According to the 2016 Report on the State of SaaS, “64 percent of small and medium businesses today rely on cloud-based technology and 78 percent of businesses indicate that they plan to expand the number of SaaS platforms.” This same report suggests sales of SaaS products should jump to $16 billion this year. This growth has created a number of SaaS startups edging in to take some of this market share. In fact, over 1,400 of these new SaaS offerings have come into their own in the last five years. This represents fierce competition in a market with the brightest of minds. To stand out from the crowd, a good digital marketing strategy is vital.
Using Digital Marketing to Thrive
Gone are the days when keywords were the quintessential element to ranking high on search engines. While SEO requires keeping a weathered eye open in their direction, creating good content with your target audience in mind is the way to achieve qualified leads that morph into clients. In order to accomplish this, consider the following five crucial factors:
#1 Address Pain points
According to Ava Seave, contributor to Forbes and co-founder of Quantum Media, excellent corporate strategy must start with customer pain points. Write across a variety of platforms delivering content that shows your potential client how your service solves their pain points. Provide valuable information, not advertisement rhetoric. In this way you grab potential customers searching for viable solutions.
#2 Analyze Touchpoints
Know when your potential customer comes into contact with your brand and reach out to them with a consistent voice. SaaS products are usually not impulse buys so potential clients often come to your site several times before committing. Use customer surveys to collect feedback. IntouchInsight offers beautiful branded surveys that helps keep your voice strong and your potential customers engaged. Write a blog about the issues they need to resolve and come across as the expert in your field by including a link to an eBook you’ve written on the subject. Share this content on multiple social channels. Determine where your target audience lives in order to define the appropriate channels.
#3 Targeted Audience
Determine who you can help the most and target your content accordingly. Pinterest has a large female following while LinkedIn targets professionals and B2B. And don’t forget reaching out to your current and to-be customers on Facebook and Twitter. Everyone appreciates a “liked” post and a followed “tweet.” There are currently 4 million brands advertising on Facebook. Twitter has over 313 million active monthly users. Always remember to retain your voice across all media platforms to encourage brand awareness. Consider your voice as your brand’s personality.
#4 Social Media
Maintaining a strong social media presence that engages with clients and potential clients ensures brand loyalty. In order to accomplish this, schedule your content that you’re going to publish and maintain vigilance in your social media accounts. Respond and engage on a regular basis. In the world of SaaS, subscriptions will eventually expire. If you’ve done your job correctly and engaged with your customers where they live in the world of social media, they have already committed to your product and won’t take the time to look elsewhere when expiration nears. Keeping this in mind will inspire you to remain engaged. To ensure your engaging on all channels, consider a product such as NUVI—a platform that allows you to manage all of your social media responsibilities from one site.
#5 Call to Action
Once you have found your potential clients through shared content, don’t forget a call to action. This could be anything from a trial subscription to a demo or downloading content. Think out of the box and consider hosting a webinar or downloading a podcast audio or video. According to a recent article in Forbes, 2017 is the year for live video streaming. Stand out from the crowd by hosting an interview or giving a behind-the-scenes look at the world of SaaS.
It takes time to build compelling content that outshines your competitors and makes you the expert in your field. It is, however, well worth the effort. Keep informing and impressing your potential clients with a variety of content in the form of instructional videos and user guides and you will find leads turning into loyal customers. If your company does not have the staff, or time, to tackle the world of digital marketing, consider one of the sites such as WorkMarket where you can recruit qualified freelancers that specialize in this area and in your market.