SaaS middle of the funnel marketing to boost revenue with SEO
You’ve been building awareness around your brand for a while now on different platforms, and now it’s time to take everything to the next level and boost your revenue using search engine optimization (SEO). More people know your SaaS tool, and they are intrigued by what you are offering.
But…they haven’t made any purchase yet.
They are still on the fence, and you can convince them by building trust and showing them that you know your stuff. And don’t forget to show them that your SaaS tool is capable of solving their pain point.
This is where middle of the funnel marketing comes in. It is the point where you build more trust around your SaaS tool, as you solve smaller problems for potential customers.
First, what is middle of the funnel marketing?
Middle of the funnel content is aimed at potential customers who are one step away from converting or buying. They are gauging their options and want to take it to the next level.
It’s more about building trust and establishing your authority in a certain area, so potential customers can move to the next stage with ease—conversion and subscribing to your SaaS model. While the generalized perception of middle of the funnel marketing is about informing your potential customers about the benefits of your SaaS tool, most will be more intrigued and interested once you solve something for them.
Which is better? Telling you about a tool or letting them try it to understand its value?
And the good thing about this is that it creates a certain experience that makes potential customers think about your offers. You are not talking about your offer, but also showing them how life will turn out when the pain point is solved.
Strategies to solve small problems and build trust with SEO centered middle of the funnel content
One of the easiest ways to build the trust of potential customers is to solve a problem. Now you can do this with educational content centered around the pain points of your potential customers.
And this is how it goes — solve a small problem, and they will trust you enough to solve their core problem, which makes it easier for you to transition from the middle stage to the bottom stage.
1. case studies that show how you solved a certain issue (case studies are results-oriented)
A case study is like a preview/trailer of how things will turn out once a certain problem is solved. They help potential customers picture themselves in the shoes of the hero who triumphed over their pain point.
And while case studies are quite effective in painting a picture of how valuable your brand is, you can offer free value through case studies and build more trust.
For instance, you can mention some of the features that helped businesses scale to new heights and offer a trial period/package. By doing this, you will hit two birds with one stone. Explain how your tool elevated another business to a new level, and let them use your tool to build trust.
Remember to highlight the results:
For example, you can mention how your tool helped a certain company increase its revenue from $10,000 to $50,000 within a certain period. Case studies are quite effective in highlighting improvements that potential customers are looking for.
And in most cases, such content is always structured around the pain points that your tool/product solves. If your SaaS tool solves multiple problems, publish multiple case studies, outlining the duration it took to go from one point to the next.
Another thing:
The storytelling technique in case studies will build intrigue and interest, since your potential customers are coming from the same place, in regard to the problem they are trying to solve.
Apart from showing how good your product is, you will also build social proof by showing your potential customers that they can trust you.
(Reach out if you want to implement this)
2. SEO informative content that shows potential customers how to solve a problem, either through a trial or something free (informative content is detail-oriented)
While a case study is quite effective in highlighting the end result, it doesn’t necessarily go too deep into the features. And this is where informative content that is well-optimized (SEO) comes in. And when we are talking about informative content, we are referring to how-to guides and reviews that outline everything, down to the tiniest detail.
Hope you see the difference between case studies and detail-oriented posts like how-tos and reviews. The latter dives deeper into the details without necessarily outlining major metrics companies are trying to hit — revenue increase and smooth management operations.
How-tos are quite good in breaking down different steps potential customers need to take to solve a certain problem, using your tool. And by coming up with unique informative content that solves a certain problem, you build trust, making it easier for a potential customer to take the next step. Also, informative content puts you out there — your SaaS product will be featured on search engines and AI platforms.
Think about it like this:
Let’s say you built a SaaS photo editing tool that offers cloud editing services. Your tool has various functionalities. It helps potential customers create logos from scratch, add items to old photos, swap the colors of photos, remove backgrounds from photos, change the color of items in photos, and the list goes on. Since this information is quite good and helpful, it attracts potential customers who interacted with your brand earlier on when they solved a certain problem that lead them back to your brand again.
As the interest increases, they dig deeper into your tool, looking for more solutions that will help them achieve certain results. The potential customer who edited a black and white photo now wants to add an interesting background to a photo. And guess which brand comes to mind?
Yep! You guessed that right; your brand. You helped them solve a problem, and now they are stuck again, so they will look for information that will help them solve what they are facing now.
Such information can be provided in the blog section of your website with how-tos and reviews. As someone who understands marketing, you’ll urge them to take a certain action at the end of your post with an offer that provides access to your SaaS platform. Your numbers then go up by implementing this simple strategy.
Over To You
By now, you probably have a few tricks up your sleeve, which will help you build trust with potential customers who are in the middle of the funnel.
Remember—middle of the funnel marketing content is all about building trust and preparing potential customers for the next step. The next stage involves converting them into long-term customers by offering them real value that helps them solve different problems.