According to Gartner, the market for Software as a Service (SaaS) is more than promising. Applications in this area will surpass 20 billion dollars in 2013 and will reach 33 billion dollars next year. Currently, SaaS is a growing market all over the world and the multiple similar ventures on the internet is making the space bigger and bigger, and the competition is getting fiercer day by day.
However, for these companies to be successful they must not only know how to create quality systems and tools; they must also know how to publicize them, market them, and retain their customers. And, the success of the company depends on its ability to acquire new customers quickly and at low cost, retain buyers in the long term and create an efficient up-selling strategy.
So, what could you do to win more customers and sales, having a better market position for your company that deals with software as a service? Thus, in this article, learn some marketing strategies for SaaS that will help you a lot.
Content is must for SaaS companies
There is no denying that the use of content marketing has exploded, although many companies still seem to have trouble implementing it effectively. According to the Content Marketing Institute, 89% of B2B marketers use content marketing while of those who have seen an increase in content marketing success, 85% attribute it to higher-quality content creation with more efficiency.
Content, when done right, works wonderfully! It helps drive leads and increase sales by reaching customers at crucial stages of the buyer's journey. The key to content success lies in doing a few things well:
Get started with a scalable SaaS marketing investment
Before considering a prominent investment of money, you should try different B2B SaaS marketing channels. In other words, your business is unique and will always have a differential point with others. Thus your customers are also unique. Try not to risk investing in practical things like your competitors do. It starts with an investment in paid scalable SaaS marketing that contains the following:
Try small budgets and ad variations on each platform, so you can rule out a bad-ad as a cause of no traction.
Offer a free trial
Generally, sales in the “saas world” take place via inside sales, that is, without face-to-face contact with a salesperson, the sale is made only by telephone or videoconference. So it is important (at least in the beginning) to offer a free trial for a limited time. Thus, your potential customer can try the software without obligation.
Besides, a free trial is an excellent opportunity to generate interest in your software and a great commercial hook. If you work with B2B Saas, you know very well that, in the corporate world, people think very carefully before indicating a solution. After all, no one wants the referral to be a headache in the future.
Launch PPC and remarketing campaigns
PPC campaigns are known as paid search engine campaigns. It is a good option if organic traffic is minimal or starting to decline. These types of campaigns are based on the creation of ads linked to specific keywords, for which you will pay each time a user clicks on the ad. On the other hand, remarketing is more aimed at customers or users who have already shown interest in the product but have not reached more. In this way, specific techniques can be applied to attract customers again.
Lastly, nothing is more convincing than a genuine customer testimonial. Producing successful cases of your best customers is the type of content that can be used both by the marketing team and in sales. Make a list of your best customers, and ask for a video testimonial. Tell the story of the company, the challenges, and how your software has benefited the customer's day-to-day life.
As you could read in this article, many things can be done to generate growth in a healthy company. Regardless of the stage, your company is in now, it is important to start implementing each of these strategies as soon as possible.
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