From a competitive perspective, SaaS marketing agencies must continuously find ways to stand out from the competition and encourage customers to subscribe to their products and services.
However, in order to do so, you need to refine your digital marketing strategy and keep a significant pace with evolving technology, ensuring that each of your campaigns is fully optimized.
For that reason, we have listed 7 marketing considerations you and your company need to be aware of, primarily when you operate in the SaaS industry.
Let’s dive in!
7 Marketing considerations your SaaS company needs to be aware of this year
1. Content marketing
Of course, this needs to be leveled number one if you run a SaaS content marketing agency. Most SaaS companies pay special attention to their content marketing because it’s one of the leading indicators that help customers understand their product’s value. Additionally, content marketing effectively reaches a new audience that can nurture leads and pay customers.
Eventually, to be able to function in a fast-paced SaaS content marketing world, having a blog isn’t satisfactory. Still, the whole point is to create high-quality blogs and have consistency. For instance, you can offer ebooks, webinars, podcasts, and more. Once you get your customer’s email addresses, that is your ticket to receiving a new paying customer.
As you build your content marketing strategy, there are a few things you need to know:
You want to educate your users on gaining the most value from their products and using popular marketing channels such as blogs, social media, and more.
Above all, some of the most important steps are to identify who your audience is and get to know them. After, try using your industry knowledge and create valuable and persona-driven content that will address all of these pain points for answering the following questions.
Moreover, when you do this, you will more frequently appear in searches that have related questions, but of course, this can happen only when you put SEO into practice. A well-set-up content strategy should have organic keywords that will automatically help your SaaS site rank higher. In short, it’s important to write for retention and not just acquire customers.
2. Include a step before the trial subscription
Most SaaS companies will include a trial subscription for acquiring new customers. However, in order to reach customers, some of the most important things to consider are that you need a product that can solve their pain points.
Moreover, getting someone to sign up for your trial isn’t as easy as you think. Signing up may seem more of an obstacle but is a necessary part of the onboarding process. Moreover, SaaS companies know that signups and onboarding are a few obstacles to receiving trial subscriptions and having the options for a private product tour.
3. Offering free trials
Offering free trials can never be a bad idea. It’s like when you want to buy something and want to try it out first to see if it really belongs to you or not. It’s quite the same story for SaaS applications; you shouldn’t expect your customers to invest in your SaaS tools without knowing how they work and whether they’ll suit their organizational work.
Moreover, offering free trials to customers you think are worth it is one of the most potent ways to get sign-ups and make people use your product. Therefore, once people use your SaaS application and a free trial, they will consider upgrading to your paid plans.
4. Invest in videos
While creating a content marketing plan, it’s essential to emphasize your video content. Avoiding video content is pretty challenging since the online world is built around it. If you see most social media channels, all of them have video content involved. TikTok and YouTube are the most common, but Facebook, Instagram, and even LinkedIn have included them in their daily habits.
In fact, according to statistics, more than three billion users download at least one video per month. Nevertheless, sometimes, it can be easier for viewers to retain video information than text. As a result, videos can help your consumers understand your product or service much better, and it will directly impact your conversion rates, and increase the time consumers will spend on sites.
Furthermore, there are several ways to improve your video marketing strategy; here are some of them:
Moreover, you can increase your engagement levels with your video content and potentially attract new customers.
5. Use testimonials and customer reviews
How good can customer reviews be? Customers like a good review when they see it. Nevertheless, they realize that every business is trying to show the best of their product and services, but you always need good reviews in order to be the best at showcasing your product.
Suppose you include positive reviews and testimonials on your site. In that case, it’ll help build credibility, and it’s more likely that friends and family members of current customers will consider buying your products and services since it’s recommended.
Include positive reviews both on your social media channels and your website. This will further help spread the word about your SaaS tools and make many other companies consider working with you.
6. Send out emails
Email marketing has evolved to a certain level over the past years. It’s undoubtedly one of the most effective tools for generating leads and maintaining your relationship with current customers. Nevertheless, this is essential for SaaS companies concerned about where their customers should see the value within a product.
However, let’s get straight to the point; after your customers download their first level of gated content, you can use their email addresses to build long-term trust and familiarize them with your services. Nevertheless, remember that automated emails can become span, so you must keep your emails educational and informational.
Above all, SaaS companies can leverage emails during the onboarding process. Nevertheless, you can do this with a welcome email, an explanation of how you can use your products, and more.
Also, don’t forget to include personalization in your emails and build it around buyer personas. Eventually, to avoid spamming people, you must have an opt-out option, segment your leads based on their persona, and send out personalized emails by claiming what kind of issues you solve and mentioning the customer's pain points.
7. Optimize your SEO practices
Maybe your SaaS tool might be the best one, but if it’s not SEO optimized, it won’t be ranked on the first page of Google. SEO is a tested SaaS marketing strategy that moves your site up to the rankings on Google.
Nevertheless, once it’s visible on the first page of Google, you will see a significant difference in organic traffic. Additionally, you can use SEO practices to create added value to your site and add referral traffic.
Above all, here are some of the best SEO tactics you can use to generate leads:
Wrapping everything up
We come to an end for this article. These are the top seven marketing considerations you should consider for your SaaS company and how to be aware of them in 2022. No matter how good your SaaS company is, something you should never forget is that you need to update with technology continuously.
If you don’t, you may undergo several issues and lag behind your competition. You don’t want this to happen; alternatively, you want to be ahead of them. Above all, you must follow all the mentioned steps and put them into practice.
It can be quite difficult at the beginning since you need to know your customers well, but after you are on the right track, you will hit hits you have never done before.