8 Digital Marketing Tips for SaaS You Need to Know!

8 Digital Marketing Tips for SaaS You Need to Know!

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As challenging as traditional Digital Marketing, Digital Marketing for SaaS requires some care from the professional who will work in the area.
 
With SaaS, there is no such thing as a one-time purchase.

No one is a one-time customer.

Your customers are permanently in the decision stage of the buyer’s journey, and you can be sure that they will be keeping an eye on your competitor.
 
It is part of the challenge of doing digital marketing for SaaS not only to win new customers, but also to keep the churn rate at low and healthy levels.
 
If you’re in a SaaS company looking for growth, it’s likely that investments in digital marketing are a priority, right? But how do you make your offer stand out and win new customers?
 
All you need is a SaaS-focused digital marketing strategy.
 
In this article we are going to talk a little about some strategies and best practices that will make all the difference in your results.

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What you will find in this article:

1. Why is digital marketing for SaaS different from any other type of marketing?
2. What Not to Do in Marketing for SaaS.
3. Not being clear about expected earnings.
4. Underestimating Content Marketing.
5. Forget that whoever makes the decision is a person.
6. What You Should Do in Digital Marketing for SaaS.
     6.1. Define ICP and Personas.
     6.2. Understand how each channel works for you.
     6.3. Create content to attract and engage.
     6.4. Invest in paid media.
     6.5. Learn that it is sometimes necessary to give in order to receive.
     6.6. Have a well-defined sales funnel.
     6.7. Have a follow-up routine.
     6.8. Hire a marketing agency that specializes in SaaS.

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1. Why is digital marketing for SaaS different from any other type of marketing?

SaaS, or Software as a Service (Software as a Service), is a way of distributing and marketing software through a subscription model.

This marketing format has become increasingly popular, and even large companies have started to adopt it – as is the case with Adobe.
 
Just thinking about how the business-client business relationship happens in SaaS, it is already possible to understand that online marketing strategies for SaaS need to be different from other types of marketing.
 
Also, let’s be honest, we still have difficulty dealing with the abstract, with product purchases that don’t involve some kind of physical delivery.

In addition to being a recurring purchase—by subscription—SaaS is always cloud software. So we run into this challenge again.
 
But, if we stop to think about it, digital marketing for SaaS is not that complex.

You just need to pay attention to your customers.

This is the best way for those who want to stop wasting time and money on unqualified leads, and start bringing in the audience that really matters to their business.
 
Does it still seem difficult to you? No need to worry!

We will help you and show you ways to create a great strategy and achieve success.

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2. What Not to Do in Marketing for SaaS

Before I start giving tips on what to do, let’s talk a little about contraindications?
 
These situations can delay the construction of your results, so stay tuned so you don’t get lost on a path that will divert you from your goals.

3. Not being clear about expected earnings

Your software has the power to revolutionize your customer’s lives, and you know that’s true.

But do you know how to explain this to your prospective client?
 
It’s no use talking about the features of your SaaS if it’s not clear during the purchase journey and the commercial process exactly what pain this product will solve for your customer.
 
Then do the exercise of finding arguments that translate these features into real benefits for your personas.

Having these arguments on the tip of your tongue will certainly help your sales team get around the main objections.

4. Underestimating Content Marketing

If you are obsessed with results, you may think that producing content is a waste of time.
 
Content marketing really isn’t something that will give results overnight.

But publishing quality and really useful content for your personas contributes a lot to the development of a good experience, both for new visitors and leads (who can become customers), as well as for those who are already customers and need to keep their subscription active.
 
We’ll talk a little more about the content later, so stick on reading

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5. Forget that whoever makes the decision is a person

You may even be marketing a B2B solution, but it will most probably be only one person who will weigh the pros and cons and make the purchase decision.
 
So make sure you’re meeting that person’s needs throughout your buying journey and during sales meetings.

6. What you should do in Digital Marketing for SaaS

Now that you know what not to do, it’s time to build a digital marketing strategy for SaaS.
 
Here are some tips that can be applied to your strategy, but don’t forget to evaluate what makes sense for your company’s reality, your market, and what your personas are looking for.

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6.1. Define ICP and Personas

We know we just said it to evaluate the tips that make sense, but that first point is mandatory.
 
Ignoring the importance of knowing your ideal customer profile (PCI, or ICP) is a sure recipe for wasting investments in marketing.

Find out how to do a persona study

When doing your persona study, in addition to discovering their main characteristics, it is important to understand what they want to hear and how they want to hear it.
 
Understanding the best way to communicate with your audience can be the difference between a successful strategy and not.

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6.2. Understand how each channel works for you.

Before starting to outline marketing actions, it is necessary to understand how the channels that are working today work.

A few questions can help you better understand which share of results comes from each channel:

1. What channel are my customers on?
2. Which channels bring the most leads?
3. What channels did the opportunities come from?
4. How are paid channels performing?
5. Which channels are not being explored?

Answering these questions can help you understand how to direct your investments and efforts, as well as allow you to clearly assess whether you are going to adopt an inbound-only strategy, an outbound-only strategy, or both.
 
Regarding which channels to use, there is no right answer, but we’ll talk a little more about organic and paid channels next.

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6.3. Create content to attract and engage

Educating visitors and leads and positioning yourself as an authority takes effort and brings results, but it mostly requires relevant and useful content.
 
If you are determined to build an Inbound Marketing strategy for your SaaS, you need to commit to a routine of publishing quality free content.
 
Content marketing is an essential tool to create a bond between the company and its customers, so it must act based on the needs of its audience, earning their trust.
 
We like to say “Content is King,” and this is especially true for SaaS companies.

Keep in mind that most of the strategies of SaaS companies make qualified leads arrive at the service offered through content that solves problems.
 
Remember that people will come to you when they are looking for information, so it is essential to think of an integrated, content-centric strategy.

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Blog and Rich Materials

The first step is to invest in a well-designed blog, defining categories with the subjects that involve your product.

The blog needs to be advertised, preferably on the homepage of the site, with a prominent button.
 
A tip on how to use the blog is to identify it as the gateway to gaining the trust of your leads.
 
In addition to the blog, you can include in your planning the creation of what we call “rich materials” (ebooks, checklists, and other formats).
 
A tip is to analyze which articles on your blog have the potential to generate more complete material, so you select 3 to 4 articles and delve into their themes to create the material.

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These materials will require more work.

However, they are the ones that will generate leads for your company.

Creating truly rich content is the recipe for winning your leads.

Social networks

Social networks are the way most customers start, but they don’t always continue.

Perhaps this is one of the main challenges of this communication channel: constancy.
 
Creating a profile on Instagram or LinkedIn can be much faster and more practical than creating a new page on a website for a blog or designing rich material.
 
However, the constant updates of social networks, with a thought out strategy, require time and, above all, a dedicated professional for this activity.
 
A tip for this channel of action is not to worry only about the design and images used.

Many profiles have stood out these days, showing the backstage of their business.

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E-mail marketing

Of course, we could not fail to mention emails in this communication routine with your leads.

You need to know where your target audience is and the best way to get there, communicate with them.

Often, email marketing will be the best option.
 
Unlike what some people think, the email marketing channel continues to grow.

To be successful with emails you need to work on your email lists and segmentations used.
 
When you have a small base of leads, it can be an extra challenge to segment.

However, it is important from the beginning to identify which groups of contacts you have, as well as the subjects of interest to each one.
 
For example, if you have two products with different subjects, it is interesting to separate the lists of interested parties for each product and send the information that is relevant to each group of leads.
 
A tip of what not to do is to use paid lists for sending email marketing.

In addition to harming the email domain used, you will likely be communicating with people who don’t know your company and product.
 
When you are sure of this channel,

We recommend that you start thinking about marketing automation to get even more results with your emails and created materials.

6.4. Invest in paid media

In addition to content, we recommend working on ad campaigns.

At this point, you should ask yourself: if the content was made to reach the target audience organically, why should I also invest in paid campaigns?
 
If you think this way, evaluate it from another point of view.

Ad campaigns can also work as a way to boost content that is already relevant to your audience.
 
When we talk about ads for SaaS, we can separate them into three fronts, we suggest that you analyze the options and apply the one that best suits the moment of your business.

Ads for direct campaigns

These are direct search campaigns related to my SaaS subject.
 
Sometimes the competition can be very fierce and you still can’t get into this fight, or there may also be no volume depending on your segment of activity.
 
In practice, having room to enter this fight and volume, you must set aside a good amount (perhaps 60% of the investment) to use in this competition.
 
After all, the first customers will come quickly from here.
 
The downside is being at the sole and exclusive mercy of this investment.

