Your team has probably invested a lot of work in developing the best possible SaaS platform. However, gaining subscribers and users involves much more than just posting a few posts on social media and hoping for the best.
Having a clear and efficient Digital Marketing strategy is crucial to your success.
Why is that so important? The Software as a Service (SaaS) industry is booming. As more industries become dependent on virtual technologies that keep them in touch with their customers, the need for companies like yours is only going to increase.
The only problem is that customers won’t choose you over a competitor if they don’t know you exist . And that’s why having a really strong marketing plan is crucial to your growth. If you don’t have this plan, other, more prepared companies will not hesitate to capture your market share.
In this guide, we’ll cover what makes this type of marketing different and explain how important it is for a SaaS company to have a structured digital advertising plan. In addition, we’ll detail 7 great marketing strategies for SaaS.
What makes marketing for SaaS different?
Before we can get into the details of marketing strategies for SaaS, it’s important to understand why this type of digital advertising is different from any other product or service offering.
For starters, you’re offering an item that’s based on something intangible, meaning the buyer can’t touch, feel, or place it on the table in front of them.
Nor is it a service that consumers can tell the difference in immediate use, as they would if they hired a gardener to mow the lawn or a painter to paint an office wall.
In order for your customers to realize the value in your SaaS platform , you have to be in touch with their many pain points and keep in mind how your service can deliver what they need to thrive.
Once you can preach this concept and find concrete reasons for your user to use your platform, you can start to adapt your marketing around this message.
Makes sense, right? It is this change in understanding that you have to consistently seek. The value perspective is the main reason why marketing for SaaS is different from other approaches.
What are the key points of a SaaS marketing strategy?
Now that you know that the concept of value is what makes a SaaS marketing strategy important, it’s worth considering some key points your campaigns should cover.
This applies whether you’re using paid ads on social media, focusing on organic traffic, or using a team of salespeople to directly reach potential customers.
How what you’re offering solves the customers’ problem
Whenever you’re marketing your SaaS product, you need to target your communication to your customer’s pain points and make it clear how your software can solve those problems.
What makes you better than the competition
If your niche is highly competitive, your advertising campaigns need to highlight the features that make your solution better than the alternatives.
What are the next steps for the customer
Many companies forget to mention the next steps they want the customer to take to sign up for their SaaS product. If it’s a freemium version, trial offer, or other special condition, be sure to provide a clear path for the user to move forward.
As you develop these key points, try to keep them consistent across all sales channels. This allows your prospects to reflect on your message, regardless of whether it’s the first or tenth ad they find.
What marketing metrics for SaaS should you follow?
Once you’ve determined your marketing message and started using digital advertising to promote your SaaS product, it’s time to start analyzing metrics. This is extremely important as it allows you to get an idea of what your company should scale, reduce, or eliminate from the strategy.
However, not all indicators are considered equal. The 4 most important ones for you to pay attention to are detailed below.
1. Unique visitors
You should keep track of how many people view your landing page , see your ads, or visit your site. Be sure to take note of elements about the traffic source, such as organic, paid, social media, etc. advertising.
2. Conversion rate
This metric indicates the number of people who take action and sign up for more information, becoming subscribers or actual customers.
3. Turnover rate
In marketing for SaaS, the churn rate represents the number of subscribers lost at the end of each month. Your goal should be to keep new subscriber rate higher than your churn rate.
4. Customer Lifetime Value (CLV)
CLV is the average profit earned by a customer over the entire time they subscribe to your SaaS platform.
Of course, there are many other metrics you can track in your SaaS marketing campaigns. Your fallout strategy, your niche, and your target audience will define the ones that make the most sense for your reality.
What are the top 7 marketing strategies for SaaS?
To conclude, we’ve put together some effective SaaS marketing strategies to accelerate your business growth. These types of campaigns are different from those generally used in the traditional B2B market, showing extraordinary results.
