Marketing, in general, is one tough nut to crack. Meanwhile, SaaS marketing is not for the faint of heart. That’s because you are promoting something dynamic and intangible.
Not to mention that SaaS companies target a different kind of market. Think CEO, Chief Technology Officers, business owners, and the like.
That said, if you own a SaaS company and you are unsure how to promote it, we have listed down seven surefire SaaS marketing tips that can help you promote your business:
1. Offer product trials
Offering product trials is one of the most common ways SaaS companies can generate leads.
What makes product trials effective? For one, it allows your tech-savvy market to “test drive” your product. They prefer trying your service for a limited number of days more than talking to a sales representative.
On the other hand, it allows you to nurture potential clients. When they get to try your software, given its limited accessible features, they can choose to subscribe to a paid plan so they can maximize what your product can offer.
That’s because they can gauge during the trial period whether or not your service is worth the investment.
2. Produce authentic content
Content is integral in SaaS marketing. That’s because it allows you to incorporate your target keywords on your website in the most natural way possible.
To leverage content to your advantage, it should answer your target clients’ problems.
For instance, you are selling a cloud-based point of sale system. Then it only makes sense that your prospective clients are small businesses such as salon owners. And what kind of dilemma do salon owners have?
It can be that they need an integrated system wherein they can monitor their employees’ attendance. If this is something that your POS system can handle, then you can create a content on how this particular feature can help salon owners.
3. Consider paid marketing
SaaS companies can also benefit from paid marketing.
First and foremost, it allows you to be visible to people who are looking for business solutions online and are ready to shell out some cash.
Say, a salon owner typed in “advance POS system for salons” on Google. If you are running a paid marketing campaign, then there is a big possibility that your website will appear on search results.
Second, it allows you to understand your target clients based on the keywords that they type in on search engines. And then you can seek the help of a marketing agency for SaaS companies on how you can use these keywords to your advantage.
4. Be active on social media
Generally, you should not put your eggs in a single basket when it comes to digital marketing. Meaning, you should have various ways where you can generate leads and sales.
When it comes to social media marketing, however, it is not advisable for a SaaS business to be on all social platforms known to man. What we suggest is that you focus on networks where the majority of target clients hang out online.
So, for the case of our cloud-based POS system, it is possible that salon owners are either on LinkedIn or on Facebook. Although, this will depend on the scale of the business that you are targeting.
You may also take advantage of Google My Business if you are targeting small-scale local salons.
5. Run co-marketing campaign
Another way for SaaS companies to generate leads is to collaborate with another company that complements their services.
For example, your cloud-based POS system can collaborate with another SaaS company that provides online accounting services. That way, you are not only helping businesses streamline their process, you are also helping them manage their invoice and taxes.
Mind you, this is something that a lot of small businesses need.
6. Practice remarketing
The beauty of digital marketing is that you can measure and collect data on virtually everything, including who looked on your website’s Pricing page but did not sign up ‒ even for a free trial.
And what can you do with these data? It allows you to run remarketing campaigns.
For example, a site visitor who read your Pricing page but did not sign up can see your banner or displays ads on relevant websites.
Doing so makes your SaaS business memorable, much more when that site visitor finally decided that he can afford to pay for your software service.
7. Highlight client reviews
Did you know that 94% of business owners conduct online research before purchasing a software service? This includes reading online reviews about your SaaS companies and your product’s features.
Hence, it is important that you include asking your clients and users to leave a review, as well as highlighting them. Doing so can compel a potential client to trust your business.
Which of the SaaS marketing tips listed above would you like to try first? Let us know in the comments.