The Do’s and Don’ts of SaaS Content Marketing & Examples

Some people might argue that SaaS content marketing can’t be any different than the general content marketing strategies we see on the internet. The reason is SaaS companies belong to a different industry compared to other companies.

SaaS companies are basically businesses that offer software to other businesses and organizations. The software help businesses grow and streamline certain operations.

The difference in the products they offer is why SaaS content marketing is different from other businesses.

This brings us to the fact that developing content for SaaS companies can be challenging. While curating content, they need to find the balance between engaging users and fulfilling their requirements.

The way you format, structure, and add quality to your content can significantly impact the content’s success and the users you retain.

B2B organizations need a clear, clean, and consistent content marketing plan to convert their leads into conversions.

If your focus is to create an effective SaaS content marketing plan for your B2B brand, then let’s look at the budget allocation, your target market, SEO strategies, and overall execution.

The Do’s and Don’ts of SaaS Marketing Strategy

To move in the right direction, you need to follow some dos and don’ts that will help you curate the right SaaS marketing plan.

The Budget

The Budget

Do:

The first thing you should do is set a clear and realistic budget. Then, allocate the money where it goes to get the best content for your SaaS website. Here’s what you’ll be allocating the budget to:

  • The content you require.
  • Some visual aid that supports the content.
  • Is the budget monthly or quarterly?
  • Will the content development happen in-house or outsourced?

You need to put in time and effort when deciding a budget for content development. Then, you need to review the content and see if it’s effective. But, that’s not all; you also need to keep adding content to ensure B2B customers can see your product.

Don’t:

Never start content creation without a proper budget. You need to allocate budget according to writers, marketers, developers, coders, and designers – everyone involved in creating and presenting the content for your SaaS product. Make sure not to omit any resources you need when working on SaaS content marketing.

Your Target Market

content marketing audience

Do:

Before you start creating content, do thorough research on your audience, who they are, and what kind of concerns they have. The best kind of content piece is the one that addresses certain issues of the target audience.

Do:

Identify your target market and create your buyer personas. If you know who you’re writing for, you will be able to create a human connection with your audience. Your content should be curated according to what your audience expects from you.

In addition to that, create buyer personas to understand the clients willing to buy from you. In fact, the personas will act as guides for your content development team – they can use them to write effective content.

Don’t:

Don’t disregard the importance of market research when you start developing content. If you’re consistent with SaaS content marketing, you’ll easily reach a wide audience.

Don’t:

Don’t just create content that talks about your services, why you’re the best, and why clients should come to you. In fact, start every piece with what the customer is facing, how they feel, and what they can do about their problem.

Content Development

saas content marketing

Do:

Integrate a SaaS content management system to help you track your team, the content you create, and the results they achieve. It ensures that your SaaS content marketing efforts are paying off, and they’re creating business worth for your B2B brand.

Don’t:

Don’t expect your team to communicate with each other on their own. You need a system to keep things operational and streamlined. Provide them with the structure.

The SEO Strategies

SaaS Content Marketing seo

Do:

Do your part in research and pick the best-performing SEO keywords and phrases based on the topics you choose for content creation. Then, use analytical tools to find the most researched keywords, most asked questions, and keywords based on your buyer personas.

Don’t:

Don’t use the same keywords for every blog or content piece you write. Instead, try to use all the main keywords in your content to improve your SEO ranking and hit multiple customers.

Don’t:

Don’t add too many keywords; you need your content to establish human contact. So first, write for your audience, then think about writing for search engines.

Your Content Pieces

saas content pieces

Do:

Create and upload evergreen content like onsite blogs, e-books, white papers, instructional videos, etc. Use these content pieces to highlight all the questions you’ve found or your customers often ask you. This type of content creates value for your SaaS product and encourages people to use your software.

Do:

Make sure to provide a demo for your software to your customers. Offering a free trial to your customers increases your chances of attracting and retaining new paying customers. You can also use the demos to find out what your customers like and dislike about your product to make it better.

Don’t:

Don’t create content that is useless to your audience. If it doesn’t address their issues, they won’t be interested in reading further or knowing the solution.

Don’t:

Don’t assume people would buy because your SaaS content marketing and digital strategies proved effective. Instead, you need to motivate your audience so that they buy from you. Moreover, refrain from overselling your product – only do the needful, don’t set their expectations too high that the customers end up not buying your software altogether.

The Customer Support

saas customer support

Do:

Offer your clients technical support for as long as they needed and make sure to be responsive. Either connect them with a customer support representative or call them if they need help signing up, or the process seems too tedious. Listening to your customers is important.

Don’t:

Don’t think that after you’ve built the software, your job is done. On the contrary, your job is just starting; once customers buy your software, they might require support and maintenance; you should be present when that happens.

The dos and don’ts list will help you create a solid proof SaaS content marketing strategy.

The Best SaaS Content Marketing Examples

If you want to know what effective SaaS content marketing efforts look like, I have a list of SaaS companies for you.

These SaaS companies used their efforts to create a long-lasting reputation for their software.

HubSpot

Chances are you’ve seen HubSpot almost everywhere – whether it’s a blog or tech-related news. There’s no doubt that HubSpot leads the way in SaaS content marketing. The website attracts traffic in millions every month because of the content they publish online. In addition, their marketing efforts make it possible for users to find the answers they look for online.

Zendesk

Zendesk is one of the most famous customer support tools that make the customer experience better. They build a bridge between brand and customers – and their SaaS content marketing strategy highlights exactly that. The software is recognized largely by businesses running online. The tool has some very interesting features that make customer support easy.

Ahrefs

If you’re looking for a tool to monitor your website, then chances are you’ve heard of Ahrefs a couple of times. The SEO tool is known as a reliable, intuitive system that helps its B2B clients with their marketing efforts. Businesses can generate reports, track their top pages, and improve their website to increase their website ranking.

Hootsuite

Social media is more popular than ever, and every business is leveraging it as a marketing channel. Hootsuite is a popular social media tool numerous businesses are familiar with – because it makes social media management a breeze. It offers one brand per account and allows business owners to schedule and post on multiple social media channels.

Mailchimp

If you haven’t heard of Mailchimp, then you haven’t been checking your social media very often. The famous Mailchimp tool is the best when it comes to email marketing. Businesses can schedule emails ahead of time related to their campaigns. The emails don’t have to be about products; they can be used for marketing services too.

In Conclusion

SaaS content marketing practices need time and patience; you need to keep some things in mind for them to succeed. However, if you can make the content marketing work by targeting the right audience and hitting their pain points – you can become famous like any of the examples mentioned above.

You need to show your company knows what they’re talking about to build credibility and trust with the visitors. So as you develop content, think about how it benefits your audience.

Marketo vs HubSpot – Which is Better & Why?

Choosing the right content management system is the foundation of your online presence. In the current era, users have numerous solutions to their problems, and in response to this, businesses are integrating marketing and sales platforms to draw in customers. One of the most common battles is HubSpot vs Marketo.

It comes down to these two for most businesses, and the ultimate decision depends on the comparison.

Why do companies depend on marketing automation tools? The major reason is it makes the business easy to manage. The other reason is it’s becoming increasingly common to use HubSpot, Marketo, or any other alternatives available in the market.

Did you know? In 2015, only 10% of companies were using marketing automation tools; however, 51% of marketers now use the tools. What’s more, is the market for marketing automation tools is said to increase to $25 billion in 2023.

So, why are businesses torn between Marketo and HubSpot? Here’s a comparison for you to understand the competition better.

You can use the comparison to choose the platform right for your business.

The five aspects we’ll be discussing to compare Marketo and HubSpot are:

  1. Pricing
  2. User Experience
  3. Versatility and Features
  4. CRM Integration
  5. Analytical Reports

Marketo vs HubSpot – Pricing

The first factor B2B companies are concerned with is the pricing. So let’s have a look at them.

The Marketo Pricing

The Marketo payment model has seven modules: revenue attribution, lead management, consumer marketing, email marketing, mobile marketing, customer-based marketing, and account-based marketing.

Users can purchase the modules individually (as needed) or as a bundle. The module allows businesses to create and pay for customized solutions. However, some businesses prefer a unified software, and Marketo offers such modules: Prime, Ultimate, and Enterprise.

The HubSpot Pricing

The HubSpot payment module is very straightforward; they offer four different subscriptions: Free, Starter, Professional, and Enterprise. If businesses opt for HubSpot, they don’t have to tailor their custom solutions; instead, they can leverage the readymade solutions.

HubSpot offers one more advantage: users can start with the free version (that is free forever) and upgrade as needed. Apart from perfectly tailored modules, businesses can implement more add-ons to enhance their marketing strategies.

The good thing about HubSpot is even the entry-level offers you all the features needed to run an online brand. So, instead of upgrading specific features, you can upgrade the module when you scale your business.

The Final Verdict

HubSpot is definitely a great option for small businesses and startups. They can start with the entry-level package to see how the features work and what they can benefit from. In addition, the HubSpot starter package is cheaper than the Marketo starter package.

The HubSpot packages offer more value for less compared to Marketo. The modules are more structured, and the free trial is a great way to get to know the product. Marketo doesn’t offer any freebies.

Marketo vs HubSpot – User Experience

The Marketo User Experience

Marketo is for marketeers that require advanced tools for marketing and business management. The software is a bit more complicated than HubSpot, which means you can work it if you’re well versed in IT.

Marketo offers a wide range of features similar to HubSpot, but the CRM can be confusing for first-timers. In addition, it’s known for not being as user-friendly as HubSpot, and friendliness should be one of your top priorities when choosing HubSpot or Marketo.

The HubSpot User Experience

HubSpot is a smooth, user-friendly interface that makes marketing a piece of cake. In addition, it offers a complete range of advanced features in the Professional and Enterprise subscriptions – you don’t have to buy individual features at all.

Moreover, Marketo is more of an enterprise software; however, HubSpot caters to all kinds of audiences – it doesn’t matter if the business is small, medium, or large.

The Final Verdict

HubSpot is a versatile CRM that suffers every business size, and it comes at a reasonable price. However, Marketo isn’t a suitable choice if you’re just starting out.

Marketo vs HubSpot – Versatility and Features

The Marketo Versatility and Features

Like I said before, Marketo has a module-wise system where you pay for what you want to create an automated, customized platform. At first, it seems like this model is helpful because you think you’re paying for what you need; but you’re actually paying a lot of money for every module separately.

You can’t use all the Marketo tools unless you pay for all of them monthly.

The HubSpot Versatility and Features

HubSpot offers a larger variety of features with every subscription plan compared to Marketo. For example, it offers businesses a CRM platform they can use to create blogs, webpages, email portals, generates analytical reports, etc.

If you want to scale your HubSpot subscription, you can add up to 1000 external tools to do that. You can get all the features in the top tier packages ranging from Professional and above.

The Final Verdict

Clearly, HubSpot is much more versatile and offers more in a single package compared to Marketo. For example, businesses can also create blogs which is a feature Marketo doesn’t offer.

Marketo vs HubSpot – CRM Integration

Marketing automation and customer service go hand in hand, and businesses want to integrate a platform that offers ease.

The Marketo CRM Integration

Marketo is more of a Salesforce platform and doesn’t come with a built-in CRM module.

However, their Salesforce platform offers some of the best features, and the platform also allows third-party CRM integrations. Hence, if you pick Marketo, you get a top-quality Salesforce platform and the chance to integrate a CRM. If anything, you’re not losing much.

The HubSpot CRM Integration

Compared to Marketo, HubSpot is a full-fledged CRM platform; however, it does allow integration with Zoho, Salesforce, Microsoft Dynamics, SugarCRM, etc.

Meaning, much like Marketo, you can convert HubSpot into an all-rounder platform and benefit from all the features it offers.

The Final Verdict

Marketo and HubSpot both have their own unique features. Marketo has advanced CRM integration and in-depth Salesforce features, while HubSpot is easier to use because its core purpose is to serve as a CRM platform. Users can add different integrations on top of the CRM to transform it into a fully functional platform for a website.

Marketo vs HubSpot – Marketing Transformation

In order to transform your CRM into a marketing platform, you need the perfect balance between marketing tools that can develop and encourage more leads and ultimately boost your ROI.

