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By 2025, 85% of software used by businesses is expected to be cloud-based. So it should come as no surprise that the software-as-a-service (or SaaS) industry is a-boomin.’
But with rising popularity often comes increased competition, which means new companies cropping up to vie for your customer base.
Luckily, with a savvy SaaS marketing approach, you can use your resources to help your offering stand out, gain visibility, and be seen as the go-to solution.
Let’s break down how to craft a comprehensive SaaS marketing plan.
While acquisition is important for all companies, SaaS brands must also focus on retention, monetization, and upselling. (Image via Unsplash)
Of course, many of the tenets of creating a marketing plan are the same regardless of the industry, such as exploring paid search, SEO, and social media.
But once you get more granular, you’ve got to take industry-specific factors into account, including goals, budget, and your audience.
When it comes to SaaS marketing specifically, there are a few key nuances and differences worth noting. These include:
While acquisition is important for all companies, SaaS brands must also focus on retention, monetization, and upselling.
Ready to get your SaaS marketing plan on the books? Here’s where to start.
If your SaaS product has a few different versions (i.e. standard and deluxe additions), it’s wise to create several buyer personas.
This way, you can create messaging that speaks to various segments, rather than trying to capture your entire audience’s attention with a single, more generic campaign.
Along with the usual demographic information like buyer behavior, goals, and pain points, consider the following:
You may not have access to all the above data immediately. But you can start by digging into your customer relationship management (CRM) tool to study the data you have on your existing audience, then make educated projections from there.
Pro tip: If you’re a smaller SaaS startup, start with just two or three ideal client personas to avoid overwhelming your team.
About 92% of B2B buyers readily engage with companies that position themselves as industry thought leaders via social media.
When it comes to the tech-savvy set who are in the market for a SaaS product, it’s usually a safe bet to assume that they’re on at least one social media platform.
That’s good news, since social media is a high-potential, budget-friendly channel for all stages of the long buying cycle. SaaS marketing is about convincing your audience to make an ideally long-term investment, so having a consistent, authentic social media presence can boost your brand authority.
Paid and organic social media marketing tactics allow you to:
When executed properly, email marketing is one of the strongest elements of a well-rounded SaaS marketing strategy. Email marketing can be instrumental for:
Once the acquisition stage is over, email becomes one of the most important touchpoints in your customer relationship. Since about 50% of paying SaaS customers log in to their SaaS service less than once per month, staying top of mind via email can help increase CLV.
Email marketing comes in handy, especially since it’s highly automated. You can create drip campaigns for new customers to save time and money while developing effective retention strategies.
While the buying cycle may be on the lengthier side, that doesn’t mean SaaS decision-makers aren’t also pressed for time.
During the research phase of the SaaS buyer’s journey, they’re easy targets for paid marketing tactics. From PPC ads to social media advertising, allocating part of your budget for paid search can help get you in front of the right people at the right time.
According to Search Engine Journal, an effective SaaS PPC campaign includes elements like:
Organic traffic is the largest traffic source for some of the biggest SaaS companies in the country. (Image via Pexels)
Because of the technical nature of many SaaS products, content is a great way to help your audience understand exactly what you’re offering, along with how it’ll help improve their jobs and lives.
It’s also a great opportunity to inform and educate your audience, which positions you as a thought leader and builds brand trust.
Content for your SaaS marketing strategy needs to be concise, up to date, and engaging. Since decision-makers don’t have much time to process content, focus on putting value into a smaller package.
Need help creating an SEO content strategy? Here’s a step-by-step guide.
Speaking of search engine optimization (SEO), it’s about more than content. Organic traffic is the largest traffic source for some of the biggest SaaS companies in the country, according to Flow SEO.
That’s why you need to build a solid SaaS SEO strategy that includes:
Thanks to its unique sales cycle, fast-changing technology, and ever-evolving customer needs, SaaS marketing requires a tailored strategy to be most effective.
With the right approach to your ideal client persona, keyword research, SEO, and paid efforts, you can create a thoughtful SaaS marketing plan that’ll help launch you towards — and even beyond — your business goals.
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