Are you running out of ideas on how to attract more users to your SaaS Product?
Have you invested really well in content Marketing—tried different content but you’re still very unsatisfied with the sign ups
The conversion is so poor that you’re beginning to suspect your product is the issue…?
Chances are that the tons of content and blog posts you have on your website are pulling in massive traffic but only a tiny amount is converting, sadly
Something is definitely wrong and 95% of the time, it’s not your product
If you run a SaaS Business, you already know that traffic without sign-ups means nothing.
Because the money is really not on mere traffic
But on the readers signing up for your tool as free users, then become paying customers and eventually become raving and loyal fans of your product
So in this guide, we will discuss one of the most powerful content Marketing types that any SaaS Business can use to easily acquire more Users and customers.
It’s a kind of content that targets the middle and bottom of the funnel (MoFu & BoFu) of your SaaS Product
We will call it Pain Points Content Marketing…
At the end of this guide, you will realize:
- Why you have not been getting a high conversion from most of your traffic and what pain points content marketing for SaaS brands really means
- Why you should start targeting the middle and bottom of your funnel with your content marketing
- Thebenefits of talking about your prospect’s pain points
- How to go about writing this pain points content for SaaS Brands
- And examples of popular SaaS companies using this pain point content Marketing strategy to dominate their industry
If these look like things you want to consume, then let’s ride….
What is Pain Points Content Marketing?
Pain points content marketing is a form of content marketing that targets the pain points and frustrations of your customers, prospects, or anyone related to your brand.
In simple terms, these are kinds of contents that targets the phrases that keep your prospects awake all day searching for solutions
From an SEO point of view, These kind of content targets the butt-pinching Keywords that your prospects are searching for.
For example,
If you’re a SaaS company and you know that prospective buyers are frustrated with how expensive a similar product is
You would often find them searching keywords such as these:
[ X ] alternatives
Cheaper alternatives of [ X ]
[ X ] competitors
Etc
Now if you’re a B2B SaaS founder. Targeting keywords such as the above and similar ones should be one of your primary goals
Why exactly?
The reason is simple…
If you understand the B2B buyers, you will realize that they don’t make and outright buying decision because you offered a great product
Since more than one person is always involved in the decision-making process…A lot of back and forth will happen before a purchase is made
In this case, they will want to read reviews, alternatives, comparison posts, and a host of other kinds of content that targets MoFu and BoFu keywords
Say, a social media advertising agency is looking to purchase an AI tool to help them write faster and meet clients deadlines.
Although, Jasper is quite popular and a lot of businesses are using it but before this agency commits to making a payment…They’ll want to make research on such things like
“Jasper vs Anyword”
“Best AI Writing software”
J”reviews”
“Jasper competitors”
“Alternatives to Jasper”
“Jasper pricing”
And others…..
These are some of the pain points of your target audience acting as huge objections from them buying your product
When you target such keywords with your content and weave your own SaaS product as a good solution or show them a way around their pains…
That way, you’re giving them helpful information that shows you understand their frustration and offers them an easy solution.
Not only will this increase engagement on your content, but it also has the potential to convert these visitors into leads.
Got it yet?
Well, here…
The idea behind pain points content marketing is that you focus on the problems your customers are having with your product or in your industry
You then use that information to shape how you market your product.
In other words, you find out what’s stopping them from buying (objections) or why they want to opt out of a particular brand and then address those issues head-on.
This type of content can be as simple as a blog post or as elaborate as an ebook.
In summary, pain points marketing is all about identifying customer pains and creating solutions for them in a way that you will talk about your product as the solution or a means to the solution
Top Benefitsof Using Pain Point Content Marketing For Your SaaS Growth
If you have read up to this point, I bet you’re beginning to see the potential and enormous benefits of having pain points content for SaaS brands
Here are three clear benefits
1) Generate More Leads
Care about generating leads that will turn into loyal and raving fans of your SaaS Product?
Then, it’s time to leverage pain points content
Why is that??
It’s a powerful strategy that helps you connect with your potential customers at their point of need.
It also shows them that you’re aware of their struggles and gives them confidence that they’ll get help if they decide to purchase your product.
By showing people how much you care about their needs, they’ll trust you more and feel more compelled to purchase from you.
