The Ultimate Guide to SaaS Account Management: Boosting Revenue and Customer Satisfaction
Feb 29, 2024
10 min read
SaaS account management is critical to the success of software-as-a-service (SaaS) organizations, which differ from traditional techniques by stressing not just client relationship management but also long-term retention, revenue development, and consistent value delivery. This tutorial delves into the fundamentals of SaaS account management, including its advantages, day-to-day tasks, and best practices, all within an ABM framework.
The focus is on increasing income and customer pleasure through strategic approaches such as SaaS email marketing. Navigating this comprehensive resource will enable SaaS workers to learn the art of account management, assuring long-term success in a dynamic and competitive marketplace.
What is SaaS Account Management?
SaaS account management is the strategic practice of cultivating and maintaining long-term client relationships in the software sector. The major purpose is to boost income by instilling confidence, increasing client retention, and boosting the usage of the SaaS platform. Key responsibilities include advertising new software, directing clients through trials, maintaining custom solutions, collecting use statistics, diagnosing problems, and providing customer assistance.
4 Benefits of SaaS Account Management:
Reduce Customer Churn
Reducing client turnover is critical in the highly competitive SaaS market. A strong account-based marketing approach helps in this quest by providing clients with specialized assistance, bespoke solutions, and ongoing advice. The objective is to increase customer pleasure and loyalty, reducing the danger of consumers switching to other platforms. Effective account management addresses current demands as well as predicts and meets evolving requirements through proactive involvement and specialized help. This strategy not only protects existing income streams but also helps to the long-term profitability and stability of SaaS enterprises in a volatile market landscape.
Maximize Customer Lifetime Value (CLV)
Account managers play a critical role in increasing customer lifetime value (CLV) by focusing on subscription renewals and discovering upsell possibilities. Account managers leverage their expertise in identifying high-value customers and implementing account-based marketing best practices to drive growth. Their proactive efforts increase cross-sells and upsells, resulting in increased recurring income. This strategic strategy results in a mutually advantageous scenario that benefits both the SaaS provider and the client. Account managers maintain current income streams while also unlocking the full potential of client relationships, leading to sustainable growth and profitability in the competitive SaaS market.
Streamline Business Processes
Account management plays a pivotal role in business efficiency by identifying high-value customers. This strategic insight allows companies to streamline processes and allocate resources more effectively. With a clear understanding of customer priorities, account managers can tailor their efforts to meet specific needs, ensuring client satisfaction and retention. This division of labor enables the sales team to concentrate on acquiring new customers, leveraging the expertise of account managers to nurture and enhance relationships with existing ones. In essence, this collaborative approach optimizes resource utilization and enhances overall organizational performance in the dynamic landscape of customer-centric businesses.
Integrating B2B content syndication into account management strategies can further enhance customer engagement and retention.
Get More Referrals
Effective account management not only keeps customers happy but also converts them into zealous brand evangelists. Nurtured connections with delighted customers frequently result in lucrative recommendations, which attract new and more loyal customers, have a higher lifetime value, and spend more than non-referred peers. The ripple effect of favorable word-of-mouth advertising supported by account managers broadens a SaaS company's reach and influence, capitalizing on the credibility and trust established with current clients. Harnessing the power of referrals via effective account management becomes a powerful motivator for long-term success, cultivating a network of loyal customers and extending the customer base with high-value, engaged clients.
The Day-to-Day Roles of a SaaS Account Manager:
Providing a Point of Contact:
Account managers play a pivotal role as the "face of the company," handling customer inquiries, troubleshooting issues, and harmonizing customer needs with organizational objectives. The daily interactions require effective communication and negotiation skills, establishing a reliable and responsive connection with customers.
Account Planning and Project Management:
Strategic account planning involves comprehensive mapping of crucial customer details, understanding decision-making processes, and setting transparent sales goals. Account managers collaborate seamlessly with project teams to craft tailored solutions, ensuring the successful execution of projects and meeting key customer expectations.
