Guide To Build SaaS Content Marketing Funnel
Vandana Pradeesh
Founder, Frenzy Lancers | SEO Content Strategist | Helping Early-Stage Startups Generate Leads & Scale through Targeted SEO and Data-Driven Content
Do you need help getting the right audience for your SaaS content? Read this informative article on how to build an effective marketing funnel for SaaS content.
We live in a highly competitive world of SaaS (Software-as-a-Service), where engaging and converting customers requires a planned approach. Content marketing becomes an effective tool to promote leads and power up sales.?
Let us take you through a step-by-step process of building a high-converting SaaS content marketing funnel that converts website visitors into loyal and paying customers.?
What is a marketing funnel?
A marketing funnel is a sequence of stages to guide the audience through the buyer’s journey. If you have a marketing team, this funnel lets you plan and assess the attempts to attract, engage, and convert an audience through content or similar marketing tools, such as ads and landing pages.?
Marketing funnels are built using the ‘AIDA’ model, wherein A-I-D-A stands for?
You can also reduce the funnel into a three-phase model:
What is a SaaS Funnel?
In SaaS marketing, especially for developers, a sales funnel describes a developer's journey from the moment they communicate with your software until the point of conversion.?
Customers or users should follow the funnel step by step. For example, a developer should go straight from conception to purchase without comparing it with other products. However, it is advised that you initially create it.?
An ideal SaaS marketing funnel enables you to:
What is SaaS Content Marketing?
SaaS content marketing is an exclusive process in the marketing field that emphasises creating and delivering content, specially personalised for Software-as-a-Service (SaaS) companies.?
The main aim of this approach is to engage, educate, and sustain the target audience by delivering content that focuses on their requirements and issues with software solutions.?
Common resources used in SaaS content marketing are blog posts, whitepapers, webinars, video tutorials, and case studies created to build authority for the brand, boost user engagement, and improve customer loyalty.?
Why is SaaS Content Marketing Important?
For every SaaS business, content marketing plays a crucial role as it provides a constant and reliable method to connect with prospective and existing customers.?
Temporary strategies such as PPC (Pay-Per-Click) generate visibility mainly during active campaigns. In contrast, content marketing develops permanent assets that consistently engage, educate, and gradually convert audiences. Moreover, content marketing enables SaaS businesses to describe sophisticated products in simpler terms, emphasising their value plan effectively.
Let’s delve into the steps in building an effective SaaS content marketing funnel.
Steps Involved In Building SaaS Content Marketing Funnel
A premier content strategy for SaaS begins with market research and planning, moves into producing content and inbound marketing, and closes with campaign performance tracking.?
The Content Marketing for SaaS has 5 phases:
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??This stage is about grabbing the attention of potential customers and giving them knowledge about your SaaS product. Your ultimate goal is to build brand visibility and power up initial interest.
This stage is more about building your brand; the first factor is a social post or search engine result. Here are the most effective strategies you can execute in this phase:
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In this stage, the aspirers have adequate knowledge about your SaaS product and approach to interact with your brand. Interested aspirants might sign up for promotional messages of extra content such as newsletters, eBooks, etc. Hence, these aspirants explore and learn more about your products and brand.
? You have effectively established a connection with potential clients who regard your SaaS offering as a potential remedy for their concerns. As a trusted authority, your goal is to showcase the merits of your product by addressing their challenges and illustrating how it resolves their issues.?
Customers are encouraged to proceed further in the decision-making process through this approach. To accomplish this, you can optimise effective strategies, such as organising product demonstrations, providing complimentary trials, and offering comparative content.?
For example, many SaaS companies provide free trial periods or freemiums*** for customers to test the products before choosing the paid plan. In such cases, you can track the number of users who choose the free trial and observe the features that are most used. With these understandings, plan the messaging to filter the users through the SaaS marketing funnel.?
During this phase, the audience converts into paying customers. A user purchases a paid plan or signs up for a free trial of the SaaS product.?
You must ensure a flawless user experience during the purchase. Conversion can be improved by implementing accurate pricing plans, organised sign-up processes, and addressing audience issues.?
No marketing funnel ends with conversion. The conversion phase is followed by retention, which is crucial for SaaS companies as they depend on periodic revenue.?
This phase delivers value and ensures customer satisfaction to encourage extensive usage and loyalty. Post-purchase support, customer benefit, consistent support,? ? and frequent product updates play a vital role in this phase to build stronger relationships with customers and reduce fluctuation.?
The retention phase also enables you to focus on upselling and cross-selling different products. For example, a SaaS graphic designing tool can offer an upgraded version of a product with premium features.?
Using feedback in this phase enhances customer experience. Besides, you can offer other bonus features to customers for referring your SaaS platform to others.?
??Now that you have learnt about SaaS content marketing and the stages involved in a SaaS marketing funnel, let us learn how to build an effective one.
How To Build A SaaS Marketing Funnel
Building an effective SaaS marketing funnel for your content requires the right audience. These steps can help you attract, engage, and convert your audience into potential customers.?
Identify the steps suitable for your SaaS marketing funnel. To do this, you must prepare a clear direction to convert your potential customers and understand the buyer’s journey. With the stages varying from one company to another, it is ideal to implement the stages that suit your SaaS company and the product the most.?
For a sales team, it is mandatory and inevitable to track the leads, particularly when the marketing team is occupied with acquiring and guiding new potential customers to the sales team.?
In such contexts, the sales team needs to identify the potential customers who have and haven’t reached out to them. Using the right CRM tools, the sales team can effectively utilize their time to focus on the significant users who wish to continue with your SaaS product rather than the users who do not!?
It is difficult to understand how your business performs if you cannot monitor the KPIs and standards. Accurately estimating the right KPIs provides a better understanding of customers and their thoughts on your SaaS product.?
As you monitor the KPIs and standards, observe how the business performs, such as the standards achieved. Based on the understanding, note the performance of your sales team, such as the number of target sales, tester requests, and free trials to be launched to achieve certain goals.
Designing and implementing a SaaS marketing funnel is a vital task for both marketing and sales teams, which means the teams should monitor their standards and observe their impact on other departments. Hence, coordinating both teams is crucial.?
For example, if the sales team focuses on conversion, the marketing team must coordinate with the team and support them to achieve their goal. Collaborating helps both teams in enhancing the proper functioning of the funnel.
Conclusion
?????????????You can assure yourself that the SaaS marketing funnel is a crucial framework for enhancing growth and success in the SaaS domain. It helps you to guide the potential customers through a properly designed journey- from awareness to conversion.?