The biggest difference between traditional and SaaS marketing is that SaaS takes over the internet while traditional marketing requires acquiring advertising space on printed, seen, and heard media. The message can be sent directly to the audience with SaaS marketing without paying for an ad campaign.
All SaaS marketing tactics go around reaching the right audience and finding a way to resonate with them. It is important to understand who they are, their preferred methods of consuming information, and their interests. Once a clear understanding of the target customers, competition, and selling points, is established, it is time to start perfecting a SaaS marketing strategy accordingly.
This article will mention some of the top SaaS growth marketing tactics.
- Come up with a content marketing strategy
SaaS can take advantage of content marketing as a primary strategy for growth more than others. Potential customers are likely to adopt a SaaS marketer searching and talking about solutions for their pain points online.
The focus of developing a new content strategy must be on creating engaging and relevant high-quality content. The content should speak to the chosen target audience and help them solve a specific problem.
The content should revolve around the target audience’s pain points and be persona-driven. Research these subjects and know what questions ideal customers may have, then create solutions to help them solve these problems.Videos are a great way to do that as they have a higher engagement rate compared to other content marketing strategies. And when doing that, clearly consider acquisition costs, conversion rates, and associated downstream conversion nurturing the customer’s onboarding processes.Also, these matrices may get hampered if the video content is not delivered as per the expectations. It, therefore, becomes important to make sure that videos are edited properly before they go live. Simple tools are available to edit videos online.
Promoting content through social media and other business-to-business SaaS marketing channels is also important. Generating leads and converting more customers happens by getting the content to be seen by as many people as possible.
- Use SEO
All content discussed before must be well-optimized for search engines to increase visibility. Optimizing the content means constantly coming up with persona-driven, high-quality content that offers value to potential customers and is keyword optimized.
Using search engine optimization (SEO) is essential to making the company appear high on the results page of search engines, like Google ads for SaaS companies. To learn more about that I suggest you to check Getuplead and find more information about Google ad growth.
Many SEO factors go into where the content ranks on search engines because their algorithm considers authoritative links, website speed, keywords, mobile-friendliness, and more to decipher how well the users’ needs are met.
The better the SEO is, the better the ranking is on search engine result pages, which means a better ability to attract traffic.
- Offer free trials
The SaaS industry is in a better position when offering free trials than other industries. Free trials can lead to new customers and, by doing so, increase recurring revenue. And there is usually little to no cost in allowing a potential customer to try out what the company offers.
Plus, there is little to lose in SaaS free trials since there are no shipping or return costs. It is a chance to impress potential customers with the offered products and great customer service, which matters as much as the product. Then when the trial is a success, lead conversions to paid SaaS subscriptions may happen with zero additional effort.
Free trials are proven to increase conversion rates and build trust between the company and its target audience. The company can also use the trials to collect emails from potential customers; these emails can later be used to nurture leads into paying customers.
At the end of the trial, the leads can also provide the company with the mostly needed feedback. This feedback can be used to help all teams in the company, starting with the product team and ending with the sales and budgeting teams.
Some companies struggle to get people to sign up for the free trials; thankfully, some practices can help them overcome this struggle.
- Make signing up for the free trials easy, avoid boring the leads, and avoid making it long and overly complicated with too many steps.
- It is preferred to refrain from requiring debit or credit card information since this step usually scares people away and makes them withdraw from signing up.
- Ensure the offered trials are risk-free. Do not charge the leads until after they get a chance to use the product and decide if it’s the right one for them.
- Offer a discount for those who sign up for a paid subscription before the trial period ends.
- Improve customer experience
CX, or customer experience, is the overall interaction between the company and its customers. The term includes everything from the quality of products and services to the ease of ordering and delivery.
This is a critical SaaS marketing tactic because it affects all aspects of the business and accounts for more than 70% of the revenue growth.
Ways to improve the customer experience:
- Offering personalized experiences
- Listening to feedback
- Providing value
- Responding faster
- Offering rewards
SaaS is a highly competitive sector making it critical to use the best marketing tactics to stay ahead of the game as a SaaS company. Invest in new and improved content marketing strategies to maximize ROI, optimize content according to popular search engines, and pay attention to customers’ demands.