In today’s cloud-based economy, software as a service (SaaS) startups has become household names. There are currently tens of thousands of private and public SaaS companies worth billions of dollars in the market. One thing all of these businesses have in common is that they use SaaS marketing.
Here are the most important things you should know about marketing your SaaS startup.
What exactly is SaaS Marketing?
SaaS marketing is an umbrella term for a specific set of strategies, tactics, and activities that businesses use to position, advertise, and sell subscription-based software products to customers in order to generate recurring revenue. It entails ensuring that your SaaS product is relevant and provides what you need to address the needs of your target audience in a way that entices prospective customers to learn more about how your product works and what it offers, trial it, and eventually subscribe to it over what your competitors offer.
1. Content Marketing
Before converting, customers will typically engage with 11 pieces of content, preferring written content over advertisements. The use of high-quality content through a variety of different channels is known as content marketing. It contains a variety of content formats, such as blog posts, videos, infographics, reports, and white papers. Content marketing can be implemented through a variety of channels, including a company blog, a YouTube channel, and others.
The content medium you choose for your business will be determined by a number of factors, including your target audience as well as the talent and budget you have available. This may often imply compromising – for example, high-quality videos may be popular with your audience but are currently out of your budget. A diverse range of content is frequently required to reach as many members of your target audience as possible.
2. Social Media Marketing
Many SaaS companies are finding success by marketing on social media platforms through a combination of organic posts and paid ads. Social media marketing allows you to build a following on one or more popular social media platforms such as YouTube, LinkedIn, Facebook, Twitter, and Instagram by combining organic posting and paid advertisements. With over three billion social media users worldwide today, it is clear that this is one of the most scalable marketing channels, to begin with. Furthermore, there are no platform costs to begin, and SaaS startups can easily set up social media profiles without spending a dime.
3. Email Marketing
When compared to converting strangers to customers, it is often easier and less expensive to communicate with and build relationships with people who are already interested in your product. As a result, email marketing through the creation of lists of contacts who have previously expressed an interest in your service can have an extremely high ROI. It’s no surprise that nearly 60% of B2B marketers consider email marketing to be their most effective channel. The primary goal of email marketing is to create a landing or signup page to collect leads using a newsletter or ‘lead magnet’ in conjunction with a strategy for driving traffic to your signup or landing page. Write and send emails that help to build trust with your readers and position your SaaS company as an expert in front of your subscribers to accomplish this. Many email marketing tools now make it simple to send personalized, automated emails based on user interactions with your website and other online channels.
With increasing competition, SaaS is becoming a larger business than ever before. Keep these marketing suggestions in mind to help your SaaS startup succeed.
Learn more from Marketing and read 10 Good tips for Customizing Your Marketing Strategy to Your Industry.
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