5 Things You Should Know When Marketing For SaaS

Wherever there is internet, you can use a cloud-based service that is called SaaS, also known as Software as a Service. It is software in the cloud as opposed to software downloaded onto your hard drive. This makes it more accessible, compatible, and less expensive. Therefore, smaller and a wider range of businesses can take advantage of valuable software. If your company is in SaaS, you’ll want to know the best ways to market your software to the widest range of businesses in your niche. Here are the top 5 elements of marketing for your SaaS company that you should not skimp on.

1. SEO

Search engines are the new brick and mortar store. You want to be on the shelf right when someone walks in, or when they go to the aisle for your product, you want to be front and center. You might pay extra for these prime spots in a store, but in the brick and mortar Google store, you invest your time or funds into SEO. You can hire an SEO expert to take care of it for you if you are unsure about it yourself.

SEO is search engine optimization. How you ensure your website is good for SEO is to go into the backend and add the key information that search engine crawlers need to accurately read and rank your pages. Using plugins such as Yoast for WordPress, or Shopify’s SEO function makes it easy to input information quickly about what certain pages are saying. This is helpful for your customers of course too, since then they know what they’re going to see when they click on your search result.

Part of your SEO strategy should also be taking into account different keywords you’re attempting to rank for and inserting them into the content of your website. This includes writing articles that are informative, helpful to your customers, and brings you to the top of the SERPs.

2. Paid Advertising

When most people think of marketing and advertising, they’ll think of paid advertising. No one can go a day on the internet without seeing a paid advertisement. Paid ads are seen by a lot of your potential customers and therefore are integral to your marketing strategy. There are many ways to utilize paid advertising, or paid acquisition. You can purchase ad space on social media platforms such as Facebook and Instagram. Another way to go about paid advertising is to purchase a top spot in search results, either on Google or Amazon. Utilizing third party cookies enables you to retarget visitors on other websites with banner ads on those sites. Part of all paid advertising is geo-targeting. If you’re only looking to sell in the USA, you can set the ads to target that specific geography or even a smaller area.

  1. Referrals and Partnerships

Enhance your business and marketing strategy by partnering with companies that have a similar customer base as you. By partnering with another company, you can gain trust from consumers quicker and therefore grow your sales. You may have apprehension about whether this type of strategy can actually do this. Sometimes it is instant gratification, and other times you are investing in long-term success.

There are many ways to use partnerships and/or referrals. Some relationships are solely based on referrals. Referral leads do have a much higher chance of closing. According to Spotio, “Companies with formalized referral programs experience 86% more revenue growth over the past two years when compared to the rest.” You could pass along a lead in exchange for a commission fee. An example of this is Shopify, who offers 20% commission to anyone who gives a referral as long as the user remains a customer. Other companies will integrate their technology with partners to benefit the both of them. You may see an accounting software integrate with an inventory software. Or, an inventory software to a WMS. A partnership like gives customers increased efficiency having what they need in one place. This is a huge reason why a consumer would choose companies that integrate over others. Lastly, you might simply recommend your partners to your users and join in on marketing efforts. This could look like doing training and webinars together, and showing your customers that you trust this other company.

4. Email Campaigns

Email marketing has the opportunity to be your most cost-effective tool, but why does it matter so much for SaaS? Because this is one of your primary tools for communicating with your potential customers and current customers (for up-sales and retention). When someone logs into your site and gives you their information, your next step to reach them will likely be email. Of course your customers may find you on social media or you may make phone calls, but email is where your customers will definitely expect to see you.

Here’s a few tips to keep in mind. In every single email you write and send out, you need to establish a clear goal for that specific email. Are you engaging new leads with blog content and encouraging them to sign up for a free trial? Are you asking free trial users to talk to a sales representative? These questions will determine what type of messaging you’re putting into your emails. You will likely want to mention your partnerships here too. You also want your messages to be personal, both to the reader but also in the way that you are a human being on the other side of the message. Just because you are a software company does not mean you are all robots!

5. Nurture Program

Once you’ve generated leads, you’re going to want to nurture those relationships and turn them hopefully into paying customers. How? By giving out the information, resources, and content that people need in order to grow trust in your company. The process of purchasing any item, whether it’s a service or a product, is a process of gaining trust in it. So, if your leads aren’t aware of everything you have to offer and don’t know where to go to get their questions answered, then they will move on. You have your email campaigns set up to do exactly this. You need to establish basic messaging, from addressing concerns, showing your customers what to expect from your service, and any updates in add-ons or upgrades there may be. Once you’ve done this, you can automate your emails to go out when triggered.

But, don’t just pay attention to the newcomers. It’s important to continue nurturing those that have become paying customers and who may be long-term customers. Whether you do this through email campaigns targeted to those users or if it’s through rewards, customer service reach outs, or the like, they’ll appreciate still being important to the company.

Not sure where to start with your SaaS marketing strategy? We can help! We can perform a free marketing audit to see where you’re at and where you might need to improve. Simply reach out to us today!

Alexander Jordan
Alex has experience with digital customer acquisition in almost every industry.