'Pain Point' Marketing

Pain Points are the specific challenges potential customers are trying to solve when they search for solutions. Note that the customer is already informed. This places them in the lower funnel.

In the case of the SaaS database R;base, the problem was unusually long search and sort times on a database query. We created a campaign that compared the market leader's test results with R:base's, using graphic illustrated results comparisons. This marketing campaign drove the SaaS database to a 20% market share within six months of introduction.

Traffic versus Sign-up. A typical SEO keyword analysis often starts with traffic, and then ranking based on click-through rate. But by starting with a Pain Point search, one can better map the specific content to the SEO posts that increase leads and signups. And better map specific intent to the buyer's journey.

Pursuing both are part of the content solution we recommend. Traffic addresses the awareness-generating top of the marketing funnel. Pain Point click-through catches the informed prospect at the bottom.

A Pain Point approach catches the informed prospect closer to the purchase decision and speaks specifically to their need(s). This approach requires a deeper understanding of the product and the customer. It's likely that your customer-facing sales team already knows what those topics are. Warren typically starts by interviewing them. The writing is easier, shorter and better focused. We recommend starting with four likely topics

• Simple Solution / Big Problem. These typically generate awe and 'why didn't I think of that?!'
• Product or Service Comparisons - these can take the form of a side-by-side comparison of a specific feature, a list of alternative products (typically to a competitor), or a list of best product or services in a category. 
• Pricing discussions
• Use Cases

• Simple Solution / Big Problem - DocuSign Automation
• Product or Service Comparisons - that R;base ad above
• Pricing discussions - HubSpot versus Marketo
• Use Case