{"id":81131,"date":"2021-04-19T08:05:47","date_gmt":"2021-04-19T12:05:47","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/b2b-startup-guide-to-saas-marketing\/"},"modified":"2023-09-14T05:59:53","modified_gmt":"2023-09-14T09:59:53","slug":"b2b-startup-guide-to-saas-marketing","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/b2b-startup-guide-to-saas-marketing\/","title":{"rendered":"The B2B Startup Guide to SaaS Marketing"},"content":{"rendered":"<p>SaaS startups face several challenges when marketing their services to prospects. From brand name awareness, to lead generation, marketing your SaaS business requires maximum ROI for the lowest cost.<\/p>\n<p>That&#8217;s <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-saas-wins-with-content-marketing\/\">why SaaS companies win with content marketing<\/a>. The results are measurable, and the costs are low. It&#8217;s also why we use a SaaS-based model with our own content marketing. Small but steady investments can produce big gains, no matter how saturated your market might feel.<\/p>\n<p>The biggest mistake we see: Jargon . . .<\/p>\n<figure><iframe src=\"https:\/\/www.youtube.com\/embed\/nZicIErCBmw\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p>Your engineers and even some founders are innovators and developers, but sometimes they\u2019ve immersed themselves in geek-speak for so long that they have a tough time explaining the need for your solution in a way other people will easily understand.<\/p>\n<p>Secondly, there\u2019s the humongous mountain of roadblocks that any startup faces. Those challenges include:<\/p>\n<ul>\n<li>Identifying their target customers<\/li>\n<li>Explaining what their products and expertise can do for those customers<\/li>\n<li>Selling those customers on how they can meet their customers\u2019 needs better than a crowded pool of competitors<\/li>\n<li>Nurturing a long-term relationship with companies once they\u2019ve become customers<\/li>\n<\/ul>\n<p>Learn how your tech startup can swim with the SaaS sharks and emerge victorious with this guide.<\/p>\n<h3>Quick Takeaways:<\/h3>\n<ul>\n<li>Identify your customer segments.<\/li>\n<li>Show what you can do for them.<\/li>\n<li>Set yourself apart from the competition.<\/li>\n<li>Nurture your relationship with your customers for the long run.<\/li>\n<\/ul>\n<h3>Start by Identifying Your Target Customers<\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-660590\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/target-group-3460039_1280.webp\"  alt=\"Target Group 3460039 1280\" width=\"1\" height=\"1\" \/><img decoding=\"async\" class=\"aligncenter size-large wp-image-660590\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/target-group-3460039_1280.webp\"  alt=\"Target Group 3460039 1280\" width=\"1\" height=\"1\" \/> <img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-660591\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/target-group-3460039_1920-1024x456.jpg\"  alt=\"Target Group 3460039 1920 1024x456\" width=\"604\" height=\"269\" \/>Image via\u00a0<a href=\"https:\/\/pixabay.com\/photos\/target-group-advertising-buyer-3460039\/\" class=\"broken_link\">Pixabay<\/a><\/p>\n<p>You might think that your product can make the entire world a better place. It might, but you\u2019ll never reach the whole world unless you start with your most likely prospects.<\/p>\n<figure><iframe src=\"https:\/\/www.youtube.com\/embed\/ATRU_32iCrM\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p>Look at your social media and content analytics to identify the demographics, location, social likes, pain points, hopes, dreams, and online behavior of those people who have already engaged with your brand. If you\u2019re like most brands, you\u2019ll find some commonalities among a few segments.<\/p>\n<p>Separate them into groups based on those characteristics and where they are on their buyer\u2019s journey. A buyer\u2019s journey encompasses everything from their first interaction with your company (e.g., reading one of your blog posts, liking one of your social media posts, etc.) to making a purchase \u2013 and all the steps in between, such as requesting an ebook or white paper or signing up for a free trial.<\/p>\n<p><strong>Use Your Data to Create Buyer Personas<\/strong><\/p>\n<p>Even though your universe consists of code and intricate, elegant mathematical processes, your customers\u2019 worlds likely do not. For that reason, putting a human face on each target customer segment can help.<\/p>\n<p>Creating buyer personas can help you bring what you do down to earth. It\u2019s a lot easier to figure out how to appeal to a \u201cMarketer Mary&#8221; or a \u201cDoctor Deb\u201d than it is to a random collection of characteristics. Buyer personas condense all those characteristics into a memorable chunk of information.