How to Create SaaS Content That Responds to Customer Pain Points
21st October 2022
Over 60% of marketers measure the success of their content marketing strategy through sales, and with good reason: a successful content marketing strategy is one that converts.
Conversion rates usually come down to how well a product or service meets a customer’s existing needs. Therefore the key to creating content that converts is understanding customers’ specific requirements, and addressing these in your content.
Many businesses believe that they’re addressing pain points simply by discussing a product’s features and benefits across their landing pages, blogs, and social media. But is this truly addressing pain points in a customer-centric way?
Pain point content is created to connect your product directly to the specific problems your customers experience. It suggests common issues that are immediately relatable, and explains how your product can solve it.
This makes the value of your product clear and compelling, creating an instant emotional connection rather than relying on prospects to make the connection between problem and solution for themselves.
Read on to learn how to tap into customer pain points, and use them to create content that converts.
What is pain point marketing?
Pain points are the specific problems that your prospective customers are facing. These are often as diverse as your customers themselves, and can include issues with existing products on the market, or everyday problems that competing products don’t directly address.
Marketers commonly break down pain points into four specific types: financial, productivity, process and support.
- Financial pain points refer to your prospects spending too much on their current solutions, or not getting value for money.
- Productivity pain points address wasted time and inefficiency.
- Process pain points related to prospects who want to make internal processes easier or more intuitive.
- Support pain points appeal to prospects who aren’t receiving the customer support they need.
Pain point marketing either discovers and responds to pain points that prospects are already aware of, or introduces new ones, revealing something that their current solution lacks and inviting them to imagine a better option.
Framing marketing around pain points posits your company a solution to a problem, rather than simply a vehicle for a product. This approach is very appealing to customers, as they start to imagine a life without that problem and associate your brand with those positive outcomes.
This essentially customer-centric marketing style builds your strategy around customer experience. This can contribute significantly to building trusting relationships going forward, leading to loyal repeat customers.
How to understand customer pain points
Ask existing customers
The best place to start when it comes to understanding customer experience is asking your current customers for their feedback. This can not only help you to frame realistic pain point narratives to present to new prospects. It can also help you develop your product and service ongoingly to add value for your customers!
Your first port of call should be existing reviews and testimonials. Look out for mentions of problems your product has solved, or points about how it’s an improvement over competing products.
Next consider more in-depth data collection via online surveys. These could be sent to existing customers via email marketing, and could even offer an incentive to encourage completion such as a free upgrade or discount code.
Your survey should ask questions like “what problems did our product solve for you?” and “how would you describe your day-to-day experience using our product, compared to before?” Make your questions specific to your industry in order to uncover truly relevant pain points.
Prompt prospective customers
Existing customers are a gold mine when it comes to real experience, but a lot of them are already distanced from the pain points your product solves. Generating new business means understanding common pain points amongst people who’ve never heard of your solution before.
The next step is reaching out to prospective customers by using data from your existing customers. Consider sending an email to your prospects, or triggering a bot chat on your site with questions that posit pain points.
For example, you could start with, “We’ve found that 50% of our customers struggle with scheduling appointments. Is this something you struggle with?” This creates a common starting point for prospects to consider their own experiences from. Gather data on customers who agree with your proposed pain points, as well as those who disagree and propose different pain points. These could provide new angles for your content!
This approach also shows potential customers that you care about their experiences, designing your business around their needs. This could tip the balance in your favour if they’re deciding between your product and a competitor’s.
Explore your competitors’ content and see what concerns they’re addressing. Delve into blog content, sign up for newsletters, and pore through social posts to see how they’re framing their product as a solution.
Create a list of competitor pain points, then order these in terms of how relevant they are to your product and customers. Ask yourself how you can make these pain points even more relevant to your specific audience, or how you can stress your product’s added value over competing solutions.
Where to use customer pain points
Content marketing can all-too-easily become entirely focused on SEO, letting customer experience fall to the wayside. By letting customer pain points guide your keyword research, you can ensure that your content answers genuine concerns as well as appealing to search engine algorithms.
Devise a list of keywords for each pain point you’ve uncovered, then conduct search volume research to zero in on those with the best chance of ranking. Long-tail keywords can be particularly useful when it comes to addressing pain points, as they relate to the specific questions your prospects are likely to type into Google.
Your landing page is often your first chance to show prospects that they’ve come to the right place. They may have clicked through from social media, organic search, or a paid ad, and are keen for more information on how your product can solve their problem.
Consider creating specific landing pages to appeal to different pain points. This opens up your product to a wider audience, and allows you to elaborate on particular features that will answer each segment’s requirements.
Be sure to back up your claims with clear information, appealing to prospects on an emotional level but reassuring them that your product is the real deal. You could even include a competitor comparison table, clearly showing how your product answers requirements that other brands can’t.
Pay-per-click (PPC) advertising may be the first place prospects see your brand name. Make sure to create a relevant and personal first impression by using your pain point keywords and offering clear solutions.
For example, you can target financial pain points with a headline like, “Tired of paying too much for scheduling solutions?” This will catch prospects’ eyes and create an automatic emotional response. Make sure to pack up your claim in the remaining text and add a CTA that will encourage click-throughs.
How often do you find yourself scrolling through social media and seeing your own problems reflected in the content you read? Whether it’s a joke about getting older or an ad that pinpoints a problem you face, you’re more likely to engage if posts are relevant to your life.
Tap into this response by using pain point keywords, making statements your prospects can relate to emotionally, and offering insight into how your product will improve their situations. Short video content such as quick how-to videos will be particularly appealing to a social audience.
56% of marketers who leverage blogging say it’s effective and 10% say it generates the biggest return on investment. When it comes to content that converts, your blog is an excellent place to invest some extra time.
Review your existing blog posts and look for places where you can elaborate on pain points. Consider reframing content that talks about particular product features, turning it on its head to start with the problem and finish with the solution.
Create new content with your pain point keywords in mind, and frame each piece as an answer to a common question. Consider helpful content such as how-to guides, or aspirational content such as case studies showing how real businesses are benefiting from using your product.
Create customer-centric content with Xander Marketing
We all experience pain points on a day-to-day basis: those minor annoyances that make you wonder whether there isn’t a better way of doing things. By tapping into this very human response and offering a clear solution, you can demonstrate your product’s real value to your audience.
Xander Marketing is your ideal partner when it comes to creating a comprehensive content marketing strategy. Whether you’re bringing a new product to the market or introducing an existing one to a wider audience, we can offer years of experience at every stage from idea generation through to publication.
Is your business ready to stand out from the competition? Find out more about Xander Marketing and book your free consultation.