Marketing an SaaS company can be difficult. You’re selling something that only exists as lines of code, which means you don’t have a tangible product to show off. Plus, you’re likely trying to reach a niche user base — one that may be challenging to reach and even harder to captivate.
However, with some clever planning and the revival of classic marketing strategies, you can develop an SaaS marketing campaign that boosts your brand authority and gets you more sales. Here are five marketing ideas that can set your company apart.
As the world shifts toward digital sales, taking an in-person approach to marketing may seem like a step backward in time. However, making a move that’s unconventional for modern SaaS companies can be the very reason your business stands out.
Building strong relationships with prospects is essential for keeping customers engaged in the SaaS industry, in which the sales process can last over two months. While digital marketing and phone calls can feel detached, in-person marketing — like live product demos at trade show booths — can add a personable, human touch that aids connection. You can make a stronger impression on your potential customers, especially since you’re able to take full advantage of non-verbal communication.
In-person marketing can also make your SaaS brand feel more tangible. While your product may be digital, you can allow event attendees to test out your product on a physical device. Plus, you can hand out promotional products like apparel and business cards to give prospects something memorable to take home while increasing your brand recognition.
As networking increasingly moves online, in-person marketing will make your brand easier to connect with than your competitors.
Social selling is an innovative sales tactic that’s all about using social media to build close connections with potential customers. While most companies use social media to promote brand awareness and generally advertise their products or services, SaaS businesses that incorporate social selling are focused on providing value to users. For example, instead of simply promoting the launch of a new feature on your SaaS product, you can create content that fully answers the questions you anticipate from your prospects.
Social selling is a more helpful alternative to social media marketing that proves the value your SaaS brand can bring to consumers’ lives and drives home sales.
Implementing social selling can also help you re-engage past customers more effectively than standard social media marketing since it can involve ongoing, personalized DMs on platforms like LinkedIn. This is important since loyal customers tend to be more valuable for businesses than new ones.
Content marketing is a tried-and-true SaaS marketing technique that helps prospects envision how your software can improve their lives. While this certainly isn’t a groundbreaking marketing strategy, you can get creative about your approach. Rather than exclusively writing blogs or optimizing web pages, you can stand out by incorporating video content into your SaaS marketing campaigns.
While video content should still answer your prospects’ questions and increase their trust in your brand, choosing video allows for more creative freedom. For example, you can use humor to positively resonate with your target audience or use audio and visuals to convey strong emotions that make your campaign more memorable. A software product can suddenly become part of a remote worker’s life journey, instead of exclusively being a simple tool for getting work done.
While influencer marketing is a popular approach when selling consumer goods, it can be a creative way to reach your SaaS brand’s target market, too. When you enlist an industry influencer to promote your product, you can reach members of your niche audience through the voice of someone they already trust.
Much like in-person marketing, influencer marketing helps you add a personal touch, which many SaaS businesses fail to bring to their campaigns. Instead of merely envisioning software when they hear of your product, your prospects can connect your brand to a real spokesperson.
Email marketing is sometimes overlooked by brands — and even when it’s used, SaaS businesses often consider content before design. However, well-designed emails can deliver over 4,200% return on investment (ROI). When your email designs clearly show off your brand personality and what you have to offer, you can achieve stellar click-through rates from your target market and achieve better sales.
As an SaaS business, the way you design your email marketing can directly reflect the digital experience that your software can provide. This can further entice customers to try out your SaaS product.
Thinking outside of the box for your next marketing campaign doesn’t have to involve promotional stunts or large investments. In some cases, getting creative can mean turning back to traditional marketing techniques — perhaps with a modern twist — and focusing on your relationships with prospects and customers. Try out these five strategies to step up your SaaS marketing today.