Software marketing teams frequently—and unintentionally—target the bulk of their content to the bottom of the funnel. Targeting those bottom funnel prospects is easy, right? You get to share all of those everyday facts, stats, acronyms and logistics you celebrate on a regular basis. It's easy to forget that most people don't have a clue about the ins-and-outs of your product.
"The difference between the almost right word and the right word is really a large matter—'tis the difference between the lightning bug and the lightning."
These wise words were written by Mark Twain in 1890, but they may be more important than ever today as companies focus on keywords and search engine optimization to drive their inbound marketing strategies.
You've spent a great deal of time honing your product and/or service into something proven, reliable, and helpful. And since your website is your number one software marketing asset, it should be a reflection of your amazing product. Oftentimes your website is the first impression consumers have with your company and product.
How do you sell what cannot be seen?
That's the question everyone responsible for SaaS marketing has to answer—and it's not always easy.
Marketing SaaS offers a variety of challenges, not the least of which is its lack of a physical presence. It's always changing. Its moniker is strange. And then there is the fact that most consumers don't even know that a SaaS solution to their problem exists.