Marketing for SAAS (Software as a Service) Companies

What distinguishes SaaS marketing?

When trying to promote a SaaS product, product marketers must be creative. Most, if not all, SaaS products are unquantifiable by definition. On top of that, SaaS products can be complicated, with numerous features.

Your SaaS marketing plan should be catchy and simple, but insightful enough for the target audience to comprehend how the SaaS product can solve their problems.

1. Customers of SAAS companies 

A B2B or B2C company will be the normal SaaS customer. Your SaaS marketing plan should focus on these companies’ decision-makers. For example, if your SaaS product allows you to observe warehouse levels of inventory, your advertising should target logistics managers at B2C or B2B companies.

There’s also the dreaded churn. The rate at which existing customers cancel their memberships is referred to as SaaS churn. More churn equals lower revenue.

To prevent churn, your SaaS marketing plan must be ongoing in order to promote long-term customer loyalty. Other sectors reduce marketing once a customer has been acquired, but in the SaaS industry, you must maximise your efforts.

The customer’s journey of SAAS companies:

When contrasted to other products, SaaS companies frequently face longer sales processes with numerous phases. This entails a longer user experience, which conventional advertising may not always be able to address.

Customers may have queries about unusual terms, or they may request a customised demonstration to determine how the SaaS product will incorporate with their current systems.

2. Competition between SAAS companies 

The SaaS product market is clogged like Target on Black Friday.

An initial investigation for project management software on Capterra yields 1,227 results. So, how do you sell your SaaS product so that it stands out?

First, makes it ideal for your SAAS business strategy and your brand. Second, utilise interactive and captivating content. Online marketing can assist your SAAS company in developing strong content and tackling SEO optimization. The best way to beat the crowd is to stand out among them.

3. Pricing your SAAS products 

Whereas pricing of your SAAS products may not appear to be directly relevant to marketing, pricing strategy is an essential component of SaaS marketing.

Pricing allows businesses to compete in the SaaS market. To reach B2C and B2B companies of various sizes, SaaS companies can use tiered pricing structures and subscription customer research.

Simultaneously, SaaS pricing must be clear and detailed so that prospective customers understand what they are receiving when they subscribe. Providing prospective consumers with simple pricing information can boost the conversion rate of leads to revenues.

Marketing Strategies for SaaS Companies that has been Tried and Tested

You can start designing your SaaS marketing strategy when you have a firm grasp on your prospective customers, competition, and selling point. This could entail producing interactive content for social media developing targeted website copy, or initiating focused email marketing.

Your team also can optimize your SaaS marketing playbook to expand your customer base, streamline client onboarding, and decrease customer churn by concentrating on the major components of SaaS growth marketing for SaaS companies listed below.

Marketing a SaaS product consists of two major components. First and foremost, you must drive as much organic traffic to your SAAS website as possible. Then you must effectively promote and showcase your service. Let’s discuss this in detail: 

4. Increase your SAAS website traffic 

There are tried and true methods for increasing traffic to your SaaS website. In subsequent posts in this series, we will go over some of these in greater detail. For the time being, here’s a quick rundown of SaaS marketing strategy tips:

• SEO of your SAAS Website 

• Make use of Content Marketing 

• PPC marketing 

• Social media marketing 

• Email Marketing Strategies 

• Provide free SAAS trials

1.  SEO of your SAAS Website

Nothing works as well as an extensive SEO strategy for increasing traffic on your SAAS website. Search engine optimization (SEO) is a complex process that works in tandem with content marketing. The basic concept is straightforward. A SAAS site must be tailored and tweaked so that it ranks as high as possible in search engine results pages.

The higher your SAAS website ranks, the more traffic it will receive. There are numerous strands that come together to form good SEO. Some SEO tasks and attempts are more beneficial to SaaS web pages than others. Some of these, such as guest posting and using social networks for SEO, will just be enclosed in subsequent posts. For the time being, suffice it to state that investing in high-quality SaaS SEO will boost your site traffic significantly.

5. Content Marketing for SAAS companies 

Content marketing is a tried and true generating leads strategy for any SaaS website. At its most basic, increasing your SAAS website’s traffic entails posting high-quality content to your site. The themes you want to write about must be relevant to your target audience’s preferences. For example, if you own a Facebook marketing SaaS, appropriate content topics could include:

• The most effective Facebook marketing strategies. 

• Small business Facebook marketing. 

• The price of Facebook marketing. 

• How to Use Facebook Marketing to Grow Your Business. 

• Including influencers in your Facebook marketing strategy. 

There is a long list of suitable topics from which to choose. Use a tool like Keywords Everywhere to find relevant topics to write about according to search volume.

You should optimise your SAAS blog’s content for both user preferences and keywords. This means that the content should answer the question that a SAAS site visitor was searching for. If they came from a Google search to buy a service, they’ll expect to see a SAAS business website. 

If, on the contrary hand, searchers are searching for information, they may want to land on your blog post. It is critical to understand where these prospective customers are in the sales funnel and to have the appropriate content available. This could be anything from a landing page to comprehensive case studies to general blog posts.

