Backlist for SaaS companies - another long tail approach for marketing
Recently I came across a unique way on how a well known SaaS company - QuestionPro , used a unique way to build their ‘backlist’. Backlist marketing is something which Seth has been popularizing in his recent blog post . Basically its an approach which will help you in selling your service or product for a long time.What QuestionPro did is kind of unique for the SaaS space - they released a book called - ‘QuestionPro for Dummies‘ . I am not saying that Ebay and Amazon doesnot have books about how to use their services. They do have quite a few books but the difference is the books are usually not initiated by the companies themselves. In QuestionPro’s case, the book effort was initiated by the company. The other difference is that the user adoption level is at many millions whereas focused SaaS providers have a smaller audience using their service.
So what does releasing a book do to help with your marketing efforts ?
- You have made the barrier for entry for new customers to use your products much lesser, helping with faster adoption of your service.
- A book helps in offline marketing and promotion of your brand. Imagine having your book in the bookshelf of a Vice President of Marketing of an organization. People working in the organization who interact with the Vice President see the book and relate your brand to the work of the person who owns the book. This feeds into your word of mouth marketing.
- Increases the reputation of your service. A Dummies book says one thing quite well - that your service or product is already used by a lot of people and that more people want to use it.
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