The SaaS landscape can be a complex place for marketers to navigate, that’s why we have put some ideas together to help you with SaaS marketing.
How is SaaS marketing different?
Unlike marketing a physical product, such as a car or watch, SaaS marketing can be difficult as you’re selling something that’s intangible, people can’t see it, and we as humans like to see and touch things.
In addition to that, you’re not even taking a one-off payment for it, you’re either asking for payment every month, quarter, or year.
On top of that, they now have a product that is ever-changing due to software updates and product changes.
SaaS marketers must adopt a more comprehensive approach, considering how their image, sales cycle, customer service, and customer retention all impact their overall marketing strategy.
Easy Sign-ups & Visible CTAs
When it comes to designing or restructuring your website one of the most important factors is the ability for your user to easily identify and interact with your CTAs across the site.
You can have the best content in the world, the fastest website, or the coolest product but if people can’t easily figure out how to interact with your business then they are quickly going to disappear offsite.
The same goes for your forms, if a user navigates to your form and wishes to interact with your business and they have to fill out large unnecessary forms, you’re going to lose potential customers.
Example
Salesforce displays at least 3 CTAs right on their homepage. The sign-up form that opens up consists of a few, simple, highly relevant fields to not scare away the prospect.
Pay Per Click (PPC)
Pay-per-Click is a paid marketing tactic where you are charged for the number of clicks on your ad.
You can display ads on search engines or other websites using Google ads and other networks.
The key to a successful PPC strategy is to write creative and attractive ad copy that makes users want to click on your result
Also, focus on creating a relevant landing page to provide the customer exactly what they are looking for once they have made a click with clear CTAs to successfully secure a lead.
Example
Purple is bidding on the search query “Visitor Counter” to advertise its new visitor counting software that automatically counts visitors in and out of a venue to increase safety.
Create and share useful content
When it comes to creating content for your website’s blog, especially when trying to boost your SEO, it’s always important to ask yourself the following questions, is this content answering a search query? And Is this content meaningful to the user?
As neil patel says – “Writing great content is a choice”.
You can choose to put in the time and work required to create great content and build a great relationship with your customers and community or you can choose to take the easy path and write poor content – a path that ultimately will get you nowhere.
Example
Purple often creates and shares content that is useful to their readers, even if it’s not product-related.
They do this because they understand the value of creating this type of content and the website traffic that comes along with it.
Build a community on social media
One of the most effective ways to market on social media is by engaging with your customers through relevant content, not just about your product or service but about stuff they want to read about, things that are enjoyable and informative to read.
Not only do people want to read the content they want to watch videos, according to G2, but social video also generates 1200% more shares than text and image content combined.
Creating and sharing polls, surveys and other interactive content allow you to understand what your customers feel about your product or brand.
Example
Canva shows a really great example by engaging with their customers via Twitter and sharing positive feedback from users.
So glad we can make designing easier for you, Alice! Thanks for popping by our booth! 🥰 #Bett2020 https://t.co/TblUdjEy9C
— Canva (@canva) January 25, 2020
Host monthly webinars
A report by GoToWebinar notes that a quarter of all webinars are created by SaaS companies. Meanwhile, the same data notes that nearly three-fourths of B2B and sales leaders cite webinars as the best method for generating high-quality leads.
Webinars and digital events are great for showcasing demos, promoting your product, and likewise promoting thought leadership.
Webinars can either be presented live or downloaded for later viewing, perfect for prospects and current customers alike.
Plus replays and highlights can be uploaded to the likes of YouTube or Vimeo to help build out your channel and score search traffic at the same time.
Example
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