Do you what’s so common between successful SaaS companies these days? It’s their working inbound digital marketing model. There is no doubt in the fact that software is eating the world and Software as a service (SaaS) companies have and will continue to take over or disrupt large parts of the economy. Here I would like to enlighten your thoughts on effective marketing secrets for SaaS businesses. Let me unveil the secret sauce to building organic traffic.
At the surface this surely may seem like marketing tech-hype, under the surface, a fundamental transformation is taking place in the marketing realm that is reshaping the way the businesses are seen engaging with customers, manages its IT systems and carries out business. If you ask me in person, I feel SaaS marketing is way more difficult than product marketing because there is no tangible product left to show. I mean imagine a situation where you have to convince someone to integrate your software into their daily processes without offering them any trial experience. Insanely tricky, isn’t it?
Let’s focus on Google for a while
Recently, we found that Google moved its ads from the less distracting 20% column area on the right to the straight-in-the-face ads in search results. Are you miffed hearing this because I was and that for several weeks? It felt like Google was shooting itself in the foot and had set the stage for someone else to innovate on the search front. In simple words, Google exactly knows when to show ads and when to show content!” This is what we call deciphering the user intent. Of course, several Google ad haters don’t like to think this improves the user experience; unfortunately, we have to ignore them for a moment.
Tried-and-True Strategies for SaaS Businesses
Down below I have come up with an interesting roundup of strategies SaaS businesses can use to ramp up their lead generation efforts.
#1 Content Marketing
Every business emphasizes on using content marketing strategies to build their brand or attract visitors to their site and generate leads. Unfortunately, many find content marketing a tricky field that features several nuances to it, most of which no one really talks about. But have you realized the fact that it has a compounding power of return — just like a smart investment, it increases in value over time.
I am sure you must be aware regarding pay-per-click (PPC) advertising, the success depends on how long you continue spending. Now if you think your content is an asset you might be mistaken because it is just meant to drive leads. For effective SaaS, marketing professionals need to make the most of that content to generate leads. For example-
The file sharing and storage service is used by many types of potential customers and attracts them with targeted content at the Dropbox, Dropbox Business, Dropbox Tech, and Dropbox Developer blogs. In addition to this, a number of webinars are hosted by them to communicate their credentials to prospective clients.
This content marketing strategy, in particular, focuses on several aspects at the same time right from product management to designs, startups, and marketing. The customer communication platform is fast becoming known for the quality of the Inside Intercom blog, podcast, and books, all of which help build their brand and drive qualified leads.
Popularly known for its thought leadership content, Moz publishes a blog post each day, as well as create authoritative guides, and of course, release their Whiteboard Friday videos — all of which generate leads.
Of course, your content has to be the key part of your strategy to make sure that you do not overlook content distribution.
#2 Product Trials
One of the crucial sources for lead generation is product trials. Nothing beats the saying “Try before you buy.” I personally feel that trials are one of the most effective tools especially when you are selling to a tech-savvy audience instead of speaking/ bluffing with the help of a sales rep. Product trials are typically self-serve, so you can continue to generate leads with little ongoing marketing investment.
It may quite interest you to know that product trials are one of the strong indicators of buyer intent. So what we need to is strike the balance between demonstrating value without overwhelming the prospect and doing it in a light-touch and cost-effective way.
#3 Search Engine Optimization
It’s all about making your content discoverable on search engines like Google, Bing, Yandex, and Baidu. Now SEO can be bifurcated on several basis
If this can be controlled, it’s what we call On-page SEO. Create content that people want to read, link to, and share, but make sure you keep certain factors into account. Right from keyword strategy, internal linking, use of titles and descriptions, as well as page load time and UI, everything must be taken into consideration.
For those who have this misconception that off page is solely related to link building, its way beyond link building. Links are important but in terms of quality from trusted and authoritative sites. Come up with an innovative distribution strategy I am sure it will work wonders.
Charles Richards strongly believes that knowledge is meant to be shared, for there is a lot we can learn from each other. A business analyst by day and a writer at night, Charles like to write on some new and trending technical aspects. He is currently working at Tatvasoft.co.uk which provides software development services in the UK.