How to Promote Your Saas Business (Scale Your Sales Process)
The SaaS market is booming now &
competition is getting heavy day by day. SaaS
marketing is unique; the principles for success remain the same bread and
butter basics as any product.
The “un-fold bundling” of SaaS Market
is a movement from industry, agnostic horizontal platforms to vertical
specialization in specific industries that is creating opportunities left and right for SaaS
startups online business. A prospect’s
urge to buy is based on your solution solving their business problems.
Statistics Report Say: The growth and
competition aren’t going to slow down, with spending expected to reach as high
as $55 billion
by 2026.
It’s going to take some
unconventional marketing strategies and clever growth hacking to stand out as
the crowd thickens. Here are some tactics that will give your SaaS an edge over
the growing competition.
SaaS Marketing Plan Include:
** Right Audience
** Manage Expectations
** Remove All Barriers to Sign-up
** Way to Drive Engagement & Investment
** Make Easier to Buy
1. Marketing strategy on SaaS Marketplace
A prospect’s urge to buy is based on your solution solving their business problems, and educating them around that point relies on your marketing activity creating empathy and building appropriate messages about your technology’s capabilities. Add to this a clear call to action and you’re likely to stimulate a response.
SaaS features are:
- Access anytime, anywhere for true workforce mobility.
- No software or hardware to install or manage.
- Eliminates administrative burden.
- Little or no capital investment.
- Monthly payment system.
**Three key metrics are:
- CAC – cost of customer acquisition
- LTV – lifetime value of a customer
- ROI – return on investment
2. Website Conversion Rate Optimization
The website is the heart of any SaaS businesses marketing strategy and the shop window to your company. This means it cannot just look good – it has to convert leads as well.
We recommend that you experiment with techniques for encouraging engagement with website visitors. This could be increasing the conversion rate for free trial sign ups, people booking a demo of the software or downloading content; you need to define what you want prospects to do as a result of visiting your site. Example: Website Buy and Sell Marketplace
The key to achieving this is conversion rate optimization on your website – working out what drives lead generation activity, so that you can carve up your marketing budget in a way that generates stronger leads through as web traffic.
Example:
- Don’t just add a free trial function to your website; split test the length of these complimentary trials to work out which one gets the greatest click throughs.
- Equally, change up the calls to action on each website page until you find which one achieves most traction.
3. Be a leader
Once your website layout is optimised, your next challenge is to perfect the powers of persuasion around your product’s capabilities. It’s highly likely that your software shares similarities to competitor solutions; yes, you’ll have the odd unique feature and hopefully a USP to enable you to standout, but differentiation has many facets.
Example:
- If you are marketing a business expenses solution, than create a free expenses policy template.
- If you sell collaboration software, host a seminar on setting up a virtual organization.
- If you sell CRM software, create a guide for sales managers about how to increase sales by 50% - 60%
4. Benefits
Your
software is built on great technology; it’s in the ‘sparkly new’ cloud, it’s
online, it’s cool. Generally speaking, nobody will care about any of that – unless
you’re selling to IT professional. You must bring your marketing messages back
to world and remember to focus on the customer benefits.
. This may be statements like these that we’ve helped craft for clients:
- Focus on ease: Timesheets for recruitment agencies, made easy
- Focus on problem/solution: Asset inspection is essential. Out software makes it simpler, more effective, and reduces cost
- Focus on differences: Expense Management with a difference
- Focus on what it is: Secure, enterprise-ready, on-demand complaint management
5. Prospects
Some SaaS products can take time to sell. They are not impulse buys; some of your prospects may come to the website many times before they contact your company or sign up. It’s highly likely that they are also regular visitors to competitor sites, so you need to keep your site moving forward – evaluating and updating as necessary – in terms of content, look and feel. Familiarity, open dialogues and trust levels – cornerstones of relationships – all develop over time.
To capture contact details, your site needs to have a lot of engaging content, from case studies and white papers to videos and industry news that demonstrates your connection with your marketplace. G Suite Marketplace: https://gsuite.google.com/marketplace/
At this stage, your role is to inform and prospective customers, and there are a number of content marketing strategy- this including:
- Instructional videos
- User guides
- Industry whitepapers
6. Existing customers
Your
existing customers will come up for renewal once their subscription expires or
can cancel at any time if they’re on a monthly contract. That means that they
are also prospective customers, so treat them as such.
The good news is that retention is more cost-effective than acquisition, so this technique can return an investment quicker than new business pursuits. Your job is to maintain their satisfaction and upsell where possible; the ultimate measure of great marketing to existing customers is when they don’t bother looking at what your competitors offer…
7. Software Use
The volume of marketing activity you can carry out is almost limitless, and thankfully there is a huge range of software available to speed up and/or automate some of the processes involved. And there’s something for every budget – from effective, but basic, email marketing software like Campaign Monitor or Mailchimp, to complex and powerful marketing automation software like HubSpot or Infusionsoft. This software included analytics tools, social media, PPC and more.
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