SaaS marketing strategies and tactics differ from those used in other settings. SaaS has no physical product and its dynamic nature means that its specifications can change without notice. Also, some prospective customers fail to fully understand the SaaS concept. Learn from the following 5 SaaS companies with kick-ass marketing strategies to give your business new life.
Short SaaS sales cycles compound the challenges that companies face while marketing their services. By keeping things simple, companies displease with the wining and dining that might accompany sales processes in other industries. Instead, the process is short and sweet and prioritizes transactions.
Software products have always been characterized by evolution. Now that so many products have moved to the cloud, they change faster than ever before. If a SaaS product had a long sales cycle, the product could be completely different at its end than it was at the beginning.
Giving customers plenty of information and satisfaction guarantees has become the cornerstone of many SaaS marketing strategies. As part of that effort, content marketing represents a vital tool for many marketing professionals. Its simultaneous flexibility and longevity combine to make it a sensible investment of time and money.
Effective content marketing programs also operate on multiple levels. The resultant mix creates synergy for the SaaS firm and contributes to the goal of making customers feel safe and secure while investing in a cloud-based product.
In practice, content marketing efforts support every component of the sales cycle beginning with customer acquisition and ending with post-sale support and remarketing. Companies can also optimize their content in ways that build their authority in the industry as well as awareness of their brand.
Cost, of course, tends to drive SaaS firms to use content marketing. A minimal investment can result in substantial gains in website conversion and customer retention. Additionally, the simplicity of content as a marketing tool reduces the need for firms to substantially invest in new technologies. By controlling overhead, SaaS companies can generate high profits that allow substantial reinvestment in their products.
Kick-Ass Marketing Strategies
All marketers, including those who work in B2B environments, can benefit from the following five companies that have kick-ass merge strategies. Each one represents an expert approach to content marketing that can help optimize your results and improve your career.
Emphasizing the relationship between your customers and brand will, according to Moz, help you create effective marketing content. The firm asserts that more than 80 percent of customers feel better about a brand after consuming its content. Additionally, readers almost always highly rate its usability.
Moz has published a massive amount of content that can fuel customer learning for many years without pause. A popular video series by Rand Fishkin has already proven to be an authoritative and entertaining source for information. As a B2B brand, Moz has achieved notoriety. Despite the evolving nature of the SEO industry, the firm has stayed relevant through content marketing.
As customers learn the value of Moz content, they gradually become acclimated to the notion of paying for more. The firm has a professional in-house team as well as connections to industry influencers that ensures that it always has something to offer its base.
As a content marketer, you will want to immerse yourself in the online Moz community and share your experiences as you flourish. Similarly, if you create an online forum that centers on your SaaS brand, you can benefit from your growing customer base. As your customers become proficient with your product, they will naturally become advocates for your brand.
Social media contributes to the development of a lively brand-centric community. Vigorous interactivity on a personal level makes participants feel valued. Also, responding to questions and even reciprocating with questions of your own stimulates thought and activity. Expressing your appreciation to participants seals the deal. Just as Moz has mastered these tactics, you can use them for your SaaS brand.
Content marketers have grown to love Buffer because of the tools the brand offers for software automation. The application allows advance planning and content creation as well as the periodic publication of material. As a result, you can take charge of the timing of your messages and make them coincide with periods when your audience is most active on social media.
As a brand, Buffer itself depends on content marketing. Although it certainly uses its own social media tools, the brand also heavily relies on blogging. People from around the world routinely visit the Buffer blog to learn about the latest trends in social media as well as tips and tricks to achieve success.
Initially, everything Buffer published had customer conversion as its intended goal. If the Buffer team can get someone to try their services, they could have a good chance of winning a customer. That strategy, however, evolved based on things the Buffer team learned from Moz. Rather than depending on direct pitches, however, Buffer made the decision to target influencers who, in turn, would expand the brand’s reach.