Shaping Customer Workflows:
Account managers concentrate on refining customer workflows, and creating a personalized experience. Valuable insights obtained from customer interactions contribute to product improvement, enhanced user experience, and informed decision-making in sales and marketing strategies.
Reducing Friction and Building Confidence:
Account managers aim to deliver a seamless end-to-end customer experience, actively seeking and implementing feedback. Through adept management of sales quotas, they build confidence, transforming satisfied customers into vocal brand advocates who contribute positively to the company's reputation.
Managing Sales Quota:
Achieving and surpassing sales objectives is a primary focus for account managers. This involves setting and attaining volume and revenue quotas, with performance-based bonuses adding an extra layer of motivation and recognition for their efforts in driving sales success.
Preparing Sales Reports:
Account managers are responsible for generating periodic reports, including routine sales reports and forecasts. These reports, coupled with quarterly business reviews, serve as valuable tools to showcase customer performance metrics, obtain stakeholder feedback, and contribute to data-driven decision-making within the organization.
6 Best Practices for SaaS Account Management:
Understand Your Clients Inside Out:
Creating detailed buyer personas is crucial for developing profound insights into your customers. Dive deep into their needs, budget constraints, communication preferences, and demographic information. This comprehensive understanding enables the effective tailoring of your value proposition to precisely meet their expectations and preferences, fostering stronger connections.
Focus on Strategic Account Management:
Prioritize key accounts that significantly impact revenue or offer avenues for new growth. Devote extra time and effort to cultivate enduring relationships with these accounts, ensuring a personalized approach that addresses their unique needs. Strategic account management becomes instrumental in fostering loyalty and maximizing the potential of high-value partnerships.
Develop an Effective Onboarding Process:
Craft a robust onboarding process that creates a positive first impression and guides users through your software's features. Personalize onboarding experiences based on customer data, ensuring swift value realization. A well-structured onboarding process not only enhances user satisfaction but also lays the foundation for long-term customer engagement and success.
Be Authentic, Helpful, and Indispensable:
Serve as a trusted advisor by blending authenticity, friendliness, and a helpful approach. Striking the right balance between professionalism and a personal touch establishes a robust customer-manager relationship. This authenticity builds trust and positions the account manager as an indispensable partner, increasing the likelihood of customer success and satisfaction.
Track the Right Data for Actionable Insights:
Leverage sales data analytics tools to monitor crucial key performance indicators (KPIs) like Customer Effort Score (CES), Customer Satisfaction (CSAT), and Net Promoter Score (NPS). Analyzing this data provides actionable insights into customer behavior, allowing for informed decision-making and continuous improvement to meet evolving customer expectations.
Use the Right Tools:
Implement powerful tools, with a specific focus on Customer Relationship Management (CRM) software. A robust CRM system serves as a centralized hub for contact and account data, facilitating efficient organization, analysis, and automation of tasks. This technology empowers account managers to streamline processes, enhance collaboration, and ultimately deliver a more seamless customer experience.
Conclusion
SaaS account management is a dynamic and important factor driving the growth of SaaS businesses. Its influence is felt via key actions including minimizing churn, increasing Customer Lifetime Value (CLV), optimizing procedures, and encouraging customer referrals.
These activities are critical to increasing revenue growth and guaranteeing increased customer satisfaction. Effective account management, based on best practices, requires a thorough understanding of customers, which may be aided by developing rich buyer personas and using powerful analytical tools. Additionally, it is crucial to understand what is PPL, as they can be integrated into account management approaches to drive targeted leads and maximize conversion rates.
The proper usage of Customer Relationship Management (CRM) solutions enables account managers to properly traverse the ever-changing SaaS market. Embracing these tactics places account managers as major drivers of success in the competitive and dynamic world of Software as a Service, rather than simply custodians of relationships. Hire the best of the experts from Saffron Edge for your SaaS businesses and enable them to grow with an exponential ROI.
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What Are Instagram Chatbots and How Can They Transform Customer Engagement?
