Software as a service (SaaS) is a popular business concept growing in popularity. SaaS strategies will match the innovation found in these new offerings by 2022. While some SaaS growth hacking approaches may be derived from more traditional marketing methods, the whole SaaS strategy demands a rethink, considering how different SaaS marketing is.
The Covid-19 epidemic demands more and better business and collaboration solutions in the form of Software as a service.
People are migrating away from physical office buildings and interacting electronically, forcing businesses to adjust to rapid changes in how they do business and how their staff work in 2020.
While physical or in-person experience-based companies continue to struggle, virtual enterprises such as SaaS businesses — which provide everything from user authentication technologies to cloud infrastructure services — are balanced for growth.
Since the beginning of the pandemic, SaaS firms have witnessed a massive boost in client acquisition, and they expect this trend to continue for the foreseeable future.
At the very least, 2022 is the perfect year to fine-tune your SaaS marketing plan to acquire a more significant portion of the expanding industry. While marketers have previously focused on the latest experimental growth hack trends, the immediacy of the circumstance necessitates the employment of tried-and-true tactics.
The more your sales-ready message focuses on your ideal customer’s future state and how your SaaS marketing platform solves those concerns, the more likely your brand will stand out from the crowd and convert a website visitor into a free trial of your SaaS marketing platform. Learning all these nooks and corners for building a successful SaaS business is not possible without following a proven plan of successful marketing. Hence, for best results, try to join a renowned online digital marketing course and get the clarity to run a successful venture
If you haven’t already done so, now is a better moment than ever to get started and adopt techniques that will last.
What is SaaS marketing?
At first glance, a SaaS (Software as a service) marketing strategy appears to be no different than any other marketing strategy.
You have a product, your market and promote it, and then you want to sell it to many people. However, SaaS products are not the same as other products.
SaaS Marketing Strategy –
The marketing of a SaaS product is divided into two components.
- You must drive as much organic traffic as possible to your website.
- Then, you must effectively promote and demonstrate your service.
What makes SaaS marketing unique?
Check out the below five-pointers and decode them.
Are you too excited to know them all? Let’s go then…
1. The Product
When it comes to promoting a SaaS solution, product marketers must think outside the box. Your SaaS marketing plan should be straightforward, catchy and informative enough for the target audience to understand how the SaaS solution may address their problems.
2. Your Customer
A B2B or B2C organization will be the usual SaaS customer. The decision-makers in these companies should focus on your SaaS marketing approach. If your SaaS application, for example, allows you to track warehouse inventory levels, your marketing should target the heads of logistics at B2C and B2B businesses.
3. The Journey of your Customer
SaaS companies typically have lengthier sales cycles with many stages compared to other products. This method entails a longer customer journey, which traditional marketing may not always accommodate.
The SaaS product market is clogged up. First and foremost, fine-tune your business concept and brand. Second, use interactive and engaging information to your advantage. Digital marketing may assist your company in developing excellent content and addressing SEO optimization. To stand out from the crowd, you must first beat the crowd.
While price strategy may not appear to be directly tied to marketing, it is an essential aspect of SaaS marketing. In the SaaS industry, pricing allows businesses to compete. To target B2C and B2B companies of various sizes, SaaS providers might use pricing structures and subscriber buyer personas.
Below listed are amazing and proven digital marketing strategies for SaaS companies to grow quicker in 2022.
1. Make Content Marketing a Priority
SaaS companies are uniquely positioned to use content marketing as an effective growth strategy.
Customers that are already looking for a solution to their problem on the internet are the most likely to adopt a new SaaS marketing platform. They frequently focus on facts and details more than the outcomes.
Today’s B2B SaaS marketing organizations take a far more systematic approach to aline relevant content to answer potential customers’ primary queries throughout the SaaS buying process.
This process shouldn’t be an issue for SaaS companies, yet it is all too often. Your most excellent SaaS marketing campaigns are ideally positioned to write as a thought leader on the topic if you’ve put in the effort to generate persona-driven content that speaks to relevant pain areas.
You should already know what questions ideal consumers are asking because you analyzed their pain areas and produced a solution that helps them address their specific problems.
