SaaS (or software as a service) is a business model that focuses heavily on driving conversions and retaining long-term customer acquisitions by creating software products that solve specific solutions, and is among the fastest growing business models in today’s world with more projected growth to come. A few well-known examples of SaaS companies include Salesforce, Hubspot, MailChimp, Dropbox, and many more. One of the most prominent goals for SaaS businesses and SaaS marketers is to increase their amount of recurring revenue.
That brings us to our first question: How should SaaS marketing for SaaS businesses differ from that of traditional marketing practices? While SaaS marketing agencies can often bear a similar look to that of traditional marketing agencies, SaaS marketing agencies typically tailor their efforts towards the specific end goal of getting customers to sign up for a version of their product.
Although typical digital marketing agencies tend to shape their marketing strategies to convert a customer once, SaaS based agencies shape their marketing strategy around longevity by drawing potential customers in to try their product, whether they are interested in a free trial, demo version, or paid package bundle. Additionally, SaaS companies have a more complex structure than traditional marketing models and must therefore assume a different marketing strategy approach.
Working with a SaaS marketing agency can help you achieve your SaaS specific business goals, but it can be difficult to know exactly what your SaaS business needs. Let’s first kickoff by covering some of the basic marketing tactics that SaaS marketing agencies should employ to create a competitive marketing strategy for your business.
1) Content Creation – We’ve said it before and we’ll keep on saying it until it’s no longer true: Content is King. Content marketing is one of the most cost efficient ways to garner organic traffic for your SaaS business, and can improve your overall SaaS marketing strategies. But how do you conquer the world of content in a market that’s saturated by it?
- A SaaS marketing agency will help you identify the type of content your target audience is looking for and curate your marketing content accordingly. Remember that if your SaaS product provides a unique solution to a specific problem in a niche community, your target audience will be searching for these particular solutions. It’s important to understand that the type of information your target audience is looking for may not necessarily be the same as what the general public is searching for on search engines.
- Research your audience to provide answers to questions they may have about your product and how it works before they even have a chance to speak to you directly. Providing informational or educational information is a key element of content marketing as it reduces confusion that consumers may have and helps your business gain trust and credibility, which can also be reinforced when your customer service teams reach out to your potential customers or interact with them further.
- Ensure that your content is clear-cut, distinctive, and gets the message of your SaaS company across. Doing so is the best way to provide clarity and to build credibility for your business as the last thing you want is people getting confused by what they see when they interact with your marketing content. Considering that many SaaS products can be difficult for the average person to understand, it’s vital to make sure that the information you’re putting out there is not only engaging but also clear, helpful, and practical.
2) SEO – Along the same vein of content, it’s imperative that your SaaS marketing strategy has a laser-focus on Search Engine Optimization and keyword strategies. There’s a reason why businesses everywhere are constantly trying to improve their organic traffic strategies and why it’s become custom for any business to have a blog page.
More and more people are taking matters into their own hands and turning to search engines to find the services they need, meaning your business should be making every effort to be found by your potential customers. Furthermore, even though organic traffic can take time and effort to gain traction in, it’s a free method of marketing that can boost your SaaS business if you put the time and work in.
When you hone in on your SEO and really start to mold your marketing content to match what your potential customers may be searching for, you increase your chances of ranking higher on search engines, therefore increasing your chances of being found easily by people in need of your services. Remember, if potential customers can’t find your SaaS business, they don’t get the opportunity to decide if they want to become your customers.
3) Paid Advertising – While organic traffic can be a great way to obtain leads, it doesn’t always pick up at the pace that you want it to. A more immediate marketing method of putting your SaaS business on the radar of your potential customers is through paid advertising. Examples of this include PPC (Pay-Per-Click) ad campaigns that are executed through services like Google Ads or social media ads that are displayed on social media channels like Facebook, Instagram, Twitter, or LinkedIn. Social media advertising has actually allowed many SaaS businesses to market directly to customers based on audience groups that can be predetermined, tested, and configured by the business itself.
With PPC and social media ads, a SaaS marketing agency will ensure that your content, visuals and aesthetic, and messaging of your ad all align with the landing pages that customers are taken to afterwards. Ensuring consistency across the board of your paid ads can help you generate more leads and drive more conversions from those leads.
4) Mailers – A crucial marketing tactic to take advantage of in SaaS is email marketing. Although it may seem old fashioned, email marketing is certainly not out of date in the SaaS world. Not only does email marketing allow you to send direct materials such as information, new updates, product offers, and more to your potential customers, but it also enables you to communicate more directly with them and retarget previous customers and leads. Sending an email that details your value proposition to leads who may be hesitant or just need an extra push can be the deciding factor of whether or not someone converts and becomes a client of your SaaS business.
5) Simplify the Process – There’s nothing worse than when you decide to sign up for a product or free trial and the information box asks you to fill out a million questions. Making the sign up process complicated for your SaaS products can deter customers from finishing the conversion process. Because SaaS is focused on long-term acquisitions, a SaaS marketing agency can help you simplify the customer journey to put your customer at ease throughout every touchpoint. This way, you can still obtain the information you need to send out additional marketing materials, but you’re also not in danger of losing a sale at the last step.
6) Let People Try It Out: As a SaaS business, it’s extremely helpful to give your potential customers the option to try out your product and become familiar with it before deciding to make a purchase. Many SaaS companies offer tiered levels of their product that people can try, starting with free trials that offer insight into the product with limited capabilities and increasing prices for more unlocked functionalities. Doing so not only allows your potential customers to gather direct insight into the workings of your SaaS software, but also incentivizes them to make a purchase if they find your product helpful for their needs.
7) Top It All Off With An Outstanding Call To Action – Last but not least, you want to create a powerful call to action or CTA that will give consumers the extra nudge they may need to be convinced into converting. As SaaS marketers, so much of your marketing efforts and spend goes towards trying to get your customers to sign up for your product. Without a clear and convincing CTA, consumers could make their way through the consumer journey and decide to leave at the end. A strong CTA also empowers your customers to make the decision to find out more about your SaaS business and product, and enables them to make the best choice for themselves.
With SaaS on the continual rise, it’s crucial to up your game to stand out above your competition. Partnering with a SaaS marketing agency can give you the edge you need to grow your SaaS business, strengthen your marketing tactics, and get the leads and conversions you need to reach your business goals.
At Lift Digital Marketing, you’ll find experts who have years of experience crafting, detailing, and cultivating SaaS marketing campaigns that can’t be beat. We’ve been on both sides of the coin and understand that SaaS marketing requires more than that of traditional B2B marketing.
We are committed to helping SaaS businesses market against their competitors and partners by utilizing optimal omni-channel marketing tactics to gain traction for your business. Our stellar services have turned leads into trial users, and trial users into paying customers for SaaS businesses far and wide.
Ready to get started? Contact us to get a conversation started about how we can help you boost your SaaS business!