As companies seek to improve efficiency and reduce costs, one of the most common areas for improvement is in software. In fact, you developed your software offering with this need in mind. And, while your software helps businesses do their very best work, the people who need your solutions the most might not even know you exist.
It’s no secret that the majority of purchase decisions these days start online with a simple Google search. As potential customers encounter problems, they input inquiries, searching for solutions. But how can you ensure those searches lead potential customers to your answers?
The answer? A SaaS copywriter.
What a B2B SaaS Copywriter does for Your Business
To ensure viable business leads are finding your software solutions, you need to have relevant and insightful content on your website. This content needs to not only be enticing to the readers who find it, but also to the search engines that direct people to your website. What your SaaS copywriter does, then, is create content that appeals to readers and can attract search engine attention.
But a copywriter isn’t just there to help you get discovered online. A copywriter is also integral to crafting your company’s overall messaging, including your company’s tone-of-voice. For example, your copywriter should be able to work with your team to translate what your software does into the language of your customer. In this sense, the copywriter helps ensure your messaging doesn’t lose the forest for the trees.
Understanding the Different B2B SaaS Copywriter Roles
Let’s break down the role of a B2B SaaS copywriter further. Keep in mind that your SaaS company’s various content needs might mean your branded content will look a little different depending on what you’re intending your message to do.
Your B2B SaaS copywriter should know how to:
- Execute SEO best practices: Your company’s copywriter will dedicate a portion of their time developing copy that appeals to search engines. Through a content strategy, your copywriter will be able to identify what topic clusters, keywords, and ads you need to create to get your company discovered online.
- Develop content that’s both technical and helpful: Once your team has identified the right keywords to target, you can then focus your efforts on how to write content that’s relevant to your ideal customer profile, or your buyer personas. In other words, you can’t just write content that tells search engines what your company does. You must also write content that appeals to your human audience. Your copywriter will help you develop blogs, eBooks, case studies, and other content offers that inform potential customers of what your great software can do for their business and how it works. Your B2B SaaS copywriter should also know what stage in the buyer’s journey your readers are at and how to appeal to them in each stage of the buying process.
- Write SaaS sales and marketing content: As you continue to educate your customers and leads through email, social media posts, webinars, and other channels, your copywriter must ensure your messaging is succinct and impactful. The key to doing this well is establishing your company’s brand positioning up front.
How to Find a B2B SaaS Copywriter
Now that you understand the need for specialized copywriting and the various demands that come with a B2B SaaS copywriter’s role, you’re probably wondering how to find the right person for the job. Depending on your company size, budget, and goals, you have some options:
- Option 1 - Hire a B2B SaaS copywriter to work directly for your company: If your company has a large enough marketing department, this may be your best option. However, for most B2B SaaS companies, this simply isn’t the case. A professional copywriter works in tandem with various pieces of a marketing team, and most SaaS companies simply don’t have that large of a staff.
- Option 2 - Hire a freelancer: If you’re a small-to-medium-sized SaaS company, this is likely your most affordable option, but your results will vary greatly. With so many people marketing themselves as a good fit for your company, it’s hard to know what you’re really getting into. As well, freelancers are usually independent and lack the backing of a full marketing team to assist them. Not only that, but they usually work with many different clients, so you may not always be the copywriter’s priority.
- Option 3 - Partner with a marketing agency: In the B2B SaaS world, this is the most common approach. A marketing agency has the full backing of an entire marketing team, which means you gain access to a copywriter (or team of copywriters) that are experienced in marketing, can write with SEO in mind, and have the ability to understand your unique business in a way that helps your team produce the right content in the right way at the right time. Even further, look for a marketing agency that scales with your company. Meaning, you should only pay for the services that fit your company’s budget, but this agency should be able to grow with your company as your company’s sales and marketing needs grow.
A Proven Approach to B2B SaaS Copywriting
At Open Path Digital Solutions, we specialize in digital marketing for B2B SaaS companies, including copywriting and brand positioning with brand management. Our results have helped companies like yours produce up to a 10x ROI in their marketing spend.
If you need a copywriter for your B2B SaaS company, talk with one of our growth strategists and discover what a targeted content strategy can do for your business.