2. Pay attention to Search Engine Optimization
Search engine optimization (SEO) is a complicated process involving content marketing and SEO. The basic concept is straightforward. A website must be tailored and tweaked to appear as high as possible on search engine results pages.
While optimizing your blog entries for relevant, high-value keywords is critical, you should also assess your complete website for SEO. It’s crucial to realize that SEO for SaaS platforms has the potential to generate leads into your sales funnel naturally, without the use of adverts.
From that perspective, the ideal long-term goal of SEO is to improve ranks to the top three spots on Google search so that your SaaS firm won’t have to pay for ads for those specific search phrases.
Rather than making assumptions, rely extensively on A/B testing studies to gain information and visibility that will help you make data-driven decisions supporting your more extensive content SaaS b2b marketing plans.
3. Fine-tune your PPC campaigns
Do you understand what your Google ad quality rank is? If not, it would end up costing you a lot of money.
Consider a Paid Per Click campaign if your SEO rankings and content marketing strategy aren’t generating enough organic search traffic and leads.
Ensure you’re utilizing the proper keywords, long-tail keywords, and variations to get your links in front of the relevant individuals at the lowest possible cost-per-click.
A B2B SaaS marketing plan should include PPC vs SEO, which means the SEO efforts can help you get top ranks for your top-performing PPC keywords or phrases. Because they are wearing numerous hats within the SaaS firm, no in-house team member will do this effectively.
Ideally, the SaaS platform should look at engaging conversion rate optimization-only SaaS marketing agency at this point. If your SaaS company does not provide a convincing value proposition to potential clients, then your ads may not perform. Due to this, they may opt to sign up on a competitor’s platform instead.
4. Provide free software-as-a-service trials
Allow potential buyers to test out your offering, and this depends on the specific services you’re offering. SaaS companies are unique in using free trials, as new customers can help move the needle in recurring revenue.
There are no shipping or return shipping charges; therefore, this SaaS customer acquisition technique has very minimal risk. Lead conversions to paid SaaS subscriptions may occur without further effort if the product is a good fit. Due to this, there is a chance to highlight your goods and your customer service and support.
After a trial period has ended, you can reach out to gather valuable insights about their likes and dislikes while they tested your SaaS platform and peeked beneath the hood.
This information is invaluable to your product team and your sales and SaaS marketing teams.
5. Take advantage of SaaS review sites
As customer confidence in online reviews remains stable, the number of SaaS review sites expands. You might discover that potential consumers are using these websites for hunting for software solutions.
As a result, you’ll want to ensure that your solution is well-represented on those websites. If this hasn’t already been a part of your SaaS growth strategy, make sure you’re listed and well-represented.
Getting a positive review on a review site will increase traffic to your website. It’s worthwhile to get your business included on as many review websites as possible. Having a presence on multiple sites helps establish social proof and convince potential clients of your company’s viability.
6. Referral Marketing
Referrals are one of the most valuable strategies to acquire new clients in SaaS marketing, as they are in every other marketing. Customers/users will go to extraordinary lengths for a free month of service or even introduce it to their friend or coworker.
A long-term customer who enjoys your SaaS platform is primed to ask for referrals. Find modes to encourage your current SaaS customers to spread the word, whether through free premium features, subscription discounts or a full-fledged SaaS referral programme.
7. Make it simple to sign up for SaaS.
When it comes to signing up, you should make it as simple as possible. Your website has been designed for marketing your service and making it sound attractive. You’ve executed successful marketing campaigns and attracted visitors to your website.
It’s essential to make signing up as quick and straightforward as possible. If you want your clients to get started asap, offer them a free trial.
Too many upfront steps in your SaaS marketing strategy can disrupt the process, especially if the consumer isn’t fully committed to your solution.
Examine your signup procedure to determine if there are any methods to streamline or shorten it so that they can start utilizing your product right away.
Make sure your onboarding procedure is straightforward.
It’s a no-no to have a long and complicated signup form. Even if the customer/user intends to join up, people frequently abandon these when confronted with lengthy signups. Don’t ask for the information necessary for registering a new customer. Give those potential clients as few reasons as possible to change their views.
8. Fine-tune the call-to-action button
Examine your overall marketing plan. CTA’s like Try for free or 10% off is one of the most reliable ways to attract more. Based on that, define the steps you want your visitors to do after visiting your website.
