Scale Up Your Inbound Content Marketing
When your product is ready to go to market, there are several stages of the buyer journey you must be considering. The most pivotal one is awareness.
Many of the forms of marketing you’re going to be doing for a product launch will be outbound marketing, such as emails and sales calls, but you should also have a comprehensive lead generation strategy tied into bringing unfamiliar customers onto your website or landing pages through content.
Content creation is something all SaaS businesses need to focus on for their product launches. It is a proven marketing strategy that is a crucial part of the demand generation and sales process.
Your content marketing should focus on multiple different areas to inevitably lead to a sale. There should be a planned journey from discovery to purchase, with each piece of content pushing the prospective customer deeper into the sales funnel.
For the discovery phase, search engine optimization is a major factor. You need your written content to be relevant and exciting and not just a compiled set of keywords.
Still, you also need to implement SEO into the article to rank for searches that would be relevant for your new product. Ranking in the top five results for the specific niche areas you are serving is significant to your success.
According to Startup Bonsai, 67.6% of all clicks go to the first five organic search results.
Your content should provide intrinsic value, as well as be related to what you're selling. Consumers won't click on something that isn't catchy and interesting, so make sure your written content is appealing. Written content is a channel businesses use because it brings people in, but to push them further, having a CTA and a next step within the blog or article is a must.
Some next steps could include a pricing page, a product demonstration video, a webinar, or any other type of content that keeps the customer engaged and on your website. Video is an effective and eye-catching medium, but a well-designed landing page that showcases your product is also a viable marketing tool.
Content marketing brings conversions. According to the Aberdeen Group, conversion rates are just under 6x higher (2.9% to 0.5%) for content marketing adopters compared to non-adopters. Having an optimized content marketing campaign that is built around your new product and strategized to lead the customer through the sales funnel will help attract leads without the need for direct outreach.
Content marketing brings customers to you rather than going to them, and with the creation of engaging marketing material, you can earn your customers' interest rather than pay for it.