Marketing
SaaS Marketing

10+ Effective SaaS Marketing Strategies to Improve Sales

January 24, 2023
11
min read
By
Bhargava Venkata
Growth Marketer
,
GrowthSchool
Reviewed by
Deepan Siddhu
Ex-Director, Digital
,
Webenza
Contents

Are you ready to take your SaaS marketing game to the next level? Look no further because, in this guide, we've gathered the most cutting-edge SaaS marketing strategies to help you attract, convert and retain your target audience.

From conducting customer research to harnessing the power of retargeting, get ready to elevate your SaaS business and leave your competition in the dust.

So let’s dive into some SaaS marketing strategies that can improve your sales effectively.

Customer Research

Customer research is like a treasure hunt for SaaS marketers. It's the key to understanding your target audience and their needs, wants, and pain points. By conducting research, you can unearth valuable insights that will help you create a product or service that will have your customers jumping for joy.

Surveys, interviews, focus groups, and customer feedback are all great ways to gather information about your target audience.

Just remember, the goal is to understand your customers' pain points, not to sell them a product they don't need. Therefore, you shouldn't just listen to feedback. Take them into account when making decisions.

An illustration explaining visually the importance of Customer Research
Moreover, don't make customer research a one-time event. Think of it as an ongoing treasure hunt that will lead to a bountiful of insights and success.

Get Hyper-Personalized via Targeting

Sending out generic marketing messages and seeing little to no results? It's time to get hyper-personalized with targeting.

Targeting is all about reaching the right people, at the right time, with the right message. By segmenting your audience and tailoring your messaging to specific groups, you can increase the likelihood that your message will be received and acted upon.

Considering that you've already conducted customer research, you must have a clear understanding of your audience. Who are they? What do they want? What are their pain points? You can use this information to start getting creative and specific with your targeting efforts.

For example, you can target new parents with a message about how your SaaS solution can help them manage their busy schedules or target small business owners with a message about how your solution can help them save money and scale.

It's also essential to ensure that you're not being creepy while running targeting campaigns. It's about understanding them and providing them with a solution that addresses their specific needs and pain points. It's like finding the perfect match on a dating app, except it's for business.

Embrace SaaS Content Marketing

SaaS content marketing is the secret weapon for businesses looking to attract, convert and retain a target audience.

It's the process of creating and distributing valuable, unique content consistently that appeals to a specific audience. And mind you, it's a long-term strategy that will help your business establish a strong relationship with your customers, positioning you as a thought leader in your industry.

But let's be real. Creating and distributing content is no walk in the park. It requires a lot of time, effort, and resources. But the payoff is worth it.

With a solid SaaS content marketing strategy, you can expect increased brand awareness, authority, and trust among your target audience. And who doesn't want that?

The options with SaaS content marketing are endless, but some of the most popular formats among SaaS businesses include blog posts, videos, and e-books.

Blogging is a great way to establish yourself as a thought leader in your industry, while videos can be used to share insightful information with your audience in a more engaging way. E-books, on the other hand, are an effective lead magnet that can be used to build your subscriber list.

But don't just take our word for it. Look at the numbers. According to a stat by Content Marketing Institute, 67% of marketers report that content marketing generates more demand/leads.

Want to learn about SaaS content marketing in-depth? Check this guide out!

Search Engine Optimization

Search Engine Optimization (SEO) is a crucial aspect of SaaS marketing that helps make your content discoverable on popular search engines like Google and Bing.

It's essential to understand both categories of SEO — on-page SEO and off-page SEO — to get the best results.

On-Page SEO involves optimizing the elements of your website that are within your control. This includes creating high-quality and engaging content and ensuring that your website has a proper keyword strategy, internal linking structure, and optimized titles and descriptions.

Additionally, factors such as page load time and user interface are also important considerations for on-page SEO.

Off-Page SEO, on the other hand, involves optimizing the elements of your website that are outside your control. This mainly refers to link building, but it's not just about the number of links. It's about the quality.

Gaining high-quality links from trusted and authoritative websites is more important than the number of links. Social media also plays a crucial role in off-page SEO, as shares and links from influential social accounts are considered quality indicators.

When you master both categories of SEO, you'll see more relevant users contacting you.

Email Marketing

Don't throw away your shot at email marketing just because it's not the newest kid on the block. It's like that one friend you have that's been around forever but still knows how to throw a killer party.

