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You have a brilliant SaaS product, and you’re ready to make a splash in the market. You’re preparing for launch, and you know people will be excited about what your company has to offer.
However, prospects will only get excited if they know you exist, which is why you’re looking at digital marketing options. You have already enabled good SEO to get your site indexed. With better visibility in the search engine rankings, investors and potential customers will find you in no time.
Or will they? In order to get noticed, you need to cut through the noise. After all, there are billions of web pages out there, and some belong to your competitors. These days, their strategy looks a lot like yours. Standing out is challenging and you must establish yourself as an authority in your arena.
These THREE tips will help you do just that.
We find many times B2B companies have not taken a close look at their competitors digital marketing strategies from all angles: website, SEO, paid, content, social, partnerships, PR and video.
Your very first step before you spend a dime is to see what your competition is up to. What kinds of content are they posting? What are they writing about? Did certain posts perform better than others?
This research will help you find out what keywords they’re ranking for, along with ones they’re angling to get. It will even help you discover the content people are looking for, allowing you to write about relevant topics to provide value for your audience. You can use tools like SEMRush to get more details on their keywords.
Now think about keywords to target. Some of them may be the same as your competition, so you must think about optimizing your content and outranking your competition.
You can also examine the content they’re publishing. Are their blogs short? Maybe you can make deeper dives into the topic or provide more original research and data analysis. You might even consider creating a video series instead of just written content. We did this ourselves! You can check out some of our videos here. There are countless ways to create content that is fresh and unique!
Your next step is to set up a content calendar to help you decide what content you’re going to craft. Brainstorm the topics you want to address.
There should be a mix of topics. You’ll want to cover some of the same ground as your competitors, but try to give the subject a unique spin. Write from your (or your company's) point of view. Like we said earlier, maybe offer deeper dives or more data to help you stand out and give your audience what they want.
Writing about topics that your audience actually cares about is essential. That’s where keywords and other SEO tactics come into play.
Suppose you’re writing about the keyword topics people are searching for and answering the questions they’re asking. In that case, you’re more likely to be discovered and earn the trust of your readers. As your audience grows and you gain the reputation of being a trustworthy source of information, you will gain credibility in your field, making you an authority in your arena!
A content calendar can help you build a comprehensive set of resources for your audience. As potential investors and potential customers move through your content, they’ll see you know what you’re talking about—and that will make them more likely to reach out.
Crafting great content and figuring out a content calendar can be incredibly time-consuming. It’s also not something that you can do “when you have time.” Content is a long game, and new B2B companies do not understand why the sooner they get meaningful content on the internet, the better off they'll be. Search engines and your audience both respond well to regular content, so you want to keep providing that.
If you don’t have the extra time, then a helping hand with your content marketing could be the answer. You can outsource easily using content sourcing companies. We use NDash, for example. Upwork also has a good variety of content writers out there to write the attention-grabbing content your audience is craving. There are numerous options online so take a look.
We go into more details about the components of B2B Marketing and what order you should implement them in our ebook, The Truth About B2B Marketing." Check it out for more ideas!