SaaS brands need to approach digital marketing slightly differently than others. They are looking for a repeat, continuous subscriptions, as opposed to an outright, one-time sale.
Here is how you can create a workable plan that will help your SaaS company reach, convert, and retain your target audience.
Identify All Levels of Your Audience
Start by doing two things, more or less simultaneously: identify your target audience and segment them into different stages of your sales funnel. This will help you understand whom you are marketing to and what tactics will appeal to different people.
For example, you can’t expect someone who is already using your competitor’s solution to be swayed by the same content that you are using to appeal to someone who has ever used a similar tool before.
Set Clear Goals
Before you start marketing, you also need to know what your goals will be. Without them, you won’t know if your strategies are working and how you need to change them in the future.
Make sure the goals are SMART and that they truly align with your goals. Don’t just select them to tick this box. A good goal would be “boost retention rates by 10% in 6 months,” as opposed to a bad goal, which can be something like “get more followers on Twitter.” The first one clearly serves a purpose, while the other one does not and is not specific enough.
Map Out and Start Producing Content
Now that you know your audience and have clear goals in mind, you can start working on creating content. Align it with both and understand how each piece fits into the puzzle. A top-of-the-funnel article needs the kind of CTA that will allow readers to get to know you better, while bottom-of-the-funnel audiences will want to be able to convert as soon as possible.
Know where you want to promote each piece of content, i.e., where that specific type of audience hangs out.
For instance, you can invest in explainer video production and create short yet engaging materials that will help your audience understand your products or services in a way that will resonate with them.
Get Your Design and SEO Right
While you are working on the content, you should also ensure that your website is designed well. Minimalism is the trend in the SaaS world, so aim not to overwhelm your visitors, provide as much information as possible without asking them to read too much, and have a clear USP.
When it comes to SEO, make sure to work with someone who can help you do the keyword research right. At the same time, find a great SaaS link building agency that can help you promote your content to the right audiences.
Consider PPC
A PPC campaign can help you get some initial traffic and promote your product to interested audiences immediately. Unlike SEO, it kicks in as soon as you launch it, so you can have visitors on your website the day it launches.
This is a great way to raise some brand awareness and get people to hear more about your solution. If you’ve designed your funnel right, you can also turn these initial visitors into followers and subscribers.
Have a Nurturing Plan in Place
Once you’ve managed to get the attention of your target audience, you will need to retain it. To do this, you will need a lead nurturing plan in place. You’ll do it via email, by implementing retargeting campaigns, upselling, and cross-selling, depending on your specific product and the needs of your audience.
The important thing is not to let your leads get cold or to hang them out to dry. They will want to hear from you, and you need to find a way to keep them interested, especially if you offer a free trial.
Be Ready to Adapt
Finally, know that no marketing plan is set in stone and that you will need to keep adapting as you keep learning.
The more you know about your audience and the more specific data you gather about them, the better you will be able to tailor your future campaigns. Always check your own insights on the people who’ve already touched base with you before writing or prompting anything.
Wrapping Up
With the help of these tips, you’ll be able to grab the attention of your target audience and convince them that your tool is the best they can find for their needs. Don’t forget to tailor each of them to your product and audience, and start by implementing the one that will yield the most results for your brand.