For SaaS (Software as a Service) businesses, digital marketing plays a crucial role in driving traffic, generating leads, and increasing conversions.
SaaS businesses are unique.
Providing software products that are often intangible makes it difficult to demonstrate.
Because of the nature of your product offering, digital marketing is an essential way to showcase your software and convince your potential customers of its value proposition.
By communicating and showing how your software or app can help your audience in a marketing campaign, you’ll easily generate interest and sales in your product.
Where and how you get that message out there is where digital marketing will help you.
Establish your company as a thought leader – and beat your competition *evil laugh*.
What is a SaaS marketing strategy?
A SaaS marketing strategy refers to a set of tactics and techniques you can deploy to promote your products and services to potential customers.
Picking the right places to showcase your product and connect with customers is the biggest challenge of digital marketing. But there are some pretty common places where your competitors are getting discovered. And you can do this too.
The online world is essential in marketing any business nowadays, let alone SaaS companies.
Search engines generate 51% of all traffic to business sites today.
This figure rises even further to around 61% when including paid search strategies such as PPC marketing.
The goal of a SaaS marketing strategy is to generate leads, increase conversions, and retain existing customers.
A great SaaS marketing strategy connects your clients to your software via digital content – your website content, social media, blogs, and mobile communications.
How do I create a marketing plan for my SaaS company?
To create your SaaS marketing plan, it’s important to consider the crucial elements:
Define your target audience: Identify the specific demographics, interests, and pain points (whatever’s really bothering your target audience). This will help you to create content and messaging that resonates with them.
Develop your value proposition: Clearly articulate the benefits of your SaaS product or app, and why it’s miles better than your competitors. This will help you differentiate your brand and attract potential customers.
Create a website optimised for conversions: Your website is the hub of your online presence, so it’s important to make it user-friendly, visually appealing, and optimised for conversions. Use compelling copy and calls-to-action to encourage visitors to take action.
Invest in content marketing: Create high-quality blog posts, videos, eBooks, and other content that educates and informs your target audience.
Use email marketing to nurture leads: Send targeted and personalised emails to your leads to keep them engaged and move them down the sales funnel.
Leverage social media: Use social media platforms to build relationships with your target audience and increase brand awareness. Share valuable content, engage in conversations, and use targeted advertising to reach potential customers.
Focus on customer success: Retaining existing customers is just as important as attracting new ones. Offer excellent customer support, provide valuable resources, and ask for feedback to improve your product and services.
These elements are the basics of your SaaS marketing plan.
Let’s take a closer look at some of the elements.
Content marketing for SaaS
You’ve heard it before, content is king.
It is to be fair.
Content is a smart investment. It provides a higher ROI than other marketing efforts, especially for the long term.
Great website content can push your website to the number one search engine spot better than anything else.
Content is your time to shine, your opportunity to show your target audience just how much value you’ve got up your sleeve. Relevant, high-quality content addresses their burning desires and niggling questions.
Ultimately, the content you provide gives potential users of your product the confidence to solve their problem by enquiring or buying from you.
Content is essential in all marketing approaches. It serves as the very foundation of your marketing efforts.
Customers today consume more content than ever online. It’s easily accessible and it helps to inform their decision or solve their problems.
Without quality content, your marketing strategies would have no substance, and attracting and engaging prospects would be like climbing Everest without an oxygen tank.
Content doesn’t just mean written either. Videos, podcasts, infographics – whichever medium gets your message across the best is at your disposal.
For example, let’s look at video content. Video is a powerful tool that can help you engage your audience and demonstrate your software in action.
What if you created explainer videos or product demos that showcase your software’s features and benefits? Would your prospects find it useful? Hell yeah they would.
Would it alleviate their worries about how an app works? Sure thing.
If you help your prospective customers, chances are, they’ll begin to trust you.
Who will they turn to when it’s time to put their hands in their pockets? That’s right – you.
If you’re thinking, well yes, that all sounds well and good, but I don’t have time (or frankly, the inclination) to create content – we’ve got you.
All you need to do is start chatting and working with one of our creative content experts.
- Tell us what you need – easy to do with our online brief
- Get your free quote
- Let’s get to work
SEO for SaaS
For your prospects to find that lovely and valuable content we’ve talked about, you need SEO.
Enlisting the help of SEO services is your golden ticket to successful search engine rankings.
Most people head directly to Google when they need a solution, and SEO content is what brings the people to your solution.
