Top Six SaaS Tool Marketing Tactics To Follow In 2022
Over the past few years, SaaS applications have grown manifold in terms of usage across various industries.
Software as a service has been the fastest-growing segment since 2010, and businesses are now investing 50% more in these cloud-based technologies than they did a couple of years ago.
A recent research reports that 73% of organizations indicated nearly all their apps will be SaaS by 2021. The growing popularity of the SaaS business model has led many companies to enter this domain and develop their product to offer to customers.
If you’re already managing a SaaS company then the growing competition must have made you feel worried to some extent. The competition in thriving industries like SaaS is only expected to increase with time.
The key to survive and thrive in any competitive industry is to earnestly follow and practice strategies to convince customers that their investment is worth it. Making your SaaS model stand out from the competition will help you attract more customers and retain them. How can you do that? Well, that’s exactly what we are going to discuss in this post.
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Understanding The SaaS Customer Journey
Before you could implement top SaaS tool marketing strategies, understanding the SaaS customer journey is important. You would need to sync your SaaS tool marketing tactics regarding the specific customer journey in this industry.
The customer journey involves the following stages:
- Awareness
- Consideration
- Decision
- Retention
- Advocacy
You need to use your marketing tactics accordingly. For example, if your target customers have never heard of your SaaS application then they are not going to purchase it. So, creating brand awareness should be your priority when targeting new customers.
On the other hand, for existing customers, you should have a marketing strategy in place to retain them.
Six Tried And Tested SaaS Tool Marketing Strategies To Increase Conversion Rate
In this post, I’ve compiled a list of some of the best SaaS tool marketing strategies that will help you to market your SaaS application to your core audience, and convince them to use your product to meet their requirements.
Let’s get started!
- Use Content Marketing To Drive Engagement
Today, customers are using the internet to educate themselves on a range of topics. The same goes for SaaS applications. It’s important to use well-informed content to educate your target audience about how the software works and how it can benefit their business.
You can use unique, high-quality content to drive customer engagement and get more organic traffic to your website. However, finding and creating engaging content consistently is far from easy. You have to prepare a list of high search volume keywords and place them smartly in your industry-relevant content to attract the right audience.
Besides creating engaging content, you also need to design visually appealing landing pages with adequate information so that your visitors can share their information with you.
2. Offer A Free Trial
When you are looking to buy a new car, going for a test ride is the first thing that you do to get the overall feel — performance, comfort, ease of usage, etc. The same goes for SaaS applications. You should not expect your customers to invest in your SaaS tool without having a good idea of how it works, and whether it suits their organizational work process requirements or not.
Offering free trials to potential customers is one of the most effective SaaS tool marketing tactics to get sign-ups and make them use your product. Once people start using your SaaS application, they can consider continuing with it by upgrading to paid plans.
Even if they choose not to continue further after the free trial ends, you still get a substantial lead for email targeting and future advertisements.
3. Use the Power of Customer Reviews And Testimonials
How good is your SaaS tool? Customers understand marketing gimmicks very well. They realize that every business tries to showcase its offering in the best way possible but they need more than that to trust your brand. Displaying positive customer reviews and testimonials on your website will help you build the credibility of your SaaS tool. It’s highly likely that others will buy your product because people and businesses recommend it strongly.
Not only should you flaunt positive testimonials and reviews on your website, but you should also circulate them on popular social media platforms and Google pages. This will help you to spread the word about your SaaS tool as widely as possible and make other companies consider working with you.
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4. Use SEO To Drive In More Organic Traffic
You might be having a great SaaS tool but if it’s not visible on the first page of Google search results then most online users (who are relevant to your business) are simply not aware of its existence. Search engine optimization (SEO) is a tried and tested SaaS marketing strategy to move your website up on the Google search engine’s first page.
Once your SaaS tool is easily visible, it will drive in more organic traffic in the form of a target relevant audience who are making a search query related to your application or industry. You can also use SEO to create backlinks to your website and steer referral traffic.
Some of the best SEO tactics to generate organic leads are:
- Discover as many related keywords
- Create a responsive website design that works well across multiple devices
- Keep your page load time under 2 seconds because online users don’t like to wait
- Putting up a persuasive call to actions on every page of your website and every piece of content you publish
- Use keywords in the right places — title, description, H1, and 1st paragraph of the content body
5. Run A Pay-Per-Click (PPC) Campaign
Along with SEO and Content Marketing, a paid marketing campaign can generate leads right from day one. Whether or not you’re getting adequate organic traffic, you can still use PPC advertising to generate more leads for your SaaS tool.
You can use some useful tips to get the best results out of your PPC advertising campaign.
- Use relevant industry keywords in your ads so they appear when users search for related products
- Use best tools to manage and optimize your PPC campaigns
- Target low competition keywords to keep the cost per click on the lower side
- Run sponsored post campaigns across social media platforms
- Advertise your SaaS tool on Google Display Network
6. Offer Fewer Options
While marketing for your SaaS application, it’s easy for businesses to go overboard by offering a plethora of options to potential customers. This strategy is practiced to make customers choose something over nothing. However, this can also backfire and they may as well abandon the purchase.
Keep your plans limited to 2–3 different versions to give clarity to your customers regarding features and prices that are offered under them. This will help them compare different options and choose the one that suits their requirements.
The Final Thought
If you follow effective SaaS marketing strategies then you can increase the traffic inflow to your website and generate more organic leads, and eventually get a lot of subscriptions.
Keep working on improving your SaaS tool so that it can meet ever-changing requirements of your customers and stay competitive. Make serious efforts to receive regular feedback from your customers, retain them, and make them loyal to your SaaS application.
Happy SaaS marketing!
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