In order for your content to rank, you must generate backlinks to it as well as write quality content related to your SAAS products. To determine how many backlinks you require, conduct a backlink analysis of ranking content. When your content begins to gain traction, your SAAS company will gain a public image as an authority in the SaaS sector.

6. PPC marketing for SAAS companies 

Some other avenue worth investigating is paid search or pay-per-click (PPC) advertising for your SAAS company. As a SaaS marketing strategy, it should not be viewed as a replacement for content marketing and SEO. What it can be, however, is a fantastic complement to those two procedures. Especially if you want to get some rapid traffic success on your SAAS site.

An advertising budget for branded search queries must always be set aside. These are phrases that contain your SAAS company’s name. Able to compete software companies are most likely to pay for branded search queries, and if they do, you’ll need a spending plan to get those clicks.

If you do choose to invest in PPC ads for your SAAS company promotion, you want to obtain the most bang for your buck while retaining customer acquisition costs low. Your advertising agency must create engaging and appealing advertisements that convey the benefits of your SAAS service. 

Rigorous testing is the most efficient way to increase the conversion rate of your SAAS company’s ads. Create numerous ad copy variations, conduct extensive keyword research, and track metrics related to your paid ads for your SAAS business. That way, you can test and try different combinations till you discover your ideal combos.

7. Social media marketing for SaaS comapnies

Social media marketing can be used by both B2B and B2C SaaS companies to reach their target audience, expand brand awareness, enhance loyalty, and boost sales. Social media can be an effective marketing tool for SaaS products, but it is frequently underutilised. You must have a strong social media approach in place to maximise its potential.

Here are a few pointers:

• Determine which platforms your target audience is using and concentrate your attempts there.

• Share interesting content that will entice people to engage with your SAAS company.

• To reach a larger audience for your SAAS business, use ads on social media. 

• Use influencer marketing to advertise your SAAS product by collaborating with famous individuals on social media.

8. Email Marketing Strategies for SaaS

Email marketing can be a valuable component of your SaaS marketing plan. You can remain on top and have a long relationship with prospective clients by sending out frequent emails or newsletters to your subscribers.

Email marketing produces $42 for every dollar spent, for a 4,200% ROI, making it one of the most effective SaaS marketing tactics accessible.

You can also use email marketing tools to monitor the effectiveness of your SAAS company’s promotions and make changes as needed to maximise ROI. If you need assistance with SaaS email marketing, a SaaS Marketing Agency or consultant can assist you in developing an effective strategy that fits your SAAS company’s specific requirements.

• Best Practices of email marketing for SaaS Companies:

When mailing out SaaS email advertising messages, keep the following points in mind:

• Keep emails brief and to the point: No one would like to read a long, rambling email; instead, concentrate on getting your point across quickly.

• Make use of eye-catching visuals: Entail images or other visuals in your emails in addition to text to gain more attention and split up the repetitiveness of text-only messages.

• Use an attention-grabbing subject line: This is your chance to create a positive first impression; use keywords or queries that will intrigue recipients’ interest and motivate them to open your email.

• Make your messages unique: Instead of using a generic “Dear Subscriber” greeting, discuss your emails to intended recipients by name at any time possible.

• Incorporate a call to action: What do you wish your email recipients to do after they read it? Include a simple and straightforward call-to-action button or link to make it simple for them to take action.

You can assure the success of your SaaS email advertising campaigns in pushing leads and sales by trying to follow these best practices.

9. Implement Intelligent Referral Marketing for SAAS companies 

The digital equivalent of word-of-mouth marketing is referral marketing. It entails asking existing customers of your SAAS business to suggest your service to others they know, either privately via email or publicly via platforms such as LinkedIn. It’s an impactful SaaS marketing strategy because it boosts the likelihood of attracting qualified leads. 

Referral marketing gets your SAAS company’s name in front of new potential customers and makes sure that you have the seal of approval from someone they respect. This is especially beneficial for B2B SaaS brands.

Some of your most customer satisfaction may require a little encouragement to recommend you to their friends. This is where a referral programme with clever incentives or rewards comes into play. A great example is allowing access to an additional feature or a greater level of your software in exchange for a referral. Dropbox, for example, provides users with additional storage space if they invite people.

10. Provide free SaaS trials

When it gets to the use of free trials of SAAS products to bring in new customers and increase recurring revenue, SaaS companies are in a unique position. Enabling a potential client to try out your offering is often free or low-cost, based on the specific product you are offering.

There are no shipping or return shipping charges in this SaaS customer acquisition, so there is not much to lose. This is your chance to showcase not only your product but also your support and customer service. If the product is a good fit, you may see lead conversions to paid SaaS memberships happen automatically.

The end of a free trial also provides a chance to reach out and gather valuable information about their likes and dislikes whereas testing your SaaS platform and looking under the hood. This input is crucial not only to your product team but as well as to your sales and SaaS advertising insights budget assistance teams.

Do you need assistance in marketing your SAAS company? 

Our Digital Marketing Agency has more than 15 years of experience in growing businesses through different marketing strategies. We can increase the online presence of your SAAS business by implementing different marketing strategies. 

You can contact us to discuss more marketing strategies for your SAAS company. We’d be glad to help you.