Social Media Content Marketing Strategies for SaaS Companies
difference you can make, not only in your company but in yourself. If content marketing hadn’t come around, I would never have stayed in marketing. Thankfully, you have a choice and you have chosen wiselyContent is king. It’s a quote marketers and strategic communicators have used for years to describe the digital transformation of how brands communicate with
customers in business-to-business (B2B) and business-to-consumer (B2C) marketing. For centuries, products have been continually invented that completely transform our lives, from the commercial passenger jet that flies us halfway across the world in a matter of hours to Google’s search engine that delivers content answers to billions of user questions in a matter
of seconds. Our reliance on new medical inventions, for instance, has hardly felt so real or so personal in generations than during the coronavirus pandemic of 2020, when the world was brought to its knees by a molecule invisible to the naked eye called COVID-19. Policymakers could legislate, business leaders could pivot and protect margins, but only new products, from vaccines to new test kits, could save us. Prospective buyers at thousands of companies work
To innovate and invent new content
and services to help them do their jobs better, faster, and cheaper. Non-profit organizations work to develop value to potential donors so they can help others. Billions of consumers go online to determine which product or service will help them live better lives. The way people research and develop preference and consideration for products varies in the level of
involvement and the extent to which their decisions are made rationally or emotionally, based on perceived risks and fears of making the wrong decision (Gourville & Norton, 2019). Central to earning a buyer’s trust as a supplier is through education and demonstrating in a compelling way how the product or service offers improvement over the status quo in a
relevant and compelling way. A primary way marketers appeal to these prospective buyers is through content marketing (CM). CM is a type of marketing focused on creating, publishing, and distributing content for a target audience. Collectively, this content reflects a cohesive company brand that tells audiences an interesting story with the intent of motivating them to take action and ultimately become a customer. In an interview for this book, Robert Rose, Co-
Founder and Chief Strategy Officer
of the Content Marketing Institute, stated that content marketing delivers value – education, inspiration, laughter, sadness – in order to build engaged and subscribed audiences with the goal of having an easier time reaching and influencing them. Any company creating and selling new products has an uphill battle to convince consumers to believe in and ultimately purchase their product, and content marketing is a highly effective marketing strategy in the
form of new clients, revenue will increase, and, in turn, your firm’s marketing budget can increase too. Once you’ve created a budget, try to stick to it, re-evaluating it as necessary. Your legal marketing strategy is an essential part of your firm’s growth. As with any important matter, there are some must-haves that your firm should include in its marketing strategy.
Focus on web design Your law firm’s website is the most important marketing investment you’ll make, and grabbing the attention of leads and prospective clients is its primary goal. The design of your legal website should be functional, interesting, and accessible. You only get one opportunity to make a first impression. We recommend asking yourself the following question during the design process: will this web design help potential clients find and then
Means of achieving this across product
choose my law firm Your design decisionmaking should revolve around that question. Your Law Firm Website Design Inspiration 101 – Centerbase must be simple, clear, and uncluttered. A website visitor should know what it is that your law firm does. We recommend that the most important content appear “above the fold,” meaning that a visitor can see it without having to scroll. Use high-quality photographs, an aesthetically appealing color
scheme, a wellthought-out font, and enough white space to entice visitors to linger on your page. Consider how certain content, like lawyer bios and video marketing, will appear when laying out your website. The best legal website permits content to be interacted with on all devices — cell phones, tablets, and computers — and on all browser types. A positive user experience is critical. We also recommend that your website include call to action (CTA)
buttons. Your CTAs should encourage visitors to take action, whether that’s reading more of your website or giving your firm a call for a free consultation. Prominently place your contact information, including your phone number and email, in several places on your website. This is the best way to get web visitors to convert into potential clients and build your legal directories. Emphasize search engine optimization You want your marketing strategy to help
