Now that you’ve used inbound marketing to attract your buyer personas, or target customers, to your SaaS website, how do you move convert them into customers?
Once you’ve identified your buyer personas, it’s much easier to market content to them, but the timing of this content is also crucial. Your buyer persona will go through a research process before selecting the software suited for their business needs, and this search process is referred to as the buyer’s journey. The buyer’s journey consists of three phases: awareness, consideration, and decision. You need to create content for each of these phases, so that when your buyer persona searches for help for their business, it won’t force them into a purchase situation when they aren’t ready to make one yet. This can be a major turnoff.
The Buyer's Journey
There are further examples of SaaS buyer personas and how they fit into the buyer's journey included in our free How to Create Personas for Software Companies:
The buyer's journey does not stop there. You could even create a workflow with this content, slowly linking your customer from content to content that brings them from the awareness stage to the decision stage where they’ll be ready to make a purchase. This can be done through CTAs linking to content answering any follow up questions your buyer personas would have after coming across your website, like our eBook offer above. Emails following up on content offers would also help. Following this process makes your buyer personas much more receptive to your company because you’re giving them content that they need, when they need it. This paints you as an authority on the issue/opportunity that led them to your website in the first place and gives them the belief that your software can offer the solution. Your potential customers will trust that your company is best suited to help their business.