Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

3 Content Missteps Every SaaS Marketer Takes at Least Once

3 Content Missteps Every SaaS Marketer Takes at Least Once Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

July 8th, 2015 min read

3-content-mistakes-every-saas-marketer-makes-at-least-once.jpgFor many embarking on the journey that is Inbound Marketing for SaaS, the road may seem rocky and uncharted, but, if you haven’t already, you’ll quickly realize that using the inbound methodology to achieve your goals is no different from that in any other industry or business model.

Inbound strategies are versatile, adaptable, and a particularly good fit for the digital world of SaaS.

Despite this, however, there are still a few common missteps that every SaaS marketer takes at least once when beginning their content strategy.

1. Being Overly Self-Promotional

In the words of the late, great Michael Jackson, all I wanna say is that consumers don’t really care about us.

Regardless of what they are shopping for, your buyer doesn’t want to spend their time reading content centered around you, your SaaS, or its features. That’s not only boring and unattractive, it’s also not conducive to organic search traffic.

Your audience wants to know what your SaaS is bringing to the table for them; the value or solution you’re bringing to their organization and why they need to choose you.

What Can You Do? The 80/20 Rule (or Pareto Principle) is Content Marketing 101. When planning your content, make sure that no more than 20% of what you’re creating or sharing is promoting your own business or product. Going beyond this may create a very “salesy” tone of voice for your brand, rather than one that is friendly and helpful.

The more you give and help your audience, the more perceived value your brand will have in their eyes. So be sure to keep the majority of your content (the remaining 80%) educational, entertaining, or informative.

When you must self-promote, frame your topic in terms of the benefit it will bring to your user.

For example, if you’ve added a new comment feature to your SaaS, instead of simply announcing it, write an article about how your user can promote customer engagement and increase conversions at their organization using it.

Product and company updates are great, but you need to explain why they are important to your reader to get and keep them interested.

2. Getting Too Technical

It may be hard to believe these days, but not everyone is fluent in tech.

It can be easy to get caught up in all of the industry jargon especially discussing something like SaaS, but including too many can be overwhelming and confusing to your audience, ultimately interrupting the natural flow of your words (even for those who understand them.)

If your content is difficult to digest and remember, the less likely it is to be read. If no one is reading your content, it is unlikely anyone will be converting either, let alone continue scrolling down your page.

What Can You Do? As Copyhacker’s Ann Handley once said, “Never use a 25 cent word when a nickel word will do.” When it comes to creating content, strive for a healthy balance between using technical terms and “buzzwords” and being conversational.

You want to humanize your brand and team by speaking to your audience the way you would if they actually got you on the phone. Consider taking this list of the most commonly overused jargon to begin and start simplifying what you can.

3. Forgetting the Buyer’s Journey

Many SaaS business models are built around getting someone to sign up for a free trial. This is what we’d call a “bottom of the funnel” offer and in a perfect world, the product would start selling itself from this point -- but some prospects need something more.

Not every potential user will be ready to convert on a trial or be willing to make a decision based purely off of their use of your product. They must be nurtured through the buyer’s journey from “awareness” into “conversion” and shown in detail, the benefits and uses of your product and brand.

What Can You Do? Thoroughly research your buyer persona including what their typical journey and buying process look like.

Once you have these stages outlined, you’ll be able to better understand their state of mind during each and know what kind of content they’ll want (and need) to move closer towards making a purchase.

While every buyer persona is different, the typical buyer’s journey is as follows:

Awareness >> Consideration >> Decision Making

To better illustrate, let’s say your company sells Healthcare Analytics Software. As a marketer, you may want to consider creating content like the following in each stage:

Awareness:

  • Blog Articles & Listicles (i.e. Why All Healthcare Software Companies Are Not Created Equal, How to Use Your Healthcare Analytics Software to Increase Revenue, 3 Ways the Healthcare Industry is Changing,etc.)
  • Healthcare Industry Reports
  • Infographics
  • Webinars
  • Weekly Podcast
  • Checklists
  • Worksheets

Consideration:

  • Product/Software Reviews
  • Case Studies
  • Live Demo

Decision Making:

  • Free Trial
  • Discount/Promotion
Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE