SaaS marketing requires a different approach, since you’re not selling a physical product or service. You may be dealing with strong competition, customer churn, or weak content that doesn’t properly showcase what your software does and what sets it apart. In order to drive conversions, retain customers, and expand, here are some best practices for a strong, scalable SaaS marketing strategy:
1. Define your unique differentiator.
- What’s the core problem that your software solves?
- What are specific pain points you can address?
- What are the desired outcomes users can expect?
Pro Tip: Instead of just describing generic features, create messaging that explains your value! Even better? Tailor content that resonates with each segment based on your Ideal Customer Profile (ICP)!
2. Add interactive features to your website.
A SaaS marketing strategy is nothing without a powerful website! Within the first few seconds of a user visiting your website, they should be able to clearly see and understand what you do, who it’s for, and why it matters. CTAs should be simple and stand out, but the best way to entice and engage users is to add interactive elements, such as a video, quiz, calculator, etc.
3. Use content marketing to increase authority.
Content marketing for SaaS is how you become a trusted expert, both to your audience and to search engines. Blogs, webinars, comparison guides, pricing pages, case studies: anything you publish should be educating and guiding users to convert.
Pro Tip: Repurpose content into shareable snippets for social media, paid ads, and email marketing. Downloadable guides, templates, and checklists are even better!
4. Maximize Product-led Growth.
One of the best SaaS marketing strategies is offering a free trial or a free demo of your software. This is known as Product-Led Growth (PLG), which basically means you’re letting the product sell itself! “Freemium” pricing and free resources are a great way to generate and capture leads!
Benefits of PLG:
- Simple sign-up
- Easy in-app onboarding
- Activate email lifecycle
5. Leverage retargeting strategies.
Retargeting is key when it comes to effective SaaS digital marketing. Once you’ve gotten a user's attention, a combination of paid ads + organic + social helps to target every stage of the marketing funnel.
6. Always look for ways to improve conversion rates.
Consistently updating ICP segmentation, email lists, and ad targeting are all best practices for website conversion optimization. When refreshing content, try A/B testing for ads and email subject lines!
Pro Tip: Add a live chat feature to your website!
7. Create lifecycle email marketing campaigns.
Email marketing is a vital part of any SaaS content marketing strategy, as it helps nurture lead generation and activation. A few key email campaigns include:
- Onboarding sequence
- Triggered automations for clicks, views, etc.
- Value offers (templates, guides, free trial, etc.)
8. Keep current customers engaged.
Worried about customer churn? Retention is the biggest factor in SaaS revenue, and something as simple as successful onboarding can ensure your customers are successful and loyal. Other ideas include building in-app resources, such as help centers and guides, as well as referral programs.
Pro Tip: Build a community with your customers, and ask for feedback to improve and strengthen the relationshiP!
Partner with an Agency Specializing in SaaS.
As an SaaS digital marketing agency, we know what works and what doesn’t when it comes to a scalable SaaS marketing strategy. Whether you’re struggling with high cost-per-click without enough ROI, low visibility in AI search, or low conversion rates from website traffic, our team can help!
Ready to get started? Reach out to IMEG about digital marketing for SaaS!