Plus most paint points keywords are always long tails and easier to rank in search engines if you do your job well…
This is why I will show you how to write quality pain points content that’s guaranteed to drive you the best traffic to your SaaS Product
2) Increases Trust and Relationships
Pain Points Content Marketing increases trust and boosts relationships between your SaaS brand and your prospects. It is an excellent copywriting tactic for SaaS companies.
Here is a fact…
Empathy builds trust, trust is the foundation of great relationships. People like to buy from those they trust.
So creating pain points content is a way to show that you are there for the customer and that you understand what they are going through.
If you want to be able to make a connection with customers. You should provide resources and tips that help solve their problem.
Because, like I already mentioned…
When customers feel like they have been helped, they will be more likely to buy from you again in the future.
3) Pain Points Content Is Cost-Effective
We have agreed that content marketing is one of the simplest and most effective ways to grow your SaaS business.
However, If you’re serious about content marketing as a SaaS owner, then you need to pay good attention to pain points and leverage on it
Reasons are not far-fetched…
It’s a cost-effective (and easy) way to get more traffic, build your brand, and position yourself as an industry thought leader.
What makes it cost-effective?
For most pain point Keywords, the search volume is usually zero or low from most keyword tools…
Hence most affiliate websites may not see it as a good fit plus a lot of your competitors will not be smart enough to target such keywords or not even do content Marketing at all….
The end result of this is getting a top rank in SERPs with little or no investment in SEO or Paid Ads…yet tons of quality traffic and great conversion for your SaaS Product
A dream of every SaaS Business if you ask me.
How To Write Pain Point Content For SaaS Brands
You know what pain Points Content Marketing is and why you should implement it to grow your SaaS business
But how do you actually start writing these pain points content for SaaS brands?
Here are few proven steps you should take as SaaS founder or writer to come up with pain points content that guarantees growth
Step 1) Choose An Ideal Customer Profile or Target Persona
The key to a good pain point is that it should make the reader feel at least one of the following emotions: frustrated, out-of-sorts, or helpless.
And most times…
Creating content such as this doesn’t always need to be complicated; sometimes it just needs to be basic.
In the first step, you want to choose and identify your ideal customer profile or persona (ICP)
Your ideal customer persona is someone in the marketing funnel who has not yet converted into a customer or registered on your site.
They can be people who might not even know you exist yet, but also those who’ve heard of your company but never engaged with it.
These people all share one thing in common:
They don’t know anything about your product or service. But that’s where the fun begins!
Identify this one person and learn everything you can about him. His struggles, language, motivation, class, etc
And in the case of B2B prospects, it also applies since humans are the ones who will still buy your product
….but here, you want to put the businesses and industry into consideration
2) Determine Their Pain Points
After identifying your ICP…
Next is to find out what those pains are and create content that will resonate with them and solve their problems
Remember…
Pain points are the moments when someone is so frustrated that they’re are desperately looking for a solution.
These could come in different shapes, sizes, and forms…
- They might be unhappy with the time management of their team
- About keeping business records
- Want something simpler in general.
- Wants something cheaper or just about anything
These moments are the perfect time for you to step in and offer help and show how instrumental your SaaS tool can be in solving their issues
So once you understand these pain points and make an effort to alleviate them, customers will notice.
You’ll see more engagement, more shares of your content, and higher customer satisfaction scores – all of which lead back to more conversions down the line.
If I were reading this particular post and get to this point. The natural question I would ask would be?
What are the practical ways to really identify these ICP pain points?
Here’s what to do:
- Interview your existing customers
They are the best people to tell you the pain points of your prospects…And the reason is simple. They were once your prospects
Knowing the right questions to ask is essential here so I will help you out…
Here are some of the possible Pain Points they could have:
- The customer feels like they are paying too much for the product.
- The customer is unable to find what they are looking for.
- Lack of trust that the company will deliver on their promise.
- Difficulty with the UI or UX.
- They have a problem and there is no one available to help them with it right away.
- They don’t feel confident using the app because they lack information on how it works.
- They don’t know how to use the features, so they’re not able to do anything more than read articles.
- They can’t find out who is behind the product before making an investment decision.
- They feel like the company doesn’t care about their individual needs.
- They want to know where all of their data is stored and if it’s protected from hackers or other malicious parties.
- Having difficulty understanding if this is something they should use now or wait until later.
- Not sure if the product is worth spending money on at this time.
- Scared of buying the wrong thing and wasting their money.