Having a business account on Instagram means constantly full of DMs and comments. But with limited resources, there’s a high chance you won’t be able to reply to all the comments, which can lead to customer loss. That’s where Instagram chatbots step in! These AI-powered tools automatically reply to messages and handle common tasks, so you never miss a chance to engage with customers. Whether answering questions or helping with purchases, chatbots do it all right on Instagram. In this blog, we’ll explain Instagram chatbot automation, how it works, and how it can benefit your business. What is an Instagram Chatbot Automation? An Instagram chatbot automation is an advanced tool that leverages AI and predefined workflows to engage users on Instagram seamlessly. It can automatically respond to direct messages, comments, and inquiries, offering instant replies, guiding users through the sales funnel, and even delivering personalized promotional content. This type of automation allows businesses to manage high volumes of interactions efficiently, nurture leads, and enhance customer engagement, ultimately driving conversions and boosting brand loyalty. By integrating Instagram chatbots as part of your social media marketing services, businesses can create more dynamic and interactive experiences, maximizing the potential of their social media presence while saving time and resources. In simple terms, an Instagram chatbot is a virtual assistant that operates within the Instagram platform and interacts with customers in a human-like manner. Types of Instagram chatbot Instagram chatbots leverage Artificial Intelligence (AI) and pre-defined workflows to automatically respond to messages, answer frequently asked questions (FAQs), provide product recommendations and even process purchases. Instagram chatbots can be used in two main ways: 1. Public replies These chatbots respond to comments on your Instagram posts. The replies are visible to anyone who views the post. The chatbot must understand the comment's context and tone to respond appropriately. While chatbots can handle basic replies, more complex or nuanced comments may require human intervention. 2. Private messages These chatbots handle direct messages sent from Instagram posts or ads. Businesses commonly use this method as it carries less risk for reputation issues. Private message chatbots can assist with the following: Lead generation and sales Customer support Automating bookings Gathering customer feedback What are the benefits of the Instagram Chatbot Automation? Instagram Chatbot Automation helps businesses boost customer engagement and streamline service. Here are some of the key advantages: 1. Instant customer support With Instagram chatbot automation, businesses can offer 24/7 support, ensuring immediate responses to customer queries, regardless of the time of day. This enhances customer satisfaction and reduces response times. 2. Cost Efficiency Automating routine interactions with a chatbot helps businesses reduce their reliance on large customer support teams. Companies can save on operational costs by handling repetitive tasks such as answering FAQs or confirming orders while providing high-quality support. 3. Increased efficiency and scalability Instagram chatbots can manage a large volume of conversations simultaneously. Whether you have 10 customers or 1,000, the bot can respond to each one instantly, ensuring all interactions are handled efficiently and without delay. 4. Improved lead generation Instagram chatbots can be programmed to qualify leads by asking specific questions and collecting necessary customer details. These leads can then be forwarded to the sales team for further follow-up. This automation streamlines the lead generation process, saving valuable time and increasing conversion rates. 5. Better engagement Instagram chatbots automate personalized messages, like product recommendations and targeted offers, keeping customers engaged and encouraging repeat interactions. 6. Increased sales Instagram chatbots can also serve as virtual sales assistants, guiding users through product catalogs, providing detailed information, and assisting with purchases directly within the chat. This frictionless buying experience improves sales conversion rates and encourages customers to purchase. What can you do with your Instagram Chatbot Automation? Instagram chatbots are versatile tools that businesses can leverage for various tasks. Here are some of the essential functions you can automate with a chatbot: Automate customer support Chatbots can be programmed to answer various questions, from product availability to shipping information. This makes it easier for customers to get the information they need without waiting for a live agent. Promote products and services Chatbots can introduce new products, share promotions, and inform customers about special offers. For example, a chatbot might notify customers about a flash sale or a new product launch, increasing engagement and sales. Generate leads Chatbots can initiate conversations by asking users questions such as “What are you looking for?” or “Can I help you find something?” Based on responses, the bot can collect customer details