<\/p>\n<figure>\n<p><figure style=\"width: 1807px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/1616815414-image.png\"  alt=\"1616815414 Image\" width=\"1807\" height=\"1132\" data-image=\"62229\" \/><figcaption class=\"wp-caption-text\">Image via\u00a0<a href=\"https:\/\/www.storyboardthat.com\/create\/infographic-personas\">StoryboardThat<\/a><\/figcaption><\/figure><\/figure>\n<p><strong>Brainstorm Content That Will Appeal to Each Buyer Persona<\/strong><\/p>\n<p>Look at the challenges that face each of your target customer segments. How can your software solution or your expertise help them solve those problems?<\/p>\n<p>Then, sit down with your teams and brainstorm topics for blog and social media posts, as well as long-form content like white papers and ebooks. If your buyer persona research indicates that your prospects prefer webinars, podcasts, or videos, pivot to those types of content.<\/p>\n<p>Make sure that you post your content on the channels your target customer segments frequent. Time your posts to arrive at their inboxes or social media feeds at the times they are most often online.<\/p>\n<h3>Start Creating Content That Positions You as a Leader<\/h3>\n<figure><iframe src=\"https:\/\/www.youtube.com\/embed\/rzPRJj3rkL4\" width=\"500\" height=\"281\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/figure>\n<p>Content marketing is a long game, which is exactly what SaaS companies need. With a subscription-based business model, they need to concentrate on building a long-term relationship with their customers.<\/p>\n<p><strong>Set Your Brand Apart with Audience-Targeted Content<\/strong><\/p>\n<p>Content marketing also builds trust in your brand and your expertise. For a startup company, that\u2019s an essential ingredient in your company\u2019s initial success.<\/p>\n<p>In fact, studies show that targeted content marketing builds positive feelings about B2B SaaS companies in at least 82% of your prospects.<\/p>\n<p>Additionally, if you provide them with thought leadership-level content, you can grow your website traffic by a factor of eight.<\/p>\n<p><strong>Engage Your Audience Emotionally<\/strong><\/p>\n<p>\u201cWhat?\u201d you ask. \u201cBut, we\u2019re a B2B company,\u201d you protest. Even though your development team might be Mr. Spock incarnate, your customers aren\u2019t.<\/p>\n<p>Creating a brand voice that engages your audience\u2019s hearts as well as their heads is a critical aspect of <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/ultimate-guide-marketing-startup-in-year-one\/\">startup marketing<\/a>, even for B2B technology brands.<\/p>\n<p>You might be surprised to discover that a\u00a0Google study\u00a0revealed that B2C brands had emotional connections with 10 to 40 percent of their customers. However, the figure rises to upwards of 50 percent with B2B buyers. So, don\u2019t be afraid to show empathy with your customers.<\/p>\n<p>Even humor can be \u201cprofessional\u201d when you use it to make a point. So can stories.<\/p>\n<p>Cast your customers as heroes, their challenges as the villain, and your product as the \u201csword\u201d with which they slay their challenges. That kind of creativity can\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/why-saas-businesses-need-to-get-branding-content-right\/\">set your brand apart<\/a>\u00a0from your competition because your customers feel as if you\u2019re partners with them in success.<\/p>\n<p>When your brand provides advice that solves your prospects\u2019 problems, provides them with new insights and valuable information, and endears them to your brand, that\u2019s a marketing strategy that can make you a formidable presence in your industry.<\/p>\n<p><strong>Do Keyword Research That Helps You Target New Prospects<\/strong><\/p>\n<p>Keywords are words or phrases people use to find your products and services. Start with Google\u2019s\u00a0Keyword Planner\u00a0to get a general idea.<\/p>\n<p>Input your products and services, and this tool will spit out a wealth of phrases that people use to search for them. Go a bit further than Google does, and create questions and queries from those phrases that people might use while searching by voice.<\/p>\n<p>Since about\u00a0half of all US users\u00a0research products using voice search, it pays to include natural language in your content. Besides, it just sounds better to your audience.<\/p>\n<p>No one wants to read or hear \u201cbest SaaS marketing solution Texas\u201d in your content. It\u2019s just awkward. Not a good way to make a first impression for a startup.<\/p>\n<p>Next, use a tool like\u00a0Semrush\u00a0to conduct research on the keywords your competitors use. Then, create content that rises above theirs on the same topics.