
4 Strategies SaaS Businesses Use That Generate Results
by Stephanie Trovato
SaaS companies, based entirely on technology, can often get up in the code and be unaware of the marketing strategies available to them.
Technological advances have allowed software development to morph into a variety of services. SaaS businesses have found the subscription type model to be most successful in growth. SaaS companies typically charge a monthly or yearly subscription for their product, which is delivered and stored within the cloud. The subscription model gives the company a devoted customer base, but they must continually provide services and value to turn them into lifetime clients.
The affordability of a product often determines a client's decision on which product to choose. By allowing monthly payments, SaaS companies can hold on to a larger market share of clients with the convenience of affordability. These monthly payments become a predictable form of income in the eyes of the business’s health and longevity.
Speaking of the health of a business, growth is crucial. That’s why we have rounded up some of the best performing strategies for Saas businesses to fire up their lead generation and conversion rates.
SaaS Marketing Strategies
1. Content Marketing
In today’s world, content is king. Businesses throughout the world are using content to create a multi-channel marketing strategy for optimal lead generation. Content can be created, shared, stored, and even go viral. Your business can maintain its brand identity while generating leads and increasing its client base through a strong content marketing strategy.
Content can be a company blog that allows hopefuls and clients alike to tap into what the SaaS company is doing, creating, and evolving into. This blog can also house content on how the products the company sells can help people. When written in this form, it’s not a sales pitch, but valuable information provided free-of-charge.
Paid ads and social media pages are just as important because of their ease of sharing these pieces. Visual content captures the audiences and creates clients.
2. Search Engine Optimization (SEO)
SEO works hand in hand with content marketing by allowing clients and potential clients to discover your content via search engines like Google. When thinking of SEO, there are two categories to understand.
On-Page SEO
You have complete control over on-page SEO. Content needs to be desirable, readable, linkable and shareable, but that is just the beginning.
Things like keyword strategy, internal linking, and use of titles and descriptions rank just as high on a level of importance.
Off-Page SEO
Link building with high-quality, well-performing links from trusted and authoritative sites always win. Social media is also important, as shares and links from influential social accounts are another quality indicator. Site security allows you to move up the search list.
3. Referral Marketing
Research continues to show that referrals are one of the most effective types of leads. People trust people and will value their opinions of a company or product. In order for referrals to be effective, there needs to be a large amount of them.
One way companies increase their referral rate is through other companies. Building relationships, regardless of debatable incentives, create a trusting bond that is remembered when the time comes to refer. It is best for you to test which companies respond well to your reach out and build relationships with those who respond well.
Building a landing page on your site incorporating a space for people to make referrals can be beneficial besides filling the page with information on referral incentives and what makes your company great. To ensure you get convertible referrals, define what a good referral.
Marketing teams can give the tools to make it easy for sales, customer success, and support teams to ask for referrals. It is important to make it easy for your sales team to ask for their referrals.
4. Co-marketing
Many SaaS businesses find success in campaign collaborations with other companies that either complement their product offering or share a similar point of view or approach to gaining clients.
There’s no one defined strategy for this approach, but typically the companies create a piece of content that generates leads. These leads and the costs to gain them are split by both companies.
Both companies have exposure to each other’s digital following and the potential to reach a previously out-of-reach audience. If both teams are on the same page, this strategy can be very effective.
By joining forces with other innovative companies, together you can create highly desirable content and generate leads. When executed properly, co-marketing is a cost-effective strategy to increase leads, gain exposure, and gain reach on your target market.
These strategies have been proven to be successful in SaaS marketing to help software companies grow. These strategies are suggestions, as you know what works for your business. It is recommended that you discuss, test, analyze, and optimize them to see what drives the best results for your business.