such as email addresses or phone numbers, which it can use to follow up with personalized offers. Facilitate purchases Instagram chatbots can streamline purchasing by guiding users through product catalogs and offering payment options directly within the chat. By providing a seamless shopping experience, businesses can reduce friction in the sales process and increase conversions. Collect feedback Chatbots can request customer feedback after a transaction or interaction to understand their satisfaction levels. This data can be invaluable in improving services and products and building better customer relationships. Book appointments and reservations For businesses that require appointment booking, Instagram chatbots can handle scheduling by accessing available slots and confirming bookings directly within the chat. This is especially useful for service-based industries like salons, spas, or medical practices. How do Instagram bots work? Instagram chatbots are powered by automation platforms and AI technology, allowing them to perform tasks that mimic human interactions. Here’s how they work: 1. Triggers Bots are typically activated by specific triggers, such as when a customer sends a direct message, comments on a post, or engages with a story. The trigger sets the bot into action and automatically begins a conversation. 2. Workflows and pre-defined responses Businesses create workflows that define how the chatbot will respond to specific user actions. For example, suppose a customer asks about product availability. In that case, the chatbot might respond with a message such as “Let me check that for you” and provide options based on the inventory. 3. Natural language processing (NLP) More advanced bots use NLP to analyze and understand user intent. This means they can interpret the meaning behind a customer's message and respond appropriately, making interactions feel more natural and human-like. 4. Integrations with other platforms Most Instagram chatbots can integrate with third-party tools such as customer relationship management (CRM) systems, e-commerce platforms, and analytics tools. This lets businesses sync data and streamline their operations. How to Create an Instagram Chatbot for Your Business? Setting up an Instagram chatbot for your business doesn’t require advanced technical knowledge. Follow these steps to get started: Step 1 - Define your objectives Decide what the purpose of your bot is. Are you using it for customer service, lead generation, or sales? This will guide your workflow design. Step 2 - Choose a bot-building platform Several platforms, like ManyChat, MobileMonkey, and Chatfuel, offer easy-to-use interfaces for building Instagram chatbots. Choose a platform that fits your needs and provides integration with Instagram. Step 3 - Link your Instagram account Connect your Instagram Business account to the bot-building platform. This may require API access to allow the bot to communicate with your Instagram profile. Step 4 - Design chatbot workflows Create the conversation paths for your bot, including responses to common questions and actions such as product recommendations or appointment bookings. Test all workflows to ensure they function properly. Step 5 - Launch and monitor After testing the bot, launch it to your Instagram profile. Monitor its performance, analyze user interactions, and optimize the bot's responses based on feedback and data. Best practices for Instagram chatbots To make sure your Instagram chatbot delivers the best results, follow these best practices: Be Transparent About Automation: Always inform users that they interact with a bot, especially if the chatbot cannot handle complex queries. Provide users the option to speak with a live agent when necessary. Keep It Simple and Intuitive: Chatbots should be user-friendly. Avoid overwhelming customers with too many options, and keep responses clear and concise. Personalize Interactions: Use customer data to personalize responses. For instance, address users by their first name or refer to their past interactions. This makes the conversation feel more human. Regularly Update the Bot: Continuously update it with new product information, FAQs, and any changes to your services. Test and Monitor Performance: Regularly test your bot to ensure it works as expected. Monitor user interactions, measure engagement rates, and adjust workflows to improve performance. Conclusion Instagram chatbot automation is a powerful tool for businesses looking to elevate their social media marketing strategy, streamline customer interactions, and drive higher engagement and conversions. However, implementing an effective chatbot strategy requires expertise in designing workflows, integrating with existing systems, and maintaining a balance between automation and human support. At Saffron Edge, we specialize in comprehensive social media marketing services, including seamlessly integrating Instagram chatbots. Our team ensures your business can leverage these tools effectively, optimizing customer interactions and maximizing ROI. Contact us to discover how we can transform your social media presence with intelligent chatbot solutions that align with your business goals. ...
