SaaS (Software-as-a-Service) is not only growing in the tech sector, it’s becoming adopted across all industries. Its application continues to expand. SaaS is appealing because of lower startup costs, seamless integration with many applications, and opportunities to quickly scale growth. However, SaaS marketing can be challenging. Let’s review basic SaaS marketing strategies that will boost your efforts and sales.
OFFER A FREE TRIAL AS PART OF YOUR SAAS MARKETING STRATEGY
This tactic isn’t revolutionary, it’s not unique, but it’s necessary. The quickest way to build your database and get people using your product is to provide a free trial or demo. It will be hard for someone to commit without first trying it with their application. A free trial will allow them to import their data, upload information, and reap the benefits of your Software-as-a-Service.
You can’t stop there. Successful onboarding and customer service goes hand-in-hand with providing a free trial.
PROVIDE, MAINTAIN, AND MARKET EXCEPTIONAL CUSTOMER SERVICE
During those free trials, marketing efforts should be focused on exceptional customer service. It’s essential to provide a great experience, no matter what your SaaS provides. Help your customers get started, assist with onboarding, and provide continued support throughout their entire trial. Here are some specific techniques:
- Provide a training session for all new customers.
- Build in “get started” features within the SaaS product that acts as a step-by-step guide for new customers.
- Give access to videos and webinars explaining how-to get started or operate certain features.
- Check in throughout their trials with emails or phone calls.
- Make sure customers know who and how to contact you with any questions or concerns.
It’s easier and less expensive to convert a user into a life-long customer than continually nurturing new users, so customer support needs to be a top priority. Converting users into customers will build your product and is essential. The easiest way to convert prospective users to customers is with content.
CREATE CONTENT EXPLAINING YOUR NEW SOFTWARE
Custom content is helpful for prospective users, customers, and everyone in between. 82% of consumers feel more positive about a company after reading custom content, and 90% find custom content useful.
Creating content on a regular basis; blog posts, eBooks, webinars, etc., will educate and generate interest in your SaaS product. Content continually maintains your influence; it is the best way to convey your expertise. Content shouldn’t focus directly on selling the Software-as-a-Service, it should address a problem your customers have. For example, if your SaaS product is used in your construction business, your content topics should revolve around common pain points within the construction industry. No matter what content you produce, ensure its specific. Per each piece of content, you should target one customer, provide the solution to one problem, and guide them to take the specific next step.
The key to SaaS marketing is getting users to experience your product. Turn prospective users into users, and turn users into lifelong customers. Use these techniques for a comprehensive starting point for your SaaS marketing strategies.
Once you have these basic marketing starting points, take the next step with inbound marketing: landing pages, SEO strategies, and other tactics that draw customers to your product. Start with this free copy of 25 tips landing page optimization tips!