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Written by Jane Serra on Aug 14

Check off these boxes to ensure your paid search marketing strategies are on the right track.

Whether B2B or B2C, software as a service (SaaS) products and platforms play a huge role across many industries, from finance to event planning and everything in between.

As your SaaS company plans its marketing strategies, there are a few key areas to focus on to make your strategy more effective. To get the best results, it’s wise to leave things to the experts by hiring a professional SEM company for your SaaS marketing.

Using an agency with a proven track record of success both in your industry and with SaaS, in particular, can help you be successful.

1. Increase the right type of lead volume

There’s a drastic difference between increasing your lead count and increasing quality SaaS lead generation. If more people are clicking on your ad but there’s no increase in on-site conversions — or, ultimately, sales — you know something is wrong. This is especially crucial because you’re paying for each click.

Sometimes, aligning yourself with well-known clients or customers can encourage higher caliber prospects to jump on board. Use recognizable industry names from your portfolio or any Fortune 500 companies you’ve worked for (with their permission if it’s for an ad) as a hook to clients considering a purchase. In some industries, listing elite certifications can also be a good SaaS marketing strategy.

2. Book sales demos that close deals

As a SaaS company, sales can rely on how effectively you demonstrate the value of your product — and how it stands out from the crowd. When you know the challenges faced by your prospective clients, you can cater to the product features that will be most relevant to their needs.

Showing metrics can also be very convincing. It’s one thing to say you can save a company money. It’s a game-changer to say you can potentially save them at least $100,000, and have the data to back it up. With that in mind, you need to be booking sales demos with the right type of clients so your demos will be more effective. That’s where an SEM or B2B agency can come in handy.

3. Know how to properly use LTV

Lifetime value (LTV) can be used to make critical decisions, such as how much you pay for user acquisition and how losing users impacts your bottom line. Because of this, it’s crucial to be certain it’s calculated correctly.

Hubspot explains you can determine lifetime value by calculating the average purchase value, average purchase frequency rate, customer value, and average customer lifespan. Ultimately, multiplying customer value by the average customer lifespan should give you your LTV. Once you have an accurate number, compare that with your customer acquisition cost (CAC) to make sure you’re getting at least three dollars out of every single dollar you put in.

4. Understand what constitutes quality conversions

Your goal should always be to create clients for life. Because it costs money to acquire new clients, the more clients you keep, the less it’ll cost you (spoiler alert, right?). Plus, an increase in client volume coupled with a decrease in cost per acquisition can save you serious money.

Understanding this can help you market with the long game in mind. Big players and key clients will sometimes visit your website or contact you with questions many times before deciding to make a purchase, but that type of client can be more lucrative in the long run.

10 Tips SaaS Companies Need to Know About Paid Search Marketing

Using charts, diagrams and grids can allow you to more clearly display how you’re different from your competition. (Image via Unsplash)

5. Consider your landing page your lifeline

A landing page is where a user ends up after clicking an SEO search result, marketing promo or email, or an online ad. This page needs to present the purpose and products of your company clearly and convincingly. It should give viewers a reason to browse the rest of your website and make them want to look into what you offer — and plenty of companies fall short.

It typically helps to use impressive numbers and statistics on landing pages that offer a wow factor. For example, stating that you can save clients up to 50% or cut their customer service calls in half is more convincing than saying your product “utilizes the latest technology.”

Along with potentially incorporating metrics, visual aids can also be hugely effective. Using charts, diagrams and grids can allow you to more clearly display how you’re different from your competition in terms of:

  • Cost
  • Features and benefits
  • Contract or subscription type

You can also mention specifics, like cost per user and “freemium” models to attract clients’ attention.

6. Study your ideal client and your current clients

If your search marketing strategy isn’t working as well as you’d hoped, you may have misread what matters to your target audience. For example, as a technical or IT company, keyword targeting is crucial.

Due to the technical nature of the lingo in that industry, one keyword may have multiple meanings and can prevent your strategy from being effective. It can be helpful to go back through and make some of the following changes:

  • Adjust display times
  • Switch up keywords
  • Use more compelling ad copy
  • Tailor by language and location

Sometimes all you need is a display campaign targeted to a very narrow audience to start attracting the right kind of clients. When you choose to go this route, however, it’s extremely important to pick your placements carefully and make sure they’re on relevant sites.

7. Strategize based on your ROI

While we know it’s easier said than done, you don’t want to let emotions or personal preferences get in the way of profitability. You might love the emojis on your website or social media posts, for example, but anything that doesn’t appeal to the majority of your clients needs to be changed.

Focus on the areas most attractive to clients and spend money in the right places to see the best results.

8. Avoid tunnel vision

While you are certainly aware of the benefits your products and services offer, you have to assume prospective clients aren’t. Especially if your company offers a niche product or cutting-edge service, educating people is key. In these cases, it might take more convincing evidence like:

  • Demos
  • Video tutorials
  • White papers
  • Case studies

It’s a good idea to keep a thorough portfolio of the assets that make your company marketable handy, for both your team and visitors to your website.

9. Stay true to your brand

Using a variety of simultaneous campaigns is usually the ideal approach since most viewers don’t become clients after one touchpoint or interaction. But even though you’re using different ad channels, your message and mission should be consistent across all of them.

Studying typical user patterns lets you focus your efforts on the best channels to increase ad effectiveness. When you know your standard user goes from an ad click to remarketing to white paper to a YouTube video before converting, you can budget better.

10. Take the guesswork out of campaigns

Knowing your audience helps make your paid search marketing more strategic. If your demographic is millennials, a social advertising campaign might make more sense than an intense search engine marketing campaign. If your audience is primarily ballet dancers, you would use a different strategy than if your audience was mainly construction workers. This is especially true for products that aren’t deemed necessities.

Instead of focusing solely on a Google search campaign, including Bing or other more specialized marketing channels that may produce better results. For example, if you’re targeting marketing execs, you might consider a campaign on LinkedIn where you can take advantage of keywords for specific job titles.

As you talk through your marketing goals and strategies with a professional SaaS marketing agency, be prepared to hear suggestions you might not have thought of before. They may tell you, for example, that you can sometimes achieve a lower CPC when you push content downloads and assets and then follow up with an email or retargeting instead of focusing solely on free trials and demos. Take the advice of professionals — you may be surprised by the results you see.

At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

Jane Serra

Jane Serra

Jane Serra is the VP of Marketing at HawkSEM. She's an accomplished marketing executive with more than 12 years of experience leading digital marketing teams across demand generation, branding, events, content, and communications. When she's not strategizing, networking, and honing her craft, she enjoys traveling and scrolling Yelp for new restaurants to try.

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