SaaS marketing strategies for your business
April 22, 2019
Devising a marketing strategy for a SaaS business is slightly different from traditional marketing. After all, you can’t rely on a physical product to show to potential customers.
And in most cases, unlike traditional service providers, you can’t show your service in action. So, for example, while a hair stylist can provide before-after pictures, SaaS companies often can’t show what their software does without giving away too much information. Either about the software itself, or about existing clients.
However, this doesn’t mean that SaaS companies can’t use marketing at all. In fact, marketing is even more important for these kinds of services than others. But an effective SaaS marketing strategy needs a slightly different approach.
Well, SaaS marketing strategies tend to use less features than traditional product marketing. However, those features need to be more focused and more in-depth.
For example, many SaaS companies rely entirely on digital marketing. After all, the internet is the medium through which they provide their service, and they don’t see any reason to use any other marketing instruments like leaflets or TV ads.
In turn, their digital marketing has to be more targeted and go a lot deeper than a few banner ads or cold emails.
SaaS companies can pick and choose from a vast array of marketing features to build an effective and thorough marketing strategy.
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Drive traffic to your website
Since, in most cases, your website is your product (or at least it contains the only way to reach the product), the most important element of your marketing strategy should be driving quality traffic to your site.
There are numerous ways you can do that.
Providing valuable, reliable, and relevant information for your target market is one of the best ways to get their attention. Content marketing is highly cost-effective, as one piece of content can reach millions of users. In addition, it helps you attract and retain customers, build your brand, and stay on top of both industry developments as well as your clients’ real needs.
Start a blog on your website and update it regularly with articles about topics that interest your target market. How will it help you?
When a potential customer types a few keywords into Google, your blog may pop up on their screen. Once they’re on your website, they’re a step closer to learn about your SaaS.
But how to make sure your blog does pop up on their screen?
Search engine optimization (SEO) ensures that your website and blog articles can be found on the internet. Optimizing your website allows you to get massive amounts of free, organic traffic, most of which is already proven to be interested in topics that relate to your business (since they typed in keywords that led them to your website).
Remember those keywords your potential customer typed into Google? Using those exact same words in your website content will help Google, or any other search engine, to find your SaaS in the gigantic heap of information that is the internet.
But how do you know which words to use? Well, knowing your target market inside out and understanding their needs is essential for a successful SaaS marketing strategy.
Another way to enhance SEO beside keywords is to use links. Peppering your website with relevant, high-quality links (to trusted and renowned websites) will help the search engines pick it up and display it to potential customers. Needless to say, getting other sites to link to yours is a huge advantage for SEO.
In addition, internal links leading to other parts of your website are also helpful for boosting your site in search engine results.
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Email marketing is one of the highest performing features of digital marketing. 93% of B2B companies incorporate it into their strategy, and over 59% of marketers believe that emails bring the highest return on investment (ROI).
Creating a reliable email list is the first step to a targeted and effective email marketing campaign. There are several ways to get potential customers to give you their email addresses. For example, you can provide free content like white papers or business studies to people in exchange for their email address.
Also, you can simply ask your website visitors to sign up for your newsletter. If you want, you can give an incentive for signups, like a discount on their next purchase, or access to exclusive resources. The point is to get the contact info of quality leads (= real potential customers), and not just anybody who happens to have an email address.
The best way to showcase what your SaaS can do is to show it in action. But how can you do that without an actual physical product sample?
Well, with a free trial.
Allow potential customers access to your software for a limited period of time, or in a limited capacity. For example, you can let people use your SaaS for a week at no charge, or you may provide them access to a few features without any cost.
Trying your service is the best way to convince people of its worth.
Who’s your brand’s best ambassador? A satisfied customer. You can safely assume that your clients know other people in their industry who could use your SaaS just as well as they do. So why not ask them to send potential customers your way?
Customer referral programs ensure that your clients are inclined (and possibly incentivized) to spread the word about your excellent SaaS. Put together an appropriate “bag of goodies” for your existing customers to refer your services to their business associates.
For example, a discount on their next subscription, temporary access to another software, or even a personalized company keychain can all be excellent incentives for your customers.
While not strictly part of marketing, make sure that your customer support is superb. Since SaaS tends to be a rather faceless industry, customers usually aren’t exposed to any personnel until after they subscribed to your service.
This means that how you handle onboarding, troubleshooting, and any other customer issues is crucial for your brand. Make sure your support team (including any chatbots) is spot-on and dedicated to ensuring your customers have the best experience with your software.
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Devising an effective marketing strategy is crucial for your SaaS company. Employing highly targeted campaigns ensures you reach your target market and attract flocks of potential customers to your website.
Use a personalized mix of marketing tools to optimize your website traffic, and direct quality leads to your SaaS.