The Marketo Marketing Features

In Marketo, users can leverage the handful of digital marketing channels the platform offers and create custom solutions as per audience size. In addition, the CRM’s nature helps businesses use a conventional approach rather than trendy and innovative technologies and techniques.

The HubSpot Marketing Features

HubSpot has a wide range of marketing tools built in with the CRM, and users can expand them as needed by their business. In addition, the platform offers the best and newest features to promote lead generation.

The Final Verdict

Like I said before, Marketo is more of a Salesforce platform that you can integrate into a complete CRM with third-party integrations – it allows more customization.

However, with HubSpot, you get a top-tier CRM, which is already a marketing-based platform, and you can use it to increase your ROI. There’s no need to integrate additional marketing tools; you get everything, and the only thing you need to worry about is making it work.

Marketo vs HubSpot – Analytical Reports

The success of marketing strategies relies deeply on insights and statistics. Every strategy is fueled by data collected over time. A marketing automation solution that can’t offer analytical data to fuel your marketing strategies isn’t useful. The system might have features to make your marketing efforts easier, but if you can’t see what’s working and what isn’t, then there’s no point in the platform.

The Marketo Reporting System

Marketo lacks the built-in feature for extracting analytical reports related to each marketing campaign. Instead, the platform is more of a customer relationship management system, and if you need analytical reports, you need to integrate add-on features that can help you do that.

The HubSpot Reporting System

HubSpot offers all the built-in features you can think of that help you measure the success of every marketing campaign. The built-in tool also analyzes your website’s performance and tracks metrics in-depth. As a result, you can track your sales funnel at every step to understand what is and isn’t working for your customers.

The dashboard allows you to access all this information with a few clicks, and you can use the report to create data-driven marketing strategies. HubSpot is an all-rounder CRM that helps marketers create streamlined strategies and fuels business growth.

The Final Verdict

HubSpot is truly a better CRM compared to Marketo. It’s much more reliable and offers more data-driven solutions, which is something Marketo lacks.

In Conclusion

In the end, there is the reason you should pick HubSpot, and there are reasons Marketo is a better choice for you.

Both platforms have unique features; some overlap, some distinctive from one another. However, in the battle of Marketo and HubSpot, there’s one similarity – they’re both designed to automize your business and fuel your inbound marketing strategies.

The choice of Marketo vs HubSpot comes down to what your team really needs.

HubSpot is a platform designed to perfect user experience. It purely fixates on offering a memorable experience to your customers. The interface, support team, product ecosystem, services, and partnership are all designed to cater to users.

Moreover, HubSpot is a platform suitable for businesses of all sizes – so if you’re a large enterprise or small, you can benefit from it.

In contrast, Marketo offers powerful tools, but they come at the cost of user experience. It means you’ll need a professional who understands the platform and can guide your team.

Now, every B2B company wants a marketing automation platform that is easy to use, offers great features, and fits business needs. If the situation applies to you, my advice is to weigh all the pros and cons before deciding on one.

The Top 7 Tips for Successful Content Optimization You Should Know

When someone says the words “content optimization,” the mind immediately wanders to optimizing your content using related keywords and SEO strategies – however, in today’s digital era, content optimization is more than just adding the SEO element to it.

Content optimization goes far beyond adding keywords or fixing content issues like metadata. Now, updating your website content requires more precision and attention to detail. You need to focus on a lot more things than adding keywords.

Tips for Content Optimization

Here are tips you can use to make great content.

1.      Create Trust

We often hear “Content is King,” which is true; however, your content can only be king if it’s trustworthy. If your content reflects trust, only then can you expect conversions, leads, and eventually sales.

Now you’re probably wondering about what you can do to start creating trust through your content. Here are some trust-building strategies.

  • Use the right words

Content is all about wordplay; so, it makes sense to use words that are right for building trust. There are some basic words you can incorporate in your content that are the epitome of trust. For example, due to, since, accordingly, therefore, thus, etc. Of course, there are more words like guaranteed, best-selling, endorsed, official, privacy, lifetime, moneyback, discounted, proven, verify, results, etc. These are some examples of words that make your content more trustworthy for users reading it.

  • Be objective, not assertive.

The intention behind your content piece should be objective; it shouldn’t be assertive or demanding.

You’re probably thinking, the reason for writing content is to make a sale, and you’re right. However, your content needs to be a perfect balance between objective and salesy. Don’t push your products and services onto your customers; in fact, offer them educational material they can gain insights from, which can help them make a better decision.

Your content needs to appear objective to users looking for information and salesy to users who are looking to buy from you.

  • Use user-generated content (UGC)

Now, it might seem unreliable, but most users depend on what other users have to say about your products and services compared to what you have to say about it.

Users trust other users who have experience working with you and your brand. That’s where UGC plays a role. You’re probably wondering how you can incorporate user-generated content – that’s easy to get powerful and compelling testimonials.

Use customer testimonials and add trustworthy sources within your content that you know your audience trusts.

  • Share metrics, case studies, research

Users trust every content piece that is factual, informative, and to the point. If you write based on researched knowledge, users will find it easier to trust what you have to say.

You can only assert your knowledge in your content by stating facts, statistics, and numbers backed by people trusted by the users. Make sure whatever you write is backed by reliable sources.

2.      Match User Intent

One of the main reasons for content creation is matching user intent.

There is pretty much no point in publishing any content if it doesn’t serve a purpose and match a user’s intent.

User intent is identifying and categorizing what a user is looking for when they search on the internet. It’s also known as query intent – a user only searches the internet when they have a query. There are three types of user search intent; navigational, informational, and transactional.

Each query plays a specific part in the sales funnel.

When you write content, you need to ensure that it matches the query the user searches for; basically, it should address the user.

Content Optimization

3.      Focus on Content Quality

Quality-focused content is probably the most talked about because that’s what makes a difference.

The length of your content won’t have an impact as much as quality would. You could write 4000 words and get three people to read it; however, if you write 1000 words and focus on the quality, you could entice more people to read it.

Here are seven tips on the content quality checklist:

  • Ensure your grammar is on-point and correct.
  • Get rid of any typos and spelling mistakes because those are a turn-off.
  • Break up your content to improve readability, and use bullets where you can.
  • Don’t go overboard with the word count. If you can deliver knowledge within 1500 words, then do that.
  • Stay focused on one topic and try not to talk about too many things at once.
  • Your tone should be friendly and conversational because a robotic, monotonous tone is dry and boring.
  • Don’t use too many difficult words that are hard to understand; keep the content simple and easy to understand.

Your quality content not only attracts users it also attracts search engines and lets them know your content is readable for users.

4.      Establish an Authority

One of the biggest challenges is establishing authority when you’re writing content because most writers fail to understand what authority is.

Here are three facts you can use to optimize your content into becoming authoritative.

  • Establishing authority takes time

You can’t establish authority overnight; the process is tedious, and it takes time. Your content needs to be in abundance, and it needs to have two qualities – deep and wide.

Your articles should be in-depth full of knowledge, and wide meaning you should produce more than just blogs for your website. Look into guest posting.

Once you have hundreds of pieces online, you’ll start establishing authority.

  • You need authoritative authors to establish authority

If you want your content to sound authoritative, you need to be an authoritative writer yourself.

How can you do that? Do in-depth research on your topic, and then start writing content. If your piece appears knowledgeable and based on facts, users will quickly realize how good you are, thus increasing your online authority.

  • Cite authoritative sources

Your content alone isn’t dependable enough for people; to become authoritative, you need to cite authoritative authors as well.

As a content producer, you should know the authoritative websites you can rely on and cite within your content.

Another way to establish authority is by increasing social shares of your content and recommending your articles that have authoritative author citations.

5.      Add Relevant CTAs

Gone are the days when CTAs were put there to grab more businesses; now, search engines expect them to be in a flow.

It means you need to stop using CTAs as show pieces and rather ensure they’re placed naturally, in a way that makes sense. There are higher chances of a user clicking the CTA button if the placement makes sense. Bonus point: it won’t feel forced, and the user won’t feel like you’re pushing them to click the button.

6.      Optimize with Visual Material

Remember when there was a time when visual content was used to attract people? Well, you’ll be surprised to hear this, but now even search engines love visual aid.

It certainly doesn’t mean the search engines like looking at it; however, it does mean search engine bots locate content with visual aids like images and videos in the content and boost the organic ranking.

The search algorithm crawls blogs and content pieces for language and visual aid. It ranks the piece higher if it is easy to understand and has high-quality graphics. To search engines, that means users will enjoy reading the content piece.

Content Optimization

7.      Complete Your SEO Checklist

At the start of the blog, you read how SEO isn’t the only thing that matters when it comes to content optimization, but that doesn’t mean you should disregard it completely.

The SEO strategies to optimize content change on a daily basis and content has evolved with them. There was a time when people believed “the longer the content, the higher chances of it ranking on search engines,” but that has changed.

Now, your content can be 4000 words, but if it’s not to the point, then it will never rank. Search engines look for quality over quantity.

The next SEO strategy is thinking about your targeted keyword. Map out your content around the targeted keyword to ensure maximum assurance that search engines will find your piece.

Backlinking is another strategy most SEO specialists tend to ignore. Remember, the more backlinking you do, the more chances you create for your content piece to rank on search engines.

In Conclusion

Content optimization isn’t just about ensuring you meet SEO standards; it’s also about ensuring your content is readable for your users and visually appealing.

Your focus should be creating content with a strategy, passion, and energy; the rest will follow.

The Fundamentals of a Strong Digital Content Strategy

I think everyone will agree when I say posting content alone isn’t enough to boost sales and make your marketing efforts effective. Pushing content online without a direction, without a digital content strategy, is like cooking food without salt. There is no use!

To yield results from your content, you need a target audience, a long-term goal, and a purpose.

Which begs the question-

How can you make your content impactful to create a web presence?

If you guessed a robust digital content strategy. You’re right.

A digital content strategy is a foundation for your website content, blogs, guest blogs, eBooks, articles, and more.

It might sound like a lot of trouble, but it’s worth it.

As soon as things start working and your content plan starts bringing in more users, you’ll realize numbers don’t lie.

As a content marketer, a content marketing plan is essential to produce results. Plus, you can be sure your competitor already has a strategy, so why should you be left behind?

Now you know why a content marketing strategy is important, let’s dive into what it means and how you can create an impactful one.

What is a Digital Content Strategy?

A content strategy is a comprehensive plan that helps you achieve your business goals using content.

For example, one of your business goals can be to create online awareness – to achieve this goal; you need to create content that highlights a heart-touching issue, address it in a positive way, and generates audience response. Your strategy will focus on positive content and in-depth SEO practices to create online awareness.

This includes:

  • Where you should publish content
  • How often you should publish content
  • The platforms where you should share/promote/distribute it
  • The style/voice to use in your content
  • The audience niche you’re writing for
  • Your content budget cap
  • Your topic areas and target keywords
  • And more

If you produce high-quality content can create a trusting relationship with your brand audience in the long haul.

A good digital content strategy is the first step for “the attract and retain stage” in a buyer’s journey. In addition to attracting new customers, your content strategy also comes in handy for sale enablement and customer satisfaction.

Moreover, with 70% of marketers investing in content marketing – it should definitely one of the important things on your list.

The Fundamentals of a Digital Content Strategy

You know how you follow a map when you go on yearly hikes? Much like that, a content strategy acts as a map. It offers you the direction in which your content efforts should focus to create a maximum effect, so you know how to generate more ROI.

There are three fundamentals for a solid-proof digital marketing strategy. Let’s look at them.

Knowing Your Content Goals

The first thing you need to decide are the goals you want to achieve by implementing a content strategy. The goals will drive your content strategy and outline it from the start. Identifying goals is the first fundamental of a strong strategy.

Your goals can be but are not limited to:

  • Building brand awareness.
  • Creating brand loyalty.
  • Educating your customers.
  • Boosting customer engagement.
  • Recruiting talented employees.

Knowing Your Content Differentiation Factor (CDF)

The Content Differentiation Factor or CDF is the “it” factor of your content. It’s the fundamental of your content plan that differentiates you from your competitors. It helps you stand out from the crowd and gives you a unique identity. It answers these queries:

  • Why are you different from your competitors?
  • How can you help your audience differently?
  • How is your help better than any other brand?

