SaaS Marketing. The best tactics

SaaS Marketing includes the strategies and tactics focused on supporting the sale of software as a service (SaaS) solutions. SaaS marketing poses some particular challenges because you are not selling a product, but a service. In addition, the market is already quite overloaded and you compete with other companies around the world through the Internet. Almost nothing!

The big advantage of SaaS is the recurring revenue from customers who use these services. This means that customer retention is vital. SaaS companies need to find a way to stand out from the crowd. SaaS Marketing is essential to inform potential customers about our solution and show them why it is the best option for them.

The key messages and the SaaS value proposition

You have to ask yourself (at least) the following questions, from the point of view of your ideal client:

• What does your product do for your ideal customer?
• What problems does your product solve?
• What aspects do you improve in your life or work?

You also have to see what the competitors are doing:

• How do they describe your product and the value it provides to your customers?
• What makes your SaaS product different from the competition?
• Why should customers choose you and not a competitor?

Set your SaaS marketing goals

In the beginning, you have to focus on your main goals for your SaaS product. What are they for you?

• Boost free trial registrations?
• Get new leads?
• Create brand awareness?

Choose the best channels for your SaaS marketing

Correct channel selection can provide a combination of short- and long-term returns, as well as good brand building from the start. Here are some channels that should be taken into account:

• Content Marketing: Publishing useful resources such as blog posts, videos, tutorials, to attract and interact with your target audience. Content marketing is used to build trust with potential customers and position the SaaS product as a reliable solution to their needs. Content marketing is a long-term marketing strategy that helps generate organic traffic and leads, so it is good to combine it with other channels that offer short-term returns.
• Product Marketing: Product marketing is the way you market your SaaS product to your customers, with a key focus on positioning and the messages to use. This involves deciding the message before the launch itself, ensuring that sales and marketing teams have a good understanding of the SaaS product and key messages, and also ensuring that customers understand the product and its capabilities. Product marketing will be included in the marketing mix to help align all sales and marketing materials with the functionalities and differentiators of the SaaS product.
• PPC Marketing: Pay per click can increase traffic to our website almost instantly, which is why it works very well combined with content marketing.
• Social Media Marketing: Being present and active on social media from the start will help the SaaS product appear more legitimate, which is crucial to building trust with early customers. It also gives potential customers an extra form of contact, making it an ideal channel to interact with both new and existing customers.
• Email Marketing: Email marketing is not a new channel, but it is still very useful. It can be very effective for most SaaS companies as it offers a way to communicate directly with prospects.

Conclusion

When choosing your marketing channels and tactics for your SaaS product, select the ones that offer a good mix of short-term and long-term returns. Don’t put all your eggs in the same basket!

And you, are you going to start (or have you already started) a SaaS Marketing project in your company?

Alex Romero – Digital Marketing Expert
Marketing Digital Malaga