Unveiling the Path: Mapping Your Potential SaaS Customers’ Burning Questions

Written by: Elena Daskalova
Jun / 15 / 2023

Today’s business landscape is highly competitive for everyone, including SaaS businesses. You can have the perfect SEO or content marketing strategy, but you lose precious chances to attract the right customers if you don’t address the potential client’s concerns or burning questions. 

But how to overcome this challenge? Can you answer all these questions at once, or do you need to maintain an ongoing strategy for that? 

One of the most effective approaches is identifying and mapping, and answering these questions accordingly, as part of your content mapping strategy. By doing so, you can ensure a seamless B2B buyer journey, align your content with their needs, and establish yourself as a trusted authority in your industry.

The next question is: Where to find all these questions? 

How many answered questions are enough to prove my expertise and authority? How should I map them to the right pages for maximum impact?

Don’t worry. We got you!

1. Leveraging Customer Support Interactions

The customers give the most honest feedback and ask the most relevant questions related to your SaaS product. Their emails, live chats, calls, messages, and even report tickets are a real treasure. Using these valuable insights, you can analyze their questions or, even more important, the answers they demand from you. 

By incorporating this step in your content mapping strategy, you ensure you get the qualified traffic and give them the value they’re looking for. Also, by tracking and categorizing these queries, you can better understand your customer’s concerns and address them effectively through targeted content.

2. The Power of Surveys

Now you may think about whether you really have time to run surveys and analyze all those answers. But platforms like Google Forms and Survey Monkey offer custom surveys so you can collect specific information. By including open-ended questions related to clients’ needs, challenges, and expectations, you can uncover so many valuable points to shape your content strategy. As a result, you can even answer questions your future clients may have. 

Still, coming up with the right questions to include in the survey is not really easy. Knowing that you’re a SaaS company offering some kind of project management solution to potential customers, you can focus on questions like:

  • Are there any challenges you face in managing projects with your team?
  • Why do you need a new software tool in your toolset?
  • What specific features are you looking for in the tool?
  • What are the specific needs a Software-as-a-Service resolve for you?
  • Are there any third-party integrations your tool needs to support?

Similar questions apply to different SaaS solutions, but you get the idea. 

Once you get the responses, you can start analyzing them and include the answers in the content mapping strategy. Armed with these insights, you can refine your content strategy and ensure that your marketing materials and website address the questions and concerns your potential customers have.

3. Exploring the Frequently Asked Questions on Google

By combining Google’s “People Also Asked” (PAA) and SEO tools like SEMrush and Ahrefs, you get valuable resources for understanding the questions related to your industry, SaaS in this case. 

Analyzing these frequently asked questions can give you a clear picture of the information gaps you need to fill. Once you have the needed knowledge, you can directly address the questions and solutions your service offers. 

But what to do with these questions? Do you need to copy them from the PAA section and answer them all over again?

Here’s a pro tip for you: Always give a creative twist to what you do. Instead of re-answering the given questions, try to turn them into something more compelling. This is an important step in your content mapping strategy and makes the content super valuable and relevant to those who search for specific question queries. 

4. Conducting Competitor Analysis

Analyzing your competitors’ content and customer interactions is an effective way to identify additional questions that may be relevant to your potential customers. But it doesn’t mean you need to do the same as they do. You don’t need to copy other SaaS companies’ content at all, but you can find how they answer their clients’ burning questions.

Take a look at their websites, social media channels, and even customer reviews so you can detect if they missed something. This analysis will not only give you complete competitor insights. Still, it will surely inspire you to address even the poorly answered questions, so you can differentiate your SaaS brand from the others. 

5. Brainstorming Ideas Based on Decision Influencer Roles

There is one very effective methodology that helps you get even more unanswered questions and soothe the buyer’s journey on your website. Identifying decision influencers in the buyer’s journey, such as managers, technical experts, or end-users, allows you to tailor your content to their specific needs. 

Brainstorming sessions with your team can help uncover questions that these decision influencers may have at different stages of the buying process. By mapping those questions and other content gaps, you can provide targeted information that speaks directly to the customers and resolves their concerns. 

What After Answering These Questions?

The SaaS industry is very rich and competitive, and those who need such solutions will always have additional questions. So, it’s better to repeat this process every once in a while to detect their questions early and upgrade your content mapping strategies. 

You can gather valuable insights and create content that directly addresses these questions by utilizing customer support interactions, and surveys, analyzing FAQs, conducting competitor analysis, and brainstorming ideas based on decision influencer roles. 

This approach is pretty proactive and requires a lot of work, dedication, and even time investment, but in the end, you can provide a seamless buyer’s journey, guiding potential customers towards the “Buy” button.

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.