A SaaS business model is unique, and they often struggle to survive in the market. It occurs due to their uncertainty of generating predictable revenue and earning profits. They have to generate a large number of leads and close sales to ensure future growth.
There are various problems related to marketing when it comes to SaaS businesses. Cold calls and emails rarely work if they cannot provide value in the form of informational content. Therefore, content marketing is a crucial step for a sustainable business.
As a result, SaaS businesses have to identify key performance indicators (KPIs) to analyze their content and generate quality leads. It helps shape future marketing campaigns and ensure customer retention and brand awareness.
What Are Key Performance Indicators (KPIs)?
Content marketing KPIs are meaningful insights and metrics to measure the performance of content created by SaaS businesses. They help understand important information such as shares and views and generate quality leads.
The metrics help SaaS businesses to understand what type of content is preferred by the target audience and what isn’t. Accordingly, they can craft a content strategy that has been successful in the past in capturing a large audience. Hence, it will help increase conversion rates.
Top 5 Content Marketing KPIs for SaaS Businesses
As mentioned earlier, content marketing is important in a SaaS business model. They must create quality content and ensure that their target audience notices it. Accordingly, they can check the following key performance indicators to check how their content is performing:
1. Unique Visitors and Page Views
The metrics for unique visitors include people who have visited the business website or created content. However, unique visitors are counted based on a single individual, no matter how many times they visit the page. It helps to understand the impact of SaaS content and the size of the target audience captured.
Similar KPIs to keep in mind include engagement metrics such as email subscriptions, downloaded content, comments, repeat visits, average pages visited, and average time spent on the website. Businesses can measure it with the help of online tools like Google Analytics to understand the quality and quantity of traffic.
2. Social Shares and Virality
Viral content refers to any content that has become overly popular due to the number of times it is shared on social media and other channels. If a SaaS business produces high-quality content, the target audience will share it with their followers on their platforms.
Hence, social sharing acts as modern word-of-mouth. Businesses can measure the metric for the times their target customers share their content. It will help to understand what type of content will be successful in the future and how it will increase conversion rates.
3. Social Media Metrics
Popular social media channels such as LinkedIn, Twitter, and Instagram are important for building an active online presence. It plays a vital role in building customer relationships and brand loyalty. Most social media metrics are easy to track and can be done on the social media sites.
Important KPIs include the number of followers or subscribers and important insights related to content posted on the channels. It helps to understand audience demographics and engage with them to understand their preferences. Eventually, , it helps to create better content strategy that will generate revenue in the future.
4. Conversion Rates
As the name suggests, conversion rates indicate the number of potential leads that lead to closing sales. Other businesses generally rely on middlemen to make sales via cold calls and emails. However, successful SaaS businesses rely on sign-ups and focus on self-service to eliminate the middlemen.
Therefore, offering free trials or freeware options for SaaS products is advised. Subsequently, they need to increase sign-ups by creating content for existing and potential customers. Types of content include educational, informational, how-to guides, white papers, and the latest news related to the industry.
5. Organic Vs. Inorganic Return on Investment (ROI)
Organic traffic generates leads from users visiting websites or engaging with SaaS content without paid listings on search engines. On the other hand, inorganic traffic generates leads from paid listings such as pay-per-click (PPC) ads on Google.
The budget required for organic and inorganic results is vastly different. SaaS businesses should priortize organic traffic as it costs little money and stays relevant for a long time. However, inorganic traffic should be considered if they want quick and immediate results. They can improve their organic traffic by using SEO tools and Google Analytics to track the content’s performance.
Conclusion
SaaS businesses must focus on their content marketing campaigns to generate quality leads that will lead to conversion. They must create quality content and track its performance via their key performance indicators. It will help to measure the performance of their campaigns and create successful campaigns in the future. The most important KPIs include unique visitors, page views, shares, and conversion rates.
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However, they must continue to generate quality content to retain their customers and increase their customer base in the long run. Hence, they need to stay updated with the latest news in their industry and educate their target audience to stay relevant to ensure a sustainable business.