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For your SaaS marketing strategy to work, you need a plan.
Here are all the questions you need to ask yourself before developing this plan:
- Describe the ideal customer profile. Then find out who best fits the product market.
What are their pain points?
- Identify where these people are online. What blogs do they read? What content are they watching and reading?
- Conduct interviews and gather as much information as possible until a consistent pattern emerges.
- Understand your CAC for each tactic: outbound marketing, Facebook ads, and leads from content marketing.
- What product positioning are you planning? Run an analysis of previous campaigns to see which assumptions have been validated.
Use content marketing
I’ve always felt that SaaS marketing and content marketing are connected. They are brothers and make sense together. SaaS content marketing is a growth strategy. Your potential customers are already looking for solutions to their problems.
You think of functions. As a SaaS company, you can take the approach of creating content that answers these questions throughout the buyer’s journey.
The problem with content is – it doesn’t go away if you throw money over it. You can’t just add more blog posts and imagine that’s all you’ll ever need to do. You need to create high-quality, people-centric content that is keyword-optimized and provides value to SaaS clients that will help them sell the idea to their bosses.
It goes without saying for someone who has researched their SaaS persona and carefully perused reviews and read their pain points on a hundred different forum posts and other media. And leads to them.
Why? Because now you have a solution for your specific problem.
When someone discovers your website and feels like you’re the solution to their problem, think about how you can get them to spend more time together. How do you widen the conversation and embed those leads deeper in the sales funnel? All of this while doing your best not to upset and alienate them.
A great tip? Offer more interesting content. As? By personalizing the content that appeals to each target person. This comes in a variety of forms: there are e-books, courses, white papers, and videos to name a few. This is your chance to convert the customer into a potential customer.
A good tip to follow here is to write for your client. Plus, content marketing is budget-friendly.
Today’s consumers are savvy. So much so that they do their own research and try to find out everything about SaaS solutions. So when you write with the customer in mind, think from their perspective. Think about the problems they face and spice up your copy with real-life examples.
2. Offer free SaaS trials
Let me search Zoho CRM on Google. Here is the search results page. I don’t want you to pay attention to the obvious first result, but to the search carousel below it.
what does it say
The top question is: is Zoho really a free CRM? An ecommerce store can’t think of giving away free products, but SaaS companies can.
There is minimal cost to provide the customer with a free trial of your SaaS product.
There are no shipping costs. So there is an excellent opportunity to make a name for yourself with a free trial, offer service and support, and go well beyond what a whitepaper, free course, or eBooks gathering digital dust can do.
They invite conversions without any additional effort on your part. And just before the trial ends, you can connect with them and find out what they loved and hated about your product. This feedback can undoubtedly help you improve the product. But more importantly, you get an honest assessment of what’s stopping you from making a sale. The contradictions came from many places. High prices? Lack of desired features? Clunky UI and more.
One of the earliest VC pitches for Uber said that someone who rides it twice has it for life once people start using your product, making it super easy to continue with a paid plan of yours.
This is an effective way of getting SaaS customers to buy.
Pipedrive offers a free trial that converts visitors into SaaS customers. HubSpot is the king of free trials, just like Zoho.
The free trial should continue long enough for users to see the value they are getting from the product. Moz, for example, has a 30-day, no-obligation free trial.
3. SEO for SaaS companies
When optimizing your blog for SEO, including quality keywords in blog posts and metadata is part of the norm. As well as the analysis and optimization of your entire website.
SEO improves your rankings for the focus keywords. Your business doesn’t have to throw anything at ads.
Assuming you understand who your audience is as described in the first point and their pain points; The following steps are clear. But first, you just need to back up the content with meta descriptions and keywords.
Next you need backlinks. But I have something better again.
Use SaaS review sites to your advantage
If you’ve ever searched for the best CRM or SaaS for whatever, you might have come across SaaS review sites. Google prefers them. Imagine being number 1 or number 3 on this list. That’s a boatload of conversions for you.
Your customers are looking for third party review sites to solve their problems and being on their list is good for SEO.
Make sure you appear on these pages frequently.
Some websites offer features to highlight your SaaS platform and how it can help you.
4. Make SaaS signups easy
I will say that several times. I recently read a case study in which an agency saved a website from extinction. As?
You did a few simple things. Things almost anyone can do. One of those simple things was reducing the number of non-essential questions on the registration form.
The new form has ten fields (again, that’s too many), but it’s still much better than before.
It’s an easy fix. Make it easy for people to sign up. Don’t take on too many steps on the way. This can result in visitors leaving mid-way.
Start by reviewing your signup process to understand if there’s anything you can do to shorten the process. For example, you could use heatmap software to make this possible.
It only makes sense. You want most people to try your SaaS software. That means removing anything that stands as an obstacle. For example, even asking for a credit card could be a potential obstacle to signing up.
Here is a study by ConvertVerve. They took their infinite form and made it into a three-tiered form. This improved conversions by 30%
5. Work on the call to action
The call to action is the final bridge between a customer taking action or deciding to walk away. Clarify the final next steps you want the customer to take.
The CTA should be visible and on the correct pages. Make it clear whether you’re signing up for a free trial or purchasing by downloading a white paper.
Also, draw attention to the call to action by simplifying the choices.
6. Remove the large number of choices
As consumers, we have democratized decision-making. Probably to our detriment.
A wide range of choices can easily confuse customers and they may choose not to make a purchase.
What should be done instead? First, limit the paid plans to a maximum of three different variants on your pricing page. Visitors feel less overwhelmed when they are presented with fewer choices.
Also, these three plans clearly show the features available, the differences from the previous plan, and who the plan is best for.
The Fusebox player’s pricing side is deceptively simple. You only have two options. A free plan and a paid plan. That’s it.
7. Create better customer experiences
I’ve listed several SaaS marketing strategies above, but so far I’ve seen few that execute this last one properly. Taking care of your existing customers. They are your partners.
A great way to provide a better customer experience is to personalize your customer service. For example, send people a personalized welcome email once they’ve completed signing up.
But that’s not all. Have a live chat option on the website to resolve customer issues and interact with your customers or use relevant call tracking software to understand your incoming calls and improve customer experience
With an improved customer experience, users can also easily navigate the platform.
Slack has more than 6 million daily active users on the platform. It is one of the most famous messaging channels in the world.
Despite the earth-shattering growth they’ve had and adding hundreds of thousands of new users, they’ve never sacrificed user experience.
They offer both email and phone support with a ticketing system that boasts the fastest response rates in the industry.
Chargify support staff provide customers with solutions. They sit on the other end of the phone and offer a step-by-step solution until the problem is solved. You need to be able to give your customers a real line to talk to real people.
One of the most innovative ways to market your SaaS is through content marketing. Your prospects are looking for solutions in their content, blogs they visit, and more. Therefore, you need to provide them with a place and generate leads.
What do you think of the tips and tricks? Let us know in the comments.
Author’s biography: George blogs at Kamayobloggers, a website he started to share cutting-edge marketing advice.
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