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A Comprehensive Guide For SaaS Reporting And Analysis
Since companies rely on data, it makes sense to implement SaaS reporting. The various reports can help steer your product in the right direction based on the insights. The importance of robust reporting and effective SaaS growth strategies cannot be overstated. These reports guide your businesses through the complexities of subscription-based services, providing crucial insight for informed decisions. You only have to ensure that you start on the right foot and identify the relevant metrics to report. This blog goes beyond the basics of SaaS reporting, discusses important considerations, and reveals ways to enhance your marketing flywheel and SaaS social media marketing approaches. What is SaaS Reporting? SaaS Reporting refers to gathering, analyzing, and presenting data within a SaaS (Software-as-a-Service) platform to provide insights into business performance, customer behavior, and operational metrics. It enables companies to track key metrics like user engagement, subscription renewals, churn rates, and revenue growth. SaaS reporting tools offer real-time data visualization, customizable dashboards, and automated reporting features, helping businesses make data-driven decisions and optimize their operations. This type of reporting is particularly valuable for identifying trends, improving customer retention, and enhancing the overall user experience. The Significance of SaaS Reporting Understanding the SaaS Landscape SaaS businesses thrive in the digital landscape by delivering software via subscription models. Without physical products to track, the performance metrics for these companies can be elusive. However, effective SaaS analytics helps bridge that gap, offering insights into critical factors like churn rate, customer lifetime value (CLV), and recurring revenue. Companies can ensure long-term profitability and growth by leveraging a comprehensive reporting structure. The key to success is using SaaS data analytics to create actionable insights that inform business decisions. With a powerful SaaS marketing strategy, these insights help companies better understand customer behavior, optimize offerings, and improve customer retention. Engaging with a SaaS marketing agency or a SaaS marketing consultant can further enhance the effectiveness of these strategies, aligning your marketing efforts with data-backed decision-making. Measuring Success Central to SaaS reporting is the metric of profit growth rate, with saas ltv calculation serving as a crucial determinant of a company's success. Despite the absence of palpable products, comprehensive saas analytics ensures that pivotal criteria like churn rate and client continuance value aren't overlooked. As per SaaS Capital, a growth rate of 80% for a $3 million business is considered below average, whereas a SEO SaaS growth rate of 80% for a $20 million business is twice as much as the average. Benchmarking for Growth SaaS businesses are known for their rapid-fire growth, but assessing this growth effectively requires benchmarking against also-sized counterparts. Maps depicting average and median growth rates give an environment, helping best SEO SaaS companies understand their standing in the competitive geography. This is where SaaS data analytics is crucial in providing accurate and actionable insights. Key Metrics in SaaS Reporting SaaS Financial Metrics MRR (Monthly Recurring profit) MRR signifies the anticipated yearly profit generated by a SaaS company. Calculated by multiplying the total number of guests by the normally billed quantum, MRR offers a mark for overall success. Types of MRR New MRR( Monthly Recurring profit): This represents profit generated from recently acquired guests within a specific period. It indicates the growth attributed to fresh subscriptions and influences the SaaS conversion rate. Expansion MRR: This signifies fresh profit from being guests due to upsells, cross-sells, or upgrades, reflecting the capability to subsidize openings within the current client base. A well-crafted SaaS sales strategy includes initiatives to maximize Expansion MRR. Churn MRR (Monthly Recurring profit): This represents the profit lost within a specific period due to client cancellations or downgrades, highlighting the impact of client waste on overall profit. Net New MRR: Calculated by abating Churn MRR from the sum of New MRR and Expansion MRR, it provides a net growth metric, factoring in client accession and expansion while counting for churn. ARR (Annual Recurring profit) ARR forecasts the periodic profit a SaaS company expects to induce. By multiplying yearly subscribers by the Average profit Per stoner( ARPU), ARR provides a longer-term perspective. Cohort Analysis Cohort analysis helps pinpoint client lifecycle issues by grouping guests based on specific