Due to various factors including the recent Covid-19 pandemic, many businesses now use a hybrid work system. Such a system allows a business’ staff to efficiently work remotely or from the office. Companies also want to enjoy the benefits of cloud-based software and the advantages unique that it brings. As a result, the Software-as-a-Service (SaaS) sector has grown massively.
However, along with the industry’s growth, competition is getting stiffer. Any SaaS company that wants to make a mark for itself and reap the benefits from this lucrative sector must look for ever-more creative and effective ways to market itself. This is where good SaaS digital marketing and other ways to make SaaS companies competitive and profitable come in.
Understanding SaaS digital marketing
Digital marketing, also called online marketing, is the process of promoting products and services over the internet and other digital channels. The digital options include Search Engine Optimization (SEO) techniques, social media, email, mobile apps, and so on. Therefore, SaaS digital marketing entails using multiple digital channels to promote SaaS companies’ offerings.
SaaS digital marketing tactics to consider
As stated already, the SaaS industry is a highly competitive market. To get ahead of the competition and make reasonable profits, companies must be on top of their games. Below are some of the SaaS digital marketing tips that the players in the industry can take advantage of:
Because you want potential customers to discover your SaaS company’s products quickly when they search online for solutions to their needs, you need to have excellent SEO strategies in place. When you implement great SEO strategies, knowing how search engines rank results can help your business get lots of free organic traffic. You also stand to gain steady organic traffic for several years.
Some SEO tactics that can help your SaaS digital marketing efforts include:
· Keyword Search – Conducting a keyword search for your site’s content is crucial. As you do it, aim to target keywords in the industry your SaaS company’s product is meant for. Also, use common phrases or terms that your potential customers will be likely to search for.
· Get high-quality referrals and backlinks from leading industry websites.
SEO aims to optimize your posts and website to make them more discoverable by potential customers, so don’t forget any one of them as you optimize.
Employ content marketing
The beauty of using content marketing as one of the SaaS digital marketing tactics is that SaaS companies are better placed to use it. It is a great and exciting opportunity for a provider to educate both current and potential customers about their products—and it is also necessary to do it. When done well, content marketing can help to get customers from leads through conversion.
Getting started with content marketing for your SaaS company should not be difficult. You need to know and understand your buyers and identify the type of questions they’re likely to be seeking answers to. After that, build your content marketing strategy around the keywords you will have searched to help with content search engine optimization.
So, to succeed in your SaaS content marketing efforts:
· Create content suited to your buyer personas
· Answer their questions adequately.
· Enlighten them about how your product can solve their pain points
Consider email marketing
Another tactic that you can use for SaaS digital marketing to retain more of your customers, and engage them, is email marketing. If you aren’t sure how to effectively deploy email marketing and other digital marketing tools for your software business. you can use the services of the best SaaS marketing firms such as Rocket SaaS.
Email marketing is especially effective in SaaS digital marketing when used in the later sales funnel stages. It could even help to convert some of your happy and contented customers into your biggest advocates and they will then help promote your business by referring colleagues and business partners to your company and its products.
You can build a great email list and use it for email marketing to inform your customers about new products and offers and even to send them a note of appreciation. The latter can go a long way to cement a solid relationship with your customers.
Leverage affiliate marketing
You could also implement SaaS digital marketing by using affiliate marketing. The method can generate new leads and subscribers for your software products. The good thing with affiliate marketing is that you only pay the affiliates-—mostly your existing customers—after getting a new customer or trial signup.
Affiliate marketing is no doubt a win-win approach for marketing your business digitally. This is because as your company gets many quality leads that it may not otherwise have managed to generate, it keeps giving benefits to its existing customers. The current customers remain happy, and your company gets more potential customers.
To make the affiliate marketing program for your SaaS business more exciting and effective, you can offer recurring payouts to the affiliates. Of course, they will be more motivated to find you more quality leads to get the recurrent payouts and your company will also benefit significantly.
Run Pay-Per-Click Ads
While organic traffic means a lot to your SaaS digital marketing efforts, you also need to consider and spend some time and money on pay-per-click ads. This is because using PPC ads is one of the easiest methods to generate leads for your software company.
However, you must avoid some critical mistakes at all costs to reap significant results from PPC advertising. Some of these mistakes include the following:
· Bidding on highly competitive keywords—if you target highly competitive keywords, your costs could escalate quickly, wiping out your entire PPC budget in only a few brief ads. Instead, focus on low-hanging fruits that promise quick wins.
· Investing in only one online platform- you should avoid spending all your allocation in one place, such as Google. You’re safer running ads on several relevant social media sites like Facebook, LinkedIn, etc., to complement those on search engines like Google.
As you can see, you can creatively do SaaS digital marketing to stand out in this competitive industry. With top-notch customer service and well-thought-out products, you can succeed and make significant profits if you use the following digital marketing tips:
· Prioritize SEO
· Employ content marketing
· Use email marketing
· Leverage affiliate marketing
· Run pay-per-click adverts