- Concerned that they’ll have to pay monthly fees when all they need is a quick solution to a short-term problem.
- Stuck between purchasing a cheaper version of the same software vs. upgrading for a higher price.
So basically, you can pick one pain points and create natural questions out of it to ask your customers
- Research them On the Internet
Another practical way of Identifying their pain points is by doing research about your customers (on social media, forums, etc.),
Plus observing customer behavior on your site/platform and asking questions to users who didn’t convert.
Step 2) Brainstorm An effective Topic and Create Your Content
Once you identify these pain points, it is time to create content (written posts or videos) that speaks directly to those pains and how you solved them for other people in the same situation.
In brainstorming topics, you could use one of those good keyword research tools out there… And leverage on Google’s Autosuggest and PAA (People Also Ask) Sections
These will show you the words that your prospects and customers are using to search for their pain points
The whole idea is that when someone reads this content, they will either feel relieved because someone else has gone through something similar and found a solution; or find themselves excited about the idea of solving their problem with your product.
Interesting, isn’t it?
But before you start writing, here are a few things to note:
Just like you asked your customers some questions when identifying their pain points.
Ask yourself: What value does my SaaS product provide?
If it solves an issue for your customers without making them have to spend more time and money searching around elsewhere, use that information as a selling point.
On the other hand, if your SaaS tool provides products at cheaper prices than competitors or offers high-quality products while still being affordable–Highlight these features prominently in your blog post so people know they’ll be getting great value from your product.
Keep in mind that each blog post or content should focus on one single pain point since too many topics might confuse readers and lose their attention.
Start out with one topic per blog post and see how much engagement it gets before moving on to more subjects
And in a couple of weeks and months, measure your metrics and see how many conversions these pain points content have brought to your SaaS Business
5 Types of Pain Points Content To Grow Your SaaS Revenue…
1) Comparison Content Type (X vs Y)
One of the most powerful contents you can create is around comparisons.
So what in the world is comparison content?
From the name, comparison content types are content that compares products’ alternatives, services, or solutions to help prospects know the differences and similarities and make the best decision — ultimately, avoiding buyer’s remorse.
This wasn’t a thing in the past when they were little to no competitions
But here is one fact about modern buyers…
They have tons of options. It’s even more pronounced for B2B SaaS customers.
That’s to say, in today’s world, there’s hardly anything you want to buy that there won’t be a plethora of options at your fingertips…
This is supposed to be a good thing for consumers but most often than not, it usually gets confusing and turns into a problem of indecision for them
So it makes sense when you create content that compares available options highlighting their USPs
It’s at this point that you present your SaaS product as a good choice for your readers… amidst other options
Although some people argue that creating comparison content as a brand may look like comparing your brand to a competitor in a bad light
But knowing that this is something that your prospects are looking to read and also embracing the modern buyers’ need for comparisons…it’s only wise to create articles that compare these options
Apart from this content helping you create awareness for your SaaS Brand, you build trust and relationships with them since your content helps them evaluate their options and make their decisions more confidently
This and this are great examples
2) Alternatives
Although this seems similar to comparison content types. They are a bit different
Most times, when I search for a keyword such as “MailChimp vs Sendiblue”
The most likely situation is that I am yet to commit to any of them but I am in the mood to buy, and these two are on my plate of consideration….So I read comparison content to weigh my options and make a better decision
However, when I search for a keyword like “MailChimp alternatives”
It could be that I am a current customer of MailChimp who is dissatisfied with their service and now looking out for other options…Or
That I am yet to commit to MailChimp but trying to see if I would find other brands whose features and pricing, I might like
So basically, when people use alternatives of a brand in their search phrases, they are looking out for USPs in other brands
This is a good chance to talk about your SaaS product if you believe it has a Unique Selling Point (it should BTW)
Most SaaS companies have found this content strategy highly effective and have been leveraging it greatly…
What are you waiting for?
Start exploring alternative content types and watch your users Increase
This and this are great examples
3) Templates
The world is fast-paced these days. Anything to make life easier and faster…Anything to reduce the time and effort of doing most things from scratch.
This is why templates have grown so big in different industries
But here is the thing for your SaaS brand…
If you offer tons of different templates related to your business. There’s no limit to the number of users you get to your brand (especially if these templates are free)
This is what has made lots of landing page-building platforms such as systeme.io and carrd so popular
What pain Points does this address?
