Successful marketing strategies immensely vary across industries and different product types.
In today’s world, some of the most used marketing strategies SaaS companies have implemented are listed below.
Top Marketing Strategies for SaaS Companies
Content marketing can be a good investment when done right as it can increase in value over time. Today, companies across the world use content marketing to effectively grow their brand image and online presence. It enables companies to track their visitors and generate leads from their website and other online platforms.
Unlike other forms of marketing such as Pay Per Click (PPC) where the leads will only be generated when a visitor clicks on the ad, content marketing takes a different approach that focuses on creating and distributing relevant content to engage and interact with its target audience.
This marketing strategy has proven to be effective time and time again. Product trials are when potential customers get together and examine, demo and test the product up close and in person. If your product is targeting a tech-savvy audience, they would rather experience the product first hand than speak to a sales representative. However, trials tend to work differently when a service is offered instead of a product.
Psychologically, customers are conditioned to expect discounts and offers on products (clothes, accessories, electronic gadgets, etc.) rather than on services. The interest shown in a product trial can give a strong indication of potential buyer intent and generate future leads.
Referral marketing is a promotional initiative for existing customers to refer new customers, usually through an incentive. Most companies who have implemented this type of SaaS marketing strategy have their own referral programs in place. The key to having a good referral program is to explain the incentivized process in detail and the additional benefits the customer will get for their referrals.
Search Engine Optimization
Using Search Engine Optimization (SEO) goes well with content marketing as it can optimize your content in a way that makes it discoverable on search engines such as Google, Yandex, and Bing which can increase your web traffic. SEOs are categorized into 2 types as listed below.
On-page SEO is when a company creates the content for customers by using keyword strategies, titles and descriptions, internal linking, faster loading pages, etc. to redirect them to their company’s website.
Off-Page SEO is the activities a company performs outside the website. Social media marketing, brand mentions, link building, etc. which all leads to greater exposure on social media and other online platforms.