Software as a Service (SaaS) businesses face challenges when trying to advertise and promote their business since they have a limited period to convince their customers to choose their product. To become profitable, most SaaS business companies have to rely on a large-scale user base to achieve this goal.
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Exponential growth has been seen with SaaS businesses and in 2018 alone they generated a whopping $72.2 billion. With an increasing number of new companies entering this market, there is greater competition, requiring SaaS companies to become more proactive when it comes to advertising and promoting their business.
To stand out from the crowd, SaaS businesses have realized the importance of adopting digital marketing tactics such as creating a good website, venturing into content marketing, and launching social media campaigns.
In this article, we try and help those who want to promote and boost their SaaS operations by sharing some clever ways to go about it.
Social Media Platforms
Image: Austin Distel from Unsplash
In order to stand out from the fierce competition and noise, social media marketing is something to look at if you want to target consumers and promote your SaaS business.
In 2020, over 3.6 billion people were using social media worldwide and such sobering statistics point out that it’s more than likely that your target audience is social and active on these platforms.
If you’re relatively new to the whole social media world, consider bringing on a renowned ad agency to assist you in your marketing efforts, generate new leads, and convert more customers. As different social media platforms constantly change rules and algorithms, an agency will know how to make your company stand out at all times.
For this reason, start by setting aside a social media advertising budget and allow these professionals to monitor and test ads and determine which ones are effective and can grow your SaaS business.
Email Marketing
Since SaaS products have a short sales cycle where potential leads may not interact with your sales team, email marketing plays an important role in encouraging leads through the sales funnel.
These campaigns contain informative and insightful information so that you can create a relationship with potential leads by delivering content that shows them who you are, how you can add value, and why they should choose to use your product.
Email marketing is also a cost-effective channel for retaining your existing customers instead of deciding to go to another provider when their subscription is about to expire. Most revenue from a SaaS company comes from their existing customers, which means that customer balance is crucial to your growth.
Content Marketing
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Your SaaS business needs to educate customers about how your software works and what benefits it offers. Through content marketing, you can help educate, attract and convert your target audience even on a limited marketing budget.
Since your target audience is looking for a quality solution, it’s a great way to attract and guide them on the customer journey by having informative content so they can choose the right solution. In the long run, content marketing builds your credibility and reputation as a legitimate brand and is an effective way to increase the number of customers.
SEO
SEO is a way of optimizing your website to increase the quantity and quality of web traffic received through search engine results. Since a majority of search engine clicks go to organic traffic, ranking at the top of the SERPs should be at the top of your priorities.
Investing in an SEO strategy goes hand in hand with your content marketing strategy. If your content doesn’t rank high on SERPs, it means that your target audience will be redirected to your competitor. Hire an SEO agency that has experience working with SaaS clients; learn more at: https://linkflow.ai/saas-seo/
Analytics
For SaaS companies to grow, you must consistently use analytics. Analytics helps you discover areas with the ability to improve the effectiveness of your marketing campaigns to better engage and retain customers.
By being able to track your digital marketing campaigns, you save time and money by not wasting them on tactics that don’t work and instead optimize what works to provide better ROI. Every business is different, which makes it even more important for you to test which campaigns work for your specific plans and goals.
Final Thoughts
It’s essential for SaaS businesses to develop a strategy to be able to be found on the top of their ideal customers’ minds.
By using tools such as social media, email and content marketing, and analytics, your SaaS business will connect with the right audience, create a solid online presence and build long-lasting relationships that will make a world of difference when it comes to the business’ stability and overall success.
