SaaS marketing is a set of strategies that product marketers use to garner attention around their SaaS tools, which are offered on a subscription-based pricing model. SaaS marketing seeks three major goals:
- Build product awareness, and nurture leads
- Build authority, and rapport with prospects
- Convert leads, and retain customers for sustainable stream of income
To help you achieve all three of the above goals, we’ll share four remarkable SaaS marketing strategies that are a surefire way to improve your marketing ROI.
Redefine your buyer persona
To start off, you need an accurate buyer persona that is the sheer reflection of your ideal customer. You don’t just need vague attributes to know who could be your potential customer. But essentially, what you require to kick things off is precise knowledge on where your customers are, and what they really want.
You can try inviting brainstorming sessions to your sales team or people who’re in direct contact with your ideal clients. Ask them to share all the characteristics that make the perfect customer. For better understanding, you can always do first-hand research.
Try gathering information through interviews, questionnaires, and connect with your prospect directly. Remember, the purchase cycle in the SaaS segment is long. So, it could be difficult to convince someone to pay for your product on a SaaS model.
To tread on a safe path, you need to carve out the ideal buyer persona. It will require some effort.
Offer FREE Product Demos
Here’s another pro-tip to make conversion easier for your team. Eliminate the risk for your prospect. Paying for a new tool no matter how small the price you ask, won’t come easy to your customers. Why not build some rapport here?
Try offering a FREE-trial or demo for 14 or 30 days. It can be one fine way to tease the value of the tool, and drive them to the bottom of the funnel. Once your customers realize the utility of the tool for their business, they won’t hesitate to get a subscription plan. Convincing them won’t be challenging anymore.
Remember, your job here is to eliminate the risk for the buyer. Make them believe they’ve nothing to lose.
To offer free trials, consider creating multiple video ads, and run a campaign. Target your site visitors or people who’re already using similar products. To create stellar video ads, don’t hesitate from acquiring high-quality video editing services.
Invest in Content Marketing
Don’t just write blogs for the sake of SEO, but consider producing thoughtful content pieces that are a true treasure of knowledge in your niche. Speak from experience to stand out, and deliver an experience that’s not easily found.
To ace your content marketing game, you need a solid SEO strategy. Plus, make sure your SaaS niche is well-defined, and doesn’t have too much competition. Look for trends, and create pieces around them. Optimize your content for SEO, and build a brand across socials.
Build authority with your existing clients
Invite guest posting from some of the most popular people in your industry. Be it your existing clients or people who’re your clients are likely to follow and look up to for their own growth. You might need to lose the cap on your guest posting budget, but these posts will go a long way to build authority and position your brand as a credible name in the SaaS industry.
Publish comparison reports and articles
Reach out to content marketers, particularly those who’re great at crafting comparison pieces on the most in-demand SaaS tools. Invite writers and ask them if they would like to do a comparison blog post in your niche.
Provide them FREE access to experience the tool at its fullest. Let them enjoy the functionalities of your tool, and pen down a comparison blog post. This can be one fine way to edge out competition, and present yourself as a commending SaaS product.
This is likely to create impact as readers of this type of content are usually in the consideration stage. So, comparison blogs that position your product nicely can do a load of work to persuade your prospects.
Invest in high-quality case studies
Next thing you should really eye for is writing and producing authentic case studies. Highlight pain points of your customers. Shoot video testimonials or ask your customer to do the favor of recording one in the name of your stellar service.
Make sure they sound natural, and speak directly to the audience. To increase the conversional impact of your case studies, you can always highlight common pain points, and tell the story from an emotional angle.
Conduct webinars to drive interest
Last, but not least you can opt to conduct webinars to drive interest in your saas product. For webinars, it would be great to have an expert walk your audience through the features of your product. Don’t go for webinars if you don’t have a subject matter expert who can vouch for your tool.
To improve your webinars, you can use video assets that you’ve created for your SaaS tool. These videos are bound to intrigue your audience, and build a premium brand persona. It’s always best to have a SaaS explainer ad, some screencast videos of the tool, or an animated presentation that tells a riveting story to your target audience.
You need something to connect with your audience in a fun and exciting way. If you haven’t produced any video assets for your next SaaS tool, make sure to consider investing in SaaS video production.
Wrap Up
Let’s wrap this one up. We gave you four powerful strategies to market your SaaS tool in 2024. If you get it right, there’s no question that you’ll see a spike in your marketing ROI. Remember, SaaS tools have a long purchase cycle, you need to put in your best endeavors to crack the code, and build rapport with your prospects.