The long rigorous journey of starting from scratch…
So if you’re in an industry where having a template page for your business makes sense. Don’t sleep on it
4) Pricing Page
If you have deep knowledge about most B2B and even B2C SaaS Users. You would realize how much effect pricing has on their buying decision
This means one thing…
Your SaaS prospect will always be interested in understanding your pricing… And so creating a pricing Page for your SaaS product is a smart thing to do
Most SaaS Businesses have reported that a lot of users signed up for their free trial from the pricing page
Fact is…
If you don’t create such pages for your brand, competitors and affiliate marketers will…And that’s you leaving big money opportunity on the table
Here is a example of such page from popular SaaS brands
5) Features/Use Cases Content Types
This is the kind of content where you highlight prospects’ pain Points and show your product or its features could help solve the problem.
It’s what is called product-led content
The idea?
You show readers how others who have had the same problems as you have used your product or a feature of your product to solve their problems
Why is this effective?
People love to read other people’s success stories, it helps build connections and trust. It’s a form of social proof and testimonials in the mind of your prospects.
The results?
Plenty of sign-ups. This is why a SaaS Company like Veed has over 100 posts on their sites highlighting the various use cases of their product
Examples Of SaaS Brands Growing Their Brands With Pain Point Content Making
Here are two out of many SaaS Brands who are leveraging on pain points content marketing to grow their users on daily basis organically
1) Systeme.io
When you think about Sales funnel or building a sales funnel, a name rings a bell.
Clickfunnels.
Founded in 2014 by Russel Brunson, this SaaS company has carved a huge space for themselves in the industry…
However a lot of similar SaaS Businesses in same industry have come out in the past few years competing in this market
One of them that has been making big waves is Systeme.io. They are heavily investing in content marketing to acquire more and more users of their software
And they’re seriously leveraging pain point content in their content strategy
When you type the Keyword “best sales funnel builder” in Google.
Systeme.io ranks right in the 3rd position for the keyword. You would bet that’s lots of traffic going to their website organically.
This means plenty of quality leads
But that’s not all….
Digging deeper into the post, you will realize that their own software is the number one on the list….
Then moving forward, you will discover that while they talked about their own product, there are up to 3 clear CTAs there.
This….
This…
And ultimately this
There are no such CTAs in the other Softwares on the list confirming that even while they’re solving their reader’s pain points. They are promoting their brand but not in a compulsive way
Secondly, a prospect who’s product-aware could go and search for the keywords clickfunnel vs systeme.io to weigh these two and make a final decision…
Searching for these Keywords “clickfunnels vs systeme.io”
We find systeme.io ranking number one on Google’s first page
Amazing!!!!
This one article will continue bringing hundreds to thousands of qualified leads to systeme.io
This is a keyword that clickfunnels could have easily dominated if they targeted it in their content Marketing strategy….but they didn’t
Systeme.io although the newest Business in this industry is getting plenty of signups targeting these BoFu keywords
Very funny and smart that even what they stated to be the cons of their software is an indirect way of talking about their uniqueness in the industry…
2) Engagebay
Founded in 2017, is a big Hubspot competitor. Although new in the scene but they have taken much green… All by their effective content Marketing strategies
When you talk about CRM software and inbound marketing. Hubspot comes to mind having been dominating this niche for many years…
But here is where it gets interesting…
Searching for this pain point keyword “Hubspot alternative”
We see engagebay occupying the second position. This means MASSIVE traffic to their website
Opening the link, we see them clearly highlighting one of the readers’ pain points.
Then, they go ahead to share other options which may be a better fit for someone who might feel disinterested about the Hubspot cons highlighted therein
Moving forward….
We see how they clearly stated that they came into the business to solve the customer’s problems that Hubspot presents….
And a very clear CTA as form.
Searching for the best Hubspot alternatives. They still occupy a very sweet spot in Google’s front page. Number 3….
This goes to show how much Engagebay understands the solid benefits to using pain ponts content to acquire more SaaS users
Wrapping Up
Doing pain point content marketing for SaaS brands is one of the easiest and most effective ways to acquire more users to your SaaS brand year in year out
If you have not thought of it or hasn’t started implementing this content strategy for your SaaS Business.
Now is the time to start targeting those keywords before your competitors do…
Need help writing your B2B or SaaS Content? You can always shoot me a mail onahedwinc@gmail.com