How To Improve Your SaaS Marketing Strategy

What is SaaS marketing?

Before talking about a marketing platform, it is important to take a closer look at SaaS marketing. This is the process of taking a software program that you sell as a service and trying to market it to your target audience. After all, you need to get more people interested in your product if you would like to drive your sales numbers.

There are plenty of options available for SaaS marketers looking to improve their marketing strategies. For example, SaaS companies might be taking a look at their content marketing strategy, wondering how they can use social media, blog posts, search engine optimization, and email marketing as a part of their overall marketing campaign.

What makes SaaS marketing unique?

If you want to maximize the results of your marketing strategies, you need to understand the ins and outs of the products that you sell. Because software programs are so complicated, you may have a difficult time convincing people to buy them.

There are several reasons why you might have a difficult time closing sales. A few examples include:

You must convince multiple people

A lot of people are involved in deciding whether to purchase your software program. You are probably trying to sell your software program to a large company, and there are lots of people who have to be in agreement before they can purchase your product.

Long sales cycles

The sales cycle is particularly long. From initial interest to the time the deal closes, they can take a very long time.

Subscription turnover

You may also have a lot of churn in your subscriptions. What this means is that you may operate on a subscription model. Even though you may have a lot of customers right now, there might be a lot of people who cancel their subscriptions next month.

Might have to create tiers

To maximize the revenue of your product, you may have to create a tiered system, which can be a lot of extra work. You need to figure out how many tiers you need to have and how you can maximize the revenue you generate.

Scaling marketing to your target audience

You may also be looking for a way to target multiple business sizes. There might be some situations where you prefer small business owners, but others where you are trying to target large enterprise companies. These are just a few of the many reasons why you may have a difficult time increasing the number of SaaS customers. You need to think carefully about your product, your marketing strategy, and how you can keep all of your individual goals aligned.

Creating a strong SaaS marketing strategy

Even though there are a lot of moving parts involved, there are ways you can create a strong marketing strategy for your software program. You need to have a diverse marketing strategy if you want to reach out to as many people as possible. Some of the most important points you should keep in mind when you want to craft a strong digital marketing strategy for a software program include:

1. Start with SEO and content marketing

If you want to maximize the results of your SaaS marketing strategies, you need to start with the basics. That means that you need to target search engine optimization. No matter who you are targeting, there is a good chance that they use search engines to learn more about products and services that could be beneficial to them. You need to think carefully about how you can position your company at the top of search results rankings.

Then, you need to put together a strong content marketing strategy. Content marketing is important. It allows you to position yourself as an authority in the field by sharing information related to your product and services. You can also share information related to industry updates, which will show people that you are paying attention to everything going on in the field. You need to start with search engine optimization and content marketing if you want to improve your marketing strategy.

2. Use referral marketing

You may also want to use referral marketing. You might want to reach out to someone who is already benefiting from your product and services. Then, you may want to see if they know other people who can benefit from this software program you provide.

In exchange for that referral, you may want to reward them with a bonus, some loyalty points, or a discount on their next purchase. If you have a strong referral marketing program in place, you may have an easier time expanding your foothold in the marketplace. Consider talking to some of your current customers to see what it would take for them to refer other clients to your business.

3. Generate word-of-mouth marketing

Even though digital marketing is important, you should not overlook the importance of word-of-mouth marketing. A lot of people still put a value on what other people tell them directly.

If you have a specific target market in mind, there is a good chance that they know other company leaders. They probably use a lot of the same products and services, and you need to find a way to get your software program discussed in those circles.

One of the ways SaaS companies can do so is to ask for feedback on the products and services they offer.

If they do this with your software program, you may end up with more people who express an interest in your software programs.

4. Make pricing transparent and simple

One of the biggest reasons why SaaS companies have a difficult time selling software programs is if the pricing system is confusing and convoluted. Even though you might have multiple tiers available, or even a free trial, you need to make the pricing transparent and simple. Make it very obvious that someone has to pay a certain price if they want to get certain features.

Then, if people are interested in a higher level, they simply need to pay a higher price. You don't want to confuse them by having different upfront fees, subscription rates, and subscription levels. If you have a tiered program, keep the pricing system simple, and you will have an easier time converting leads.

5. Consider generating an email subscription list

Because the sales cycle can be particularly long in the SaaS industry, you may want to have an email subscription list. That way, people can sign up to receive updates on the products and services that you offer.

Even if they are not ready to purchase something right now, they might be ready to make a purchase down the road. Therefore, you need to remind them about the software programs provided by your company from time to time. If you can get people to sign up for an email list, you can remind them about your product, and they may reach out to you later for more information.

There are different ways you can convince people to sign up for an email subscription list. If you collect their contact information when they visit your website, you can ask them if they want to join your email group. Then, you can add the contact information to your list, and you will have a reliable lead you can reach out to from time to time. Then, you can use email marketing to gradually move someone down the sales funnel.

These are a few of the most important elements you need to keep in mind if you are interested in creating a successful SaaS marketing strategy. Be sure to reach out to a professional if you have questions about how you can maximize the results of your marketing strategy.

Use email marketing to retain customers

Ultimately, it is just as important for you to retain existing customers as it is to acquire new ones. That is particularly true in SaaS marketing.

Email marketing can play an important role in that strategy, so you need to use the right tools to help you accomplish these goals. At Mailchimp, it would be our pleasure to help you use email marketing to retain your customers. Contact us today to learn more about how our tools can help you maximize the results of your digital marketing campaign.