For any business, digital marketing is vital to get your product, business, or service out there. SaaS companies are no exception, utilising strong digital marketing strategies will help SaaS companies reach the right prospects, increase conversions, and enhance the visibility of your brand.
There are many digital marketing strategies to trial and test for your business, each with their own benefits. In this article, we will be exploring these strategies and how they will benefit your SaaS company.
1 - Content strategy
Content marketing is a very powerful strategy that will bring many benefits to businesses in the SaaS industry. Content is what powers inbound marketing. Therefore, having a strong, focused content strategy is vital to boosting your sales, lead generation, and marketing ROI.
Here are the main benefits of why a good content strategy will improve your SaaS business:
Brings Visitors
It is important for Google to notice you and having targeted content will put you further up the rankings in Google's algorithm. Having high-quality content, seo-optimised will get you seen in the search results. This will drive more organic traffic to your website.
Customers want as much information regarding things they are considering purchasing as possible. Providing content, including information about your software, will increase your conversions as people will find answers they are looking for and understand more about your services you offer.
Provides expertise and authority
Providing useful content can clarify what you do, lay out the benefits of your product and how customers can use it, and even establish your team as experts in your field. Delivering good content also provides transparency- which helps your valued customers distinguish you as a company they can trust.
Not only does having a strong content strategy build trust and authority with any future prospects but also with Google, which is vital parts of E-A-T for SEO (Search Engine Optimization).
Brand
Having a strong content strategy also improves many aspects of your branding, mainly brand awareness and brand personality.
Brand awareness
In order for people to buy your product, they first need to know your product exists. For them to know your products exists, they need to know your brand exists. An effective way to do so is by providing valuable content related to your product or service. Utilising short form content also helps create brand awareness, through social media posts, or handy downloadable assets you can push your brand.
This creates awareness of your brand as more people will be googling questions which your content can answer.
Brand personality
Content Marketing helps you connect with your target audience, by providing quality content, it humanises your brand and makes it more relatable to your customers. Making your company a valuable source for information.
Once you have established your brand personality, creating a brand voice is a great way to build specific relationships with prospects depending on what kind of brand you are, which we explore further here. ( https://www.spiderdigital.co.uk/blog/creating-your-business-tone-of-voice )
2 - Email marketing
For any business, email marketing is one of the most effective marketing tools out there. SaaS email marketing helps promote and advertise your products and services available.
Email marketing is a secure way to cover the whole customer journey, whilst also providing 1-2-1 interactions with your customers.
5 main email marketing strategies that will benefit a SaaS company are:
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Automations - Having an email automation strategy is a great way to help manage more leads without resources slowing growth.
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Lead nurturing - This type of email marketing turns more leads into paying customers and keeps existing customers paying for longer.
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Engagement- Email marketing will keep your customers engaged and up to date, meaning they continue using and paying for your product.
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Financial - Using email marketing will keep your customers informed on all financial aspects, whether that be successful payments made or payments they have failed to complete.
It is important to not think of SaaS email marketing as one thing, but instead as a combination of three email types. The three email types you will need to focus on will be:
Marketing - This type of email is sent to marketing leads. This focuses on lead magnets, lead nurture campaigns, sales campaigns, and newsletters.
Lifecycle - These emails are sent once users sign up for your product. Including any user onboarding, upgrade-to-paid, and loyalty campaigns.
Transactional - This type of email covers any service emails such as password recoveries, product notifications and information, or billing invoices.
When running email marketing, having the correct tools is vital to successfully implement your email marketing strategies.
The main tool you must have available is an email automation tool on a strong platform. For example, a CRM space such as HubSpot offers many great services for your email marketing needs.
3 - Remarketing
Remarketing is a very common and popular method of digital marketing. It’s when marketers use a form of online targeted advertising to reach customers based on prior internet activity, focused on any consumers who may have already interacted with your brand; whether that be visiting your website, a google search, a click on one of your ads, or an unprocessed order.
There are a few types of remarketing that will benefit your company:
Search Remarketing
This type of remarketing involves using information gathered from Google searches to target specific traffic that has shown interest in your brand. However, instead of just targeting these users with a display ad, you use paid advertising on search engine results pages.
Email Remarketing
This type of remarketing is the most traditional form of remarketing. Using email marketing involves sending promotion emails to customers who have signed up for a newsletter or subscribed to your site. This strategy can also be used to contact users regarding things such as an abandoned shopping cart, or to suggest additional products to already existing customers.
Benefits of remarketing for your SaaS company:
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Engagement with your target audience, using remarketing allows you to reach more prospects who are already engaged with your site or product.
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Improved brand awareness, keeping you active and in the minds of not only existing but also potential customers.
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A cost-efficient technique which keeps your company connected, relevant, and strategic when you're targeting users.
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Increases brand recognition and overall sales.
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Higher conversion rate. The more people see your services and websites, the more likely they are to purchase.
4 - SEM
Search Engine Marketing, or SEM is vital to increase your businesses online presence. There are three main types of SEM, which all aim to get your business more visibility in search results.
PPC (Pay-Per-Click)
Local SEO
Organic SEO
Each of these types of SEM, all have many pros for your business, some of these include:
PPC
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The first results to been seen by searchers
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Display in search results quickly
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Target’s specific geographical locations
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Can track precise results from any campaigns using analytics
Local SEO
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Less competition
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Local search results stand out
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Customers trust local search
Organic SEO
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Trustworthy and earns the most clicks
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Maximum display flexibility (as they are triggered by any result where your product is relevant)
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Results grow and compound over time
Having a strong SEM strategy will effectively reach your target audience, drive traffic to your website, and boost conversion rates.
5 - LinkedIn
LinkedIn is a powerful tool for any business and can be especially useful for SaaS companies. This social media platform comes with many benefits. It is a great space to find potential customers as well as advertising your service or product to a vast network, which will help your business connect with specific audiences.
Using LinkedIn to promote your SaaS business is a great place to start when you are wanting to increase your ROI, this is because professionals use LinkedIn to advance their careers in the corporate world. Most people go to LinkedIn to keep up with any developments in their field and to search for any methods or services that will better their business.
LinkedIn can be described as the world's largest professional network, with over 500 million members. Therefore, if your company has a product or a service advertising it on LinkedIn will present many potential consumers with what you have to offer! Overall boosting your visibility and increasing your conversions.
6 - ABM (Account Based Marketing)
Account Based Marketing (ABM) is a growth strategy that combines marketing and sales.
Using Account Based Marketing means identifying high value accounts and creating targeted campaigns and ads to engage those accounts. ABM helps your business work and communicate with accounts as if they were individual markets, this will help personalise the buyer's journey by tailoring any of your content, ads, campaigns, and communications to specific accounts, which will in the grand scheme of things boost your ROI and create more customer loyalty.
ABM essentially uses an opposite approach to traditional marketing, buy flipping the sales and marketing funnel upside down. First identifying an ideal customer for a company’s products and services, even if they’re not yet displaying active purchase intent.
ABM will best benefit SaaS companies that:
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Sell high value/complex products or services
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Have a long sales cycle
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Have an ACV north of £50,000
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Target mid-market and enterprise accounts
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Need to influence multiple decision-makers
Need some Marketing Assistance?
Not sure how to get started? Spidergroup has a specialist team of Digital Marketing experts ready to help grow your SaaS business and brand. Contact us today to find out more: https://www.spiderdigital.co.uk/contact-us