Once you have your unique attribute, you can start finding relevant topics to create digital content.

Knowing Your Topic Area(s)

The essence of content marketing is to offer your audience the answers they’re looking for. You need to create value for your content, and to do that, your content should solve your user’s problems. The content you create includes:

  • Articles and blogs
  • eBooks
  • Informational videos
  • White papers
  • Infographics
  • Images and more.

When you publish trustworthy and authentic content, you build trust with your audience. Now, make sure when you start creating content it:

  • Relate to the products or services you sell.
  • Speaks to your audience.
  • Showcases your industry expertise.

Basically, you should know your topic area, find relevant keywords, and then optimize your content according to it. Down the line, pick up topics related to your expertise. For example, if your expertise is “sports shoes,” then you can create content for topics like:

  • Exercising
  • Sports events
  • Dieting etc.

Here are some tools you can use to find topic areas:

  • BlogAbout
  • BuzzSumo
  • Feedly
  • HubSpot’s Website Grader

The 6 Steps of Creating a Digital Content Strategy

How can you create a robust digital content strategy? Here are six steps to help you piece together a good strategy. Let’s see what you have to do.

Step #1 – Understand the Digital Content Strategy Foundation Blocks

The foundation blocks are the fundamentals I discussed in the last section. They are the key requirements you need to meet to create your content strategy.

You need to get them right before you move forward. Here’s a recap of the fundamentals:

  • Knowing Your Content Goals
  • Identifying Your Content Differentiation Factor (CDF)
  • Finding Your Topic Areas

Like we talked about them before, getting all these foundations accurate will assist you in creating a digital content strategy.

Step #2 – Know Your Audience

The next step is considering who your content is targeted at – the audience. Who are you creating the content for? Who’s going to read it?

If you’re unaware of your audience, here’s what you can do about that:

> Thorough Audience Research

Before you create a content strategy, it’s important to do thorough audience research to understand who will be viewing your content. The audience research will help you identify:

  • The content tone you should use.
  • Types of content pieces to create.
  • Content your audience wants to see.

How can you carry out proper audience research? The best advice is to talk to them. Pick people from your audience and ask them what they would like to see. There are quite a few ways to do this:

  • Invite them over to a seminar or webinar.
  • Carry out an online survey.
  • Create polls on social media and ask your audience.

> Create Audience Personas

An audience or buyer persona is like a guide you can read before every content piece is created. The sheet has all the in-depth facts about your audience. The tool helps you know your audience personally and keeps you focused when you create content. This is what the buyer or audience persona may look like:

The Fundamentals of a Strong Digital Content Strategy

To create the persona, you need to ask a lot of questions from your audience that should revolve around the headings in a persona. The easy trick is to write down your questions then ask to create a proper persona.

Step #3 – Learn to Use SEO

If you didn’t already know this, SEO is the seasoning you need for your content. Your content material should be SEO optimized to make a difference online; hence, knowing and implementing SEO is very crucial.

When buyers go online, they search for specific keywords; for example, “buy cheap shoes online” – your job is to make sure your website link appears on the first page.

You guessed it; your SEO content is responsible for making your website reflect on the first page.

SEO starts with simple keyword research. Keywords are short phrases or terms, and here’s how you should choose them:

  • The keywords should be more than three words (long-tail keywords)
  • Choose keywords with low competition or low difficulty.
  • Make sure the keywords are brand-relevant.
  • The keywords should be the ones your buyers are searching for.

Basically, find your sweet spot between relevant keywords and the competition – something you can still rank with.

The Fundamentals of a Strong Digital Content Strategy

Now, let’s discuss the process of finding keywords for your digital content strategy:

  • Start by defining your industry. For example, “buy shoes online.”
  • Now add more terms to the keyword. For example, “buy shoes online from sales.”
  • Use a tool to see the keyword variations you can use.
  • Check keyword difficulty and density – avoid any difficult, competitive ones.

Step #4 – Curate Online Authority for Your Website

If you can build online authority for your website, you are a quarter of the way there!

Your online authority has a ripple effect:

  • Shows your industry-specific expertise.
  • Build trust with online users.
  • Transforms website visitors into leads and then into long-term customers.
  • Creates the website’s DA (Domain Authority).
  • Generates high-quality backlinks.
  • Helps your content rank and reach more people.

All these effects reflect in content marketing, and that’s why it’s necessary to build your online authority during strategy development.

You can start building your authority from the web pages and content pieces you want. Focus all your efforts there and start building. Make sure to keep maintaining your website content.

Tips for building authority:

  • Keep your website fresh with new content like blogs.
  • Make your website design user-friendly, smooth, and as flawless as possible.
  • Publish the best SEO content pieces.
  • Work qualitatively, not quantitatively.

Step #5 – Creating Content

Here’s the easy part of your content development strategy; the content creation bit!

You have your buyer persona, your keywords, the topic areas you should cover, and your content goals. Let’s look at how to create content.

> Create SEO Content

Time to put your keywords into the content.

  • Create content based on your keywords.
  • Find topics based on the keywords.
  • Add them into your metadata, page URL, headings, first and last paragraphs, and in overall content.
  • Add them as naturally as possible, and you can even add internal links to them.

Make SEO-rich content to rank higher on search engines!

> Work With a Workflow

You need to make content creation systematic so that you always have something to publish on the website.

A proper workflow will act as a stem to your content strategy. The key is to lay out the steps for your team to create content – the process will make the overall execution easier. Start with these steps:

  • Ideation – Find content ideas and topics to match your content goals regularly.
  • Creation – Research, draft, create, edit your content, add images and videos.
  • Preparation – Schedule content on a weekly basis and publish it accordingly.

The steps should help outline a workflow to add content consistently.

> Map the Buyer Persona to the Marketing Strategy

The buyer persona you created before wasn’t just for show – this is where it comes in handy. Match your buyer person with your marketing lifecycle to understand where the buyer is during the purchase journey.

When you understand the buyer’s position, it helps you curate content accordingly, without the fluff. You can address customer concerns at the right time, and they will feel heard. Curate content for each stage of the marketing lifecycle.

> Match the Topics to Your Content Goals

The best way to ensure your content helps you achieve your goal is to make it purposeful.

When your content has a purpose, it instantly connects with your goals and takes your business towards more online success.

You can create mini-goals that help you create better content – of course, not every mini goal needs to be met, but they can be anything like:

  • Boost SEO rankings.
  • Build connections and make sales
  • Create brand awareness

Have a look at the type of content you need for each mini-goal mentioned above:

The Fundamentals of a Strong Digital Content Strategy

The next time you start writing content, make sure it achieves at least one purpose to fuel business growth. If your content idea doesn’t meet any of these goals, ignore it and move to the next.

> Do Guest Blogging

Guest posting and blogging are a way to boost your online authority. When you suggest a guest blog to another website, it leads to more audience to your website.

When you approach third-party websites for guest posts, remember these tips:

  • Only talk to websites related to your niche and industry.
  • Read the third-party website’s guidelines and follow them.
  • Contact authoritative websites to increase your own authority.
  • Make sure the website’s domain authority is higher than 30.

Step #6 – Manage and Maintain Your Content

The Fundamentals of a Strong Digital Content Strategy

The final step of your content strategy should be to manage and maintain every content piece you have created.

Don’t think just because you posted some content online; your job is done – it’s just getting started.

Promoting and managing your great content is an ongoing process to keep the momentum strong in the future.

So, what can you do to manage and maintain the published content?

> Set a Budget to Promote Content

To ensure your digital content strategy works, you will need outside help, like investment and resources. Here are some things you’ll need to set a budget for:

  • Hosting your website.
  • Content creators (writers, editors, proofreaders, etc.)
  • Tools for keyword research, email marketing, topic research, etc.
  • Analytical tools to measure website and content performance.

Budget everything from the beginning for smooth content creation and refrain from saving money on essential tools.

If you decide not to invest because “it’s just content,” you could lose a competitive edge. Make the investment and stay persistent with your content.

> Market Your Content

The only way you can target and attract users is by leveraging SEO. Apart from SEO, think of ways you can promote and market your content. Here are some ways you can try:

  • Internal link your blogs to other blogs on your website.
  • Email your subscribers about new content you publish.
  • Promote your content on social media.
  • Invest in PPC and social media campaigns for the best content pieces.

> Maintain Your Content

When I say maintain your content, I mean constantly monitoring it and making it better. You can’t expect your content to improve SEO rankings or make a difference if it’s outdated.

You need to audit, track, and measure the results of each content piece you publish online. Without this practice, you won’t know what’s working for your brand and how you can generate more ROI.

How can you maintain the quality of your content?

  • Refresh your old content – Many of your blogs are probably outdated but don’t delete them; in fact, update those according to your new digital content strategy. Add new information, make it sound professional, and align it with your brand.
  • Track and measure your content – You need to know how your content is affecting your marketing efforts. Here are some things to track: Organic traffic, visitors, engagement, bounce rates, page views, click patterns, comments, likes, shares, etc.
  • Add visuals – Make your content appealing by adding visuals like videos, images, and infographics. People find the content nice to look at if you add visual aid.
  • Include factual data – When you make a claim, make sure to add the source to it. If your fact-based data has back up, people will find it easy to trust you.
  • Format to perfection – Your content piece needs to be easy to read, for which you need proper formatting. Users could get bored of your content piece if it lacks proper headings or bulleting.

In Conclusion

You can’t expect to excel at content marketing without a proper strategy. Your strategy is a foundation for your efforts, and it guides you towards maximizing ROI.

As quoted in CoSchedule’s State of Marketing Strategy Report, marketers who prioritize a digital strategy have a 313% more chance of achieving success than those without a strategy.

That’s an incredible figure, right? It shows how vital the role of a digital content strategy is when you start content marketing.

Understanding Everything About Brand Standards

If you’re someone with a branding background, you understand the importance of brand standards and everything that needs to be done. Branding standards are a set of brand-centric guidelines that explain the look and feel of your business. Brand standards are much more important than a logo – they define the face of your business and brand.

Your brand standards help you set a recognizable presence in a competitive market and ensures it stays consistent.

All your employees and stakeholders should understand their importance.

The Importance of Brand Standards

It is important that everyone associated with your brand understands your guidelines. The list includes your employees, stakeholders, and the target audience.

Getting your brand standards is important because that’s how your customers recognize you. Let’s discuss the reasons these are important:

Consistency

You want people to remember you, and your brand should be the first one they think of when they see your logo – or even similar colors.

To do that, to embed in your audience’s minds, you need to be consistent with your branding efforts. So your marketing material, business cards, shopping bags, and website should have brand elements.

Your team will use the brand standards guidelines to understand what to use and how to use to ensure your customers recognize you. The key is to remain consistent and make a life-long impression.

Fixing Rules and Guidelines

When you write up a brand guide, you’re basically setting up ground rules for your brand’s look and feel. The rules identify all the visuals that represent your brand – like the logo, colors, typography, fonts, etc.

The guide proves helpful for a new employee who isn’t familiar with your brand elements. In addition, the guidelines help your employees keep everything cohesive.

Helps With Recognition

Keeping consistent to become recognizable is time-consuming but worth it. Your brand won’t be recognizable if you don’t consistently work on it. However, your distinguished brand standards can make it recognizable, especially if your employees follow them.

Keeps You Focused on What Matters

When businesses introduce a new product or service, they can steer a little away from branding standards. A brand standards guide will help you stay focused. By implementing those rules, you maintain consistency and reach the intended audience.

Increases Brand Value

If you’re consistent with your brand standards, you build a strong foundation for your brand’s reputation. When your brand has a reputation, you create value in the market and maintain integrity for your brand.

Essentials of a Brand Style Guide

Understanding Everything About Brand Standards

You can include anything and everything related to your brand in your guidelines; however, there are eight essentials that you shouldn’t skip.

Let’s look at the eight essentials to add to every brand standards guideline.

Positioning Statement

Start with a positioning statement; it defines your target audience and sets a tone. You can use a template for it or create your own. The statement helps you understand how your customers should recognize your brand.

