Most SaaS companies want their websites to do a single thing: convert site visitors into product users. The best way to do that? Attract the right visitors and usher them through the buyer's journey with great content.
Find out more about the buyer's journey and how to create a successful inbound strategy in our B2B Tech Marketer's Guide to Inbound!
With over 2 million blog posts that go live daily, it’s important to create content with intent and to add value to your reader, not just add more noise and confusion to their day.
So, if you’re having trouble attracting the right type of visitors to your website and are focusing on improving your SaaS website’s performance, here are some inbound marketing basics to get you on the track to success.
Inbound Marketing Principle #1: Create a content plan with your buyer personas in mind
Inbound marketing is all about providing value to your target audience through content like blogs, eBooks, video and infographics, among others. To consistently add value to your target audience, you can’t just “wing it” by writing when it is convenient for you or by sharing company news for each blog post.
Instead, smart inbound marketers focus on creating a content plan that identifies what topics are relevant and interesting to their ideal customers. Think about what common issues your audience may be facing, what their interests are and what type of content they are most likely to engage with. From there, create a content calendar to pre-plan your blog topics and an outline your posts in advance. We recommend identifying your topics at least one month in advance.
Inbound Marketing Principle #2: Write (and distribute) awesome content
It’s been said before, but Content is King. In fact, HubSpot found B2B companies that blog over 11 times per month see 4x the traffic as those that blog only once per month. I know what you’re thinking: “That’s a lot of writing!” and while I agree, the value is there and the stats back that up. What could you do with 400% more traffic to your site?
But, if content is king, then distribution is queen. After all, what good is all that writing if no one sees it?
Refer back to your buyer personas and the content plan you created earlier: think what channels make the most sense for your SaaS company and how you may need to adjust your message based on the medium. For example, your message on LinkedIn may be slightly different than on Twitter, which may be different again on your customer email list.
Tip: Use the CoSchedule Headline Tool to help craft a headline that will get results.
Inbound Marketing Principle #3: Track metrics and KPIs to make improvements
Metrics and Key Performance Indicators (KPIs) are not a new concept for SaaS companies, yet they are seldom tracked and reported on when it comes to marketing. Tracking your campaign activity, of course, is the number one way to understand how your campaigns are performing and where there is room for improvement.
A metric is simply any measurable and trackable data that relates to a marketing (or other business) activity. Popular metrics to track for inbound marketing are click/open rate, lead/traffic source and new traffic versus repeat traffic.
A KPI is a metric that directly demonstrates how effectively your campaigns are performing and improving the business. KPIs should be reported on regularly and their data should be used to understand what changes you may need to make in your marketing ecosystem to improve your campaigns. KPIs are specific to your company and goals, so they will vary by company, but a few examples of KPIs a SaaS company may want to track are demo/trial sign ups, customer acquisition cost (CAC) and Net Promoter Score (NPS).
Use your website as an inbound marketing tool
An effective inbound marketing plan can really improve the ROI of your website and drive more traffic to it. By creating an inbound marketing strategy and putting it to use on your site, you will create better content for your ideal customer and increase your value to them over time.