That’s why we have the other fronts.

Ads for indirect campaigns

We are listing in this group all the campaigns that will be linked to the generation of leads.
 
Always take care to separate your materials (and consequently ads) into the top, middle, and bottom of the funnel.
 
In terms of investment, we can apply 40% (more or less according to the item above and the next item).

Remarketing campaigns

When you have a good number of visitors and leads lists, it will be time to set aside a budget for “remarketing,” those campaigns that will “follow” an audience by emphasizing a message or offer.
 
It will help a lot in increasing trial or even converting trial into more engagement (and opportunities for the commercial team).

6.5. Learn that it is sometimes necessary to give in order to receive.

One of the best ways to gain new customers is by releasing free trials, or freemium plans.

This type of strategy allows your users to get their hands dirty and create a direct experience with your product.

And, with luck, this experience will definitely win them over!

Free Trial

As the name implies, SaaS will allow you to use the software for free for a certain period.
 
This period must take into account your TTV (Time to Value), that is, the time it takes for the user to understand the value of the product during use.

In addition to defining the period, there are other questions that the marketing team should ask when considering releasing a free trial:

1. Should I release it for free or consider it linked to the registration of a payment method (such as a credit card)?
2. Can the user start alone or will they need onboarding?
3. Will I seek to follow some trials with a team?

You will need to go through these debates to have a successful strategy.

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Freemium

In the freemium model, the company allows the free use of certain features of the solution.
 
A great example is Dropbox, which offers free access to some features and free storage space, but requires you to upgrade to a paid plan to use it in full.
 
It is worth mentioning that the decision between free trial and freemium (or neither) will depend on your software and your personas.

What you need to know is that when you release access to your SaaS, you have a modal window to prove your worth.

So go all out!
 
Remember to nurture these free users with relevant content, ensure efficient support for questions or issues, and do everything in your power to make it an amazing experience to increase the chances of converting that free user into a paying customer!

6.6. Have a well-defined sales funnel.

Having a well-defined sales funnel is essential to understand if the marketing strategies designed for your SaaS are generating results in line with the company’s goals.
 
And having a well-defined sales funnel also means having an alignment between the marketing and sales teams.
 
It doesn’t matter the size of the teams, or their format – in-house, outsourced, freelancer – Marketing and sales need to talk in the same language.
 
Once the two teams are well aligned, you will find it much easier to identify gaps and opportunities in both sectors.

6.7. Have a follow-up routine

This is another one of those super important steps.

Your team may not be big enough to monitor all the indicators you would like, but it is essential that your marketing team clearly understands the main metrics and strictly adheres to the monitoring routine.
 
We recommend monitoring, at least weekly, the evolution of the sales funnel and the performance of the acquisition channels.

Other important metrics you can focus your attention on include:

1. Opportunity acquisition channels
2. Paid media cost per lead
3. Number of keywords on the first page of results

6.8. Hire a marketing agency that specializes in SaaS

As I mentioned earlier, marketing for SaaS is complex and has several fronts of action.

So it is important to have a strong and experienced marketing department that can embrace advanced strategies and deliver good contacts to the commercial team.
 
And we know that a team of experts can generate high costs.

After all, if we consider an expert for each "arm" of marketing, we already have 4:

1. Content (blog and materials),
2. Paid media,
3. Social networks, and
4. Email marketing.

Not to mention the need for designers, and a marketing analyst focused on analysis and monitoring the health of the funnel. With these, there are already at least 6 professionals.
 
It is no wonder that many companies choose to associate an internal team with a marketing agency.
 
This allows the internal team to be leaner, with two or three people, and still be complemented by a team of specialists within the agency.

That is, the benefits of having a large and experienced team, without the high cost of hiring and training these professionals.
 
At the end of the day, the main difference between marketing for SaaS and other product marketing formats is the need for constant maintenance and investment in marketing.
 
In addition to winning over customers, it is essential to dedicate yourself to being the first choice of your customers.

Once you combine a good product with good service and top it all off with the authority built through your marketing strategies, it will be hard to get you off that podium.
 
Did you like the tips? Share with us in the comments and share this article on social media.

Conclusion

Well, that’s it. We’ve got to the end of our article: 8 Digital Marketing Tips for SaaS You Need to Know!.

We hope that you enjoyed reading this article and got some helpful advice from it.

Feel free to comment and share this post.
Thanks!!

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