Effective SaaS marketing strategy hums like a well-oiled machine, driving exponential growth for your business. This SaaS business strategy guide outlines how to choose the right marketing tactics – from paid media to content and SEO.
With this guide, you’ll have the tools to build a competitive, customer-journey-tailored strategy for your SaaS company.
SAAS Marketing Strategy: Maximize Growth
The SaaS industry is always growing and evolving, keeping SaaS marketers on their toes. Adapting to the fast-paced world of SaaS in digital marketing doesn’t have to feel hectic or overwhelming, especially if you’re tuned into the scoop on SaaS marketing insights.
In this guide, we cover everything you need to know about how to market a SaaS product for B2B and B2C services to meet clients where they are at every stage of their customer journeys.
The SaaS customer journey is more complex than many may first consider. Whether a traditional product or software-as-a-service, customers rarely make decisions to purchase without a process of research and competitive shopping around. This journey can be broken down into six key stages of the marketing funnel.
Understanding your customer’s journey is vital for any SaaS product marketing strategy. It tailors your SaaS marketing strategy for software products to a specific persona, making every advertisement or piece of marketing content more effective at nurturing leads.
The buyer cycle shows a company where to meet prospects and how to lead that conversation.
For B2B SaaS products, the customer journey is often even longer than it is for B2C. You are developing a relationship with potential buyers for months, or even over a year before they make a purchase.
This makes it all the more important to fully understand the specifics of your B2B SaaS marketing funnel. This should include users’ pain points, fears, hopes, motivations, and barriers.
- Problem Aware
- Solution Aware
- Solution Compare
How to Market your SAAS Business
When it comes to launching and measuring digital marketing plans for SaaS, you must consider that this industry is most often completely online and uses a monthly or yearly subscription model.
This means that your SaaS marketing strategy is going to be different from any other marketing strategy.
SaaS marketers use a nimble combination of unique content, SEO, and PPC tactics.
The best SaaS growth strategy involves consistent collection and analysis of quality data. This allows you to monitor your progress toward your KPIs, or Key Performance Indicators, and make shifts in your strategy as needed.
Collecting data and measuring them against your KPIs will ensure that you continually use the best marketing tactics in the most cost-efficient ways.
Here are the top 5 SaaS business metrics for measuring and evaluating SaaS growth from our guide:
- Monthly and Annual Recurring Revenue (MRR and ARR)
- Churn Rate
- Customer Acquisition Cost (CAC)
- Customer Lifetime Value (CLV)
- Net Promoter Score (NPS)
3 SAAS Marketing Tactics that are Proven to Drive Growth
A comprehensive marketing plan for a SaaS company combines all three of these strategies in unique ways to meet their KPIs. To find this magic recipe, you need to know the details of each strategy including when to use SEO vs SEM.
- Content: A versatile and essential strategy for SaaS companies of all sizes
- SEO: Ideal for long-term, exponential growth
- PPC: Ideal for short-term, fast results
Organic Search (SEO)
SEO, or search engine optimization, is often considered the bread and butter of SaaS digital marketing. SEO optimizes your online presence and grows your website so that you can rank higher in Google and drive revenue from users at every stage of the customer journey.
You need to focus on relevant keywords and also keep monitoring their performance in the SERPs and in this process, Zutrix Google rank tracker to track keywords in the SERPs.
The vast majority of prospects search for their software needs on organic search engines, so that’s where SaaS products need to be.
- On-Page SEO: Encompasses any tactics you can use on your website and content to improve search engine rankings.
- Off-Page SEO: SEO actions and activities you use outside of your website.
- Technical SEO: Oher tactics to improve organic search engine ranking position and speed.
SaaS content marketing can bring quality leads to your site and build your company’s credibility. With so many SaaS products for customers to choose from, being known and trusted by prospects when they are ready to make a decision will make or break your chances of getting that lead.
Brand awareness and authority can help your company stand out. How do you build this up over time? By creating content, of course!
A good SaaS content strategy uses content marketing KPIs to measure growth toward your overall business goals. However, make sure to avoid collecting a bunch of data with no purpose. We recommend focusing on the following metrics when analyzing your content marketing:
- Direct and Indirect Conversions
- Scroll Depth
- New vs. Returning Users
SaaS email marketing strategy can be used at different stages of the customer journey as well. You can provide free trial opportunities to draw in new customers or send emails and surveys to existing customers to get a gauge of their satisfaction with your product.
Sending announcements and new content via email can keep B2B SaaS buyers engaged through lengthy customer journeys.
Customer feedback is information provided by clients about whether they are satisfied or dissatisfied with a product or service and about the general experience they had with a company. Customer opinion is a resource for improving customer experience and adjusting your actions to their needs.
This information can be collected with different kinds of surveys (prompted feedback), but you can also find opinions and reviews your clients post by adding a customer feedback button to your website or product landing page or as pop-ups. Both sources are important to get a full picture of how your clients perceive your brand.
Also, You need to create and optimize your website for users. To make improvements from the user’s point of view, you can go for review websites. It helps you to collect feedback about your website and as per the feedback, you can make changes to your website.
Paid Media (PPC)
Paid media is essential in the early stages of a customer’s journey. Effective SaaS PPC (pay-per-click) ads can move a buyer from the unaware stage to awareness of your product and the problem it addresses. An empathetic understanding of the hopes and pain points of your customer’s journey will empower you to craft powerful ad copy that fosters loyalty, trust, and action.
Paid media can be broken down into three sub-categories:
- Paid Search
- Paid Social
Using paid social media marketing allows you to narrow the target audience of your digital advertising for SaaS. Sponsored social media posts are ideal for customers at the very beginning and latest stages of the SaaS marketing funnel.
Paid ads can also be powerful for targeting users in the solution comparison stage, as they could be swayed towards their final decision when noticing someone they like and follow promoting the brand – up to 95% of purchasing decisions are emotional after all.
Key metrics for tracking and measuring paid social marketing include:
- Cost Per Click (CPC)
- Potential Reach
- Average Engagement Rate (through likes, share, and comments)
- Click-Through Rate (CTR)
- Social Media Conversion Rate
Display ads work when customers are in the very top and very bottom stages of the SaaS funnel. They can build brand awareness and authority. You can purchase display ads through a network such as the Google Display Network (GDN).
Key display advertising metrics include:
- Impressions, the number of times your ad is displayed
- Actual Reach, the number of people who see your ad
- Number of clicks
- Click-Through Rate
- Relevant conversions
Track and Measure your Strategic Goals with Analytics
Analytics enables you to track sales outcomes, or CRM outcomes, in Google Analytics or Google Ads. With an understanding of customer lifetime value –and the ability to break down the expected probability of an event leading to a closed deal.
But with dozens of metrics to choose from and keep records of, how can you manage it all? That’s where B2B SaaS analytics tools come in.
Grow your Digital Marketing Strategy with Augurian
Now that you understand how to grow a SaaS business with digital marketing, you know that it’s not easy. Choosing the right SaaS marketing strategy involves plenty of decisions about which tactics to use, how to use them, and with which SaaS metrics to measure their effectiveness.