Building out a SaaS company from the ground is not an easy task. Not only do you have to build a piece of functional software, but you have to create a value proposition that your software is worth the cost of a monthly subscription. Companies like Microsoft and Adobe have used their Office suite and Photoshop suite to make this value proposition, but this is a trickier task for a nascent SaaS company that has just entered a software niche. However, SaaS companies can succeed with the right knowledge and the right amount of marketing know-how. However, in order for a SaaS company to stay competitive, they need to provide a value proposition to their customers outside of their software competitors. With that in mind, here are some marketing strategies that SaaS company can use to demonstrate value and grow into a full-fledged business.
Invest in High-Quality Content
Investing in high-quality content is not cheap. Between researched articles, revisions, and custom graphics, a high-quality piece of content can run an online business anywhere between $500 and $3000. However, the investment is very much worth it for SaaS companies, as it provides a value proposition that other SaaS businesses may not be interested in. It will, of course, help if you hire an excellent content writer who understands the SaaS space and your SaaS product specifically. In fact, your SaaS marketing plan needs content to thrive, and it is one of the best ways to build in a huge amount of interactions with your customers through various marketing channels.
When conducing a content-based marketing strategy for your SaaS company, you need to create everything from blog posts, case studies, white papers, and possibly even video and podcasts depending on your level of dedication and budget. The goal of creating all of this content is, of course, to acquire customers. You also want to make sure that you also retain your customers. To do this, you’ll have to use a platform that people trust in order to be discovered. The best way to do this is by implementing a SaaS SEO strategy in order to help pinpoint your content toward target keywords and also help acquire new users who will trust the information that they read on your website due to discovering it via Google search.
Implement Email Marketing
Using your content, you should be able to acquire emails of potential users, as well as those who have signed up for a subscription your SaaS product. This can be done a number of ways, including giving away white papers and short ebooks in exchange for an email address. Once you are able to acquire these emails, you should make sure that you use your email list to try to convert emails into users. To do this, you need to create good email content.
When creating these emails, you will want to focus on trust, relevance, and personalization to make sure that everyone gets emails that are appropriate to where they were acquired. For example, someone who downloaded a white paper may be more receptive to a free trial than someone who came in through a giveaway. You should be analyzing where you acquire your emails and using this information to target these emails more effectively. You should also split test email templates to see which one works best for your SaaS business. Finally, you may want to consider implementing an email tool, which likely will be another B2B SaaS company, to help you automate much of the process and send out emails as quickly as possible.