6 Simple (but Important) Things to Remember about SaaS Marketing
Marketing software as a service (SaaS) is not the same as marketing a tangible product. It requires a different sort of approach. Below are six of the simplest but most important things that you need to remember about marketing software as a service if you want to be successful.
#1 – Don’t Price Your Product Too Low
Pricing your software and service too high is a bad move, especially if your target demographic is small or startup business. However, it’s important that you avoid selling yourself short in your efforts to avoid overpricing. If the software you offer is truly valuable, you can charge more for it. Charging too little may send a message that your product is inferior.
#2 – Make the Sales Process Headache-Free
With so many companies in the SaaS industry these days, it’s important for you to stand out from your competitors. One of the best ways to do this involves simplifying the sales and buying process as much as possible. Make sure your website is easy to use and don’t overcomplicate the purchase/subscription process, either. If you provide a free trial, make sure that you’ve provided a thorough user guide so that potential buyers don’t get frustrated before the trial ends.
#3 – Keep Clients Happy
If your marketing strategy only focuses on obtaining new customers, then you’re probably experiencing a high rate of churn. Though you should definitely attract new customers wherever possible, it’s even better to hang on to your existing ones. To do this, make sure you’re proactive with your users. Send them emails with tips for getting more out of their product, invite them to read and comment on your blog, and more. When they feel valued, they’ll stick around.
#4 – Produce More Content
The SaaS industry is booming, and that means you’re probably up against some pretty fierce competition. As such, you’ll need to do your very best to stand out, and that means upping your SEO game. The more content you produce across all your various platforms, the better off you will be. Aim to produce at least one blog and post several social media updates on all of your accounts each week. Make sure this content is optimized with the right keywords, relevant, and up-to-date.
#5 – Social Media is King
Though the odds of your company going viral are relatively slim, social media is still a great way to advertise your SaaS wares. You can buy ads on platforms like Facebook, but you should also produce organic posts, share links to your blogs, produce how-to and demo videos for YouTube (and link to these on other social media channels) and more. The more platforms you’re on, the more likely you are to be noticed.
#6 – Referrals are Important
Finally, if you aren’t yet providing your clients a way to refer their friends to your product, now is the perfect time to start. Better still, design a referral engine that makes it easy for your clients to refer their friends and family, and offer them some perks for doing so. For example, when a referred company makes their first payment, the referrer receives a month of the “Pro” version of your software for free.
SaaS marketing requires some creativity. Software isn’t a tangible product that people can go to a retail shop, pick up, and examine, so it requires a different set of marketing guidelines. The six tips above can go a long way toward helping you build your brand’s reputation and start generating revenue.