criteria. It offers practicable perceptivity in reducing churn rates and optimizing the stoner experience. SaaS Deals Metrics Client churn Rate and Revenue Churn Rate These criteria measure client and profit loss over a specific period, which is pivotal for gauging the health of a SaaS business and shaping an effective SaaS go-to-market strategy. ARPU (Average Revenue Per stoner) ARPU reveals how much profit a company can anticipate per client or stoner, helping deal brigades understand client spending habits. SaaS Conversion Rates Base Conversion Rate: A abecedarian metric immolation perceptivity into website optimization. Lead to Trade Conversion: This rate measures the effectiveness of converting leads into paying guests, showcasing the impact of SaaS affiliate marketing on lead conversion. Lead Source: Tracks the origin of leads to identify the most effective channels. Typical SaaS client Lifecycle Client Lifetime Value (CLV) CLV estimates the total profit a client is anticipated to induce throughout their relationship with a SaaS company, abetting in marketing budget allocation. SaaS client Acquisition Cost (CAC) The cost of acquiring new guests is pivotal for assessing the effectiveness of marketing and deals. Gross periphery A computation of business profit minus the cost of operations, furnishing perceptivity into profitability. CAC to LTV Ratio Compares the continuance value of guests to the cost of acquiring them, offering effectiveness marks for client accession. client Engagement Score( CES) Though not a fiscal standard, CES measures client engagement, impacting long-term fiscal criteria by indicating client fidelity and satisfaction. Enforcing SaaS Reporting Strategies Define Reporting compass Determine whether to track criteria across the entire business or specific departments. Specify the compass, covering subscription-related, app operation, and marketing criteria of your popular saas products. Decide on the temporal focus, balancing recent data with literal perspectives. Select Metrics Choose crucial criteria aligned with the reporting compass. Essential criteria include Monthly Recurring profit( MRR), client continuity value ( LTV), Churn Rate, and client Acquisition Cost( CAC). Identify Data Sources Dissect operations or datasets, casing needful data for reporting. ensure comprehensive monitoring of all applicable data points, encompassing literal data for contextual perceptivity. Aggregate and dissect Select tools for aggregating and assaying data. Explore options similar to Coupler.io, Looker Studio, ProfitWell, HubSpot Marketing Analytics, and Zoho Analytics. These tools can significantly improve your SaaS marketing analytics capabilities. Emplace Reporting result Opt for a reporting result that acclimates to your requirements and makes it accessible. Consider interactive dashboards for real-time monitoring or integration with tools like Slack for immediate updates. This strategic approach ensures a well-rounded and effective SaaS analytics framework. Top Tools for SaaS Reporting Coupler.io Features: Data analytics and robotization platform with 60 operation integrations. Benefits: Automates data import, supports real-time dashboards, and offers data analytics services. Looker Studio Features: a Data visualization platform with native integrations and over 700 third-party connectors. Benefits: This enables the erecting of interactive dashboards, the calculation of criteria, and teammates' participation in perceptivity. ProfitWell Features: Focuses on tracking SaaS earnings with integrations to major payment processors. Benefits: Observers MRR, ARR, churn, upgrades, and reactivations, furnishing perceptivity into profit trends. HubSpot Marketing Analytics Features: acclimatized for HubSpot druggies, offering analytics for marketing sweats and website shadowing. Benefits: Provides dashboards, reports, and advanced analytics to estimate marketing performance. Zoho Analytics Features: Connects to over 250 data sources, supports data visualization, and includes an AI-powered adjunct. Benefits: Fetches and transforms data into customizable dashboards, offering a stoner-friendly interface. Conclusion In summary, SaaS reporting is a crucial navigational tool for businesses navigating the evolving landscape of subscription-based services. By optimizing technical SEO, focusing on key factors, and adopting effective website designs, SaaS companies can evaluate their current position and make informed decisions that lead to long-term growth and success. Embrace the power of reporting to guide your journey and leverage it to thrive in the competitive SaaS environment. Furthermore, working with a SaaS SEO Agency will tremendously improve your reporting and business outcomes. When operating in the SaaS environment, knowing that B2B SaaS marketing and business SaaS data analysis are crucial to success is crucial. ...