Email marketing might seem like a relic of the past, but it's still an essential tool for SaaS companies. Even in today's digital age, it remains one of the best ways to make frequent, one-on-one touchpoints with customers.

According to a report by DMA, for every dollar spent, email marketing generates $42, which is an incredible 4,200% ROI. This makes email marketing one of the best SaaS marketing strategies available.

Typical SaaS marketing emails include onboarding emails for product demos, feature announcements, new content like webinars and blog posts, company newsletters, surveys, and check-ins.

Moreover, it's essential to consider that about half of SaaS customers only log in or use a product less than once a month. This is where email marketing comes in as the perfect way to give customers a nudge and make sure they're satisfied with your product.

For example, sending out an email announcing a new feature like Instagram scheduling, as Sprout Social did, gives customers a new reason to check out your platform and spend more time using it.

SproutSocial Email Copy
SproutSocial Email Copy

Meanwhile, sending out a general check-in and webinar invitation, like Squarespace does, ensures that customers are aware of and utilizing your platform's best features.

Squarespace Email Copy
Squarespace Email Copy

In short, email marketing is a key component in increasing customer lifetime value for SaaS companies. It may not be the flashiest marketing tool, but it's a tried and true method for staying top of mind with your customers and keeping them engaged with your product.

Influencer Marketing

Influencer marketing can be a game-changer for SaaS companies, especially when it comes to reaching new audiences and building trust. But where do you even begin? Here's a quick rundown of the basics.

First, identify the influencers in your industry who align with your brand values and have a following that overlaps with your target audience. Then, reach out and see if they'd be interested in promoting your SaaS product or service.

Next, it's time to get creative. Influencer marketing campaigns come in all shapes and sizes, from sponsored Instagram posts and YouTube videos to podcasts and blog features. The key is to find a campaign that makes sense for both you and the influencer.

It's also important to set clear campaign goals and KPIs, such as website traffic or social media engagement. And don't forget to measure your success - track the ROI of your campaign and use that data to inform future influencer marketing decisions.

When running an influencer marketing campaign, it's essential for SaaS marketers to not just rely on the big numbers. You must focus on the right fit. If you get that right, you'll watch your SaaS business soar with the help of influencer marketing.

Use Account-Based Marketing

Who says you can't put all your eggs in one basket? With account-based marketing, you can target your SaaS sales efforts on specific high-value accounts and watch those eggs hatch into paying customers.

Account-based marketing (ABM) is a strategic approach to B2B marketing where a business focuses on a specific set of accounts and tailors its marketing efforts to those accounts specifically. It's a highly targeted and personalized approach to sales, and it's becoming increasingly popular among SaaS companies looking to close bigger deals.

ABM involves identifying key accounts, researching and understanding their specific needs, and then creating tailored campaigns that address those needs.

By focusing on a select group of accounts, ABM allows SaaS companies to be more efficient with their marketing spend and allows them to create a more personalized experience for their high-value prospects.

One of the main benefits of ABM is that it allows SaaS companies to build stronger relationships with their key accounts, which can lead to increased customer retention and upselling opportunities.

SaaS Product Demo and Free Trial

Are you tired of dealing with tire kickers who never seem to pull the trigger on buying your SaaS product? Well, it's time to give them the opportunity to "test drive" your product with product demos and free trials.

For the SaaS industry, offering trials and demos is one of the best ways to generate leads. They offer potential customers a chance to experience your product firsthand, which can be a game-changer for tech-savvy audiences who want to see what you have to offer before speaking with a sales rep.

But before you start handing out free trials like candy on Halloween, there are a few things to keep in mind. You must ensure that people have a positive experience when trialing your product. That's why it's important to provide some onboarding or support, depending on the complexity of your product and your unit economics.

Offering trials and demos is so valuable because they're a strong indicator of a buyer's intent. A prospect who is willing to invest their time and energy in getting to know your product is more likely to buy.

We have covered the SaaS demo and trial in-depth in a separate guide, do check that out!

Start an Affiliate Program

When it comes to SaaS marketing, sometimes it pays to share the love. Enter affiliate programs - a win-win situation for both you and your partners.

Think of it like a virtual handshake where you both agree to promote each other's products. Your partners get a commission for every successful referral, and you get to tap into their customer base. It's like having a whole new sales team without having to pay them a salary!

