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3 Ways to Target Pain Points
There are three ways you can target customer pain points with content. You can:
- Fix it for them
- Prove it’s real and worth fixing
- Analyse why it happens and what impact it has
Most good content ideas fit into one or more of these buckets. Let's look at each of them in more detail.
Remember, the goal isn’t just to be ‘interesting’. It’s to educate people about the pain points your product can solve and, in some cases, help solve them. It’s essential to target genuine pain points you discovered during your research. If you target pain points that have nothing to do with your product, you’ll create content with zero ROI.
Fix the problem
Do this when prospects know the problem is real but aren’t sure how to fix it, or don’t have the time.
The most obvious way to target a pain point is to help someone solve it. You can do this by creating educational or instructional content. Or by creating tools or templates they can repurpose.
Let’s look at a couple of examples.
Imagine you're a marketer at a SaaS company that creates gorgeous, customisable dashboards. The pain point you solve is the time and effort it takes to create your own dashboards and keep them up-to-date.
You could ‘fix’ this pain point by creating a free dashboard in Google Sheets that prospects can repurpose. Basically, create a simplified version of your product using freely-available tools.
The Google Sheet will be much better than what your prospects could make for themselves, but not as good as your product. Giving it away adds value and showcases your expertise, without making the product feel redundant.
Another way could be to create a guide sharing the key metrics you need to report on across each of the sectors you work with: "10 Marketing Metrics Every SaaS Company Needs to Report On".
This adds value and showcases your expertise while also teeing up a CTA to check out your product: "Sign up for a trial to get all of these metrics and more in your own epic dashboard - totally free!"
Prove the problem
Do this when prospects aren’t sure the problem exists, or don’t realise the impact it’s having.
Sometimes prospects aren't aware of how urgent a problem is, or the impact it's having on their company. They may even be sceptical the problem exists.
In these cases, you should 'prove' the problem by creating reliable, trustworthy evidence. This usually takes the form of qualitative or quantitative research. You can do the research yourself or pay an external partner. Some companies are able to mine their own data.
Let's imagine you're a company that helps businesses keep track of their software subscriptions. You could mine the data in your platform to show how much money the average company wastes a year on unused or duplicate subscriptions. You could segment the data to see which types of subscriptions businesses are wasting the most money on.
If you're going to invest in research, here are a few things you might want to consider:
- Aim to produce a few 'killer stats' that you can use in headlines and ads. Punchy stats really help cut through
- Don't research topics that are interesting but have little to do with your product. The object isn't to be 'interesting', it's to prove the pain point your product solves is real and make people want to fix it
Wondering how to structure a piece of long-form ‘prove it’ content? We’ve included the report structure we use when creating ‘fix it’ campaigns for clients in our bonus content bundle. Click here to unlock it!
Analyse the problem
Do this when prospects aren’t sure why the problem happens, or what a solution might look like.
A lot of companies, especially startups and SaaS, are a response to some kind of ‘status quo’. They challenge the conventional way of doing things. They offer customers ‘a better way’. For instance, a lot of fintech startups are a response to the crappy online experience offered by traditional banks.
In this case, analysing the status quo and showing how it’s flawed, why it’s flawed and how you’re making it better can be a powerful approach.
Even if your business doesn’t have a ‘status quo’ to rebel against, you can still analyse the root causes of your pain points. A lot of B2B pain points are complex and multi-faceted. The people looking to solve those problems want to understand how they got there and how they can move forward.
This kind of ‘root cause analysis’ can be a great way of targeting complex pain points in technical sectors like cybersecurity or engineering. It becomes less compelling in markets where the explanations are self-evident.
We’ve included the report structure we use when creating ‘prove it’ campaigns for clients in our bonus content bundle. Click here to grab it!
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