Over the past 20-plus years, the explosive growth of the software-as-a-service (SaaS) industry has posed a unique challenge. How do you market a product that lacks a physical, tangible presence? How do you attract potential customers, and show them you understand their priorities and pain points? And how do you make them understand why your offering is the best solution for their needs?
Especially for those who might be new to the world of SaaS marketing, it can feel intimidating to design your first campaign. We get it—that’s why we’ve put together this blog with some SaaS marketing best practices so you can hit the ground running, with solid earth beneath your feet.
There are a few challenges to be aware of when considering how to market a SaaS product, including:
There are three hallmarks of a successful B2B SaaS marketing strategy:
Apply these best practices to develop a winning B2B SaaS marketing strategy.
Many SaaS marketers find it difficult to attract organic traffic to their website, which is unfortunate because SEO works. By leveraging SEO strategies, organizations can attract and engage prospects, guide them through the buying journey, and develop positive customer relationships.
Basic SEO best practices include optimizing your website content so that when potential customers are looking for solutions to a challenge they’re experiencing, they’ll organically arrive at your website. This closely relates to the second best practice on our list—content marketing.
Like general SEO practices, content marketing is an effective way to increase your website traffic and improve the quality of your leads. At the heart of content marketing is a simple enough notion: produce and publish informative, engaging content that will, in itself, provide compelling value to your audience. This helps you establish your company as an industry leader or authority, which can be the difference between winning their business and just being another SaaS company with a product to sell.
For the best results, we recommend doing keyword research to determine the types of questions your ideal customer is asking, so you can tailor specific content to their needs. This helps build trust and credibility, which is especially important since customers prefer to do business with companies that seem to understand them and care about their problems. DemandJump’s keyword research and content planning tools were developed to empower SaaS marketers with the data they need to craft an effective campaign.
Website content is one thing—but for modern SaaS marketers, social media is where the real conversations are happening. Your social media presence doesn’t have to be overly complex or extensive. It just needs to be honest, catchy, and clever. It can be a delicate balance, but effective social media marketing helps increase brand awareness while developing a company voice or persona that prospects can relate to. You can use social media to engage with your audience however you see fit and promote any new content you’re publishing.
Since SaaS products are intangible, it can be difficult to demonstrate their value to customers. This is especially true if the basic features and benefits of your solution aren’t substantially different from what your competitors offer. That’s why so many SaaS companies offer “proof” in the form of case studies or testimonials, product demos, or free trial offerings.
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Tracking the performance of a SaaS marketing campaign can greatly impact its ROI, especially when timely adjustments can be made to shore up underperforming elements or further develop strategy components that are working well. Without keeping a close watch on key metrics and performance indicators, SaaS marketers risk wasting their investment(s) on hunches or instincts that may or may not have a positive impact.
If you’re ready for a new approach to SaaS marketing—one that’s in line with the SaaS best practices outlined in this article—then DemandJump might just be the perfect solution. We offer an AI-powered platform that can empower you to better understand your ideal customers, including their priorities and pain points. With our AI-powered keyword research tools, you can know exactly what kinds of content to create and promote within your marketing strategy.
Better insights—and better results—are waiting. Go ahead and click the button below to test out the platform, or listen to an episode or two of our Page One or Bust podcast to gain more insights directly from some of the best minds in the industry.