Andddddddd….we’re back to content.
SEO content is what will send the customers with buying intent to come knocking at your door.
SEO for SaaS businesses is fairly simple:
- What specific problems does your app solve?
- How does your software make life easier for your customers?
Whether it’s saving time, money, or headaches, that’s what you need to focus on when it comes to creating SEO content for your SaaS company. Take steps to ensure that your USP is clear in all your digital content.
Let’s talk about keywords
To track down those prospects that are using search engines to find software solutions just like yours, use a solid keyword research tool. There’s plenty of them available.
Identify the keywords that are generating traffic, check out your competitors, and then go ahead and create optimised landing pages that feature those keywords. Don’t stuff them though – Google takes a dim view of that tactic. Natural and steady keyword inclusion is the way to go.
If all this sounds a bit like hard work, there’s another way.
Our SEO services help your website to show up when someone searches for “best software solution to train monkeys”, or “the app that makes me money in my sleep.”
Get in touch – we’ve got this.
Email marketing for SaaS
Next up on the list is email marketing for SaaS businesses.
If you’re not already using email marketing to promote your apps, you’re missing a trick. I didn’t like to mention it, but your competitors probably already are.
Email marketing is great for spreading the word about your software solutions and increasing existing customer retention rates.
Want some tips on effective email marketing? Of course you do.
Personalise your emails: Address your subscribers by name and tailor your content to their interests to create a more engaging and relevant experience. Pull the data from your CRM (Customer Relationship Management) system to segment your email list and personalise your emails accordingly.
Focus on benefits, not features: Rather than focusing on the features of your software, highlight the benefits that your software provides to your customers. As we’ve mentioned (but never hurts to repeat it), explain how your software can solve a problem, save time, or increase productivity for your customers.
Provide educational content: Deliver educational content like how-to tutorials to help your subscribers understand your software and how it can be used to solve their problems.
Use a clear and compelling CTA: A compelling CTA encourages your loyal subscribers to take a specific action. That might be signing up for a free trial, upgrading to a paid plan, or scheduling a demo. Make your CTA stand out visually and use action-oriented language to encourage clicks.
Test and optimise: Use A/B testing to test different elements of your emails, such as subject lines, CTAs, or email content. Use the data from your tests to optimise your email campaigns and improve your open rates, click-through rates, and conversion rates.
Automate your email campaigns: Use marketing automation tools to create drip campaigns that deliver a series of targeted emails over time. This can help nurture leads and move them further down the funnel.
Monitor and analyse your results: This is all a pointless exercise if you don’t monitor your email campaign metrics – think open rates, click-through rates, and conversion rates. Go forth and analyse your results to identify areas for improvement.
Social media for SaaS
Social media marketing can work wonders for your software company. IF you choose the right platform.
Basically, you need to go where your audience is (not in a stalkery way, ideally).
LinkedIn is ideal for your industry if you’re in the B2B space because users on this platform are looking for business solutions.
You may find success on other social media channels like Twitter and Facebook, and definitely explore YouTube if you’ve got a lot of video content to share.
If you’re not sure where to start with social media marketing, we can work together on increasing your exposure through a tailored social media campaign.
PPC for SaaS
Every successful Pay Per Click (PPC) marketing campaign relies on wise spending, specific targeting and engaging copy.
Paid advertising offers scalability, predictability, and a measurable return on investment when you manage it effectively. Google Ads is a recommended platform to launch your initial campaigns, as it offers more advanced retargeting capabilities beyond the standard text ads that typically appear at the top of search results.
With these features, you can target users who have previously visited websites related to your market or have searched for specific keywords in the past.
Investing in Google ads is the opportunity for your business to rank in the top spots of your prospects’ search. So when they search for a solution to their need or problem – ta da! You’re right there.
Top tip for you – make sure your website is in tip top condition. Think about it, you’re paying for people to go to your website. When they go there they need to have a brilliant experience.
Plus, Google Ads has a quality score it works to on deciding whether your landing page in your paid ad is relevant and goo enough for its traffic. If it isn’t, you’ll likely not show.
Make sure your website loads fast, is easy to navigate and has high quality website content.
Here’s to creating awesome content – let your SaaS business grow online
All marketing starts with a plan.
If you want our expert help so you can get back to what you do best (creating apps to take over the world), just let us know.
We’ll take the time to learn about your business, understand your brand and create customer personas to really understand who we are talking to.
Complete our project brief and leave the rest to us!
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