As you may already know, SaaS involves delivering software over the internet as a service. With easy access to applications through the internet, SaaS does away with the need for complex hardware and software management. The SaaS industry has grown remarkably in the past seven years, increasing its size by around 500%. This data is clear evidence of its growing demand and how the industry became prominent in people’s lives. While this is excellent news, it also means fierce competition internally. With more options than before, companies need to do more to stand out from their competitors.
It is exactly where effective marketing strategies from the best digital marketing agency can make all the difference. Since all SaaS companies work on the internet and require users, digital marketing is inevitable for them. If any SaaS organization wants to get a grip on their customers and find new ways to sell their SaaS products, this blog can serve as their guiding compass.
Over the years, Degefy has helped many SaaS companies grow their businesses exponentially with its innovative digital marketing strategies. TestGrid, the popular software testing platform, is one of our noteworthy clients in the SaaS sector that was able to increase its online presence and grow its sales through our tailored digital marketing tactics.
We will list the five tried and tested marketing strategies we have applied to our SaaS clients that have given proven results, onboarded new customers, and helped them establish their name in the field. So, read till the end to turn your prospects into conversions.
5 Tried And Tested Marketing Strategies For Saas Companies
In the crowded SaaS market, the buyers will explore multiple options before finalizing any product. This is what Google calls the ‘messy middle.’ It is where you can lose or win customers with your marketing strategy.
A solid SaaS marketing strategy will help you stand above the rest and target the right audience at the right time so that you can drive value from the efforts you put in. Here are the top 5 tricks we have followed as a digital performance marketing agency that worked for our SaaS clients tremendously:
1. SaaS Content Marketing
‘Quality content for the win’ is not an overstatement. When you publish quality content, you boost your brand image and are recognized as an industry thought leader.
As a SaaS company, it is important to focus on detailed blog posts, whitepapers, case studies, and social media posts that showcase your product and provide valuable educational information to the customer about challenges, solutions, and industry trends. This helps you build authority as a brand and gain trust among the target audience.
Here are some things to keep in mind while working on content for your SaaS companies:
- Evaluate your audience and brand
- Research competitor’s brand
- Identify customer’s pain points
- Set realistic posting goals
- Conduct keyword research
- Plan content in advance for social media and website
- Avoid grammar mistakes by proofreading the content
- Break down complex concepts into simple language
- Explain tricky topics using visual elements like infographics
- Include CTAs like sign up for a trial, try a demo, or others
- Don’t limit the word count. Rather, provide all the necessary details
Take a look at one of the blog posts for our SaaS client, where we explained the significance of cross-browser testing in simple terms for users:
Image: Breaking down complex concepts with simple examples
Image: The blog tracker showing the website blogs we posted every month for our SaaS client
2. Search Engine Optimization (SEO)
How can you ensure that the content you post on the website is useful to readers? If your content marketing is a seed, SEO is the sunlight that helps it grow into a full-blossoming flower. Once you have created high-quality content, it can only lead to meaningful engagement with the help of a robust SEO strategy. SEO makes your content discoverable on search engines like Google so people can find it faster.
As a SaaS company, building credibility and trust among customers is essential. SEO helps SaaS companies rank higher in search engine results for relevant keywords and phrases. Since users tend to trust websites that appear on the top more, this increases the chance of getting noticed. Ultimately, visitors come to your site and turn into customers.
Here are two equally important SEO categories that you should consider:
- On-Page SEO: This includes all the page ranking factors that you can optimize on your SaaS website. These elements generally covered are website blogs, landing pages, and product and service page content. SEO specialists will work on optimizing title tags, meta descriptions, heading structure, internal links, readability, and images of your website and monitor the performance for results.
- Off-Page SEO: As the name suggests, it includes all the page ranking factors outside your website. The top tip to improve off-page SEO is building backlinks by writing guest posts on credible sites that link to your content. Another way is to build your Google Business profile, as it can provide social proof in terms of reviews.
3. Run PPC Campaigns
Pay-per-click (PPC) is a model where advertisers pay a fee each time their ads are clicked. It means you are buying visitors to your website rather than getting them organically. PPC campaigns typically run on platforms like Google and Facebook, where companies can bid on keywords related to their product or service.
Here are some of the tips we follow for PPC campaigns so that our SaaS clients can get the maximum benefit for their money:
- Asking our clients about their budget: Our suggestion is to start with at least 1.5k per day and then increase spending gradually
- Using Google Keyword Planner to perform keyword research and find the 4-5 right keywords for ad campaigns
- Creating a relevant ad copy with the client’s unique value proposition and CTA
- Ensuring the landing page where your ads lead to is relevant, user-friendly, and optimized for conversions
- Regularly monitoring your campaign performance and adjusting bids based on the performance of keywords
- Conducting A/B testing on two versions of ad creative to identify the most effective ones
- Setting up conversion tracking to accurately measure your campaigns’ success
4. Video Marketing
With people being more attracted to visual content than written content, SaaS companies must leverage video marketing to create a storm with their content. The videos can prove to be a powerful tool to explain complex concepts in a storytelling format and engage the audience effectively.
Take a look at how we made compelling videos for the website of our esteemed US-based SaaS client.
While these videos can be added to your website, you can also make them viral across platforms like LinkedIn, Twitter, and Instagram. This will help you get organic reach, which leads to long-lasting connections with customers and drives repeat purchases at times.
Here are some of the topics that you can cover in your videos:
- Product demos: offer firsthand experience of your product’s features and functionalities
- Explainer videos: explain complex concepts in a simplified way for users
- Customer testimonials: customers share their success stories in a video format
- Webinars and Tutorials: provide in-depth education about various SaaS-related topics
5. Email Marketing
SaaS email marketing is a strategy that helps companies inform about their products and offers to existing and potential customers. These emails range from lead nurturing campaigns, promotions, newsletters, updates on products and services, surveys, and new feature updates.
The best part about SaaS email campaigns is that users can be segmented based on their preferences, behavior, and demographics. This allows companies to tailor emails as per their customers.
Here are some of the tips we recommend for SaaS:
- Use email campaigns to share tutorials, webinars, and tips that enhance user knowledge
- Add an easily understandable CTA so that users can easily sign up or make a purchase
- Conduct A/B testing on various elements of your emails, including subject lines, visuals, and CTAs
- Tracking key metrics, like conversion rates, click-through rates, churn rates, and open rates
- Highlight exclusive deals, discounts, or early access to new features, encouraging users to take action
- Ensure that your emails are readable on mobile devices, as most people read emails on mobile
Conclusion
The success of SaaS companies hinges on the adept execution of proven strategies. Our top 5 tested strategies can lay the groundwork for your sustained growth and provide you with a headstart in the complex SaaS domain.
At Degefy, a leading content marketing agency in Hyderabad, we can amplify your efforts with our specialization in handling SaaS clients. Our team of writers, SEO specialists, and social media executives understand the nuances of the SaaS ecosystem and craft marketing strategies that resonate with your brand.
So, let Degefy be your strategic companion in providing services like content writing, website development, SEO, social media content marketing, performance marketing, and graphic design. We will provide your brand with visibility and generate leads that will help you take down your competition.