When it comes to marketing, SaaS has its own set of regulations. Prospects study and purchase mostly online, which means attracting visitors into free trials and demonstrations are vital. But, even after you’ve completed a sale, that’s just the start; onboarding, churn rates, growth hacking, and a multitude of calculations surrounding return on investment make up the complicated terrain SaaS marketers confront.
SaaS marketers have fundamentally, and rightfully, embraced digital marketing strategies — a solid website, traffic from search engines, email campaigns, and social media. Some have dabbled into content marketing already; for others, it’s on the to-do list.
SaaS marketing success hinges on creating sound strategic foundations, and this article will rely on our expertise working with SaaS organizations to give important insights for lead nurturing success.
SAAS MARKETING METRICS
There are three important metrics you must compute to create an effective demand generating model:
- CAC – Cost of client acquisition
- LTV – Lifetime value of a client
- ROI – Return on investment
Below are some SaaS marketing tactics to thrive quicker in 2022.
1. Customer Research
Re-Examine Your Buyer Persona. Without consumer insights, it’s hard to generate content that promotes acquisitions. Identify your greatest prospects, then design a product that people desire. To build your buyer persona(s), chat to your customer-facing teams or interview your consumers.
2. Embrace Content Marketing
To compete in the cluttered SaaS content marketing industry, you need to be churning-out consistent, high-quality, persona-driven material that is keyword optimized and gives value to your prospective SaaS clients.
If you have done the effort to develop persona-driven content that speaks on key pain issues, your SaaS marketing campaigns are ideally placed to write as a thought leader on the subject.
Don’t aim to have a one size fits all strategy since it seldom works. Instead, every piece of information you write should try to benefit that individual.
3. Offer Free SaaS Trials
It’s an industry-known truth that free trials improve conversions converting prospects into long-term consumers. In addition, depending on the specific product you are giving, there is typically little to no expense in letting a prospective consumer to check out your offering.
If the product is the proper match, you may see lead conversions to paid SaaS subscriptions occurring with no further efforts.
The expiration of a trial period also gives the chance to reach out to gather useful insights regarding likes and dislikes when they gave your SaaS platform a trial run. This input is valuable, not only to your product team but also to your sales and marketing departments.
4. Pay Attention to SEO
SEO for SaaS platforms can bring leads into your sales funnel naturally without having to depend on advertisements. Leads, when nurtured, will improve sales.
The ultimate objective of SEO is to boost ranks to get into the first page of Google search so that your SaaS firm will not need to pay on advertisements for those particular search keywords.
Understand your audience, study keywords, employ tags, meta description, and rich snippets. Also, examine techniques to boost your domain authority by producing high-quality links.
5. Leverage Social Media Marketing
Social networking for SaaS is no longer optional. It’s a meaningful method to contact your consumers, acquire useful insights, and expand your business. It’s a quick, affordable, and efficient technique to reach a larger group of people.
From LinkedIn to Twitter, there are numerous social media sites and strategies to exploit them.
6. Refine PPC Campaigns
Are you aware of your Google ad quality score? If not, this might be costing you loads of money. Three variables impact your Quality Score:
- Expected Click-Through Rate (CTR): How likely is someone to click your ad when Google shows your ad for the term they search for?
- Ad Relevance: Is the ad related to your keywords? Does it make sense for the ad to display when someone searches for a certain keyword?
- Landing Page Experience: Does the information on the landing page correlate to what the ad is presenting, and vice versa?
Again, do your homework to ensure you are utilizing the proper keywords, long-tail keywords, and combinations to get your links in front of the right people at the lowest cost-per-click.
7. Leverage SaaS Review Sites
The number of SaaS reviews sites continues to expand as customer trust in online reviews stays consistent. As a result, you may notice that prospective consumers are looking at these sites to meet their software demands.
Therefore, you want to make sure your solution is adequately represented on such sites. If this hasn’t been part of your SaaS growth plan yet to expand quicker, you will want to evaluate the best websites like Capterra or G2.
Reach out to the site editorial staff with your specs and value offer. Some sites additionally provide paid features that showcase your SaaS platform’s core value propositions and how it benefits others.
8. Incentivize Referrals & offer Giveaways
You would be amazed at what SaaS consumers will do for a free month of service, even recommending a friend or colleague. Although SaaS marketing is identical to all other marketing in one regard, referrals and freebies are some of the most successful strategies to attract new clients.
Ideally, a long-term client enjoys your SaaS platform, so they are primed to ask for references. Whether it is in the form of subscription discounts, free premium features, or a full-fledged SaaS referral program, discover methods to encourage your existing SaaS customers to spread the word and be rewarded appropriately.
9. Make SaaS Sign-Ups Easy
Especially if you are giving a free trial to get clients started, making signing up as fast and straightforward as possible is crucial. Too many initial stages in your SaaS marketing strategy might derail the process, particularly when the consumer may not be entirely committed to your solution.
10. Refine Call to Action
One of the most effective strategies to encourage more SaaS clients to trial or buy your product is to ask them. First, assess your entire marketing plan and specify the next actions you want your site visitors to do.
Next, make sure the CTAs are clear and visible in all the key locations on your site. Whether you are expecting visitors would join up for a free trial, make a purchase, download a white paper, or sign up for your newsletter, make sure the ask is clear.
11. Deploy Awareness-Focused Live Chat
Targeted live chat works best when you apply it along with marketing, sales, and customer support. Target consumers depending on the level of awareness:
- Bottom of the funnel — I want to know more about it.
- Middle of the funnel – I am comparing various solutions
- Top of the funnel – I am discovering methods to increase website lead capture
12. Market to your current customers
Your current clients will come up for renewal once their membership expires or may cancel at any moment if they’re on a monthly contract. That implies that they are also possible consumers, so treat them as such.
Send them a monthly email, engage them in a community, keep them informed of product improvements and assist them maximize the value from the solution. Where feasible, though, you should attempt to customize information around your customers’ core business concerns and their place in the technology renewal cycle.
Always be Ready to Adapt
These SaaS marketing methods are meant to attract more quality leads and generate more SaaS clients. But remember, the market is continuously evolving in high-churn sectors like SaaS, so your team need to remain on top of SaaS marketing trends and concentrate on client engagement to decrease churn.