your SaaS growth
your SaaS growth
If you're a SaaS company wanting to increase your conversion rates, amplify your customer aquisition, attain higher qualified leads and enhance your organic search, you've come to the right place! We know how to build a future-proof SEO foundation for your business, to set you up for recurring revenue and sustainable growth.
Our SaaS marketing services are designed to meet your specific business goals. We specialize in technical, onsite, and offsite SEO and create truly engaging content, which converts traffic into sales, and helps boost customer lifetime value.
SaaS Content Marketing
For SaaS businesses to grow at scale, they need to build a sustainable sales funnel that consistently drives new leads toward signing up. Not to mention keeping those existing customers on board. There's no better way to achieve this than by combining the powers of SEO and content marketing to connect with your audiences across all of your touchpoints.
We help Saas companies increase their MRR X10
When you work with an agency, you want an intelligent and collaborative team who know how to deliver guaranteed results.
We work almost exclusively with SaaS companies because we have first-hand experience and a thorough understanding of your pain points. More importantly, we know how to exceed your targets. Our SEO strategy provides you with a predictable, scalable revenue model.
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How can a SaaS marketing agency fix B2B digital marketing pain points?
Digital marketing comes with its own unique pain points, and understanding them is the first step to fixing them. A SaaS marketing agency can not only help you fix them, but identify them in the first place. Some common pain points include:
- Maintaining a constant growth strategy
- Converting PPC results into qualified leads
- Understanding the data and analytics available
- Making maximum use of minimum budgets
- Improving conversion rate
One problem many SaaS businesses encounter is knowing there's a problem, but not knowing what the root of it is. This can lead them to apply solutions that don't pay off - for instance, amping up their social media strategy while neglecting their website. A specialist agency (like the team here at Accelerate!) can provide an expert assessment of your B2B SaaS marketing strategies, identifying the root causes, and provide solutions.
Some particular solutions they might provide include assessing your demand generation strategies and current marketing budget, suggesting how you could optimize your expenditure for maximum ROI, building up your content marketing through blogging, and adjusting your adwords usage.
Key to understanding these pain points is understanding your business goals. Are you looking to increase the amount of new sign-ups, or focus on converting people from your free product to your paid one? At Accelerate, we can help you figure out your challenges and work towards your goals.
How much do SaaS companies spend on content marketing and SEO?
It can be challenging to nail down an exact budget for content marketing and SEO. Some startups might only have 10% of their forecast revenue to spend, while more established enterprises might be willing to go up to 80% of that. The most accurate answer, really, is what you can afford.
That said, there are some ways to come up with a rough estimate of what to spend on your marketing efforts. One easy-to-calculate solution is to look at content marketing and SEO in comparison to paid advertisements.
First, there's a few metrics you need to have:
- Your conversion rate: what percentage of visitors obtained through PPC adverts convert to leads
- Your closure rate: what percentage of these leads become new customers
- Cost per click (CPC): what did each click (successful or not) cost you?
Let's say for every 1000 visitors, you get 10 leads. Out of those 10 leads, you get two new customers. If each click costs you $1, that means getting two new customers cost you $1000.
This gives you a benchmark for building your inbound marketing budget. For every $1000 spent, you need to be getting at least two new customers. Unlike paid adverts, however, SEO and content marketing builds upon itself. The money you invest early provides foundations for later improvement, rather than being spent on a single click.
Using the cost of customer acquisition to work out what your budget for SEO and content marketing should be is a great starting point. Once your new strategy is implemented and you see results, you may choose to increase this budget based on new data - but as long as it's doing at least as well as your paid advertising, you know it's working.
What are B2B SaaS content marketing best practices?
When it comes to content marketing, there are a few best practices you should follow.
- Have a dedicated marketing team
You wouldn’t ask your sales team to write code, so don’t rely on your developers to be able to market things. They might know your SaaS product in-and-out, but that’s not enough to have a truly successful channel. If you don’t have the time, space or money to have a full-time, permanent marketing team, a dedicated digital marketing agency can help. However, you should still have at least one employee responsible for strategizing and co-ordinating with them.
- Build landing pages
When a customer comes to your site, they need to be able to find the information they want. If someone is looking for ‘video call software’, they don’t want to find a page with ten different products on it. They want a page dedicated to video call software, with all the information they might need. Creating detailed landing pages ensures that they don’t instantly bounce back to the search engine to try another result.
