5 Content Writing Tips For SaaS Tech Companies

There really are no limits to what software as a service can do. However, there are ways to communicate what you’re selling more effectively. Since the cost of developing SaaS tends to be higher than other products – something the gurus at Acropolium estimate between $20,000-$700,000 – there’s a lot riding on good marketing. Prospects must understand why they should care about your products or they simply won’t convert. To help drive these customer conversions, you should bear two things in mind. SaaS writing needs to explain how the product works and the improvements it will make for your target customers

So how can you create persuasive copy that really sells your SaaS offering?

1. Use the right tone of voice for buyer personas 

A ‘buyer persona’ is essentially the person you’ll have in mind when writing marketing material. You might find one, two or half a dozen personas, depending on the breadth of your SaaS and the problems it solves. But it all starts with research. Use polls, questionnaires, 1-to-1 conversations and competitor analysis to find out: 

  • Who’s likely to benefit from your SaaS.
  • Their age, location and budget. 
  • Whether they tend to make purchases themselves or know someone who does.
  • What they like and dislike about similar SaaS. 

There are plenty of other excellent resources online to help you develop accurate personas and it’s critical to create them as soon as possible. You should start by drawing up a list of data-driven characteristics, then test a suitable tone of voice that snares and educates these customers in the best possible way. 

2. Explain a problem, then walk customers through it 

Your SaaS has features that achieve different results for different industries. So why not show how each of them works in practice, with a step-by-step summary? Web pages and blog posts benefit enormously from a clear, concise guide to using your SaaS, with screenshots to demonstrate what you’re talking about. 

For example, you might have a project management app that groups tasks with a colour code. Show the app in action – creating a task, assigning it, grouping it, and whatever else saves time and stress for your customer. 

Play on pain points too. Introduce your page or blog with an emotional, relatable hook, such as “What if you could check the status on all of your projects with just a glance, and know exactly what’s left to do in the day?” 

3. Harness the power of case studies 

Often in SaaS, the more specific you are, the better. B2B clients especially want to see how your product can boost their bottom line and productivity. 

Make sure you have at least three or four case studies on your website to act as endorsements. Keep them updated with fresh stories for newsletters and social media. Giving your customers a voice – blending storytelling and statistics – leaves no doubt as to what your SaaS can accomplish, with room for personality too. 

Here are some useful SaaS case study techniques: 

  • Highlight features that helped the client the most. 
  • Use numerical facts to describe improvements the client experienced.
  • Re-use certain case studies for different markets e.g. if you’re targeting gym owners, send them case studies about your fitness class booking system.

4. Make technical language user-friendly 

Hyper-agile stack interface . . . Significant TCP payload . . . KPI verticals with scalable backups . . .” Terminology like this is as likely to make your buyer reach for an aspirin instead of the ‘purchase’ button. Of course, your SaaS’ abilities are important, so you’ll want to shout about them. But the trick is deciding how technical to get with any audience

This relies on more creative ways of delivering your message. You must cut to the core of the benefits without sacrificing information people may need to know. So, for instance, you could say that an agile marketing stack “updates all of your tools in real time, with no hassle or second guessing.” 

However, bear in mind that you can get away with technical language like ISO, BIM or blockchain if the customer persona is already familiar with industry terms.

5. Optimise your copy for SEO 

Around 57% of B2B marketers say that SEO has the biggest impact on their lead generation. That means you must stay on top of smart search practices – not only generally, but in certain ways that match your content and business model. 

Let’s say you’re a start-up that can’t afford a lot of high-volume keywords. Target low-volume phrases (often very specific) that your customers are desperate to find a solution for. Then add them to pages with a freemium signup; the audience is more willing to buy or try your SaaS than someone who is searching for more top-of-the-funnel information. 

Likewise, be savvy with your backlinks depending on the articles, whitepapers or emails you’re putting out there. Make them relevant to the main subject. Every link should lead back into your older content seamlessly, encouraging people to explore and stay on your website longer. 

Whilst SaaS content requires more creativity to sell more complex products and services, marketers can always find engaging ways of delivering their message. From SEO tactics and buyer personas to case studies and tone of voice, apply these tips to elevate your SaaS content today!

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