To be successful in the SaaS industry, you need to have a unique product and know how to market it. In the following sections, you’ll learn what makes SaaS marketing different and what you need to do to make a plan to help your business grow.
What is SaaS marketing?
You don’t market like other businesses when you run a SaaS business. It’s just because this business is so different from others.
- Your product is not physical.
- Your product is complicated.
- The industry is unstable.
Why SaaS marketing is more like regular marketing is different from it because SaaS businesses usually only invest in digital marketing and use all the digital channels they can, this means there will be plenty of content marketing instead of traditional ads like TV and print.
There is, of course, one more important difference between SaaS and other businesses. This is why ensuring the message is clear and tells all the good things about the product is important. A SaaS marketing strategy isn’t easy to make work, but this type of business does well.
How does SaaS marketing work?
Knowing what makes SaaS different from marketing in other fields is important. Still, this doesn’t explain how SaaS marketing works in particular. There are, of course, some things that could be said to be true for every kind of marketing:
- Building awareness
- Generating leads
- Closing deals
But how do you acquire leads and move them through your funnel? It’s not as simple as usual. A typical SaaS lead’s customer journey is not very simple and takes a lot longer to finish. So, if you want to be successful with SaaS marketing, you need to plan to keep your clients happy even after they become paying customers.
In the following sections, we’ll talk about what a real SaaS marketing strategy might look like. For now, and before we talk about how to make yours work, it might be helpful to know that this type of strategy usually involves making a lot of content, making that content search-engine friendly, and marketing through email and social media.
Tips for SaaS Marketing that may assist you in saving money
Recent research has confirmed that SaaS applications are currently at the forefront of shaping the software industry’s future. This is because SaaS products are leading the way. How can you get the most out of your marketing money? Here are some ideas on how to save money.
First, you should put money into how you treat your customers. Customer loyalty is, of course, based on a good experience. Once you’ve invested, you should encourage growth with cross-sells and up-sells. There are some ways to save money that you should know.
1. Invest in how you treat your customers.
As customers, we all understand that brand loyalty depends on having a good experience with a company. Studies show again and again that customer service has a direct effect on sales. Developing successful client relations initiatives to protect existing and new clients is one of the best ways to spend money.
Most SaaS companies currently have a lot of SaaS marketing metrics at their disposal. These metrics are easy to understand and can help you determine which parts of your customer service produce results and which ones you should leave alone. This keeps you from wasting time and money on the wrong parts of your business.
2. Promote growth with cross-sells and up-sells
Just as improving customer service should be an important part of your marketing plan, it’s important to remember that your best chance to increase sales comes from your most valuable asset, your customers. Because of this, strategically placed cross-sells and upsells could be the key to getting more customers.
Cross-selling can sometimes get people to buy related products, but research shows that up-selling can be 20 times more effective. No matter what, both methods are based on taking advantage of a proven relationship between the provider and the customer. This takes away the much harder task of getting the business of brand new customers.
3. Make the most of inbound marketing efforts
When it comes to online marketing, content is still king, and content marketing is generally thought to be the most effective tool. With inbound marketing, you can use blogs, social media, SEO, and other content to direct potential customers to your product. This lets you bring in leads who have already shown interest in your product and how it can be used.
SaaS and inbound advertising are closely related because they depend so much on meeting customers’ immediate needs. With inbound marketing, these prospects can find your product when ready to solve these problems. This makes it easier to turn these leads into sales.
4. Know your intended audience
Even though inbound marketing can help bring in customers ready to buy, you still need to reach your target market directly. But the problem is that most people don’t put enough thought into figuring out which prospects are most likely to need their product.
Because of this, resources can be wasted on people who aren’t as interested in what your business provides. Be careful about how you set up your marketing plan so that you can increase your chances of getting new clients. You might want to start by making a detailed profile of the kinds of people who might be your ideal customers.
5. Use retargeting to help with pay-per-click.
The best way to customize your SaaS marketing campaign is to find customers who are almost ready to buy and reach out to them at just the right time with a good product. With retargeting, you can reach out to potential clients who may have briefly shown interest in your product but didn’t buy it at that time for whatever reason.
Retargeting ads provide you an edge over your competitors by keeping your business in the minds of interested people. In the past few years, Google, Facebook, and Twitter have each become popular places for retargeting, which is a way to slowly win back customers.
Conclusion
As you can see, marketing SaaS can be very hard. But if you have the right ideas and tools, you can make your likelihood of becoming a giant much higher. Even Salesforce, Slack, and Shopify had a beginning someplace.
