SaaS Marketing is Different. Here's To Do It Well
New Delhi, India
AnyTechTrial.com
What Is SaaS?
Software as a service (SaaS) is a software distribution model in which a third-party provider hosts applications and makes them accessible to customers over the Internet. SaaS is one of three main categories of cloud computing, alongside infrastructure as a service (IaaS) and platform as a service (PaaS).
What Is Different about SaaS Marketing?
“The buyer’s journey and the marketing funnel for SaaS are different from traditional businesses because the target user for which the SaaS offering holds value (and thus makes them expected candidates for closing sales) is quite limited, which makes reaching out to user a task.
How do you describe the benefits of your SaaS offering when it does not have an element of tangibility correlated with it?”
Conventional digital marketing for businesses often has numerous goals, including making a sale, earning an email address or even elevating brand awareness.
For SaaS enterprise, though, almost every digital marketing fund spent can be traced back to one integrated goal: to persuade prospects to sign up for a free trial, demo or a paid version of your software platform.
At present, that we have a clear understanding of what SaaS is and how marketing a SaaS product differs from conventional marketing, let's move on to SaaS growth strategies.
1. Adopt Content Marketing
SaaS is uniquely set to take benefit of SaaS content marketing as a foremost strategy for growth. Prospective customers that are most likely to adopt a new SaaS platform are those who may already be in search for a solution for their pain point online.
They often pay attention on features, instead of outcomes. Today, SaaS marketing is completely different and strategic SaaS marketers create and position appropriate content to answer the principle questions potential customers are looking to.
2. Offer Free SaaS Trials
SaaS companies are in a unique position when it comes to using free trials, which can lead to new customers moving the needle with increasing recurring revenue. Depending on the exact SaaS product you can offer often little to no cost in allowing a potential customer to try out your offering.
The ending of a trial interval also provide the opportunity to reach out to to obtain valuable insights into likes and dislikes while they gave your SaaS platform a test drive and looked under hood. These feedbacks are priceless, not just to your SaaS product team, but also your sales and marketing teams.
3. Make Use of SEO to Generate More Leads Search engine optimization is another of the best SaaS marketing strategies for the lead generation process. SEO goes hand-in-hand with content marketing and is focused at accompanying more website visitors and making your website visible to the relevant target audience.
Using on-page SEO approach, you can upgrade your website’s search rankings and ensure that it is visible to the relevant user raising a search query related to your business. You can also incorporate SEO to assemble quality backlinks to your website and drive referral traffic.
Hence, there are various things that you need to keep a good track of when you want to upgrade your SEO. That’s why, it’s helpful to have a tool to help you.
We suggest using SEMrush to fulfil all your SEO requirements. It aids you find keywords, track rankings, build backlinks, and even has an on-page SEO checker. The tool also crawls your website and detects errors so that you can rectify them as quickly as possible. SEMrush also helps you track your competitors so that you can see where you stand in comparison to them. Based on those insights, you can modify your strategy and improve your SEO.
4. Build Sign-Ups Process Easy
When you want more and more people to try your SaaS product, you need to detach as many hurdles to the sign-up process as feasible. Keep in mind that asking for credit card information in a free trial sign-up could chase away your potential customers as not everyone would like to share detail before trying the actual product.
5. Experiment With Your Pricing
If you are used to a more conventional sales model, pricing may not seem like a marketing strategy to everyone — because, in the context of more conventional businesses, they have very little to do with one another. But within the SaaS model, they go hand in hand. Getting trial users to transform into paying customers is a huge part of SaaS marketing campaigns, and pricing plays a remarkable role in this process. Pricing models can also play a vital role in establishing a steady flow of revenue for your business. And from a cash flow standpoint, getting customers to sign up with an annual agreement is the best-case scenario. But you will want to run a few experiments to find out the best way to offer these agreements to your customers — because the most effective approach is not always the most obvious one.
Conclusion At its core, SaaS marketing is still a marketing thing. Practically, it can seems quite different from anything a traditional marketer is familiar to. But when it comes down to it, the most crucial factor in your strategy’s success is whether it effectively addresses all three parts of the SaaS sales cycle. If your approaches to acquisition and monetization are strong, but your customer retention efforts fall short, you are unlikely to perceive the results you want. And the same holds true for any other stage during the process. But if you are willing to invest the time it takes to create unique strategies for each, achieving steady growth is entirely possible — making that investment more than worth it for your business.
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