SaaS startup growth is a numbers game, plain and simple. If you bring in more customers than you lose, then you’ll grow. Fail to do so, and your competition will devour any market share you had.
Growth is everything to a new venture, but you can't just rely on the same old traditional growth strategies and marketing tactics.
As per Statista, the total size of the SaaS market has increased from $105 billion in 2017 to $116 billion in 2018. Moreover, it is expected to reach $132 billion by 2020.
It is important to understand your buyer’s journey before you learn these tactics because you need to align your marketing activities with respect to the specific customer journey in this space.
Here are 7 of the best inbound strategies for SaaS growth that educate, nurture and convert the user to become a brand advocate:
Don’t “just blog.” Build a holistic content marketing strategy. A “holistic” strategy is one that takes overall business goals into account. Every content initiative needs a reason or direction. Designing a holistic strategy also requires considering different content other than blogging.
Every content initiative should link to a business goal. Ask yourself, regularly, the following questions: “Does my content strategy support the sales team?”, “Does my content strategy support the other marketing initiatives?”, “What role does it play in my buyer’s journey?”. That brings us to the importance of linking the content to each customer journey stage.
The quality of organic traffic plays an important role when it comes to SaaS marketing and this is where SEO comes in handy. SEO can help generate lots of leads that are relevant and get converted easily. SaaS companies have to face some unique challenges, but there are effective ways to handle those. Discover the keywords that your prospects are already using to look for solutions to their problems, ensure that the speed of your website is as fast as possible because people do not like to wait, use a responsive site design so that your website loads perfectly irrespective of the device that a potential customer is using to visit your site, regularly do a full website seo audit to ensure the health of your website.
You can get a full website SEO report for your website by using our solution: Devyaha Website Auditor
Paid advertising is one of the most powerful tools in a SaaS company's marketing arsenal, especially when you're looking to generate right-fit leads in a relatively small window of time. But PPC is getting more and more competitive, and it's harder than ever to create cost-effective campaigns, and earn a decent ROI. To boost your ROI and optimize your paid advertising strategy, you should promote downloadable content to target low competition keywords, develop funnel-based remarketing campaigns by including lead magnets into your website (we’ll talk about it in details in the next few parts), run sponsored post campaigns on social media.
Growth-driven design succeeds in minimizing the risks of traditional web design through a systematic approach that shortens the time to launch by focusing on real impact, and continuous learning and improvement. Continuous learning and improvement are particularly important since GDD is an iterative, ongoing process that contrasts with a traditional website redesign, which tends to be an all-at-once event. Rather than planning to do everything at one time, GDD focuses on iterations, or “sprints,” for shorter timeframes (which are less risky and less costly).
Freemium is a marketing tactic where a SaaS company offers both free and paid versions of its product. If you are still unsure whether you must offer a free trial of your product to your prospects, then don’t be! You must definitely offer a free trial of your software because it helps users understand how your software works, how it solves their problems and gives them a solid reason to subscribe to your product.
A lead magnet is an irresistible offer that is of value to a visitor/prospect in exchange for their basic contact information. If the offer is something of real value to them then they will provide their information in exchange.
One of the main objectives for company is to attract lots of traffic to their website and generate good qualified leads with high conversion rates. Lead generation magnets for SaaS and Software companies are a powerful way to generate leads. You can include them on your website pages, at the end of your blogs and publish directly on social media. A lead magnet will send visitors to a specially designed landing page.
The first place to start, before even creating a single wireframe, is to think long and hard about your buyer’s journey:
For example, think about all of the reasons that a user might not convert The more detailed your understanding around these points, the more effective your page will be in persuading your visitors to take the desired action, whether that’s to buy there and then, schedule a demo, or hand over their precious contact details for a custom quote.
To conclude, SaaS marketing is different from other marketing, but if you follow the right strategies then you can definitely gain a lot of subscribers for your product in a short span of time. Make it a point to receive regular feedback from your customers and constantly try to improve your customer service because this is what distinguishes the best companies from satisfactory ones. Also, focus your efforts on retaining your customers because this can be a game changer in your overall profits.
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