What a Winning SaaS Digital Marketing Campaign Should Look Like
If you’re new to the realm of digital marketing and you’re curious about how to build the perfect marketing campaign for your business, SaaS marketing is a great way to get started, even if you don’t have much marketing experience at all. Below are some indicators of a winning SaaS marketing campaign.
It Should Focus on the Long Term
eCommerce and SaaS are two entirely different concepts, but all too often, companies attempt to make SaaS marketing almost identical to eCommerce marketing. The truth is that there is one major difference: time. With eCommerce marketing, although repeat buyers are certainly welcome, it’s mostly about reaching new buyers and convincing them to purchase a product. With SaaS, you are selling a service, so every campaign should be focused on acquiring customers and keeping them for the long term to avoid churn. SaaS is not a “one and done” approach. Rather, it’s all about retention, and your campaigns should reflect that.
One Size Does Not Fit All
SaaS is not an impulse purchase. In fact, it may take you up to a year (or more) of interacting with a lead to convince them to purchase your software. Within that year, you’ll have a variety of leads in different phases of the funnel, so your digital marketing needs to evolve and change with that customer’s impression of your company. When you build your campaign, make sure that you’ve considered every stage of the funnel and your efforts are directed to the right people at the right time. This multi-faceted approach is sure to help your campaign become more successful.
It Needs to Stand Out from the Competition
Everywhere you turn these days, you’ll find yet another company offering software as a service. It’s a huge industry right now, and it’s expected to keep growing well into the future. That means you will have a lot of competition, and you will need to create a campaign that is catchy, memorable, and above all else, better than your competitors’. When marketing your software, make sure you’re focusing on its uniqueness. What can your software do that your competitors’ software cannot? This is the best way to ensure that your SaaS digital marketing campaign truly succeeds.
You Should Include the “Staples”
Last, but most certainly not least, your SaaS digital marketing campaign should include all the basics – the things upon which a solid campaign is built. These include a solid email marketing strategy, social media marketing, a well-built and aesthetic website, SEO, webinars, and pay-per-click ads. Though there are certainly other things you can add, these are considered critical for the success of your campaign.
As you can see, SaaS digital marketing is much, much different from marketing in eCommerce. It focuses on improving retention and diminishing churn wherever possible, and it reaches out to a wide variety of leads in various stages of the sales funnel. To be successful, you need to make sure your ads focus on the unique parts of your software and that your campaign as a whole includes all the most important staples.