Marketing strategies for SaaS products have to be different from other types of marketing. It’s because these software products are after all software that can be talked about but not shown physically or in action to every customer.
How do you overcome this? Through innovative marketing strategies!
Marketing has always been a fiercely competitive area and it’s more so for SaaS products. Given this, marketing trends keep changing. However, what might be relevant in previous years are likely to be good to some degree in the current year also. So, a SaaS product marketing strategy should build on previous knowledge and strategies.
Here, we are going to provide the 10 best marketing strategies for SaaS products.
SaaS marketing campaigns are designed to entice visitors to sign-up for trials leading to paid subscriptions. SaaS Product Marketing is about intangibles – wholly digital – that promise to change the way you work. The SaaS marketing funnel is the conversion of visitors to a free trial and then to a paid subscription. Here are 10 killer ideas to grow your SaaS company:
Simplify sign-up process
People don’t like lengthy personal info forms; keep the free trial or freemium sign-up page easy and simple. The “form fields” should be relevant to the exercise. There shouldn’t be unnecessary fields. The best SaaS product marketing agency in India will ask only for the name, email address, and payment mode. The subscriber will have the option to give additional details, but with the lure that doing so will qualify him for a reward!
Step up with content marketing
The benefits of content for SaaS companies are immense. Invest in content. The most effective modes of SaaS marketing are webinars, blogs, articles, videos—especially demos and how-to-use videos—case studies; virtual summits, and email marketing campaigns. Ensure content is consistent. Also, ensure content in different formats. Boost a webinar with a blog on the same topic. Share them on multi-media platforms. Such content will reach more people than just those who attended the webinar.
Companies routinely automate marketing. Various marketing automation software products are available. Marketing automation boosts the conversion of leads with prompt action on customer behavior. The SaaS marketing strategy goes a step further, i.e., it aggressively pursues customer outreach. It reviews customer behavior and reaches out with a highly personalized B2B marketing strategy.
Upgrade to freemium
The ‘visitor—free trial—paid subscriber’ is the standard SaaS funnel. Another SaaS product marketing idea is to upgrade to the freemium model. The power of freemium is hard to resist. Replace the time-limited free trial of software with the full-time free account. But limit the features. Once potential customers get used to the freemium plan, chances are they will convert to paid subscriptions. They don’t have to, but they will.
Referrals help companies add customers. A rewards program for referrals is a good SaaS B2B marketing strategy. Financial compensations for subscribers who bring in other subscribers are a good rewards program and an excellent marketing strategy for SaaS marketing. For example, a rewards program of a phone company that gifts an extra 10 GB free for a single referral will attract referrals like bees to honey.
Partner with competitors
Tie-up with competitors! It is a good SaaS marketing strategy. A win-win for both because, unlike concrete sales, SaaS sells in the intangible and the digital. The SaaS market is not in the millions or the billions. Niche software has a finite market. The trick is to reach out to the right audience. A partnership strategy works for startups with limited budgets. Webinars in a partnership are an example of SaaS marketing. Webinars and promotion events jointly organized by competing companies are the future of SaaS marketing, especially if the Coronavirus remains active.
Retention and acquisition
Customer retention is the mantra for SaaS product marketing. It boosts profits by significant margins. Targeting potential users of SaaS is only half the job done. SERPs should also rank retention of existing users high, not existing customers alone. The content should relate to both old and potential customers. Mix ‘how-to’ content with comparison posts. Tell old subscribers how they’ll profit by sticking with existing SaaS. Content that helps both retention and acquisition of customers is like eating the cake and keeping it, too.
Asking clients to write guest articles and guest blogs about your SaaS product is a good marketing strategy. Content specialists say this is one of their best SEO strategies. The best SaaS product marketing agency in India would know that longstanding clients are experts on a company and its offerings. The clientele comprises marketers and agencies. And because they do business with the company, they’re the best people to write and create content for the company. User-generated content with keyword research ranks high on SERPs. It is a win-win situation.
Case studies are invaluable; they help marketing and sales efforts besides the expansion of the user-base. Saas product marketing is also about using case studies as a marketing strategy. Case studies bring with them expertise, especially conversion-driven ones.
Hijack the conversations
That is, get on first base with the customer. Go online and straightaway starts a conversation with the client. This happened a lot during the Covid-19 lockdowns all across the world. Invade chat rooms, and virtual event platforms for SaaS Marketing, and hijack conversations. Create and use a separate conversation strategy for different prospects you converse with. Ask about the event and how they felt about it. So on and so forth. Answer questions. Ask how the ‘product’ will change the life of each one of them.
SaaS Marketing Strategy is a magnet to people looking for more than a 3D product that they can hold and take home for the mantelpiece or add to those hanging in the closet. SaaS is software that transforms life in ways never imagined before! The best SaaS product marketing agency in India does just that—transforms life.
Given the domain expertise required, digital marketing for SaaS products requires help from digital marketing experts and agencies. So what should a company consider before hiring a SaaS marketing agency? At KloudPortal we curate a large number of informative blogs on SaaS Products and SaaS Product Marketing and other related topics. Let’s not forget that content is, perhaps, the only tool through which SaaS products can be marketed no matter what channel you choose.