After that, double-check that your CTAs are clear and visible in all the correct places on your pages.
Make sure the request is evident, whether you want visitors to join up for a free trial, make a purchase, download a white paper, or subscribe to your newsletter.
9. Limitations of Customer Choice
Indeed, you want to provide your SaaS consumers with as many options as possible? No, not at all.
It is preferable to restrict the number of options available because this streamlines the decision-making process. Users can choose from a variety of features in their Software. There are just four different plans to choose from, each with its value offer. Mailchimp, an email marketing software platform, is a great example.
Customers can see what each one has to offer and choose between them – as, with so many things in business, simplicity pays off.
10. Always be willing to change.
These SaaS marketing methods are intended to generate more high-quality leads and SaaS customers.
But keep in mind that in high-churn industries like SaaS, the market is continually evolving, so your team needs to stay on top of SaaS marketing trends and focus on client interaction to reduce churn.
Overview: How to Market and Sell Your Service:
SaaS marketing is to convert site visitors into paying clients. This method may seem easier said than done if you don’t have an actual thing to sell.
However, here are pointers to help you improve this aspect of your digital marketing strategies for SAAS companies:
- Strategize your content
- Keep track of Search Engine Marketing results
- Don’t give your customers too many options.
- Don’t be stingy with your price.
- Provide free trials.
- Align and make the signup process easier for your visitors.
- Improve the user experience
- Introduce special offers and discounts.
- Make use of clear CTAs (call-to-action)
- Take advantage of referrals and reviews
- Spend time in PPC
Conclusion- Planning for the Year 2022
SaaS organizations are no strangers to technology advancements, and in 2022, thanks to innovations sparked by the epidemic, SaaS marketers will see brands connect with shoppers in new ways.
The techniques mentioned above must be carefully designed and implemented to produce results. However, the essential thing to remember is to prioritize strategies that will increase your organization’s online presence and not be scared to use new platforms and capabilities.
Marketing takes a multi-pronged approach more than ever — purchasers are more aware.
As a result, they require a rising number of touchpoints until they contemplate possibilities, let alone picking which one to purchase. You can establish confidence, value, and authority in your brand by employing the tactics listed above and guarantee that your SaaS product is front of mind during the buyer’s journey and throughout your customer’s lifetime.
We hope you found these Digital Marketing Strategies for SAAS Companies helpful. If you are interested in starting a venture, check out Digital Scholar 3 months online digital marketing course. Also, Please share which strategies you have implemented and how they have worked for you.
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Nike.com uses infinite scrolling to load more products on its category pages. And because of that, Nike risks its loaded content not getting indexed.
For the sake of testing, I entered one of their category pages and scrolled down to choose a product triggered by scrolling. Then, I used the “site:” command to check if the URL is indexed in Google. And as you can see on a screenshot below, this URL is impossible to find on Google:
Of course, Google can still reach your products through sitemaps. However, finding your content in any other way than through links makes it harder for Googlebot to understand your site structure and dependencies between the pages.
To make it even more apparent to you, think about all the products that are visible only when you scroll for them on Nike.com. If there’s no link for bots to follow, they will see only 24 products on a given category page. Of course, for the sake of users, Nike can’t serve all of its products on one viewport. But still, there are better ways of optimizing infinite scrolling to be both comfortable for users and accessible for bots.
Unlike Nike, Douglas.de uses a more SEO-friendly way of serving its content on category pages.
They provide bots with page navigation based on <a href> links to enable crawling and indexing of the next paginated pages. As you can see in the source code below, there’s a link to the second page of pagination included:
Moreover, the paginated navigation may be even more user-friendly than infinite scrolling. The numbered list of category pages may be easier to follow and navigate, especially on large e-commerce websites. Just think how long the viewport would be on Douglas.de if they used infinite scrolling on the page below:
Let’s check if that’s the case here. Again, I used the “site:” command and typed the title of one of Otto.de’s product carousels:
As you can see, Google couldn’t find that product carousel in its index. And the fact that Google can’t see that element means that accessing additional products will be more complex. Also, if you prevent crawlers from reaching your product carousels, you’ll make it more difficult for them to understand the relationship between your pages.
To find out, check what the HTML version of the page looks like for bots by analyzing the cache version.
