Software as a service (SaaS) marketing can be a challenging and unique experience for many marketers. The goal is to gain long-term subscribers instead of one-time purchase customers, which can be challenging. You need to convince customers of the long-term and short-term values of your product and keep the number of subscribers above minimums to keep the business going.
Fortunately, that doesn’t mean SaaS marketing is more difficult than other types of marketing. Instead, it just means there are some special considerations you need to keep in mind. Here are some things you should know about effective SaaS marketing essentials.
What is SaaS marketing?
The SaaS marketing process is the process of finding new customers, closing them, and retaining them over the long haul. In this way, SaaS marketing is different from what some people call “software marketing” or “business-to-business marketing.”
The B2B world is focused mainly on what’s known as “demand generation,” which is the creation of demand for your product or service. B2B marketers may focus on creating demand through trade shows, public relations, and other activities.
SaaS marketing, on the other hand, is focused on meeting that demand by acquiring new customers and keeping them happy. It is more focused on the long-term relationship rather than a one-off sale. This means finding a different set of customers, ones that have a need that won’t go away with a single purchase.
For businesses, this means filling the need for a service that is central to how the business functions.
SaaS Marketing Is All About Communication Channels
Effective SaaS marketing relies heavily on excellent communication, which starts with your website. Your website is the hub for all of your marketing efforts, and it should reflect your brand’s identity. It should be easy to use, accessible from all devices, and have clear calls-to-action.
Websites are so important in this case because they are the lead collection tools that you need to bring in customers. The goal is to get as many potential customers to your website as possible through various marketing means so that they can be filtered through your sales funnel.
You can collect leads through an interactive or guided discovery flow, a lead magnet, or an email capture form. Your website should also be optimized for lead generation by your CTAs and adding relevant long-tail keywords and content. Communication doesn’t stop with your website.
You also need to think about how to best communicate with your current customers since it also serves as your customer service hub. Most of your existing customers will rely on the website when they need customer service and the ability to access your service in general.
Your Copy Needs to Be Great.
No matter which channels you use to attract customers, your copy needs to be great. It is the lasting impression on your customers, and you need it to be good.
The copy on your website and any emails you send out needs to be compelling. It needs to clearly explain the problem your product solves, be easy to understand, and pique your prospects’ interest.
Outstanding copywriting can make or break your SaaS marketing efforts, so this is not something you want to skimp on. For example, your landing page copy needs to pitch your product with a strong value proposition, be clear and concise, and be written in a way that is easy to understand.
Your email copy needs to be even stronger. Email marketing, when done well, can be a very effective way to nurture prospects and keep them in the sales cycle. However, you need to make sure your emails are professional and compelling enough to keep your prospects engaged.
Paid Ads Are Highly Effective
One of the most important aspects of your SaaS marketing strategy is your paid ad campaigns. Paid ads include things like Facebook and Google ads, but also include things like LinkedIn Sponsored Content. Paid ads are among the most effective options in reaching customers directly.
With your paid ad campaigns, you’re targeting people who are already interested in your product. These are people who have shown some level of interest in your product or service, and are just waiting to be persuaded to purchase. Paid ads are a great way to boost your sales and quickly grow your customer base.
They’re also a very scalable way to increase your sales, which is extremely helpful if you’re running a SaaS business with a low customer acquisition cost (CAC).
A Great Content Strategy is Essential
In addition to paid ads, you also need to have a content strategy in place. Your strategy is the plan for SaaS marketing that determines how you will target customers and how you develop the content and communications to reach your goals. Without a good strategy, any effort to attract customers will likely just waste money and kill your SaaS marketing budget.
The best SaaS marketing campaigns incorporate a strong combination of paid ads and high-quality content. Your content strategy should include blog content, email newsletters, influencer outreach, and other types of content that are designed to engage your customers and prospects.
Focus on Finding the Right Fit Instead of Selling to Everyone
The best SaaS products are those that solve a problem for an existing customer base. Your ideal customer is someone who has a problem, and your product is the solution. Your job is to find these people and get them to buy your product.
That being said, it can be tempting to try to sell to everyone. This is a mistake. Not only is it difficult to sell to everyone, but it’s also difficult to maintain a high standard of quality when you’re selling to everyone.
Instead, focus on finding the right fit between your product and customer. This is what will help you create the best product possible, and it will also help you sell your product to the right people.
Work With SaaS Marketing Experts for Better Results.
One of the best ways to improve your SaaS marketing results is to work with SaaS marketing experts. At KitelyTech, we can help you improve your marketing so that you get the results you planned for. Call us at (800) 274-2908 to get started.