The 5 Common Marketing Pain Points for SaaS Companies

SaaS founders spend tremendous amounts of effort in developing big ideas and innovative products. A really big problem that a SaaS business will encounter is "how do we attract and entice people to buy the product(s)?"

In the digital age, there are as many marketing channels and strategies as people starting cat NFT companies. There's content marketing, organic SEO, paid advertising, and social media marketing, to name a few.

The fact is, adopting any of these campaigns is going to cost a business a pretty nickel. In efforts to cost-optimize for ROI (return on investment), SaaS companies should adhere to a calculated strategy where their marketing budgets can be allocated the most effectively.

At SaaS Semantics, we provide personalized digital marketing services, including a demand generation campaign to ensure that no marketing dollar in your business is going to waste. 

In this article, we address how SaaS companies can identify their own pains in marketing and how to solve them.

SaaS Pain Points: Crafting Demand When the Product Is Unknown to the Market

When we optimize content for SEO, we usually target a select few keywords that are semantically related to the product. For example, we would craft articles on "How to Choose the Best Accounting Software for a Small Business" and optimize for the keyword "accounting software." 

Normally, we want to rank your website for high-search volume keywords because that means there's more traffic potential from your target audience to your main product pages, thus, more conversion opportunities.

However, if you have a fairly new product that isn't associated with well-known keywords, such as "AI training software," how do you optimize for SEO?

The answer is first to generate enough demand and awareness of such a product.

Ideally, you should strategize to increase awareness of this product while simultaneously ensuring your pages are optimized for these emerging keywords. At SaaS Semantics, we generate awareness by running ad campaigns on relevant channels in the most cost-efficient method.

After your target audience enters the consideration phase and begins to search for your product-related keywords, your business will already be ranked in the top 3 positions because of pre-optimization. On average, the top position in Google receives 27.6% of the total traffic for that keyword.

"Sitting Duck" Content that Doesn't Convert

Many SaaS owners are catching onto the trend of creating high-value content as a way to convert potential customers directly on their website. These include not only written blog posts, but whitepapers, podcasts, and case studies.

These types of content can act as a great landing pad to help nurture SaaS customers who are already aware of the company's website. However, if the content is not aligned with search intent or if they don't show up on the search engine when users enter their queries, this content will not drive any new organic traffic or conversions.

One of the major pain points here is for companies that are spending large amounts of money and mental energy curating content but not seeing any significant return in revenue.

This is likely because the content is written without considering the buyer's intent and SEO.

The first thing companies should do is use existing marketing data to determine what kind of pain points their potential users have. Users that are looking for solutions to their pain points are the ones that are likeliest to convert.

Therefore, content should focus on this type of customer: specifically to solve their problems.

Content marketers often start with keyword research before moving on to pain points, but you should follow the reverse for the best results. For example, let's say we're working with a company that sells employee scheduling automation software. A search query might be "How to automatically schedule employees?" In this case, one of the customer's pain points is time consumption. The solution would be to find a SaaS product that took away this time-consuming activity.

White search box with text "accounting software", black background.

Employee scheduling automation software would be a content pillar, while the search query might be a content topic.

The next step is to create content pillars based on the highest relevance keywords. Once you have these content pillars in place, you can go and build content under them that is internally linked.

SaaS companies should perform an on-site and technical SEO audit to establish the groundwork for ranking and oncoming traffic.

Using our content hub strategy, we ensure that the company blogs are set up so that each keyword/product is positioned to be indexed properly. The reason is that you can have many keywords in the blog posts themselves, but if these are not indexed properly, Google will have difficulty determining the context, leading to lost keyword rankings.

For a touch audit we performed for a company that specialized in sales enablement SaaS products, we found that their blog content contained the keyword sales enablement under topics and in the post themselves. However, we found a really big problem: the company was not ranking for the keyword 'sales enablement.' That means that this company will not appear in the search results for a potential customer looking for a sales enablement tool that solves their problem.

Our solution was to go in and create a separate landing page in the blog called Sales Enablement. All the supporting content related to sales enablement would internally link back to this.

Internal links are very useful for user navigation. Over time, Google will crawl and index pages it deems as relevant to the topic. Unindexed pages are inherently useless because they won't appear on the search engine.

Once you have pages that are properly indexed, you will likely begin to rank for those specific keywords, which likely provide an answer to a real problem.

Next is either updating the content you already have or creating new supporting blog topics that internally link to the content pillar. Over time, the aim is to achieve growth in your keyword ranks by building high-quality, user-oriented content which will turn into an absolute gold mine. You can also incorporate CTAs directly in those blog posts or use them to nurture leads.

Overpowered by Competitors on Paid and Organic Search Engines

Often, startups struggle to compete with longstanding competitors in their industry, especially ones that have been spending money on content marketing for years. Fortunately, there are methods that can increase your website's authority amidst a saturated market. Here are some ideas to get started.