Brand Message & Vision

The brand message part includes three major elements, brand slogan, taglines, and phrases. They influence how you communicate with the audience online via copywriting and visuals. Decide the message you’re comfortable with your audience understanding and encourage your employees to produce similar messages.

Brand Statement

The brand statement is the part where you describe your brand in a single paragraph. The easiest way to create is to think about what would you say if someone asked, “what is your brand about?” The answer should be short and sweet.

Your Logo

The logo section should have different iterations of your logo – colored, black and white, big size, medium size, large size, etc. Again, if you explain your logo well, your employees will know what logo size and type go where.

Fonts

Much like the logo section, you need to be thorough in the font section as well. Write down the different fonts you prefer, the fonts that represent your brand, which fonts are better for which marketing material, etc. For example, some brands prefer different fonts for videos and images. Make a list of fonts you like and explain how you’ll like to see them.

Color Palettes

The color palette section should start with 2-4 primary colors you want to use across the entire marketing collateral. Then highlight the secondary colors that complement your primary colors; employees should apply them as needed. Finally, make sure to describe where each color should be used and how it should be used.

Brand Elements

The brand elements include everything from a single dot line to the clip art, images, and videos you use. Try to use the best examples of your brand that explain how and where each element is used. Also, add instructions that explain each example.

Guideline Examples

Your brand standards guidelines should include examples in each section for employees. The examples will help your employees understand how to use brand elements across all marketing collateral. Make sure your guidelines are clear and easy to understand.

The Companies with the Brand Guidelines

If your employees follow the brand guidelines accordingly, it will pay off in the long run. The practice will build trust in your audience and create a long-lasting brand value.

Let’s look at seven examples of companies that have amazing brand guidelines.

1.      Asana

Asana is a SaaS product that allows organizations to be on the same page, project-wise. The Asana employees have followed the brand guideline by the book, which is why people think of Asana when they see three dots. The SaaS product is the answer to all the customer’s whys – the employees know how to work.

2.      NASA

Who doesn’t know the famous space station NASA? The company has a clear guidelines manual for its employees. The guideline is lengthy, but it thoroughly explains to the employees how to go about everything. Moreover, it pays attention to every detail, which helps new and old employees to understand the brand better.

3.      Uber

Uber undeniably has a strong online presence because they focus on nine core elements: Logo, colors, brand voice, typography, illustration, motion, composition, photography, and iconography. In addition, the brand guidelines give a complete overview of what it stands for and how employees should utilize the rules for marketing collaterals.

4.      Netflix

Netflix has an iconic “N” logo that has made a dent in the viewer’s mind. Without a doubt, if people see the logo anywhere before a show or movie, they’ll know it is a Netflix production. The team might not follow the guidelines by the book, but they’ve used something as basic as a logo to make a life-long impression.

5.      Audi

The name Audi is promoted anywhere and everywhere, which is why the brand has very specific guidelines. They have different appearances for multiple user interfaces for communication, branding, motion pictures, etc. You’ll see a specific Audi product for different platforms, and it is all in the guidelines. They even have rules on how to use their logo on branding material.

6.      Carrefour

Carrefour is a giant in the food retail industry, so its branding guidelines emphasize warmth, openness, and comfort. Their guidelines have helped them become recognized as a welcoming, family brand that emits a sense of familiarity and care. You can find some great inspiration from their guide to understand how your brand can feel like home to your audience.

7.      Shazam

Shazam is a worldwide popular, Apple-owned app, and any user will know the app when they see the logo. The app has straightforward brand guidelines, and it fixates on using the logo for brand identification. In addition, the guidelines explain how to use the logo as a watermark for different reasons. The guide also has a slight touch of humor to keep things friendly.

Tips To Create a Brand Standards Guide

Understanding Everything About Brand Standards

If you’re still feeling a little lost, don’t worry; here are some tips you can incorporate when you start creating your brand standards guidelines.

Explain Do’s and Don’ts

The right kind of helpful guidelines emphasizes the do’s and don’ts equally. They paint a picture of what to do and what not to do in detail.

The picture helps employees understand your requirements easily. Be specific about the do’s and don’ts of every section. For example, where to place the logo and where to not place it. The colors you should and shouldn’t use, etc.

Get Specific

The more details you add, the better it is for your brand. Once you’ve specified the do’s and don’ts, make sure to explain different scenarios using graphic material. For example, you could show how to and not to use the logo. The tip can work for all the brand elements, fonts, typography, iconography, etc.

For fonts, you can be specific about which fonts go where to ensure that’s how they’re used.

Add Brand Elements to the Brand Guidelines

The reason you create brand guidelines is to ensure your brand is conveyed properly – the guide itself needs that too!

You can do this by adding minute brand details like colors, logos, and fonts while explaining the guidelines. For example,

  • The first page can be your website landing page.
  • Use your logo instead of bullets.
  • Add color accents of your brand to the slides.

The trick is to create a visual flow and enforce a memorable brand identity.

Specify the Primary Color

Another trick to solidify your brand is by picking a primary color.

For example, Facebook’s primary color is “Facebook Blue,” Spotify uses “Spotify green” as its primary color, and Netflix calls “Netflix Red” its primary color. Getting the picture?

When you pick a primary color, you create importance for your brand and claim it as your own.

In Conclusion

Brand guidelines are a great tool to outline all the rules to make sure every employee follows them. In addition, your guidelines will come in handy when you’re collaborating with another brand or influencers for promotion and marketing.

The key is to stay consistent with your branding efforts using the guidelines critically. Every little detail counts, whether it is on a social media post or in an email – it should be consistent with your brand guidelines.

Good luck with your brand guidelines; I’m sure they’ll be amazing!

Marketo vs Eloqua – Which is Better & Why?

When companies embark on the journey to find and integrate the best marketing automation tool, they’re faced with numerous choices – two of those are Marketo vs Eloqua.

While both of these companies launched – Eloqua in 1999 and Marketo in 2006 – as independent SaaS companies, they were quickly acquired by larger companies. Even then, Marketo is much more commonly used by medium-sized businesses, and Eloqua is popular with large enterprises.

However, if you’re a new startup and confused between the two, then you’re probably wondering: Which of the two is better? Do they have any differences? Which one better suits my business? How much will each cost me?

To help you decide, I’ve chosen five different aspects to compare the two marketing automation tools: Usability, Pricing, Features, Integration, and Support.

Marketo vs Eloqua – The Comparison

Usability

Whenever I discuss usability, it’s difficult to evaluate a person’s ease because what one person finds difficult to use can be easy for another person to use.

However, for the sake of argument, I’ll still try to discuss it. Marketo and Eloqua have very different user interfaces – have a look here:

Eloqua

The Eloqua Interface

Marketo

The Marketo Interface

Right off the bat, we notice that Eloqua has a mapping kind of user interface which makes it easier to branch out to other departments. However, with Marketo, you can do that, but the process has a lot more layers and supports smart campaigns.

Some people will argue the traditional Eloqua system is easy to use, and others will say the smart campaign system offered by Marketo is better. It all boils down to what users prefer.

You can make a decision based on usability by asking your team for an opinion. Ask your team to demo both of the platforms and then decide which is better to run operations.

Pricing

Okay, no matter how I compare these two software – they’re both going to cost you in thousands annually. My honest opinion would be to keep the price as the least important aspect for making a decision.

The reason is that you need a system that will prove fruitful for your business even a decade later – to be concise, you need something reliable.

The Marketo packages are Basic, Standard, and Enterprise, while Eloqua’s packages are Spark, Standard, and Select. Have a look at the chart below; you’ll notice a visible difference between the two platforms – with Eloqua charging over double the amount monthly for the first two packages.

marketo vs eloqua pricing

Whether you choose Marketo or Eloqua, the monthly subscription will include a TCO, CRM integration cost, and deployment cost.

You probably think these programs are expensive, and sadly that is the truth. Software like Eloqua and Marketo aren’t cheap; however, they have the features to become invaluable to your business. The question isn’t “which one is cheaper?” the question is “which one is better?” because they’re both reliable and a solid investment for your business in the long run.

Of course, visibly, Marketo offers unlimited marketing users for all its tiers, while Eloqua only offers that for its Enterprise level.

As a small business, you could start with the Spark or Basic subscription and then move onto the other tiers. Ultimately, the decision is yours.

Features

No matter who you ask in the tech industry, a true software user will always tell you that features are the most important aspect of choosing a marketing automation tool. However, this might be a tedious task with the comparison – Marketo vs Eloqua because they both offer similar features and functionality to the users.

marketo vs eloqua features

As the table shows, Eloqua offers far more features than Marketo in their Basic and Spark packages, such as email A/B testing, revenue tracking, and progressive profiling.

However, Marketo offers a marketing calendar and metrics to measure your SEO performance. The marketing calendar Marketo offers allows up to five free users in the Spark package.

Comparing their other features, Eloqua offers a complete set of performance metrics in all their packages, like revenue tracking and lifecycle tracking. In contrast, Marketo offers all the tools, in all packages, businesses need for digital and social media marketing.

In essence, Eloqua has better packages as compared to Marketo.

Integration

You need marketing automation tools that can effortlessly integrate with your CRM. Marketo and Eloqua have many CRMs in common – from the most famous to the least famous ones. They share a very similar directory of CRMs.

Let’s look at a table to compare:

marketo and eloqua integrations

Now, according to the list, you can integrate all the most famous CRMs with either marketing automation tools. Some businesses use an in-house marketing automation tool – built by their team. If you’re one of those brands, don’t worry – both platforms have API that lets you do custom integration.

The only catch here is – Eloqua offers a custom CRM integration in all the packages while Marketo doesn’t offer it in the basic package.

Eloqua offers “plug-and-play” kind of integrations, while with Marketo, you need to spend a little more time.

Another major difference between the two is – Eloqua comes with a built-in content management system called Compendium. The CMS is great for creating a website blog and managing it using your marketing automation tool.

Support

For ongoing support, Eloqua has 24/7 phone support – meaning you call the helpline at any time if you run into any bugs or issues. You also have 24/7 unlimited access to online submission and social media support regardless of what package you have.

Why am I so specific about this? It’s because, with Marketo, you have 24/7 access to online submission; however, if you want to contact them via phone, you’ll need to pay $5 additional per month for Standard users and an add-on for Spark users. This means Basic users have no “phone privileges.”

However, most users will tell you they’re a lot happier with Marketo’s support team compared to Eloqua’s. Marketo offers free-of-cost training videos as well, so you can rewatch them to understand the tool better.

In Conclusion

I know the comparison seems vague, and you’re probably thinking, “so, who won?”

To be honest, the answer depends on your specific needs.  I’ve highlighted all of the aspects, and I hope they can help you decide.

My advice? Don’t restrict yourself to Marketo vs Eloqua. While these are great tools, there are many other tools worthy of your attention. The best thing you can do is try out the demo of the top five tools, then pick and pay for the one you loved using the most.

The Top Branding Tools Every Business Should Consider

A strong brand identity requires the perfect combination of branding tools and branding strategies. The right branding activities help elevate the image of your brand and create awareness in the market. Branding is important for every business because it differentiates you from your competitors and compels your audience to choose you in a heartbeat.

The more your business grows, the more important it becomes to solidify its image. There are numerous online branding tools you can use to help create a permanent brand identity.

But, first…

What Are Branding Tools?

Branding tools are platforms or software that help businesses work and improve their brand identity in the market. Branding tools create a positive brand image and increase your brand’s online presence – making you more visible to your target customers.

There are various types of branding tools that help you cover a huge ground when it comes to creating awareness. When you explore branding tools, you’ll realize there are tools for almost every marketing and branding activity. From content creation tools to email marketing tools, everything can be automated with a few clicks.

Importance of Brand Management Tools

The importance of branding and branding tools stems from the increasing popularity of digital marketing.

Let’s take a look at the history of the internet.

Back when we had Orkut or MSN messenger. Do you remember seeing online ads? Any pop-up ads? If the answer is now, I think you know where I’m going with this.

The relationship between the internet and digital (or online) marketing wasn’t as popular as it is now. The competition online is fierce, and only strong brands can survive it.

How does branding play a role?

Branding ensures your marketing efforts aren’t all in vain. It’s all about giving your brand an unforgettable identity.

