convert to customers.

Backlinks

This is another key metric that shows how many other websites link back to your site. When high-authority websites on the related topic refer to your content, Google gets a signal that your information is valuable. This will pull your content higher on the SERP and lead to your website traffic growth. Monitoring these key metrics helps to realize the quality of your strategy and, if necessary, improve and adjust it for the best performance.

Conclusion

All these key SaaS marketing metrics should not be assessed separately. Therefore, you need to analyze them together to get a helicopter view of your marketing content performance.

Moreover, the discussed SaaS metrics are not the only Key Performance Indicators that you should consider to evaluate your content and achieve your goals. But they are surely subject to study if you want to improve the positions of your product or service.

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