SaaS is one of the fastest-growing industries in the digital world, and SaaS businesses are rapidly expanding their borders and providing their customers with different SaaS products or services.
However, as with every aspect of the digital world, SaaS businesses also need to develop a digital marketing strategy to improve brand awareness, engage with customers, provide comprehensive information about their products, and many other essential factors.
Nevertheless, SaaS marketing is quite different from the traditional one. So when it comes to developing a digital marketing plan for SaaS businesses, there is a pack of new rules, new approaches, and strategies to follow.
What makes SaaS marketing different?
The SaaS industry is a specific sector that focuses on selling SaaS software products or services, primarily subscription-based.
Hence, there is a significant difference in whether your company is doing urban development, or offering photo editor by subscription.
So it also refers to marketing features and strategies which have a lot of differences from traditional marketing.
It would be hard to imagine, but the SaaS industry has a lot of challenges as they need to convince people that they have a necessity for their service or product.
From forming an LLC and getting the paperwork done, to scaling your business, there are lots of obstacles you may face.
In addition, it’s significantly more challenging when they have no information about that particular product.
These make SaaS marketing differ from traditional marketing and create challenges for building successful marketing that will accomplish all the strategic goals for SaaS businesses.
Finally, SaaS marketing is more than just content promotion. Instead, you promote your entire company as a service.
After all, you’ll be responsible for updating the app, safeguarding the user’s data, offering customer service, and so on.
These factors will have an impact on your marketing strategy as well.
So as you already know how SaaS marketing differs from traditional marketing, it’s time to dig deep into a comprehensive digital marketing plan and learn the steps to help grow your SaaS business.
Know your target audience
As soon as you target the right audience, you have a higher chance of getting more benefits from your SaaS business.
After knowing your audience, learning their behavior, wants, and needs, you would be able to improve your service or product’s quality and make it appropriate for your audience.
It will also help you make trustworthy relationships with your customers, so they will always get back to your products and services whenever they need them.
Knowing your target audience will help implement your digital marketing goals like improving your brand awareness, strengthening engagement, meeting customer demands, boosting conversions, etc.
Moreover, if you follow a special guide to selling online, you will see how important it is to be acquainted with your target audience.
Based on this information, you will be able to use a slogan generator and create a business slogan that represents your brand voice and resonates with your audience.
Otherwise, your customers will expect additional support in understanding your product well, need more information on using it, and look for special offers as loyal customers.
On the other hand, you should be ready that one approach might not work for all customer groups.
Instead, having a strategy for your target audience and a separate one for other customer groups is a must for SaaS businesses, as the audience can expand over time.
As a SaaS business, you should ensure excellent customer service by integrating business phone systems, so that your users can get in touch with you and resolve any issues.
Check out a part of GetVoIP dashboard:
Create relevant content
Content marketing is an integral part of a successful SaaS digital marketing plan.
You can choose to have a SaaS content agency to help you with fulfilling the need for creating relevant content for your SaaS company or do it just yourself.
A SaaS product’s potential buyers are generally professionals seeking a solution; thus, providing educational and informative content will attract their attention.
Check out some tips and guides on how to create a blog and start one relevant for your audience.
Moreover, don’t forget about choosing and utilizing the fastest WordPress hosting for your website, as you should share your content on it as well.
But if you’re building an eCommerce store for your website then we would recommend using WordPress with WooCommerce development means you’ll have the support of the robust open source community.
High-quality content will also help a lot in developing a business’s name reputation, which is an exceptional quality in the competitive SaaS industry.
You should also ensure your users can access the content by using a trustworthy VPN, so that they won’t have any difficulties.
Furthermore, content marketing is much more than just content creation.
You’ll need to think about your topics beforehand, know how to do keyword research, and adequately disseminate your information.
Speaking of content marketing, there are several tools and platforms you can use. Here’s how WordPress looks like:
From generating a lead to turning them into a customer, a SaaS marketing plan entails the creation of an entire lead generation funnel.
If you choose the right lead nurturing strategies, you will have loyal returning consumers.
With a well-thought-out lead nurturing funnel, you’ll gradually represent your brand to your target audience, and once they’re ready to buy, they’ll think of your product first. You offer your customers coupon codes, as a way of encouargement to buy from you.