A great example of this is the famous fast-food chain: McDonald’s. Whether you’re on a road trip or browsing the internet – if you see the iconic yellow “M,” you instantly know it’s McDonald’s. However, the fast-food chain only has that effect because of the years it spent on offline marketing.

Digital marketing can have the same impact if you use the right tools to have an effect on your target audience.

Branding tools help you ensure every marketing activity you do reflects on your brand. Your job is to make sure whatever you post online helps you maintain a positive brand image.

Branding tools also help businesses considering a rebrand. You can use these tools to simplify the rebranding process while focusing on your digital marketing strategy.

Tenets of a Strong Brand

The Top Branding Tools Every Business Should Consider

Branding is a strategy that businesses use to communicate their value to the world. The efforts should be effective and engaging.

Here are some tenets to focus on which will help you establish a brand.

Memorable Brand Name

Your brand name is the first thing your audience will notice, so it better be a good one!

The brand name should be able to convey:

  • Brand position.
  • Your values.
  • The brand’s message tone.
  • Appropriate with your offerings.
  • Relevant to your audience.

Now imagine if “Toys R Us” had a brand name like ‘Children’s Store.” It would indicate it’s a children’s store, but at the same time, it’s also very vague, and customers won’t understand right away what they have to offer. The name “Toys R Us” is straightforward, easy to remember, and customers can understand what they sell.

Great Logo

Right after the brand name, the customers immediately look at the logo, which means it needs to be attractive and memorable.

It makes it easy for customers to remember your logo when you use the right colors and incorporate appealing elements. It’s human nature to notice the colors before anything else.

For example, the Starbucks logo may seem like it has too many elements, but colors are the major reason people recognize the brand easily.

For a great logo, consider these queries:

  • Is your logo unique?
  • Does it align with the category?
  • Is it easily usable when it’s printed or used online?
  • Does it look better in black and white or colored?
  • Is it relatable for your target audience?
  • Does it convey your brand personality?
  • Does it encourage an emotional response?

Well-Thought Promotional Strategy

Your goal should be to create a long-term promotional strategy to promote your brand online. Your strategy should be about being honest and open with your audience, which makes them engage with your business.

Create A Buyer Persona

Before you start selling, you need to understand the market you’re going to sell to. The best way to stay focused is by picking a single niche market. You can understand your niche market through your product and then create a buyer persona accordingly. Here are some questions that your buyer persona should answer:

  • Where does the audience live?
  • What do they like and dislike?
  • Is there a specific age range?
  • What kind of brand tone they appreciate?
  • What do they do in their free time?

Study The Competition

Thoroughly research and try to understand your competitors to identify any gaps in the market you can fill. When you identify the market gaps, you can use those to your advantage and brand yourself accordingly.

  • What do the competitor’s logos look like?
  • What kind of brand name should you have?
  • How are the competitors communicating with the audience?
  • What are the strengths and weaknesses of your competitors?
  • What kind of brand voice do they use on social media?

Do Something Different

Your buyer persona and competitor research will help you see how many other brands are doing the same thing as you. To survive the competition, you need to think about how you’ll market your product to the target audience. Ask yourself:

  • How can you be different?
  • What makes you different?
  • What can you offer that your competitor can’t?
  • Why should the target audience choose you?

Plan A Branding Strategy

Start building your branding strategy from scratch with the data you gather from the research process. The competitor research and buyer persona will be your foundation blocks for a robust branding strategy. Pick a problem and try to brand yourself as the solution your audience needs. People connect with brands that are relatable and transparent, so use your resources wisely.

Tell A Compelling Brand Story

Every brand starts from a story, and customers love an inspiring story, especially one which is emotional. Tell your story from the ground up, why you built the brand, what compelled you to build the brand, what your story is, and why you are the best choice for your customers. Tell the story energetically for people to understand where you’re coming from.

The 11 Best Branding Tools

Whether you’re a startup or a big brand – generating leads can be difficult at times. The key is to stick to your original brand identity and work around it. Here are some tools that might help you push your brand towards imminent success.

Some of these tools offer free trials before you have to pick a subscription package, and others are free of cost. Try them out and choose the ones that help you with your business goals.

1.      Looka – Branding Tool for Logo Designing

Looka is an AI-based branding tool that allows brands to create unique and appealing logos. Users can choose a logo from the mock-up collection and customize it according to their brand and what they like. The tool offers an extensive catalog of colors, shapes, designs, elements, symbols, etc. If you pick a paid package, you also get a website builder to create a website.

2.      Canva – Branding Tool to Create Visuals

Canva is a quite popular branding tool with a wide variety of templates, designs, and images that users can pick from to create social media content. If you buy a paid subscription, you can create a brand-centric kit that helps to promote brand identity. Your brand manager can use the tool in the best way.

3.      MailChimp – Branding Tool for Email Marketing

Email marketing is still a strong tool for branding and marketing experts because it reaches the customers directly. To understand the underlying benefits of email marketing, every business needs a tool to simplify the process and make it more effective. With the paid versions, the number of customers you can email increases, and you have access to a wider range of features.

4.      ZeBrand – Branding Tool to Create Visuals

ZeBrand is a branding tool that helps humanize your brand and helps you in conveying your brand story. It’s a complete brand toolkit to create logos, social media collateral, website designs, and other visual assets. The paid version also offers a social media kit and unlimited online support to use the tool.

5.      BuzzSumo – Branding Tool for Content

BuzzSumo is a content marketing tool that brands use to identify the type of content popular with their niche. The research tool helps you find the best, relatable topics to attract your audience, and you can also connect with influencers. With the paid version, you can track the website content to analyze what works and what doesn’t. Users can also monitor social media posts.

6.      Mailshake– Branding Tool for Email Marketing

Mailshake is another email marketing tool for successful branding. It’s a lot like MailChimp and allows branding experts to make effective communication with prospects. You can integrate automatic replies, create broadcast schedules, and send personalized emails. The user-friendly interface makes your email marketing efforts even better.

7.      HubSpot Marketing – Branding Tool to Track Performance

The HubSpot Marketing branding tool is widely popular for lead generation. The tool allows you to gather email addresses using website pop-ups that are placed perfectly – they get the job done and don’t annoy the user. The tool also offers in-depth information about the pages, the incoming traffic visits, pages with the highest conversion rates, etc.

8.      Frontify – Branding Tool to Create Style Guides

Frontify allows you to create a customized brand toolkit for your employees and stakeholders. Every business has a unique brand tone and message – and you should be able to market it in a consistent tone. The tool will help you create a brand style guide using all the elements you need.

9.      SMhack – Branding Tool for Social Media Management

The SMhack is a specific branding platform that helps you handle your social media activities. You can post, comment, link your profiles, and schedule posts as many as you need. The platform also has an analytical tool that you can use to track your social media posts. Generate reports and monitor your social profiles easily – all in one place.

10.  Google Analytics – Branding Tool for Analytics

If you have a website, then Google Analytics is the best tool for your brand. The tool tracks your website and offers you in-depth information about what’s working and what’s not working. It helps monitor the performance of each webpage, and the real-time analytics helps you improve your content, marketing, and branding strategies.

11.  Wistia – Branding Tool to Create Videos

What is the fastest way to reach your audience? Creating and promoting videos. A content strategy is incomplete without video content, and Wistia is your best bet. Everyone knows creating videos doesn’t come cheap, and that’s why this tool made a list. The platform offers numerous customization options, and you can tweak the video however you want by adding your brand logo, name, CTAs, and even colors.

In Conclusion

Of course, these aren’t the only branding tools out there, but the tools might fit the budget of every brand regardless of the size. The mentioned tools are great to start your branding strategy – so start the free trials to determine which ones are the best for you. Hopefully, this list will prove to be a starting point for you and help you explore more options along the way.

If you’ve got any tools, you love using for your brand, mention them in the comments!

Good luck with choosing the right branding tools!

The Complete Guide to Understand SaaS Marketing

On this page:

  • Understanding SaaS Marketing
  • The SaaS Funnel
  • Effective Techniques for SaaS Marketing
  • Steps to Launch a New SaaS Product
  • Engagement Plan for Trial Users
  • The Suitable Social Media Platforms for SaaS Products
  • Social Media Strategy for SaaS Products
  • Hiring SaaS Resources
  • Conclusion

Understanding SaaS Marketing

If you’ve ever wondered about the question “What is SaaS marketing?” then I have the answer for you.

Let’s break the term “SaaS marketing” down. You probably already know what marketing is – the practice of promoting your products and services through various channels.

SaaS is short for software-as-a-service, which is a license for any cloud-based program accessible from any device. SaaS products are intangible, which makes them unique.

The success of SaaS products depends highly on the customer experience they offer. If you have the perfect combination of great software and outstanding customer experience – it’s an indication your SaaS marketing plan is working.

SaaS marketing is the strategy to push SaaS products towards the target audience. If you do it right, you can attract more users.

Some people might argue that great software sells itself – but before that happens, you need some techniques to increase user engagement.

When you start SaaS marketing, you might realize one of the biggest challenges is the difference in software.

It can be difficult to attract customers to new software; however, there are ways to work around that. You could offer a 30-day trial period, paid membership, or a freemium model. The trial allows your target audience to experience your software first-hand and understand why it’s better.

One of the biggest pros of SaaS marketing is that you can offer the complete product to the target market; give them a taste of what they need.

The SaaS Funnel

The SaaS funnel is the essence of the buyer’s journey – it is an insight into the prospect’s intentions with your product. If you track the SaaS funnel closely, you can identify the flaws in your SaaS marketing efforts and the buyer journey.

In order to get leads, you need to study your competitors and mimic what they’re doing with a unique spin. The end goal is to increase your conversions with the solutions you have to offer.

Traditionally, the SaaS sales funnel has four core steps that you need to follow.

  • Attracting your target audience
  • Converting customers into leads
  • Maturing leads into customers
  • Encouraging customers to buy further

saas marketing

Stage #1: Attract

Use purposeful and targeted content to attract users who are looking to try something new. Content with a target tends to attract more potential buyers and adds meaning to your SaaS marketing efforts. It also ensures only genuine customers contact you.

Stage #2: Convert

Once you have interested customers, the next phase is to confer the customers into possible leads. Invite them to sign up for your product via freemium or trial models and continue using content to keep them on board. Don’t stop marketing just because you have potential customers – continue to entice your target audience.

Stage #3: Close

Now your customers are engaged with your brand; the next phase is to nurture your relationship with them. Give them reasons to trust you, and build trustworthy relationships to motivate them to become premium members.

Stage #4: Delight

This is the stage where it all comes together – you either make it or you break it. Offer your customers excellent services combined with constant support to make them happy. If your clientele is happy, they’re likely to pay more for your services and recommend you to their peers. That’s a great marketing opportunity for your SaaS product, right there!

The attracting and conversion phases are about generating new leads through SaaS marketing content and addressing customer needs. The target should be to build a connection between your SaaS product and the customers that stems from their concerns.

The closing and delighting phases emphasize on making the buyer journey smooth and painless. If the customers have a great experience during these phases, they will willingly return or continue using your SaaS product.

Effective SaaS Marketing Strategies

These days, most SaaS platforms are obsessed with generating leads, which makes B2B marketing tactics a fail.

Your SaaS product needs to address customer issues that are ongoing and might happen in the future. This means your customers should have a clear idea of how your SaaS platform will benefit them in the long run. If you can do this successfully, it’ll help you stand out from the crowd.

To do so, you need SaaS marketing strategies relevant to today’s market. I’ve made a list of the latest SaaS marketing techniques stemming from the original tactics.

The methods will help you devise a better marketing strategy.

1.      Devise A Content Marketing Strategy

Potential customers look for the reason that explains why your SaaS product can help them. To convey this message, you need to adopt a SaaS content marketing strategy. People search for answers to their problems online, and your content can provide that.

Of course, building your presence with a SaaS company blog will require time. To compete in the market, consistency is key. You need persona-driven, informative, and attractive content that attracts users to your product.

The ideal strategy is to answer the queries your potential buyers are looking for; to offer them a relevant solution. The strategy is part of SaaS inbound marketing.