- It’s not just about blogging
When people think about content marketing, they usually think about blogging. However, as we tell many of our SaaS clients, this isn’t the only thing you should be thinking about. Whitepapers, ebooks, tutorial videos - all of these are types of content you can use to bring in quality leads and build brand awareness.
- Improve your email marketing
You could have the best content in the world, but it doesn’t matter if no-one sees it! While some marketers might think email is outdated, we know it isn’t. Email marketing campaigns have incredible ROI - as Hubspot notes, it generates $38 for every $1 spent.
By sending out regular newsletters highlighting your content, you can draw in potential customers and keep them coming back for more. Combine this with a solid backlink strategy (don’t worry, that’s something we can help you with too) and you’ve not just got great content - you’ve got people engaging with that content.
- Invest in marketing automation
No, we don’t mean get AI to attempt to write your latest blog. By marketing automation, we mean making the processes run as smoothly and automatically as possible. This could be having scheduled posts to take advantage of the best times to share things, or having regular email communication sent at certain points in a potential customer’s journey.
Many marketing tactics rely on perfect timing: contacting a lead at the right moment, reminding them of your services at just the right frequency to keep you in their mind without annoying them. Marketing automation can take care of this for you, freeing up your time to work on the content itself, instead of pesky email reminders.
- Follow the funnel
Any content you create should suit a particular point in the SaaS sales funnel. There’s problems, followed by solutions, followed by products. What does this mean?
- Problem: informational searchers are looking for the answer to a question they have
- Solution: investigational searchers are looking for in-depth information about solutions
- Product: transactional searchers are looking to buy something
What channels should you use a SaaS marketing agency for?
All of them! Okay, that might seem like an oversimplification, but the truth is, SaaS marketing services should be able to help you with any channel you use. Many B2B SaaS companies overlook the value of social media, and it can be worth reaching out for a helping hand.
That said, where SaaS marketing agencies really shine is on your website. This is where SEO matters most, and where you want to host a lot of your most interesting content. To build a stream of recurring revenue, you need to appear towards the top of organic search results. Here at Accelerate, we pride ourselves on making that happen - take a look at some of our case studies here.
That doesn’t mean you should ignore other channels, however. Some other channels you can use a SaaS marketing agency for include:
- LinkedIn - this is a great way to get high-authority backlinks, and using an agency who already know the best methods can help you get ahead
- Facebook - while you might not think of it as a ‘professional’ platform, it has a large amount of users and is a great way to build a community around your content
- Twitter - this is the perfect place to share all that great content an agency is creating for you. Infographics, polls and open questions can help capture an audience.
How can inbound marketing improve lead generation for a SaaS company?
Content marketing and SEO are part of a broader category of marketing tactics known as ‘inbound marketing’. Rather than trying to catch potential customers’ attention through advertising, inbound marketing focuses on building brand awareness.
Any inbound marketing playbook needs to include an idea of your buyer personas - who you’re targeting the product to, and whose attention you need to catch through your content. You might have a great product-market fit, but knowing who that market is and what they want beyond your product is the key to lead generation.
How do you find this information out? There are three key ways you can do this: ask your staff, ask your customers, and ask your data. While asking your staff and customers is something you’ll have experience doing (hopefully), an SaaS marketing agency will be able to help with the data. We can look through your Google Analytics, assess the wider marketing, and help build the buyer personas you’ll create your content for.
For instance, let’s imagine your SaaS product is a CRM suite. People likely to have purchasing power for this product might be customer service team managers, stakeholders in a business with outbound sales, or startups with a larger client base than they expected to manage.
By understanding this, you can target your content accordingly. For instance, you might highlight case studies of how your CRM has impacted other B2B companies. You might produce whitepapers with interesting analysis of data regarding outbound sales, or blog posts about how to reduce customer churn.
But how does this improve lead generation, you ask? The main way is that it draws people back to you. Your SaaS company’s online presence becomes regarded as a go-to place for knowledge - and if they’re in the market for a product like the one you sell, you’ll be the first name on their lips.
You can also use inbound marketing to capture leads, asking for email addresses in order to download a whitepaper or ebook, or having live chat messaging pop open when someone has lingered on a landing page for some time.
Rather than having to reach out, looking for leads, inbound marketing brings those leads to you and let’s your content do the talking.