Guest article contributed by Robin from ProProfs.
Bringing to life the quintessential brand promise your customers experience is one of the keys to developing a sustainable competitive advantage. Marketing SaaS is a challenge. SaaS’ intangible nature makes it hard to crystallize in the mind of prospects and customers. The ultimate journey for any business is to transition into becoming a brand. When performed in the right way, a brand has the power to communicate a bundle of messages just through a logo. It’s implied brand promise can humanize and personalize even an intangible and ceaselessly evolving concept such as SaaS without getting caught up in the complexities of technology.
5 Compelling Reasons why Knowledge Base is an excellent choice
When leveraged correctly, a company’s knowledge base software can be one of its premier assets. The pervasiveness of the Internet coupled with the emergence of social media and the explosion of rich digital content has been a game-changer for consumers. It has been noticed that more and more potential customers are devoting substantial time to research online, shifting through information, looking for brands that fit with their perceived needs and preferences, searching for credible endorsements or soliciting recommendations by their network and stories confirming performance claims.
Google chairman Eric Schmidt put the sheer volume of content scrolling across visitors’ search result pages into perspective, “There was 5 Exabytes of information created between the dawn of civilization and 2003, but that much information is now created every two days and the pace is rapidly increasing”. This is one of the reasons why the content of your knowledge base software has the potential to become one of your most compelling marketing tools in the battle to attract customers to your SaaS solution.
Great Content Drives SaaS Marketing
Compelling content that attracts and engages the audience is key to digital marketing. Your knowledge management tool can be a source of rich anecdotes and case studies that bring your SaaS offering to life and differentiates it from the pack while educating your audience about your service. Repurposing content into blog posts, articles and testimonials is a highly cost-effective way of connecting with prospects and retaining existing customers.
SEO Friendly Content
Knowledge-rich articles and posts can boost your SEO rankings. Search engine algorithms love fresh content and a stream of SEO-configured content can be a verdant seeding ground for keywords and long-tail phrases gives your rankings a boost. Dip into Google Analytics to discover which keywords resonate with your business and include them in SEO-friendly articles that relate to your customer queries.
Value-Added Customer Service
Your knowledge base software will reflect your customer lifecycle and boost customer retention that will help ensure your monthly revenue streams remain flowing. Leveraging content in your knowledge base is a great way to remind your customers of their service experience, helping retention and paving the way for customer testimonials and differentiating your service from the others. A knowledge management tool also provides your agents to bag deep insights into customer preferences and pain points, helping them speedily resolve issues and reinforce customer satisfaction.
From their origins as a purely internal intelligence source, knowledge bases have transformed into an outward facing information repository. While a self-service support model will always be a prime leverage point for your business’ knowledge base, marketing teams are increasingly drawing on them to develop a deeper understanding of the audience. Online knowledge management tools have emerged as a fabulous tool for improving communication targeting, particularly when integrated into a marketing dashboard with Google Analytics. The result is a pool of actionable intelligence from your existing customer base that can be used in the strategic planning cycle.
Knowledge brings Authority
Drawing on the combined information held in your knowledge base software is a great source of content to position your business as a thought leader and authority figure in your industry. Rich content is effective means of demonstrating your company’s competence, capability and showcasing your brand. Hence, don’t be afraid to publish tips, perspectives on future trends and expert advice.
Attracting website traffic provides your business with an opportunity to educate them about your SaaS offering and show them how their peers have adopted your SaaS products to solve real-life problems. It’s a very powerful way to complement your inbound marketing initiatives and reach a wider audience.
Steps To Creating A Knowledge Base That Will Make Customers Love You
The ability to create enduring customer experiences has never been more important for SaaS companies. A finely honed knowledge management tool is an essential part of displaying those experiences. Here are seven quick tips to get started:
- Understand your customer needs
- Audit your existing content
- Identify gaps and address them
- Adopt a flexible content structure to facilitate repurposing of information
- Capture insights on the fly
- Integrate your knowledge content with other information sources such as Google Analytics
- Ensure usability by making the content look great, easy to search and accessible across the organization
Always ensure whichever knowledge management tool you select, it is customer-centric, audited regularly and consistently updated. Also, complement it with metrics and ensure it is capable of integrating with marketing automation tools.
Building Authentic Relationships
Creating connections between your brand and potential customers is essential to the long-term success of your business. Knowledge management tools give your marketing team a valuable source of insights and information which will help you forge authentic relationships with customers. The insights held within your knowledge base software are the real asset that will play a key role in helping you achieve a sustainable competitive advantage over your competitors.
A knowledge base is not simply restricted to customer service. It delivers many additional benefits that touch more than just customer service. It can also be a great marketing tool that drives traffic to your website, educates your prospects, delights existing customers and transforms them into brand advocates. By sharing your knowledge online you position your brand as a trusted authority figure that has a wider reach, which eventually helps to expand your presence and build your brand online.
Author:- Robin is a Technical Support Executive with a combined experience of 6 years. He is well acquainted with various Knowledge base tools and is currently associated with ProProfs. In his free time, Robin enjoys reading and traveling.