2.      Attract With Free SaaS Trials

SaaS companies have a unique advantage over regular companies – they can offer their product for free as a trial. The advantage allows them to attract more customers to their product and convert them into permanent users.

They have very little to lose because of the intangibility of their SaaS product. The companies can offer various features during the trial period like:

  • Social media logins
  • Referral bonus
  • Add friends
  • Unlimited customer support
  • Basic features

At the end of the trial period, you can offer your SaaS platform for a discounted price that encourages users to buy. You can also use the trial period to understand what your target audience likes and dislikes then use the information to make it better.

The better your SaaS platform, the more users will prefer it over others.

3.      Emphasize on SEO

While creating your onsite blogs, it’s necessary to optimize them using SEO techniques. If they don’t have essential keywords, the search engines won’t divert the right traffic to your website.

Much like blogs, your website also needs attention SEO-wise. Every piece of content on your website pages should be SEO-optimized to facilitate the sales funnel. Your SEO practices will help you get leads and keep the funnel going.

The ideal goal of an SEO strategy is to improve your search engine ranking so that your website is the first link users see when they search for keywords. If you can rank organically in the first three spots, you won’t need to buy any ads from Google.

With that said, you can only optimize your website and blogs with SEO if you do your research. Thorough research using SEO tools will help you identify keywords your target audience uses to find similar SaaS products.

4.      Start PPC Campaigns

If you notice your content and SEO strategies aren’t generating enough organic buzz, maybe it’s time for something stronger – PPC Campaigns.

Before you jump in with all your money, make sure to do your research on keywords. You need to find keywords that are ranking the highest on Google and then put your money there. There are variations of keywords, so choose the ones relevant to your SaaS product.

If you’re confused between SEO and PPC, let me tell you they’re both equally important! With SEO, you only need resources; however, with PPC, you need resources and money to run campaigns.

PPC is short for pay-per-click, meaning you’re charged every time someone from your target audience clicks your ad link. To do this, you need to put your money on the keyword that is a top performer.

Moreover, pay attention to the ad quality score – do your research on why Google ranks certain SaaS products, but yours is falling behind. The reason for this is usually a wrongly placed ad. To avoid this, match your ad with the buyer’s intent.

5.      Host Q/A Sessions

Do you know what kind of SaaS companies’ customers trust easily? The ones that are transparent about everything.

Customers hate it when companies hide things like additional charges or answers to basic questions. To remove the barrier between you and your target audience, you can hold a Q/A session on social media.

The Q/A session will be a gateway to connect with your customers and understand their needs. Then you can use the information to build trust between your SaaS product and target audience.

However, before you decide to host a Q/A session, make sure to market it on various social media platforms and your website. Get the word out that you’ll be coming live to answer every query so that your target customers understand your SaaS product better. Why do they need to understand your product? Because SaaS-based tools and software are more technical so they’ll need a rundown of what makes you better and how things work.

6.      Be Very Responsive Online

Imagine you’re in a store, and you need to get your screen protector replaced. You’ve been standing there for 20 minutes, but the store is overcrowded, and no one’s listening to you. How does that make you feel? Unheard. Annoyed. Irritated. To say the least.

Much like that, your customers feel all those things if you ignore them on social media platforms. In the fast-paced digital world, everyone is going digital. When people run into problems, the first thing they do is go online and leave a message on business pages.

After leaving a query, they expect to get an answer within 60 minutes, and it’s your job to address them. If you fail to be responsive, it just annoys them further, leading to the abandonment of your SaaS product.

Additionally, if you’re cautious about responding via social media platforms, it earns you a “responsive” badge. Facebook is a great example of this. The platform places the badge for very responsive business pages, which you can use in your SaaS marketing strategy.

7.      Leverage SaaS Review Sites

For SaaS companies, there are multiple review sites that customers trust completely. Since customers trust reviews, they never download or use any SaaS products without reading reviews due to the fear of getting hacked. These are the sites you need to build your reputation.

Your goal is to be represented well on these websites so that your business grows faster and better. Check out the websites to ensure you’re on their list.

8.      Incentive-Based Referrals

You’ll be surprised to know what SaaS customers would do to enjoy your SaaS platform for another month of free service. They would refer your SaaS program in their circle, like your social media page, share your content on their social media, etc. A referral system is one of the most common methods to reach a wider target audience.

Ideally, if you have a long-term customer who loves your SaaS platform, they’re ripe enough to ask for referrals. You can ask those customers to refer your SaaS platform for a reward.

The key is to study your customers’ behavior and then to find ways to encourage them. If you offer them something they’re interested in, you’re bound to attract new customers.

9.      Make Sign-Up Easy

When you develop a SaaS platform, make sure the signup process is as easy as ABC. Too many steps while signing up can irritate the customer, which can lead to abandonment.

Make sure to review your signup page and make it as concise as possible.

10.  Use Clear CTAs

One of the most important elements of a SaaS platform is the CTAs. The CTAs or Call-to-Action buttons should be in proper places where the customers can see them. Whether it’s existing customers or attracting new customers – the CTAs should be properly visible.

Have a look at the kind of CTAs your competitors are using, and try to integrate the same sort of design.

Steps to Launch a New SaaS Product

Chances are, the SaaS platform you’re about to offer your target audience already has variations in the market, and people love it.

It’ll be challenging to acquire a place in the saturated market; hence, there is a process you can use to make a dent.

Step #1: Build Your Audience

The first step is to create a user base before you jump into the market.

When you build a potential audience, it adds value to your product, and more people willingly engage with you.

Here, you have the chance to market your product using your customers’ pain points. For example, your new SaaS software allows businesses to calculate payrolls for the month at a given date automatically. To market the software, you’ll explain the problem to your audience and then show them how your SaaS software makes the tedious task a piece of cake. You can market it using animated videos, blog posts, or podcasts.

The customers will relate to the problem and understand your offerings. However, it’s important to keep in mind that authenticity is the driving force to attract pre-launch customers. If you use sincerity and honesty, the audience will engage with you.

The entire process creates a trustworthy relationship and earns you loyal subscribers who become long-term customers.

Step #2: Create Hype for The Product

When you start building an audience, you focus on using all the SaaS marketing essentials available at your disposal.

It starts from leaving small hints via email marketing and social media. If the efforts pay off and people choose to engage with you – then that means you have genuine subscribers interested in what you’re offering!

Now, you might have the temptation to start monetizing your new subscribers, and that’s okay, but trust me, if you go too hardcore on making money, you could lose customers. The trick is to ease into it.

You have your customers, so don’t go from a free model to a sales pitch – that’s just a turn-off. Yes, you can make a “sales pitch,” but do it discreetly. The efforts should make the customers want to spend instead of feeling like they have to spend.

As you continue creating and posting more content, you can slowly fuse it with your sales pitch. After some time, you’ll have a combination that will help your customers understand how your product serves as a solution.

Step #3: Partner Up with An Influencer

Everything You Need To Know

While you’re increasing your subscriber count, make sure to reach active followers – followers who bring value to your product.

In this regard, reaching out to influencers can prove very fruitful. Talk to famous influencers with a significant following and offer them a plan that benefits you and them.

For starters, ask them to test your SaaS product for free and share the tutorial with their followers. Once you have a list of influencers, maximize them to your advantage.

Here are a few things you can do with them:

  • Offer them to blog about your SaaS product.
  • Co-host a webinar with them showcasing your product.
  • Invite them as guest speakers for a podcast.
  • Ask them to promote your product on all their social media channels.
  • Provide them with a referral code to share with their followers.
  • Give them a referral amount every time they bring in a customer.

The influencers will also help you create hype for your product, and they’ll most likely become your first choice for SaaS marketing.

Step #4: Offer Early Access

The proven strategy for a SaaS product will always be launching it to the public directly. Harness the hype and reputation you created in the previous stages and invite potential users to your product for early signups.

To gain early subscribers, you can offer a discounted price or a special one-month trial offer. It’ll make your product launch exclusive.

You can also add extra benefits to entice your early signups into becoming long-term customers – ensuring they don’t abandon your SaaS product after availing the benefits.

Ideally, if you plan to attract 250 signups, try to work on your list until it reaches 350-400 signups.

The number might vary product-wise but always aim for the stars.

Step #5: Engage Early Sign-Ups Without Monetization

Don’t just stop after you’ve gained an early signup list; because that will lose value with time.

Once you have your signups, don’t wait too long to engage with them because customers lose interest fast; the key is nurturing them until the product release date.

What you can do is automate some follow-up messages that let your users know you’re present while you maintain the hype.

Here are some ideas for keeping up the hype:

  • Attractive product emails
  • Influencer marketing
  • Testimonials
  • Launch countdown
  • Behind the scenes
  • Webinar invitations
  • Product benefit video

If you keep your signup list engaged and excited, they’ll stick around to see the final reveal. Make sure to offer customers new information about your SaaS product to keep them at their toes – these early signups could become your loyal customers who get the word out.

Tips for Trial Users Engagement Plan

After you attract users for the free trial, the end goal is to convert them into regular, paying customers for your SaaS product.

To ensure that, you need to implement an engagement plan that starts from the trial period. However, when I say engagement plan, I don’t mean flooding the users’ smartphones with offers and discounts – that’s just annoying.

The trick is to engage with them enough to make your presence known – if you go overboard, the customers might end up abandoning your SaaS product.

What’s more important is you offer them helpful information that motivates them to make purchases. Let your customers find their own way while you create multiple touchpoints for them.

People prefer making their own decisions, and you need to offer them the answers they need without forcing your SaaS product on them.

Here are some tips you can use to create an engagement system and nurture your early signups.

1.      Understand Buyer Intention

If you plan to convert your free trial customers to paying customers, the first tip is to identify and understand their intentions.

Study your customers closely to understand their buyer intention. Find answers to the questions:

  • What do they like or dislike about the product?
  • What is common behavior?
  • Do they have any recommendations?

For example, 96% of your customers might have six common things you might notice during the trial period.

In addition to that, evaluate the common things of the other 4% who don’t become buyers.

Now, use the data to identify the triggers encouraging the purchase and apply the techniques to the non-buying and new users.

2.      Lead Your Buyer to Purchase

Sometimes a SaaS product can pose as too technical for some users, which makes them abandon it.

Study your trial period users closely to understand the difficulties they’re experiencing. The practice will highlight the areas you can make better to encourage purchases.

If you have a list of buyers who choose not to buy at a specific point, then you need to do everything you can to help them continue the purchase.

For example, here are some tricks websites use:

  • Send reminder emails like “your subscription is about to end.”
  • Push notifications to market discounts.

Use the information to understand why users didn’t proceed towards the paid version. Perhaps the CTA was unclickable, or the price was too high for them. In any case, the problem might be simple, but it needs an instant solution.

The key is to remove as many barriers as you can to mature sales.

3.      Integration A Trigger System

The last trick is to integrate a trigger system within your SaaS product. The system will track all steps the users take and help you see their behavior patterns. You can use behavior analysis to target the right content at the right step.

When the right content is targeted, it will allow you to create various touchpoints for your customers while boosting engagement.

Your job is to ensure users interact with your mobile app frequently, and the triggers will help you follow up on unfinished tasks to move users along in the sale cycles.

How do triggers work?

For example, a user gets distracted on Step C while singing up and forgets about it the first two days; the trigger system can send a reminder that says, “Hey Carla, we noticed you didn’t complete Step C. Can we help with it? Here’s a how-to video, or just contact us.”

The triggers need to be conversational and helpful, not pushy or salesy. Use the data you have on your user behaviors and set up the triggers according to your customers.

Additionally, you can also add emails with memes or limericks to keep things interesting.

Marketing Platforms to Promote SaaS Products

Marketing channels vary from SaaS product to SaaS product – what might benefit one may not benefit the other. However, the one constant fact is:

You need at least one primary social media channel to share product-related content.

Finding the right marketing channel for your SaaS product is a trial-and-error process. You need to test out different platforms before you can pick one that reaches the most audience.

Factors that can influence your choice are usually:

  • Type of content you want to share.
  • The audience you want to reach.
  • The nature of your SaaS product.

Remember, even your best content is useless if your audience can’t see it on the channel you publish.

Here’s a peek at the marketing channels proven to be the best for SaaS companies.

