7 Quick Tips for Mastering SaaS Marketing
Software as a Service is rapidly becoming one of the most popular ways for companies of all sizes all around the world to gain access to the software they need. Despite that popularity, there’s a lot of competition in the field, which means you’ll need to market your software in a way that proves its superiority. Below are seven quick tips that you can use to ensure your SaaS marketing efforts are top-notch.
#1 – Use a Tried-and-True Prospecting Campaign
Most of the time, salespeople tend to contact the same prospects several times a month. If they don’t receive any communication, they simply give up on that person or company and move on to the next. If this sounds familiar, you’re doing yourself a disservice. To get through to seemingly disinterested prospects, try this instead:
- Send an email first and a voicemail after.
- Follow up a little while later with a document or digital brochure that shows the value in the product.
- Follow up a little while later with an entire package that includes any discounts you can offer.
- Continue to follow up.
Believe it or not, it works – and it’s better than giving up after five emails and 10 phone calls in a single month.
#2 – Get to Know Your Current Customers
One of the best ways to understand your target demographic – the people who are most likely to buy from you – involves getting to know your current customers better. There are several ways to do this, and some of the best include social media posts encouraging participation and email surveys.
#3 – Market Based on the Potential Buyer’s Position
In other words, make sure you’re using different ads to reach a potential buyer at different positions. If a prospect has shown interest in the software, continuing to bombard that person over and over again with the same ad isn’t as effective as creating a completely separate ad for anyone who’s tried the demo or asked for more info since they’re likely considering the purchase.
#4 – Make Sure Support is Always Available
User experience is everything right now, so the better yours is, the better off you will be. If your current customers are happy with the experiences involved in getting support for the software, they’ll share that with others – and that’s free marketing for you. If a customer needs support, make it easy for them to get that support by reducing the number of clicks involved in submitting their requests. You should even offer troubleshooting for your product as well as an easy-to-navigate FAQ so that users can find help for common issues quickly.
#5 – Implement ABM Funnels
An ABM funnel (Account-Based Marketing) is one of the best possible ways to get the word out about your SaaS offerings. It involves categorizing potential customers into groups by things like industry or business type, then providing marketing materials that have been customized to answer any particular questions or concerns that specific group might have.
#6 – Utilize Review Sites
Review sites are fantastic places to get your name out into the open. All you have to do is search Google and you’ll find hundreds of websites out there that are more than happy to review your product and type up their thoughts for their own audiences – and that’s more exposure for you.
#7 – Automate Your Email
Finally, while email automation might seem like a no-brainer to experienced marketers, the truth is that very few companies are utilizing it to its full potential. You need to make sure you’re sending multiple emails with messages that are relevant to the recipient (using ABM funneling, perhaps) and that remain relevant throughout that potential buyer’s journey.
There’s a huge difference between marketing a product and marketing a service, and that difference is even more noticeable when it’s software as a service. By following these seven tips – and perhaps a few unique marketing ideas alongside them – you can master SaaS marketing and grow your business substantially.