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7 Questions That Your Content Strategy Must Answer
To protect your business site from changes like Google Penguin, Content Marketers need to have clear insight so that they can design an accurate content strategy. Your content strategy needs to work well with the search engine crawlers so that your website remains optimized and ranks high in SERPs. But we do that, isn’t it? Lots of long-tail and short-tail keywords, generating backlinks and getting the contents published on sites having high Domain Authority is what we have been doing all through. What’s missing? Maybe the idea to have good content is not understood fully. The customer’s perspective is often missed while developing a content strategy. And as you can expect, with only 44% of B2B marketers having a documented content strategy, the industry is lagging behind in providing the users with the most accurate information. This approach may have worked in past, but with search engines moving towards delivering the most accurate results, your content should best answer the questions that your users have. To find a key to this problem, let's ask ourselves if our content strategy addresses these concerns: “What” Is Your Content Going To Be? What kind of content is going to create? From web blogs to podcasts, the expectations of customers and the limitation of the content publication platform are different. Is your content strategy consistent with the type of content and the place where the content is going to be published? “Why” Is Content Essential For Your Site? Understand the goal before you begin. Why are you serious about the content part? Is it to increase the traffic to your website and improve the conversion rates, or to create large followership by building trust? Is your content strategy aiming towards higher visibility on SERPs, or promoting your products and services? In any case, you need to check if your existing content strategy is answering your customers' questions and addressing their pain points. “How” To Get Where You Want To Go? Once the objective is decided, it is also important for all the team members to stay on the same page. In case, you have outsourced the content to another firm, you need to make sure the content developers know what exactly you are aiming at. “When” Do You Begin? Now! And... Making realistic plans is crucial to its success. How much time do you allot for the content strategy? What are the barriers that need to be overcome? Analyze your previous content strategies and based on that, you can settle in for a time frame for the execution of your strategy. “Where” Is The Content Distributed? Your content strategists need to understand that content distribution determines how much amplification your content is going to get. For greater amplification and larger popularity among your audience, you can use social networking sites such as Facebook, Twitter, etc. Sharing on these sites can take your content to a larger domain, also capture the attention of your passive audience. “How Often” Should I Produce Content? How often should you blog? Monthly? Weekly? Daily? Before committing to any frequency, ask yourself whether you have enough resources to meet the deadline? Staying more active is a good thing as the users get more content to read but unless you are consistent in posting content, the effect is diluted. “For Whom” Is The Content? Who is going to read your content? If your content is for everybody, then it is for nobody, right? Your content strategy should keep in mind the audience segment that you are targeting? Make the buyer personas and ensure that your content strategy is consistent with the buyer journey. In particular, your content should be developed to take the audience to these three buyer's journey steps: Awareness Phase Is your content informing the audience about the opportunities they can have? Is your content suitably placed to explain the key issues, risks? Apart from informing the audience, ideal content should also provide precise solutions to optimize and improve the user's life situations. Consideration Phase How is your content providing the available approaches and methods that can solve the reader's problems? Through expertly written guides, troubleshooting tips, whitepapers, your content can help your audience, hence building trust and engagement simultaneously. Decision-Making phase Most of the existing content on the web is informative and provides useful solutions to the readers. But where they lack is that they do not clearly tell the audience what to do next. How is your content helping in defining a specific call to action? Create comparative studies, product literature, and the pros and cons of various approaches and methods to encourage the users to make a purchasing decision so that their decisions remain more informed and intelligent. This is one aspect that content strategy can never ignore. By getting content published on good sites, and on your own website, you can attract the attention of your targeted audience. But that’s not the end of your content strategy. Go back to your goals, see how are you motivating your audience towards the goal. You wanted to increase the conversion rates, how is your content encouraging the visitors towards sales? You want to build trust with your audience, check for the email subscribers’ behavior to derive actionable insight. ...
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