1.      Website Blog

A website blog comes highly recommended for various reasons, and here are some.

Firstly, you can use your blog to publish your original content, and you can use the blog to get more subscribers. The blog content belongs to you, and so does the subscriber data.

Secondly, your blog is the part of your website you can promote on all other marketing channels. You only need to understand what answers your audience is looking for and then present a blog related to that. This drives traffic to your website and earns you a contact list.

You can’t solely rely on a single platform to publish content because what if the platform suddenly shuts down? You lose your connection to the audience and all your data.

Thirdly, you can benefit from SEO marketing if you choose to run a blog. SEO optimized content drives traffic to your website through search engines. It boosts your page rankings and well page views.

2.      Facebook

Despite the fact that Facebook is deemed a platform for the older generation, the platform continues to grow. The channel might be a little behind, but it’s still a great channel to market products.

Facebook has one of the best metrics to target a specific audience using Facebook ads and live stories. It has detailed lists of audiences you can target and attract towards your SaaS product.

Facebook offers several ways for you to present your content. You can create campaigns, events, promote blogs, or attract signups for free trials.

Even Facebook groups have drastically changed and converted into a pool where you can promote your SaaS product. Businesses can use groups to reach a specific audience that can benefit from their SaaS product.

If you want to increase engagement, groups are the best way to do that!

3.      Instagram

Instagram’s popularity continues to grow at a rapid pace; if anything, the marketing channel has more influencers than any other platform. That’s because Instagram is one of the best mobile apps and people love spending their time on their smartphones.

Instagram stories and feeds are a very effective way to market your SaaS product and blog. You can also use the feed posts to share an attractive image with a mini blog under the caption – that’s a very common practice.

Aside from a website blog, Instagram is an excellent channel to reach your audience and highlight the best features of your SaaS product.

4.      Twitter

Twitter is supposedly a fast-paced social media channel. The channel is famous for its feed, and to be present there, you need to publish very regularly. Some professionals recommend posting on Twitter more than once a day so that you’re visible more often.

Of course, before you can start posting, you need to find the right time to post and the type of content your target market enjoys. The key is to be original; if you overthink too much, it could reflect in your tweets.

Tweets move rapidly, so you need to make an impact on your audience and follow some practices:

  • Keep your posting frequent and consistent.
  • Add industry-wise hashtags to target your audience.
  • Use a hashtag unique to your SaaS product.
  • Use hashtags to partake in conversations you have input for.
  • Tweet your own content to see what your audience retweets.
  • Have a consistent tone.

Twitter works differently than other channels, and things move fast, so try to keep up.

5.      YouTube

YouTube is the second most-used channel after Google which means it can help exponentially with exposure and audience boost.

The platform allows users to create brand-wise channels and share branded videos, product demos, behind-the-scenes videos, ads, etc.

You can use YouTube to post videos that offer insights about your SaaS product. Here are some video ideas for you:

  • Product demo videos
  • How-to videos about your product.
  • Videos that highlighting the benefits of your product.
  • Animated videos.
  • Company videos.

The YouTube content can help resolve many of your customers’ queries, but you need to plan it out properly. Add your YouTube videos to the social media plans you create for other social media platforms.

Here’s a lit of ways you can use your YouTube videos with other platforms:

  • Embed YouTube videos from your channel in your website blog.
  • Publish them on Facebook and LinkedIn to attract customers.
  • Run campaigns using the videos for maximum reach.
  • Post video teasers on Instagram and Twitter and direct traffic to your YouTube.

6.      LinkedIn

LinkedIn is the number one channel to reach B2B customers in the list of marketing channels – you can’t find any B2B clients more than LinkedIn.

The platform is a social media channel, but in nature, it’s intended for professional use, and the content available is also the same.

Now, this means SaaS companies can leverage LinkedIn to reach professional and high-end clients in the business sector. If you go premium, you can reach numerous clients and attract them to your SaaS product.

If you’re successful in your industry, LinkedIn can even invite you to become an influencer, improving your credibility.

LinkedIn offers a promising possibility to start building your enterprise network – you just have to work for it.

The Social Media Strategy for SaaS Products

Generally, every new product goes through three phases: Traction, Transition, & Growth.

Everything a SaaS company does for its new product should be tailored around these phases for smooth sailing.

Everything You Need To Know

Here are the five steps to use that will ensure the success of your SaaS marketing efforts.

Step #1: Define Your Marketing Goals

Of course, before you commence your marketing strategy, you need to define your goals. You should have achievable qualitative and quantitative goals.

Look at how to identify your goals:

  • Identify your SMART Marketing goals (Specific, Measurable, Achievable, Realistic & Time-bound). For example, you could hope to achieve 560 free trial users in one week.
  • Break your long-term goals into multiple small ones. For example, divide your 560 users by the number of days; let’s say try to onboard 80 new users per day. It makes the major goal more achievable.

Step #2: Identify Your Audience

The next step is recognizing your target audience. You can define your users by understanding who they are, where they’re reachable, and who can benefit from your SaaS product.

There are some attributes you need on paper to identify your audience, and they are:

  • Demographics
  • Pain points
  • Challenges
  • Influencers
  • Psychographics
  • The social media platform they prefer
  • Solutions to their problems

Step #3: Choose Effective Channels & Tactics

Now, remember when I said you need to identify the channels that will work for you? This is where you do that – define the channels based on your goals. Your social media channel of choice will make or break your SaaS marketing strategy.

Your goal is to acquire as many users as possible. Choose social media channels based on these metrics:

  • The channels that can help you increase your profit margins.
  • Identify the channel with the largest market size based on the target audience you identified in the last step.
  • The control a social media channel offers you over your marketing spend.
  • The scalability of the channel.

Don’t forget that social media channel algorithms change over time; working today might not work later. To avoid this, make sure to change up your strategy accordingly.

Step #4: Track Your Progress & Find New Opportunities

  • To ensure the growth and progress of your SaaS marketing strategy, you need to monitor your current efforts.
  • How can you do that? Find out below:
  • Use a metrics system like Google Analytics and Facebook Business Manager.
  • Document everything you find that works and doesn’t work.
  • Run experiments to identify effective strategies.

Step #5: Scale Your SaaS Marketing Plan

Once your SaaS marketing plan is in place, don’t forget to scale it accordingly to a larger audience or other social media channels. Another key for growth is exploring new opportunities in the market.

If you’re thinking about scaling your current strategy, then go back to step 3 and follow the criteria:

  • Profit margins
  • Control
  • Scalability
  • Market size

Make sure to identify your new market before you jump into scaling.

In Conclusion

The rule of thumb is – make smart decisions. Don’t let anything cloud your judgment when it comes to your SaaS marketing strategy.

Your efforts should lead you towards profitability and make you revenue-centric. However, when you do this, don’t forget that everything you do needs to be about your users.

SaaS marketing differs from company to company – what works for one might not work for the other, and it’s all about trial and error.

The 20 Benefits of Branding That Will Make Your Jaw Drop

In the wide clutter of paid ads, social media marketing, and onsite content, there’s one factor that offers more visibility against your competitors, and that is branding. When I explain the benefits of branding, you’ll soon realize why.

So, what is branding?

Branding is one of the pillars in a wide marketing pool that elevates your brand and takes it to the next level.

People often confuse branding with marketing; however, they’re quite different. Marketing helps brands promote their business, products, and services; while, branding shapes the brand.

The benefits of branding are undoubtedly unstoppable for building a strong brand. Branding is a backbone for marketing, and advertising and every business should get the most out of it.

Branding is the strategy businesses use to create the very first impression on customers, and it also affects the employees.

What are the other advantages of branding are there? Read more to find out.

The Compelling Benefits of Branding

There are many ways a brand benefits from the benefits of branding. It’s why branding is here to stay and do better.

1.      Uniqueness in A Copycat Industry

There was a time when there were very few fast-spaced industries; however, now, it’s almost impossible to stand out in any of the major industries. Most industries have one too many competitors who are doing more or less the same thing. Basically, you’re in a position where you have to share your audience with multiple competitors.

Every business has a different way to approach the competition – the most common being trying to improve customer experience. However, that’s not enough because everyone is working the angle. Here, the thing that can set you apart is branding.

Branding sets you apart from your competitors, especially if you do it right. You could have identical products and services as your competitor, but if you give your brand a unique voice, your customers will remember you better.

You need to have an influence over them which requires strong branding techniques.

2.      Helps Holding A Concrete Market Position

The most common problem for a new business is entering a new market; the big giants have already acquired most of the market share. For example, if a new smartphone brand is entering the market, it will have a hard time gaining a foothold because of giants like Apple, Samsung, etc.

So, how do you compete with these giants? You get your branding right. Start by offering your products and services as better alternatives which makes your brand superior to others. For example, your brand can be eco-friendly, which makes your brand more personalized.

Thinking about your customers, start building a strong brand to which your target market can relate to and grow from there.

3.      Builds A Trusting Relationship

I’m sure what I’m about to say has happened to you. You stumble upon a website with surprisingly low prices for smartphone accessories.

You fill up your cart, and just as you’re about to put down your credit card information, something clicks in your mind. Have you ever seen this business anywhere? Has anyone you know bought from the website? The second guesses ruin the experience, and you abandon the website.

Think about it some more; if you want to get your iPhone screen fixed. Do you go to the official store or a repair shop you’ve never heard of?

As an online business, you have to expect people won’t trust your brand off the bat. If they don’t know about your brand, they won’t spend their money.

Now, if you have a strong hold on your branding, the customers will feel more comfortable buying from you. The key is to build your brand for people to like it. So, even if you’re a small business, you can attract customers if you have the perfect branding strategy and seem trusting.

4.      Improves the Buyer’s Journey

benefits of branding

The benefits of branding aren’t just for attracting customers; in fact, they have an effect on the entire buyer’s journey. The most basic buyer’s journey looks like this:

  • Awareness
  • Consideration
  • Purchase
  • Purchasing again

Awareness

With the right branding efforts, you make it easy for customers to find you. If they remember your logo, they find you on social media, read your reviews, and eventually look at your offerings.

Consideration

If they recognize your brand, there’s a high chance they notice the ads and click on them if they like something. The customers willingly check out your offerings because of the brand behind them.

Your branding efforts make it faster and easier for customers to choose your brand over others instantly.

Purchase

If the customers trust your brand by now, they won’t hesitate to purchase from you. Branding helps build positive emotions between your brand and your customers.

Purchasing again

One of the major benefits of a strong brand is you’re the first choice of every customer. If you prove your worth to the customers, they would want to purchase again from you. In fact, they’ll be on the lookout for the next big product.

For example, most Apple users love buying the latest iPhone and yet look forward to the next release. That’s branding done right. The connection between your brand and audience is what helps you gain recurring customers.

5.      Motivates People to Spend

It’s a fact that people hesitate to buy from a newly launched brand; however, branding efforts can counter that easily.

It’s easier to upsell if the products and services have a strong brand to back them. Why? That’s because the brand has set a standard, and the customers are happy with it. When they’re satisfied with your brand, they don’t need to go anywhere else, and they can spend without batting an eye. It also increases the average order sizes, which means more revenue.

6.      Charge A Brand Premium

You’ll notice how difficult it is for new brands to sell their products and services at a higher price than their competitors. However, this is easy for an established brand backed by a strong branding strategy.

People perceive a well-known brand as a trusting brand, and people will never mind paying a little extra for quality offerings. Think about it. Would you rather buy a dress from a flea shop instead of a brand? Even if the difference is minimal, the brand can deliver as promised, while at the flea market, you can’t buy without checking thoroughly.

As a famous brand, you can charge a little higher for your brand name, and people will still pay for the quality products and services. You need to have a psychological effect on people; this will make you important for the customers.

7.      Magnetic Brand

It’s understood that as a new brand, in the beginning, you need to spend more than you earn to put a dent in the market.

One of the benefits of branding is the business growth is directly proportional to becoming magnetic. Branding efforts ensure people find your brand organically and are naturally drawn to it.

Many people claim they are attracted to a brand because of the name, especially if it is online. You might succeed with SEO and paid marketing strategies, but none of that matters if the customers don’t click an ad when they see your brand’s name.