A SaaS product requires different nurturing leads than a traditional product. In the case of the former, customers are given a specific time frame until the free trial period expires.
However, if the trial expires with no further action, the chances of conversion are high. On the other hand, a solid marketing strategy can help you turn the tables.
Here’s what it looks like to use one of the best lead management softwares out there-Zoho:
Managing all marketing operations by yourself may seem better, but soon you will feel its inconvenience and see that this is unproductive in the active working processes.
Whether you’re working on a new campaign, an employee onboarding process into your marketing team, or want to expand your market, you should definitely consider automation.
In addition, as your SaaS business expands, you’ll need to collect and analyze an increasing amount of marketing data, which will eventually become impossible to manage by hand.
Integrating automation will also allow you to improve team communications through SaaS software of different platforms and applications to always keep in touch with the team, even while working remotely.
So integrating marketing automation into your digital marketing strategy will only work for your benefit in solving many problems during the working process and making it more productive and fast.
Especially in SaaS businesses, when you work with a lot of data and tools, automation is necessary to increase correctness and efficiency.
Besides that, integrating automation will work only for the technical part and for the appearance and design of your business, for example, by using logo creator platforms or working with professional logo designers.
Check out how BrandCrowd gets things done when it comes to logo making and automation:
Analyze your pricing
Pricing is one of the most critical aspects of marketing for practically any business, but it’s significant for SaaS businesses.
Pricing is not generally considered part of a marketing plan in traditional marketing, but it is an essential aspect of the entire strategy in the SaaS model.
Integrating pricing strategy into your marketing strategy will help retain more customers and engage new ones.
To make it look more appealing, you can utilize the services of Prospero platform and send budget proposal templates to your customers, which will be fast, understandable, and good-looking at the same time.
It’s possible to make your SaaS software subscription available in various ways.
For example, many SaaS entrepreneurs will choose month-to-month payment plans.
In contrast, others may prefer to emphasize that their product is more reasonable upfront and urge clients to cancel if they aren’t delighted.
Also, you can provide different promotional offers for your customers, for example, giving them a first-month subscription for free.
Don’t forget about social media
While free trials, freemiums, demos, and online marketing are all effective ways to increase SaaS sales, don’t underestimate the power of social media.
Social media networks should have a place in any SaaS marketing plan, and there are no restrictions on which social platform you can utilize.
It only depends on your strategy, the right Facebook and Instagram management, and target audience, as over time, you will determine which platform works best for your business.
Most SaaS businesses use Linkedin to reach out to their potential customers easily. Linkedin has a lot of business tools to attract and connect with buyers. This platform is primarily official and businesslike, but there are also a lot of social media platforms where you can show off a fun part of your business and tell more about SaaS services and the industry overall.
You can also use influencer marketing to promote your business in an understandable way for the audience.
So if you want to integrate that into your digital marketing strategy, you can find influencers by scraping Twitter or Google and choosing the most appropriate ones for your business.
One of the most popular tools is Hootsuite when it comes to social media management.
Why should you invest in SaaS marketing?
Investing in marketing will make your SaaS business stand out in a competitive market and give you a chance to take control of each situation that refers to your business.
You will also be able to find an appropriate solution through marketing strategy by saving time and money for the future.
Overtime, consider getting into new and more popular practices such as crypto, digital coins, NFTs, etc as part of business growth and PR.
By checking your crypto heatmap you can keep up with the latest changes and allocate your budget accordingly.
Whereas NFTs will give you a fresh perspective on new investments for long-term success.
Marketing strategy can also impact a customer’s purchasing decision as an impressive digital presence is memorable and becomes trustworthy over time.
Customers are engaged in SaaS companies through recommendations, user feedback, and online advertisements.
To get more people to talk about your product, you can utilize online publicity, social media posts, and other online marketing tactics. These tools will also help increase brand awareness and inform a wider audience about your SaaS products or services.
As you already understand, SaaS business is from a specific industry with many features and characteristics to consider while developing digital marketing.
Digital marketing, in its turn, has entirely different approaches for SaaS businesses appropriate to industry requirements.
For example, suppose you want to make your SaaS business more popular, increase efficiency and engage new customers.
In that case, these simple guidelines will help you to reach your goals while developing a digital marketing plan.