Software as a service comes with one huge challenge – you need to maintain a positive, ongoing relationship with your customers. If your product starts slipping or your brand’s reputation goes through the wringer, then customers are likely to just end your relationship. It’s that easy for a big SaaS brand to go from the highest of heights, all the way to crashing down.

Your brand’s reputation matters with SaaS. Your product is not a one-and-done deal. Customers won’t decide to continue to use your software even if it’s not perfect just because they have it and always will. Instead, they now have this tool they have to choose to continue to pay for, which means if it doesn’t live up to their expectations, they’re gone.

So, how do you maintain that ongoing relationship? You use this guide.

How to Draw In Customers For a Long-Term Relationship

Before you can worry about keeping customers, you need to learn how to get them in the first place. The good news is that there are many SaaS inbound marketing strategies available today, and that they can be split up so that you can target each step of the buyer’s cycle.

However, when creating content for your inbound marketing strategy, you need to keep a few things in mind.

  • Content must be hyper relevant. If you pose a question or problem, it must answer that question or how to solve the problem.
  • Content must be future-focussed. Use the latest statistics, facts, and trends to make sure that the information you provide is as up-to-date as possible.
  • Content must be unique. Add your own unique insights, get the insights of others, and try to take on a more journalistic approach so that your content stands out for its value.
  • Content must be engaging. Add multimedia and engaging elements to your content, especially guides and tutorials, so that you can naturally teach the layperson the more technical elements attached to your SaaS solution, with multiple senses.

Generic blog posts? Out. Informative and thoughtful articles? In. Try to think about the type of content you would find valuable for your business and go about creating it. To help, use AI tools, but remember to use them mostly to brainstorm, research, and identify potential topics rather than letting it create content entirely on its own.

Split Marketing Campaigns Based On Each Buyer’s Step

That content is the beef of your marketing campaign. Next, you must lead potential customers to the meal you’ve set out before them. Each step is going to need a unique approach.

Content that aims to inform and sets your brand as an industry leader should be marketed on professional social channels, like LinkedIn or the Dots. You should also aim to get content published by notable publications that are relevant to your industry. If you get published, try to add a more in-depth version of that piece to your website, so customers can gain more insights and value by visiting you directly.

The same applies to other stages. Think about where people would go to get the answers they need, and then put your brand there. When they’re searching for a software like yours, for example, they will go to comparison sites, or direct to Google to search. Get your brand out there wherever you think customers will search.

Then, finally, create all the in-depth content, guides, and tutorials so that customers can get more value out of their tools. They need to know how to do everything your software can give easily, and they should be able to find that information either in-app, or on your site.

Welcome Feedback

There are so many ways that you can welcome feedback and use that to direct future versions of your software. There’s direct feedback, of course, but there’s also mentions. See if there are forums by customers asking the general community how to do certain tasks, or if there are reviews that point out glaring omissions in your software’s offerings. This is all essential content. You can then put together a small poll, to see which features your customers want first. Then, guess what? You can market your new features to show customers that you listen, grow with their needs in mind, and care.