Product messaging is one of the most critical aspects of any marketing, including B2B. It’s among the top strategies that businesses use to differentiate themselves from the competition.
According to the 2017 ‘Cracking the Consumer Code’ report developed by Salsify, an estimated 87% of buyers consider product messages as extremely important in buying decisions. Product messaging pages aren’t just necessary because they inform buyers of the offerings that a B2B company has, they also play a key role in ranking B2B sites highly on search engines – which means driving organic traffic to those sites.
If a B2B company gets its product messaging pages wrong, it risks losing revenue as customers would most likely buy from companies that use attractive messaging. Despite this fact, only a small percentage of companies are able to communicate effectively with their target market. This means B2B companies that perfect their product messaging pages have a huge opportunity to attract the right prospects, boost conversions and close more deals.
Even with this opportunity, there are numerous B2B marketers who immediately think of highlighting the features and benefits of their offerings every time they want to develop product messaging pages. Though there is always a need to define these two aspects of a product clearly, this is not what marketers should start with when they’re developing their product messaging pages.
Rather, the place to start developing product messaging is in identifying the intangible value that a product offers its consumers. To do this, companies should reflect deeply on how their product or service offerings improve the lives of their target audience.
By doing so, they’ll be able to shift their focus from the functions and benefits that those offerings provide to the impact they have on consumers. A significant number of SaaS companies exemplify this practise in their product messaging pages pretty well.
In this article, we explore the key lessons that B2B marketers can pick from SaaS search trends to optimize their product messaging pages. But before we delve into these lessons, let’s first define product messaging:
What Is Product Messaging?
In very simple terms, product messaging refers to the message that marketers use to inform their target audience about their offering. Essentially, the message contains a description of the product or service , its meaning, its relevance and the value it offers consumers.
To prepare a perfect product message, marketers must be:
- Clear on who their target audience is
- Aware of their problem
- Having a solution to that problem
- Able to distinguish their solution from others in the market
Having this information enables marketers to craft better product messaging pages.
3 SaaS Trends that Optimize Product Messaging Pages
The following are the three SaaS search trends that B2B marketers can use to optimize their product messaging pages:
1. Solid Grasp of Buyer Personas and their Evolving Needs
A good product message starts with having a solid understanding of your buyers. SaaS companies know this. In a rapidly changing software space, SaaS companies invest time in knowing the person who will pay to use their software product. Often, the first step is to understand the needs of their target audience. What pain points do they struggle with and what goals do they intend to achieve? This should be clearly captured in the buyer persona.
Source: LakeOne Digital
These pain points then find their way to the product messaging pages. Here, SaaS companies sell the problem to their target audience first before selling the solution. By doing this, they raise their audience’s awareness of the problem – and quickly link that problem to the solution they are offering.
In addition to understanding customer pain points and using those to inform the content on product pages, B2B buyers must constantly address their customer’s evolving needs. To understand those needs, they listen and communicate with customers.
The reality is that modern day customers are willing to voice their opinions and stay in touch with the brands that they follow. This works well for SaaS companies that need to stay several steps ahead in order to keep their products relevant and valuable. B2B markers can apply the same trick to optimize product messaging by facilitating two-way communication for customers to share feedback. A great way to collect feedback from existing customers is to integrate feedback tools in their products- see how Beamer rocks this approach in the image below.
Using feedback from customers, B2B marketers can shape their product messages in a way that resonates with their target audience.
2. Application of Vertical B2B to Focus Product Messaging
Over the last few years, SaaS companies have adopted vertical SaaS to develop solutions that cater for the needs of specific niche industries. With the SaaS global market expected to hit the $60 billion market by 2023, SaaS have gradually been shifting from horizontal SaaS where they developed solutions that covered multiple industries, to vertical SaaS.
Source: Single Grain
This shift has proven rewarding for companies that adopt it. A good example is Veeva, a content management and cloud computing solutions provider that focuses on the life science niche. Company. Veeva grew its revenues to $2.4 billion within six years after raising $10 million in its initial funding round.
From a marketing perspective, the inherent flexibility that comes with vertical SaaS allows companies to target different segments within the niche industry. This means that marketers in such companies can’t just add product messaging pages without having a solid understanding of the target buyers and their specific contexts.
When using vertical marketing, B2B marketers cannot win their highly targeted segments by just addressing cost and user-friendly advantages that their products offer. They have to develop messaging pages that speak directly and deeply to the unique industry needs that their prospects have. Acquiring this kind of knowledge requires diligent research and it takes time. But, once the information has been developed, it becomes easier for marketers to craft effective product messaging for their pages.
3. Embracing Transparent Pricing Model
Price transparency is a common practice – not just in SaaS, but also in B2C. However, few B2B companies have adopted this practice yet the need for buyers to have information about product or service pricing is still rife.
There are several reasons why B2B marketers should apply the transparent pricing model on their product messaging pages:
- Save Buyers Time: Make it easy for buyers to know how much they’ll be expected to pay for a service or a product as opposed to letting them waste time searching for that information. When shopping for a product or a service, price is one of the factors that buyers consider before making a decision. Giving them a price range can go a long way in fast tracking that decision.
- Few B2B Companies Publish Prices: This will give you an edge over competitors who don’t publish prices on their product messaging pages. Consider this – a buyer who checks product pages from 10 companies offering similar products or services is able to make companies on different levels including durability and value. However, without seeing the pricing, the buyer has to reach out to sales. If there’s a company among the ten that has featured prices on its product page, it’ll have an advantage over the rest.
- Build Buyer Trust: In an environment where most B2B companies don’t publish prices, companies that apply price transparency are seen to be more open and therefore trustworthy. This established trust – which keeps companies coming back. Price transparency is also a reflection of price equality. This means all buyers buy at the same price – and there are no mysteries surrounding product or service pricing.
- Communicates Product Value: B2B buyers are keen on the value that a product or service offers. Embracing price transparency enables marketers to emphasize the value they offer and not necessarily the price. When buyers are clear on prices, they are able to weigh the value that each company is offering. For B2B marketers, this is incredibly beneficial. They can define the value their offerings add to buyers then quantify it more precisely in their prices.
Product messaging pages are a critical part of any B2B website. They help companies communicate their offerings to their target audience and demonstrate that the solutions they are offering are best suited to solve the problems that buyers have. They also play an important role when it comes to ranking websites on search engines and driving organic traffic to company websites.
B2B marketers can learn and gain a lot from the way SaaS companies develop and optimize their product messaging pages. From getting a solid grasp of buyer needs and finding out what their evolving needs are, to using vertical B2B marketing to focus product messages and embracing price transparency to communicate value, B2B marketers can leverage these practices to grow their businesses to the next level. If you’re a B2B market and have not adopted these practices, it’s a high time you did so.