6 April 2021

How Voice of Customer Research Can Improve Your SaaS Content

Using Voice of Customer research to craft your B2B SaaS content is an excellent way to reflect your audience’s challenges and aspirations back to them in your marketing, showing them that you understand their needs and you’re ready to deliver on them. 

An exceptional customer experience (CX) increases the chances of making a purchase for 94% of consumers, and part of this experience includes producing interesting and helpful SaaS marketing content (like ebooks, white papers, blog posts and case studies) that reflects your Voice of Customer research.

In this blog post, we’ll cover what Voice of Customer research entails, how you can conduct this research and how you can use it to improve your SaaS content marketing efforts.

What is Voice of Customer research—and why use it?

Have you ever wondered, what is Voice of Customer research? This type of research involves qualitative and quantitative methods that help your B2B SaaS company uncover what your potential customers want in a product or service. It’s critical to your marketing success because your content needs to hit a tone that will resonate with your audience.

Your case studies, blog posts, ebooks and white papers must position your brand as the ideal choice in a way that’s easy to understand as well as compelling. Regularly conducting Voice of Customer research will ensure your content marketing is on target.

How to use Voice of Customer research to create SaaS content

1. Determine the goals of your Voice of Customer research

Work with other teams within your company to identify the specific ways you’ll use this research to improve your content marketing. For example, you may choose to focus on leveraging your findings to improve content that relates to a specific persona or product. It’s essential to outline these goals in advance so you can measure your success later.

2. Decide on your research methods

Conducting Voice of Customer research can be as simple as using social listening tools to gather information on topics your B2B SaaS customers are discussing online. You can also go more in depth by incorporating surveys and interviews into your research process.

Common research methods include studying the behavior of your website users; reviewing social media activity; and gathering data from feedback forms, online reviews and surveys, emails, live chats and recorded calls. Pick a few options to focus on.

3. Prepare your questions in advance

Whether you’re collecting research via online surveys or through an in-person interview, think carefully about what information you’d like to get from your customers and what you need to ask to uncover these insights. In an interview, you’ll likely only have 30 minutes to capture your customer’s challenges and goals, so you need to make the most of this time.

“Find out which trigger events motivated them to seek out your solution,” CXL suggests. Don’t assume you know what problems your customers were struggling with before they purchased your SaaS product or service, or which vendors they consider to be your top competitors. Always get these details straight from your interviewees.

4. Incorporate Voice of Customer research into your content strategy

It’s wise to organize all of your data in a centralized location like a Google doc. It’s also worthwhile to update your buyer personas with any new information you’ve gathered.

Regardless of the methods you use to conduct Voice of Customer research, keep an eye out for recurring phrases or answers to your questions. These common threads suggest that a particular topic is significant to many of your customers, so you should be sure to include these key points in your B2B SaaS content strategy. 

Perhaps you keep hearing how much your customers love your user-friendly software, but until now, your content has been focused on your affordable packages. You could create a blog post or case study on the topic of ease of use and include related key messaging on your website.

Use Voice of Customer research to improve your SaaS case studies

You now understand why conducting this research is integral to your content marketing strategy, and how to analyze Voice of Customer research so you know which aspects to integrate into your ebooks, white papers, blog posts and case studies.

If you want to elevate your SaaS content even further, consider having the experts at Uplift Content write your content. Check out our SaaS writing services

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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