Tips to Gain Authority

  • PR Backlinking Strategy: Getting backlinks to your content from high authority websites is the quickest way to guarantee the top position rankings on Google. The more high-quality backlinks you have pointing to your site, the more it signals to Google that your content is high authority.
  • Technical and On-Site SEO Optimization: You can have an exceptional content strategy, but if your website and pages aren't optimized technically for SEO—this can drastically reduce the efficacy of your campaign. Make sure you do a full-site audit, checking for broken links, 404 error pages, and non-indexed pages.
  • Consistency: Develop a consistent content schedule to increase the frequency and exposure of those keywords you're trying to rank for. Updating your posts regularly also indicates that your content is trustworthy and up to date. As Google frequently updates its algorithms, it's useful to stay up to date with the latest ones.
  • Schema FAQ Building: Schema markups are extremely helpful to get your content up on featured snippets. This means your webpage will be the first thing someone sees when they're trying to address a pain point (known as position 0).

Be Ahead of the Game:

  • Build Evergreen Content: Invest in building research-intensive content that will address a specific question for a long time. This type of content is bound to get more backlinks organically.
  • Start ranking for "lesser known" keywords and use the demand-gen strategy to boost awareness of those keywords. 

Paid Advertising:

  • Use LinkedIn, Facebook, Google, Tiktok, and Instagram Ads to attract new audiences. 
  • For Facebook ads: Optimize your ads for Reach if you have a new product or brand you want to market and reach as many people as possible with the given budget.
  • After, you can optimize ad sets for the Consideration phase— where you'll select an additional campaign goal like traffic or app installs. This will often bring more visitors to your website, help you collect leads through a lead gen form, or increase the number of app installs, bringing customers further along the purchasing journey.
  • Through deep linking, you can guide people who already have your app to a direct offer or a product they were attracted to through your ads.

Low Conversion Rates

SaaS businesses are notorious for having low-conversion landing pages (sometimes as low as 0.5-1%).

To find better success, try these time-proven content structuring strategies.

Less Distractions = More Conversion

User experience is critical for not only ranking but conversion. People leave a webpage (also known as a bounce rate) when the content doesn't address the right problems, is overly targeted at selling a product, or is visually distracting (i.e. too much content in the sidebars, ads).

We want to mitigate as many of these red flags as possible. For example, improve user navigation by creating call-out boxes for concepts that can be explained more in-depth in another piece of company content, i.e. Read more about X, check out the last blog post here.

Blog callout box "Read: How to Write SaaS Content that converts"

Strike a balance between written content and helpful images to make your concepts clear.

Shift your CTA to the very end of the post, and allow for other options, such as email-list opt-ins. When you use non-aggressive tactics, such as providing free resources to encourage someone to sign up for an email list, you can nurture that lead further down the funnel. 

Create Pain-Point Content

Content that addresses someone's pain point and identifies a solution to that pain point is more likely to convert. The most common three are How-Tos, Competitor comparison pages, and Alternative To.

Three Types of Pain Point Content: How tos, Alternatives to, Comparisons.

How-Tos: State a pain that the customers face + how your product will solve it. For example, "How to manage appointments using a calendar app."

Competitor Comparison Pages: People are trying to figure out which product is better + which option is going to solve the pain point better—for example, SemRush vs Ahrefs.

Alternatives To: Similar to comparison, but is generally a list-type of the article. The pain point is dissatisfaction with the current product, which is why someone is looking for an alternative to solve their problem—for example, Alternatives to Hubspot.

Striking a Balance between Brand Voice and Optimization

Generally, there's a negative connotation associated with SEO content writing. SaaS companies that are looking to differentiate themselves in the marketplace wish to create the type of flagship content that elevates their solutions above others.

Partly, they want their blog content to reflect a distinctive 'brand voice.' However, most people believe that content that is both written with such artistry and optimized for SEO doesn't exist.

Fortunately, It is possible to achieve both as long as you use the SEO content strategy as a guideline instead of an exact roadmap.

You need to optimize the article for certain keywords, but you can do so without interrupting the flow of your content. We recommend writing based on a topic and outline and then optimizing afterward.

This way, you can maintain creativity in your writing process and deliver succinct content with the brand voice.

Remember, Google is going to value content that provides the most user value. The more comprehensively you can write about a particular topic, the more authority it will gain as long as you follow basic SEO protocols when it comes to things like title tags, H1, and meta descriptions.

Conclusion

For SaaS businesses, the primary objective is to increase sales and revenue. Marketing plays a large proponent in these efforts. However, marketing a SaaS product remains challenging, especially when a product is very niche.

Sometimes, people can't identify what they need until they understand how it can improve their lives. A company selling this type of product must be intentional about implementing measures that ensure that the product reaches as many people as possible and that they are positioned to outrank potential competitors on the search engine.

Content building is a great way to build trust and credibility with existing and new audiences. Not only so, but it also remains to be one of the most effective strategies to boost long-term SEO.

If you're a SaaS company struggling with low conversion rates, we recommend consulting with our services to determine which marketing strategy will be the most effective for your objectives.

Book a call here to get started.