To check the cache version of Target.com’s page above, I typed “cache:https://www.target.com/p/9-39-…”, which is the URL address of the analyzed page. Also, I took a look at the text-only version of the page.
When scrolling, you’ll see that the links to related products can also be found in its cache. If you see them here, it means bots don’t struggle to find them, either.
However, keep in mind that the links to the exact products you can see in the cache may differ from the ones on the live version of the page. It’s normal for the products in the carousels to rotate, so you don’t need to worry about discrepancies in specific links.
But what exactly does Target.com do differently? They take advantage of dynamic rendering. They serve the initial HTML, and the links to products in the carousels as the static HTML bots can process.
However, you must remember that dynamic rendering adds an extra layer of complexity that may quickly get out of hand with a large website. I recently wrote an article about dynamic rendering that’s a must-read if you are considering this solution.
Also, the fact that crawlers can access the product carousels doesn’t guarantee these products will get indexed. However, it will significantly help them flow through the site structure and understand the dependencies between your pages.
It’s impossible to fully evaluate a website without a proper site crawl. But looking at its robots.txt file can already allow you to identify any critical content that’s blocked.
This disallow directive misuse may result in rendering problems on your entire website.
To check if it applies in this case, I used Google’s Mobile-Friendly Test. This tool can help you navigate rendering issues by giving you insight into the rendered source code and the screenshot of a rendered page on mobile.
But let’s find out if those rendering problems affected the website’s indexing. I used the “site:” command to check if the main content (product description) of the analyzed page is indexed on Google. As you can see, no results were found:
The layout is essential for Google to understand the context of your page. If you’d like to know more about this crossroads of web technology and layout, I highly recommend looking into a new field of technical SEO called rendering SEO.
Lidl.de proves that a well-organized robots.txt file can help you control your website’s crawling. The crucial thing is to use the disallow directive consciously.
Having a large e-commerce website, you may easily lose track of all the added directives. Always include as many path fragments of a URL you want to block from crawling as possible. It will help you avoid blocking some crucial pages by mistake.
Will users get obsessed with finding that particular product via Walmart.com? They may, but they can also head to any other store selling this item instead.
To fix this problem, Walmart has two solutions:
Implementing dynamic rendering (prerendering) which is, in most cases, the easiest from an implementation standpoint.
IKEA proves that you can present your main content in a way that is accessible for bots and interactive for users.
When browsing IKEA.com’s product pages, their product descriptions are served behind clickable panels. When you click on them, they dynamically appear on the right-hand side of the viewport.
Take care of your indexing pipeline and check if:
Your content actually gets indexed on Google.
The State of Search Engine Optimization in 2022: Stats and Trends You Need to Know [Infographic]
Just Dance 2023 Edition Out Now for Xbox Series X|S
Elon Musk Shares Vision For “Twitter 2.0”
Daily Search Forum Recap: November 28, 2022
How is Machine Learning Affecting Advertising and Marketing?
LinkedIn Launches Initial Stage of Native Post Scheduling in the App
Mixed Signs Of A Thanksgiving Holiday Google Search Ranking Algorithm Update
What Does Chip-Making Demand Tell Us About Search Demand?
Renewable energy deal aims to take Google’s UK operations to 90% carbon-free by 2025
Call of Duty: Modern Warfare II Launch Details
It’s Crime Time! Frog Detective: The Entire Mystery is Available Now with PC Game Pass
B2B marketing budgets stalled out in 2022
32 Predictions for Social Media Marketing in 2023
It’s Scary That You’re Missing These 5 Marketing Skills
What Is Predictive Analysis and Its Role in a Winning Marketing Strategy
How the Creator Economy Is Changing Marketing
B2C marketing: A guide for marketers
Announcing the Keyword Research Certification: Create a Personalized Keyword Strategy
How the Creator Economy Is Changing Marketing
GAMES7 days ago
This Week’s Deals with Gold and Spotlight Sale, Plus Xbox Black Friday Sale
SEO7 days ago
How to Create an SEO Content Strategy (Follow the Ahrefs’ Framework)
PPC7 days ago
5 Steps to Perform Voice Search Optimization For Your Content
MARKETING7 days ago
Marketing Skills You Must Have in 2023