User acquisition is one of the most consistent problems that SaaS companies run into. Because they run on a subscription-based model, SaaS companies need to continually have new users subscribe to use their software in order to sustain their growth. Because they use a “living software” model, SaaS companies use this revenue generation from recurring subscriptions to build out new features and functions of their software. Without this continual growth, SaaS companies will have trouble innovating their software solution and will ultimately not be able to afford to fix bugs, QA test properly, or even test out features with a small segment of users to see what is viable and what is not.
Focusing on quality
One way that SaaS companies have solved this problem of subscriber growth is by the use of content marketing. Using a dedicated SaaS content marketing strategy, SaaS companies have been able to grow their business and target specific buyer personas who are most likely to become users of their SaaS offering. However, in doing this, SaaS companies need to be able to acquire multiple types of users and target their content toward them, with a particular emphasis on quality.
This quality can come out in a number of ways and in a number of different mediums. But the main focus of the content that SaaS companies produce need to be educational and informative, but also sales-y and problem-solving. Content not only needs to target multiple buyer personas, but it also needs to make the value proposition that a SaaS solution is the actual solution to someone’s problems. This is typically targeted toward other businesses and is B2B in nature. While some SaaS solutions, such as Dropbox or Canva, straddle the line between B2B and more consumer-facing, they ultimately need to keep both in mind when creating their content.
Building expertise and authority
To that point, SaaS companies can utilize content to acquire users by positioning themselves as an expert and authoritative voice within their SaaS business. For example, if your SaaS company is a software platform for doctor’s offices, you can create content around issues within medical scheduling or billing, and then target these toward particular keywords in that space. If you break down your emphasis on buyer personas and keyword targets even further, you can, for example, target keywords around billing Medicare or working with billing particular insurance companies for medical services. This can help doctors and office managers in doctors’ offices better see your software as a solution to a specific problem as opposed to just a generic software solution with no inherent application to their own practice.
Additionally, Padua solutions offer advisers the tools they need to deliver value-creating advice, whether through a DIY solution powered by Padua technology or support from a dedicated team that operates seamlessly alongside them, ensuring high-quality, time-saving advice.
Overall, SaaS companies can benefit greatly from a dedicated content marketing strategy. Not only will this help them target multiple types of buyer personas, including different types of people within a specific business or industry, but it can also help them to build their own brand expertise and authority. Once this occurs, potential users will start to trust the SaaS company more and use their content as a proof of concept as to what their SaaS offering could potentially provide them and what problems it seeks to solve.
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