Buffer expanded its audience by posting content on a variety of topics, including psychology and creativity. Blog posts on productivity and for living a better life also helped the brand expand its audience. By creating value for more people, Buffer has successfully expanded awareness of its brand and extended its sphere of influence. Even though the topics on the Buffer blog only indirectly relate to the services the firm offers, the practice has created steady growth in revenue and profitability.
You can transform your marketing career by learning to broaden the appeal of your content and adding value to the online community. By engaging influencers, you can compound the effectiveness of your work and humanize your brand.
As a SaaS product, Zendesk provides a framework that enables businesses to streamline their customer support services. By providing self-service options and issue management tools, ZenDesk can enable firms in any industry to leverage customer service as a competitive advantage.
Zendesk’s successful marketing strategy began by monitoring terms used by search engine users. The team found out that many people were looking for alternatives to Zendesk rather than the genuine product. The company latched onto that trend as part of a successful effort to control online sentiment regarding the brand.
The Zendesk team created a tongue-in-cheek music video that featured an “alternative” band called “Zendesk Alternative. Traffic to the satirical website almost doubled the online going to the brand’s primary site, giving the firm a chance to win the hearts of people who wanted to find a different, but similar product.
Creativity, humor and some self-deprecation helped Zendesk score a major victory. The world now views the brand as synonymous with helpdesk software and competing firms have difficulty gaining traction in the marketplace. The company has managed to create personal connections with the B2B community that has fueled its long-term success.
Think outside the box to find innovative ways to turn contrary online trends into favorable selling conditions for your brand. Rather than becoming a victim of market forces, harness them and watch your brand thrive.
Another possible SaaS social media management platform, Hootsuite, depends on entertainment as the cornerstone of its content marketing effort. The brand’s “Game of Thrones” videography compares the forces driving that television series to those that make Hootsuite an indispensable brand for millions of B2B and consumer customers.
After the famous video was released, it attracted thousands of social media mentions and likes. Also, several broadcast media outlets featured the film as it circulated throughout the world. Thanks to the viral content, Hootsuite enticed a substantial number of people to sign up for a free trial of their social media services.
When promoted by popular content, free giveaways can help any SaaS brand, including yours, can gain traction. In this case, a free trial of the full product gave people a chance to explore its capabilities. Other SaaS firms have made available free “basic” versions of their product to encourage signups.
If neither of those two onboarding models appeals to you, give another one a try. Trial-to-paid accounts, freemium plans, and credit-card-free trials rank among the most popular methods. Of course, like Hootsuite, you should have a plan to capitalize your giveaways so that they contribute to your bottom line.
Large and small companies always want to find new ways to improve productivity and efficiency. Trello has taken advantage of such a reality and now ranks among the top project management SaaS products in the world. Of course, it was their marketing strategy that helped them achieve success.
You’ll never find any gimmicks when you evaluate the Trello story. Instead, you’ll find a firm that heavily invested in its brand with the desire to create the most reliable, user-friendly productivity platform in the world. The effort succeeded.
People who tried Trello raved about the product to their coworkers, friends, relatives and social media acquaintances. As a result, the brand became legendary and in high demand. Bloggers around the world, for example, have reviewed the product and many websites provide tips and tricks from personal experiences that make Trello even more useful.
You can learn from the Trello model as you develop your own high-octane marketing strategy. Like that brand, yours can attract millions of professional and amateur marketers who will give you unlimited exposure. Of course, the Trello model could backfire if you do not make an unwavering commitment to quality and customer service.
Kick-ass marketing strategies used by the above firms accomplished more than most experts could have predicted. Now that you’velearned them, practice them and watch your business intelligence thrive.
SaaS companies often make the mistake of focusing on the process of software development and forget the weightier matters of service, support, and humanity. When you entertain, delight and value customers while adding value to their businesses and personal lives, you lay a solid foundation for a marketing strategy that can, like the five above, deliver amazing results.