<\/p>\n<p>As your content grows a loyal audience, your website will rise in the search rankings as more people interact with your brand. It\u2019s not just from\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/growth-marketing-strategies-for-saas\/\">organic search<\/a>, although that\u2019s the base you start from.<\/p>\n<ul>\n<li>It\u2019s the industry influencers who find and promote your content.<\/li>\n<li>It\u2019s the businesses and individuals who have found your content useful and then share it with their colleagues and friends.<\/li>\n<li>And, it\u2019s the satisfied customers that recommend your SaaS service to others.<\/li>\n<\/ul>\n<p><strong>Engage with Your Subscribers and Followers<\/strong><\/p>\n<p>Don\u2019t stop at keyword research. When people \u2013 especially from your target market &#8212; comment on your social media posts, engage with them. Answer their questions. Address their objections and feedback. Adjust your approach accordingly.<\/p>\n<p>Add email to your content marketing arsenal. Segment your subscribers by interest, location, and challenges. Then send them a brief introduction and a link to blog posts that address their specific needs. Since you\u2019re sending them back to your website, using email will boost your web traffic as well. Bonus points if you suggest additional blog posts on the same topic on a sidebar or at the end of the post. With those advantages, it\u2019s no wonder that email yields, on average,\u00a0<a href=\"https:\/\/blogs.constantcontact.com\/what-is-the-roi-of-email-marketing\/#:~:text=through%20email%20marketing-,Average%20email%20marketing%20ROI,36%25%20of%20email%20marketing%20ROI.\" class=\"broken_link\">$42 for each dollar you spend<\/a>\u00a0on it.<\/p>\n<p>Once your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/8-steps-create-successful-content-marketing-program\/\">content marketing program<\/a> is up and running, conduct surveys to ask your followers and email subscribers what kinds of content topics they\u2019d like you to address. Then, put those topics on your content calendar and add your respondents\u2019 insights to their respective buyer personas to create a more rounded portrait of them and their needs.<\/p>\n<h3>Follow Up with Customers After Purchases<\/h3>\n<p>Engaging with your audience across all phases in the buyer\u2019s journey is essential to startup marketing success. But don\u2019t forget to nurture the relationship after the sale.<\/p>\n<p>Providing your customers with content that shows them how to get the most out of your products is a great way to keep the enthusiasm going. Even better, bring your customers in on the content creation process.<\/p>\n<p>With\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-authentic-marketing-user-generated-content\/\">63% of all consumers<\/a>\u00a0trusting content from other customers more than official brand messages, it pays to encourage your customers to post reviews, write testimonials, or create guest posts on your blog. There&#8217;s no substitute for first-hand experience from a fellow customer to build trust.<\/p>\n<h3>Engage with a Content Creation Partner<\/h3>\n<p>If you don\u2019t have the budget for an in-house content team but don\u2019t have the knack (or time) for producing compelling content yourself, a content marketing service can help. By identifying your target customers and producing content that engages them on all levels, an agency can build your brand as you build and improve your products.<\/p>\n<p>If you are ready to get more traffic to your site with quality content published consistently, check out our\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Content Builder Service<\/a>.<\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/contact\/\">Set up a quick consultation<\/a>, and I&#8217;ll send you a free PDF version of my books. Get started today&#8211;and generate more traffic and leads for your business.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SaaS startups face several challenges when marketing their services to prospects. From brand name awareness, to lead generation, marketing your SaaS business requires maximum ROI for the lowest cost. That&#8217;s why SaaS companies win with content marketing. The results are measurable, and the costs are low. It&#8217;s also why we use a SaaS-based model with [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":81145,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-81131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The B2B Startup Guide to SaaS Marketing - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"You\u2019re a SaaS startup, but you know nothing about how your brand can get the word out. 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