The good news is that most of them are easy to launch and only require a little effort to promote and continue. Better yet, they actually show you how working with your platform can improve your target customers’ specific pain points.
Here are our seven favorite strategies. Test them out!
1. Free demo or trial period
SaaS customers want to make the right investments, so they need to know if your product is really worth it. However, many decision makers are not entirely sure that their solutions are what they need until they can try them.
This creates an interesting balance between offering platform access for free, but saving enough resources to convert leads into subscribers in the future.
This is where offering a demo or free trial period becomes a great SaaS marketing strategy. Not only do you enjoy the opportunity to gather information and turn a visitor into a lead, they have the chance to experience the value in your product for a period of time.
And what’s the best part about this type of marketing strategy? There is almost no barrier to entry for most customers. If they think their SaaS is a valuable asset to their organization, then there’s no reason not to sign up for the paid version at the end of the trial period. Compared to other industries, the method works in your favor.
2. Referral bonus offer
Consider offering a referral bonus when existing subscribers get another organization to be a paid member of your SaaS platform. This is another great marketing strategy for SaaS that is simple to implement and doesn’t cost much of your budget.
We really like this idea for the simple fact that it works in almost every SaaS version. It doesn’t matter if your product is a platform for churches or helps hotels rent more rooms, there’s a good chance your subscriber will talk to others in their respective industry.
A small referral bonus is nothing compared to the word-of-mouth marketing value you receive, plus it ensures that satisfied customers make the effort to tell others about your service.
You can also go a step further and create an affiliate marketing program. In this model, an influencer or blogger receives a small bonus for each customer generated by a coded referral link. In certain niches, this can be a powerful way to increase brand awareness and expand your marketing with little effort.
3. Content Marketing
Knowledge is power. When it comes to SaaS marketing, sharing information that is important to your niche or industry is a great way to position your company as an expert. That’s why a consistent Content Marketing strategy is so important to your business.
How to do this? Well, think of all the topics your target customer can search online. Then write posts in your blog with keywords optimized around these topics.
Take a descriptive approach to show that your company understands the audience’s needs in a sincere and concrete way. After all, you want to position your brand as an industry expert .
Please note that this content production may include partnerships with third parties or posts on your own website. If you wish, you can use paid media and Google Ads to drive traffic to the post and increase its visibility.
Our team really loves this strategy because it suits so many purposes. By creating engaging content, you’re not only improving your search rankings, but you can actually give your SaaS a steady stream of long-term organic traffic.
4. Consider Outbound Marketing
One of the biggest issues in Digital Marketing is that sometimes companies forget that they can also do Outbound Marketing. This is especially true if your SaaS is priced particularly high or is aimed at enterprise-grade clientele.
In this case, decision makers will be much higher up the organizational ladder at the companies you target as potential customers. This is where having a dedicated sales team ready to contact you is most beneficial. However, that doesn’t mean you should neglect your website or other branding efforts.
A good landing page, with relevant information, can be a good sales tool, helping your team to direct leads. And overall brand recognition makes the path much easier for those cold calls and emails that are needed to get in touch with those at the top of the hierarchy.
The key is to understand whether your product is oriented towards small or medium-sized businesses that don’t have a large chain of command, or if it’s better suited to a large corporation with multiple decision makers and a long approval process.
5. User training and support
It’s possible to say that a SaaS marketing strategy is more about good customer service than trying to sell. However, ensuring your users have access to the right training and helping out during their trial period is an ideal strategy for converting them into paying customers.
For example, let’s say you have a large knowledge base with lots of professional videos on how to use your platform. Be sure to send reminder emails to your users during the free period to try to get them to sign up. In the meantime, include these informative videos to help them use the product more comprehensively and reduce the overall learning curve.
Product support is well known to be one of the key factors for a company or individual to invest in SaaS. So, you should use it to your benefit by putting all this in evidence during the trial period.
Don’t feel like you’re bombarding the customer with information. Certainly, your users would rather receive information about the product than be kept in the dark.