Finding the right angle to make your SaaS product rank on Google
What’s the right angle to rank from, if you want your saas tool to be discovered on Google?
Knowing a suitable angle to rank from creates a foundation for your marketing efforts. It guides you as you market your core offer to potential customers on search engines. Think of it like a map with unique routes to one destination. The unique route to the destination, in this scenario, would be the angle you want to capitalize on to rank higher on search engine platforms. The destination, of course, would be a higher conversion rate and a revenue increase.
Finding the right angle
Focus on these aspects to find the right angle:
The first focus would be your primary and core offer
The pain point of potential customers is the engine of your marketing effort. It is the point where everything will spring from.
By this point, you are already aware of the customer’s pain point. The best thing would be to put yourself in the customer’s shoes. How would the customer want to solve a certain problem? Think of the level of insight they might have into the problem they are solving, and come up with a question they might search for on Google.
This makes it easier for you to come up with all queries that potential customers are likely to type on Google. And from there, everything becomes easy as 1, 2, 3. Ask the questions potential customers might ask, and then offer your message as the answer.
It’s always advisable to simplify your core offer into something that can be understood by many.
Ask this: if this core offer is simplified to the most basic version, what would it sound like?
Here’s an example of how this would work:
You have an SaaS tool that streamlines things with business automation functionalities. It consolidates different workflows on one dashboard, from emails to WhatsApp messages and Instagram posts. A business owner who wants to post and publish tweets every single day might be looking for an automation service that can handle this.
There’s a high chance that the business owner—who is your potential customer—might search for:
How to publish my posts automatically
Business automation tool
Business automation software
Posting tweets on X automatically
Automate business workflows with one software
Since your primary offer is centred around automating business workflows with one software, your main marketing angle will be business automation. The main angle acts as the center from which other messages and marketing angles can spring from. In this scenario, the business automation angle will pave the way for other sub-topics.
We are talking about multiple topics such as Twitter automation, Instagram automation, and social media publishing automation.
To take your core offer to the next level, look for something unique that might also attract more customers. For instance, you can share your message in a light-hearted and cheerful manner, using real-world examples that customers can relate to.
When it comes to finding something unique, draw inspiration from anything and everything that brings humans together in a positive light. This also makes it easier for your customer to relate to what you are doing at a deeper level.
(reach out if you want to take your brand to the next level)
Look for a long-lasting and evergreen angle
While the world of trends can be quite attractive from time to time, it’s always advisable to create something that will last long—an angle that will be relevant 5 years from now. This is what we refer to as ‘evergreen’ marketing content. It will always be relevant even in the future. As it ages, it gets much better.
And the good thing about a long-lasting message is this—it keeps the machine running with no clogs. If it is top-of-the-funnel marketing content, it will still attract new customers throughout the year.
This is the angle that you don’t have to shelve per se. It doesn’t have a shelf-life, either.
With informative marketing campaigns, you can easily capitalise on this. Information never ages. And if it ages, it ages in a positive light—like wine. Detailed posts and publications that guide users on how to solve different challenges will come in handy.
New customers will refer to such information when looking for solutions to their problems, and they will still refer to such information when they are in different stages of the funnel.
Use the right tonality
Tonality goes a long way in marketing your brand to potential customers. It conveys the personality of the brand. At the end of the day, we want to read a message we can relate to. The good thing about the tonality is—you can choose the one that suits you best.
When it comes to tonality, go for something that resonates with your audience. And while your tonality should resonate with your target audience, you should also retain your unique tone. Find a balance between resonating with your target audience and keeping your uniqueness.
For example, if your SaaS tool is tailored towards parents who want to offer learning essentials to their kids—you tonality should match the concerns of parents looking for a platform where kids can learn.
As they go through your marketing content, they should feel some care, concern, and trust coming from you. The tonality also shows your potential customers that you actually understand where they are coming from.
Once you resonate with the tonality of your target audience, you can complement it with your brand’s unique personality. If you like using humour in your message, you can incorporate it into your brand message. Humour and friendliness will form the brand’s personality. And those are just a few examples of the traits that will make up the brand personality.
As a potential customer goes through your brand message, they should feel a familiarity that lets them know that you understand them, based on your tonality and brand personality.
Over to you
Finding the right marketing angle is all about streamlining your core offer to reflect the solution your potential customers are looking for. After that, package it in a unique manner that resonates with your audience with the right tonality and your brand’s personality. Remember to look for an ‘evergreen’ angle that will always be immune to time—something that will be relevant 10 years from now.