According to a report by Influencer Marketing Hub, SaaS companies are paying around 20 to 70 percent commission to their partners. So, it's important to tie up with well-known affiliate partners before your competitors reach them.
Influencer Marketing Hub

But before you start handing out commissions left and right, make sure you have a solid affiliate program structure in place. This includes clear guidelines, commission rates, and tracking systems to ensure everyone is on the same page.

Also, make sure you're choosing the right partners to promote your product. They should align with your values and target audience. After all, you don't want to be associated with a shady company, do you?

Make Sign-Ups Simple and Hassle-Free

An easy and seamless sign-up process is critical for the success of your SaaS business. A well-designed sign-up flow improves the user experience and increases the chances of conversion. Here are a few tips to keep in mind when designing your sign-up flow:

  • Keep the form fields to a minimum. Only ask for the essential information required to create an account.
  • Offer a free trial or money-back guarantee. It will make the process risk-free for potential customers, and they'll be more likely to go ahead.
  • Have a clear and prominent call-to-action on your sign-up page to guide users on the next steps.

It's essential to ensure that the sign-up process is as straightforward as possible. A cumbersome sign-up process can discourage users from creating an account, resulting in lost potential customers.

By simplifying the process, you can ensure that users can get started with your product quickly and easily, increasing the chances of them becoming paying customers.

Upselling for SaaS

Upselling in SaaS refers to the strategy of encouraging customers to upgrade their subscriptions or purchase additional features and resources. It is a way to increase revenue and customer lifetime value.

Upselling is different from cross-selling, which involves offering complementary products or add-ons to the customer's initial purchase.

To successfully upsell a SaaS product, it is important to communicate the benefits of upgrades and additional features to the users at the right time and in the right context.

Automating in-app messages is a great way to do this. By targeting users at the right time with personalized messages, SaaS companies can effectively upsell their products and services.

Let's take Asana, for example. They offer a freemium version of their project management tool but also have a paid version with additional features. Using in-app messaging, Asana targets their freemium users and offers them a free trial of the premium features.

Asana

This allows users to try out the additional features and see the value before deciding to upgrade. Asana also uses email campaigns to remind users of the benefits of upgrading and the potential for increased productivity.

Measuring the success of upselling can be done by tracking the monthly recurring revenue (MRR) generated from existing customers who have upgraded their subscriptions or purchased additional features. This is known as Expansion MRR.

We've covered MRR and many other crucial SaaS metrics in another guide. Click here to read!

Leverage SaaS Review Sites

Using SaaS review sites is one of the most powerful SaaS marketing strategies to scale. These platforms are an excellent way to connect with potential customers and showcase the quality and value of your products or services.

SaaS review sites allow you to build trust with potential customers. How? The trust builds when you let them have real and honest feedback about your offerings. You can even share case studies and reviews of your other satisfied clients.

These sites also offer valuable marketing tools such as search optimization and paid ads to help you reach even more potential customers.

You should definitely review top websites like Capterra or G2 Crowd and list your SaaS platform. If your SaaS platform is not already on these sites, reach out to the site's editorial team with your specifications and value proposition.

Retargeting

When it comes to SaaS marketing strategies, one of the most effective ways to increase conversions is by implementing retargeting. This technique allows you to re-engage website visitors who didn't take the desired action, such as an e-book download, online purchase, or free trial.

Retargeting works by tracking your website visitors and then displaying online ads as they visit other sites around the web. This is a great way to remind potential customers of your product or service and entice them to come back.

Retail and e-commerce companies have been leading the way with retargeting by offering contextual offers to lure back website visitors. But it's not just for e-commerce. Retargeting is a valuable tool for any SaaS marketing strategy.

It gives your brand another chance to establish trust, credibility, and familiarity with website visitors. And with the advanced capabilities of retargeting software, you can now target people based on events such as opening an email or attending a webinar, as well as targeting people with similar characteristics that haven't visited your website yet.

In a nutshell, retargeting is like giving your website visitors a virtual tap on the shoulder, reminding them of your brand and giving them another chance to convert. So if you're not using retargeting in your SaaS marketing strategy, it's time to give it a try!

On a Concluding Note

SaaS marketing is a complex and ever-evolving field. From leveraging SaaS review sites and utilizing SEO to utilizing retargeting and developing an affiliate program, the strategies and tactics available to SaaS companies are numerous.

But the key is to understand your target audience and consistently create and distribute valuable, unique content.

You can effectively drive conversions and grow your SaaS business by implementing these strategies and continuously testing and optimizing your approach.

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