This Is the SMARTEST SaaS Marketing Strategy I’ve Ever Seen… 🤯

Summary

In this video, the speaker shares insights on effective content marketing strategies for startups, particularly for those with low annual contract values. They recount their experience with 'spraying and praying' and introduce a structured approach based on Eugene Schwarz's five levels of awareness from his book 'Breakthrough Advertising'. The speaker provides practical examples of content creation for a hypothetical CRM called 'bump', emphasizing the importance of targeting the right audience level in the marketing funnel. They suggest starting with solution and product awareness for early-stage startups and highlight the value of content marketing beyond just driving traffic, as it serves as education for potential customers. Finally, they advise against focusing on content marketing for those who haven't yet secured their first 10 customers, as it may distract from more immediate marketing needs.

Takeaways

• 💡 Content marketing can be a cost-effective way to acquire new customers, especially for startups with low annual contract values.
• 📈 The speaker emphasizes the importance of having a strategic approach to content marketing, rather than a 'spraying and praying' method.
• 📚 The concept of the 'five levels of awareness' from Eugene Schwarz's book 'Breakthrough Advertising' is introduced as a framework for content strategy.
• 🔍 The five levels of awareness are: unaware, problem aware, solution aware, product aware, and most aware.
• 🚀 For early-stage startups, focusing on content that addresses 'solution aware' and 'product aware' audiences is recommended, as they are closer to making a purchase decision.
• 📝 Examples of content ideas at different awareness levels are provided, such as articles on organizing sales leads for the 'problem aware' level.
• 🔎 'Solution aware' content might include articles comparing different CRM systems, with the startup's product included as an option.
• 🤔 'Product aware' content involves creating 'versus' articles that compare the startup's product with competitors, which can be effective once the product has some brand recognition.
• 🏆 'Most aware' content is targeted at industry insiders and experts, who might be potential partners rather than direct customers.
• 🚫 Founders who have not yet acquired their first 10 customers are advised not to focus on content marketing, as it may be a distraction from more immediate sales efforts.
• 📅 An upcoming event, 'Microcom Remote', is mentioned as a resource for early-stage marketing strategies and networking with other bootstrap founders.

Q & A

What was the main issue the speaker faced with their previous startup's content marketing strategy?

The speaker was 'spraying and praying' with their content marketing, meaning they lacked a clear strategy and were not targeting specific topics or audience segments effectively.

What is the key marketing strategy the speaker discusses in the video?

The key marketing strategy discussed is overlaying content ideas with the five levels of awareness outlined by Eugene Schwarz in his book 'Breakthrough Advertising'.

What are the five levels of awareness mentioned in the video?

The five levels of awareness are being unaware, problem aware, solution aware, product aware, and most aware.

What type of content should be created at the 'unaware' level of the content strategy?

At the 'unaware' level, content should target broad general keywords and topics, such as 'how to get more business' or 'how to be a better salesperson'.

What is the purpose of creating content at the 'problem aware' level?

The purpose is to address the audience's realization of a problem they face, such as organizing sales leads, and provide solutions or tips that can lead them to consider using a CRM system like the one being marketed.

How should content be crafted for the 'solution aware' level?

Content at the 'solution aware' level should inform people about the existence of software that can solve their problems, such as comparing different CRM systems and including the marketer's product in the comparison.

What is the significance of 'versus' content in the content strategy?

'Versus' content is used to compare the marketer's product with competitors, highlighting its advantages and differences, which is particularly effective when people are already searching for the product name.

Why is it recommended to start content marketing with 'solution aware' and 'product aware' levels?

Starting with these levels is beneficial because they target people who are already looking for a solution to their problem and are more likely to convert into customers soon.

What is the role of 'alternative to' content in the content strategy?

'Alternative to' content is used to attract people who are searching for alternatives to popular products, leveraging the brand equity of well-known competitors to draw attention to the marketer's product.

Which Founders should not focus on content marketing initially, according to the speaker?

Founders who have not yet acquired their first 10 customers should not focus on content marketing initially, as it can be a distraction and the payoff from content marketing takes longer to materialize.

What is the main takeaway for early-stage startups regarding content marketing?

Early-stage startups should focus on content that targets people who are already searching for a solution to their problem, as these potential customers are more likely to convert quickly.