8.      Attracts Top-Level Candidates

You’ve heard about attracting customers to your brand, but did you know your branding efforts can also attract potential candidates? The candidates who can prove to be great employees and bring value to your business.

Another advantage of branding is attracting the right people to work for you. Branding makes it easy to recruit top talent, especially if you’ve managed to create a positive reputation for your brand as a workplace.

9.      Retains Your Favorite Employees

Imagine losing an important employee. That’s a difficult loss to bear with because you just lost all the time and money you spent on the employee to make them an asset.

So, here’s another employee related benefit that branding makes possible. If your brand holds a positive reputation and your employees feel proud of where they work – then it’s a win-win situation! When you run a popular brand, employees stay loyal to you, which means your revenue keeps coming in.

10.  Endless Sale Cycles

When you run an established brand, the customers keep coming back for more. This is a collective effort of effective branding strategies and great customer service (hint: branding plays a bigger role)

Branding creates a tunnel vision for your customers, and they don’t even bother looking at alternatives if they remember your brand immediately. The magnet you created attracts and keeps the customers in the long run.

11.  Increases Customer Loyalty

A study has shown that there are four reasons why customer remains loyal to a brand:

  • Experience
  • Prices
  • Quality
  • Consistency

Undoubtedly, the four of these components are also the foundation blocks of a branding strategy. Of course, that’s not a coincidence.

To build a brand, you need to be consistent in offering a memorable experience at a reasonable price for a quality product.

Customer loyalty is more than just enjoying a repeating customer. It’s about the customer trusting you even if you make a mistake.

When I say mistake, I mean creating such a bond with your customers that if you fail to deliver, your customer is open to giving you the benefit of the doubt. If you can do that, customers will stay with you even if they have another promising alternative.

For example, although there are numerous supermarkets in my area, I still prefer going to the one I know has original, reliable products. I’d go there even if another store were offering lower prices. It’s all about trusting the brand, and that’s what drives loyalty.

12.  Organic Promoter Activity

If your brand is trusting and has a significant number of loyal customers, you can definitely expect more business.

How many times have you recommended something to your peers? That’s basically organic promoter activity. The brand isn’t paying you to recommend it, but because your experience was great with them, you recommend the brand to your peers.

Likewise, your loyal customers only recommend your brand because they’re happy with the products and services. Of course, they want the same for their friends. This is the power of your branding strategies.

13.  Creates A Consistent Brand Image

Your brand image comes in handy if you decide to move into a different market or try a new product.

The brand image acts as a central pillar around which you can build your business further. For example, when Samsung first launched the black and white TV, nobody would’ve thought they would be offering smartphones, tablets, and every home appliance down the line.

Why did people trust Samsung for other electronics? Because the first products were great, it was easy for Samsung to enter more markets using its name.

The brand name builds consistent trust, so your customers know whatever you offer will be of optimum quality. That creates more trust and loyalty.

14.  Generates Positive Reviews

Who doesn’t hate a bad review? Negative remarks and reviews hurt the brand’s reputation, but there’s a solution to that.

Your brand generates positive reviews when you play to your strengths. The key is to build the brand around your strengths – doing what you’re good at before trying something new.

Once you start satisfying customers, you start generating positive reviews, and the benefits of branding continue to multiply.

15.  Enjoy Unpaid Media Fame

According to Statista, there were over 3.6 billion using social media platforms, and the number is said to increase to 4.41 billion by 2025.

The reason why people love using social media is that it’s a great activity in their free time. Most people also follow brands for new promotions, sales, and giveaways.

If you execute social media branding strategies, you can enjoy unpaid fame. Social media platforms allow you to post organically as much as you want.

It also means more people come to your brand through your posts for free. You spend no money but still get the most out of your marketing collaterals. However, to get to this point, you need branding.

16.  Attracts Influential Customers

Do you know of a celebrity or a corporation using your products or services?

Now, that would be a valuable opportunity for your brand, especially if it is established. Influential people and businesses possess the power to make or break your brand.

How does this work?

Influential entities have a fan-following, and their fans believe anything they say. If they like your offerings, they would definitely recommend them to their customers.

However, if you don’t have a proper brand, then customers can’t associate anything with your brand. To counter this, your branding needs to strong enough to make an impact.

17.  Increases Revenues

According to a study, a consistent brand can enjoy a 23% increase in its revenues. That’s a huge number for enterprises and small businesses. Branding makes an impact, and if the impact generates revenue, then why not continue?

If you keep maintaining your brand and its identity, the revenue will increase yearly – which isn’t a bad deal!

18.  Optimizes Your ROI

At the initial stage, a brand has to spend more branding to create a reputation. It takes time, investment, and patience.

However, once you’re out of the woods with that, you need to start focusing on how to maximize your ROI. The ROI only increases if you spend less and get more out of the little you spend.

This sounds like an ideal situation, but you can only do that if your branding is strong and effective. If your customers know you, they will come to you on their own, and you won’t need to run any paid ads.

19.  Branding Is Consistent

The importance of branding in marketing is undeniable. They both go hand in hand; one is useless without the other.

With that said, do you know why branding is so impactful? It’s because it’s consistent, and the strategy doesn’t need to change as often and as drastically as marketing strategies.

If you’re worried about being consistent, your branding strategy will be consistent for a very long time. That’s because you won’t be changing your logo, brand name, or colors frequently – a branding strategy includes all the elements that are unique to your brand.

20.  Builds A Long-Term Foundation

Building and running a brand is fruitful for the business, but one of the best benefits of branding is a long-term foundation. It’s a challenging task to knock out a brand from the podium once it has achieved a big niche in the market.

For example, Intel is a well-known brand for processors, and the market it has grabbed can’t be taken away from the brand. It’ll be a long time before a competitor can enter the market and make an impact as big as Intel.

Branding is a long-term future investment for your business, and it guarantees success if done right.

In Conclusion

Before you execute your branding strategy, keep a clear head and have a vision for your brand. You need everything set and decided to develop a brand.

Tweak and finalize the elements you want to use to promote your brand and stick to them in the long run. If you need help creating a powerful strategy, we at CydoMedia can help. Our professional team will get in touch with you and help you in building your brand.

Contact us now, and let’s discuss the pricing; we’re sure we can offer you the best rates for a great, long-term strategy!

The Know-How of Business Branding

Business branding is one of the major aspects for a business, B2B, B2C, large, or small. Branding strategies provide the edge brands need to survive in an increasingly competitive market.

Business branding plays an essential role in how your customers perceive the image of your brand. Unless you have a large enterprise like Apple or Coca-Cola, branding your business needs unstoppable efforts.

Your branding strategy will help you differentiate from your competitors – it shows customers why they should trust your offerings compared to other brands. Your brand image is born from who you are, where you stand, and what people think about you.

You can’t be everything to people, but you should be what your target audience wants and need you to be for them.

Your business branding efforts start from a logo – it’s what your audience uses to connect with your brand.

The Basics of Business Branding

There are some business branding basics you need to grasp that will aid you in the business branding process. The elements are how you start creating a brand.

Let’s dive into the branding basics you need to nail to be successful.

Design an impressive logo – Your logo is the graphic representation of what your brand is, and it explains who you are. The brand logo needs to be placed everywhere to make a lasting impression on the audience.

Create a brand message – Your employees should know the message your brand wants to spread to the general public. It shows your values and what brand attributes you stand for.

Integrate your brand – When you start creating a brand, your efforts need to reflect positively. Everything you do reflects on what your brand is, how you speak to customers, how you make sales and the tone of your emails. All these need to be integrated with your brand.

Create a unique “voice” for your brand – Your brand should have a unique voice that reflects in all your communication channels. The “voice” should be present in your visual, written, and audio marketing material. You need to find the perfect balance between conversational and formal.

Come up with a tagline – Sit with your marketing and branding team to develop a memorable, catchy, and concise tagline. The statement captures the essence of your brand.

Design a basic template for your marketing materials – All the marketing materials you use should have a similar feel to it. Use the same color palette, choose a logo placement, and be consistent.

Deliver a brand promise – Your customers won’t look back if you fail to deliver your brand promise. Be true to yourself and your brand to ensure unstoppable sales.

Be consistent – You need to be consistent so that you’re always on your customer’s minds. Consistency is the key to imminent success. If you fail, you won’t be able to establish a brand.

The Types of Branding

There are six major types of branding you can look into. These branding tactics will support your marketing strategies which is why you need to get them right.

  • Logo Design

The first impression lasts the longest, which makes them super important. Your logo provides a glimpse of your brand, and it’s the face of every brand.

The logo should be able to tell the customers what the business is about – it might seem tedious, but you can get it right.

A well-designed logo helps with brand awareness and establishing a brand identity. For example, Pepsi is a famous soft drink brand that has changed its logo multiple over the years.

business branding

Now, the logo might have changed numerous times, but what’s remained constant are the colors and the iconic ball. Pepsi made sure to alter the design while sticking to its roots. That’s what a logo does – it creates awareness and identity in the market.

  • Brand Message

When you’re creating a brand message for your brand, you can use certain questions to do that.

  • What can you offer your customers?
  • How are your offerings better than your competitors?
  • What can you give your customers that no one else can?

Your brand message should answer all these questions and be concise too. The brand message defines your brand and gives you the edge you need.

Your business values reflect in your message and brand image.

  • Brand Positioning

Brand positioning can be a part of your brand message, but here’s how it’s different and deserves separate attention.

The brand position refers to how you stand out in the competition and what makes you different. Before you show that to your customers, you need to answer those questions yourself. If you understand the answers to those questions, you can answer them better when your customers ask them.

Branding experts can help you find answers to these questions. With thorough research, they determine what customers are looking for and then relate that to what you can provide as a brand. If you fail to give clear answers, your customers won’t be convinced, and the word will get around fast.

  • Brand Voice

Brands are a lot like individuals – each brand has their own way of expressing themselves. Some brands are friendly, some are formal, and some are aspirational.

Creating a brand voice, resonating it across all marketing channels, and making it a part of all customer interactions is crucial.

If you have a bold brand voice, you can create a concrete brand image; anything else can negatively impact your brand.

However, when you set out to create a brand voice, make sure it connects with your audience because that’s the right approach.

  • Style Guide

The style guide is the next step once you’ve decided on the brand voice. Convey to all your stakeholders and employees about the style guide you will be using.

Instruct everyone to use the pre-decided style guide when talking about your brand. The consistent practice will help create brand recognition among customers. The style guide includes brand elements like:

  • Your brand colors.
  • The design layouts.
  • The font type and size.

They represent your business, so they should be present whenever and wherever your brand is mentioned.

  • Social Media Branding

When I talk about social media branding, the key is to stay true to your brand message and voice. When you’re consistent with the message and voice, you leverage social media in better ways.

Your social media efforts should revolve around your brand and not the other way around. You need to find the balance before you fall flat.

Use social media platforms effectively to create brand awareness and recognition along with increasing your revenue.

The Business Branding Process

Every organization uses a different and unique approach when set out to build a brand; the one thing they agree on is branding is an ongoing process.

In this agile age, your customers expect you to be adaptive. If you’re just starting your branding strategy, then here’s a rough idea of how to do it.

Audit

Before you move forward, you need to look back at what you’ve been doing and where your brand stands currently. You can do this by auditing your brand to determine what works for your brand and what doesn’t.

The information you gather will highlight the areas you can perform in and help create a roadmap to implement new business branding strategies.

Research

Thorough research will help you analyze what your audience expects from you, where your gaps are, and how you can do better.

The research phase depends on how much investment you can make. Quantitative and qualitative research will help you gather the data you need to create an effective branding strategy.

Journey Map

At this stage, you can use the gathered information from the audit and research then combine it to create a compelling branding strategy. Keep your clientele at the center of your strategy, and then start shaping your identity.

In Conclusion

We’re in a digital era where branding is no longer just about logos and color palettes; it’s evolved into something bigger. It’s about the brand voice and the target audience. Business branding is more about measuring results to ensure you’re making an impact.

It takes a substantial amount of time to build a brand online. You might think Nike or Mcdonald’s are quite popular, and that’s because they have time and consistency on their side. That’s what every brand needs to focus on.

You don’t need decades to build your brand, but it does require patience for the strategies to prove fruitful.