Marketing is crucial for every industry. If you’re a Software-as-a-Service provider, it’s the difference between a thriving, growing user base and an unused product.
So, let me ask you this: when it comes to marketing for your SaaS company, what measures are you taking to ensure the most visibility and positive traffic flow?
Now let me dive a little deeper:
Are you going the more traditional route with postcard sends and flyers?
Do you rely most heavily on referral business?
Are you plugging a bunch of keywords in your blogs hoping that one of them will give you a high ranking from Google?
How are you tracking the traffic that is coming to your website?
Some of these efforts may be working for you, whereas others are actually bringing negative or spam traffic to your site. It is important to understand what works for your specific business; the tactics that work for another SaaS provider may not represent the best route for you.
Whatever the direction your current strategy is taking, I hope this article proves to be a helpful resource for getting you on the right track. Keep reading to learn the top 5 most crucial tips for your SaaS marketing plan.
Optimize Your Website
Websites are a crucial aspect of marketing, especially marketing for SaaS providers. Here are a few do’s and don’ts to keep in mind when designing or building your SaaS website:
- Rely on outdated design. In SaaS (maybe even more so than in other industries), design matters. If your website looks dated, people will think your software is, too.
- Focus solely on the design without paying any mind to content. You’ll need to convey the value of your software, too, and you’ll definitely want to rank for relevant keywords.
- Use a lot of jargon and difficult language in your blog and website.
- Keyword-stuff your website or blog listing. In the long run, it won’t help.
- Invest in design that reflects the ethos of your software.
- Create riveting content that explains your services to your potential client base.
- Have a blog that releases expertly-written articles on the latest news and trends and resources in your target audience’s community.
- Use keywords in a clear manner, when it makes sense.
- Link your CRM to your website and form submissions, so you can more accurately track new leads.
When it comes to your SaaS marketing plan, it’s all about balance. Website content and designs are no exception.
You need balance in your branding, site, content, photo, video, etc. You want to clearly communicate the value you bring, but to the right audience.
Need help walking that balance? Here at New North, we know what it takes to grow your user base and get new clients through exceptional marketing services.
We’re happy to help.
SEO (Search Engine Optimization)
This is a big one.
Here are a few tips that are important to take into account when working towards better SEO.
Choose specific keywords and stick with them. Make sure you have crucial keywords in all titles, descriptions, headings, image titles, ALT text, and URL’s. Again, these keywords have to make sense in these areas. Extra words and repeats of the same word will not get you anywhere. You need to have valuable keywords and content.
As HubSpot points out; on-page SEO is entirely within your control. You can rank highly if you create the content that people link to, read, and share consistently.
Another way to improve SEO marketing for SaaS is to blog regularly. Putting out 2-3 quality blogs a week makes Google like you (it’s a little more complicated than that, but really – you’ll rank better if you write more).
However, avoid making your blog posts too tech-specific; depending on your topics and audience, you may run the risk of having other experts in your field reading your blogs to fix problems instead of bringing potential clients to your site for your services.
If you still have a few reservations about SEO or just want to see if what you’ve heard about it is true, read this ebook. You may be surprised.
Regardless of where your SaaS company is now, you have the opportunity to grow if you do search engine optimization well.
Don’t take that for granted. It’s better to start today than wait until your competitor’s software is entrenched above you.
As mentioned in previous articles, content creation for SaaS providers is a very important aspect in your SaaS marketing plan. For one thing, content is a big part of the search engine optimization that will bring people to your site; for another, content is what will keep them there.
If your content is filled with SaaS jargon, it may not be the best place for your clients to learn about how your solution can fix the problems in their businesses. As I said before, you may start to attract the wrong attention: that of other SaaS providers coming to your site to learn different hacks or tools to integrate systems because of your specialized writing.
Content creation is the process of putting helpful and informative content online that your potential customer will find valuable.
Focus on your target audience and client and write for them. Write in a way that illustrates your specific services and solutions to their problems.
Another important thing to remember is that there is a lot of content already on your SaaS site. Don’t forget to take a look through your website for content that could be revamped or updated to reach your audience more effectively and clearly.
If you’re overwhelmed, don’t be; we are here to help. At New North, we help put your expertise on display and provide your clients with the information they need to choose you as their Software-as-a-Service provider.
Utilize Google Ads
Google Ads are a great resource for SaaS providers in their marketing efforts. At first, it might be a bit daunting to invest in pay-per-click marketing, and it can feel risky because it’s an easily-identifiable cost. Is it really worth the money?
Don’t go too far down that “what if” road before getting all the facts.
First of all, what is pay-per-click marketing? Essentially, it is the quickest way to make sure that when your customers search for your specific services, they will find you.
The best part about this SaaS marketing plan strategy is that you only pay for the traffic that comes to your site. The whole idea behind pay-per-click marketing is that you pay per click that you receive.
For this reason, Google Ads may in fact be a great tool to utilize in your SaaS marketing. Take the time to research for yourself and talk to experts before deciding how much budget (if any) to invest in Google Ads.
Here are a few positive aspects of these paid ads.
- They can drive targeted traffic to your site
- They can help you know your audience and their specific demographics (age, marital status, household income, location, device)
- This channel understands where the conversions are happening on your site easy (home page, contact us page, ebook sign up)
- You can get really targeted and create messages that are really relevant.
One more note: if you decide to pursue Google Ads, it’s definitely worth your time to build out a landing page for your campaign. Sending traffic to an unoptimized page is a great way to waste money. Sending traffic to the first step in an optimized sales funnel, on the other hand, tends to work out better.
If you’re still not sold on this whole paid search world, read our Google Ad optimization guide.
Hopefully, this provides you with the insight you need to crush your SaaS company’s marketing efforts in the PPC realm.
Ask the Experts
Now we’re getting to the real hard part of building your SaaS marketing plan: How do you do it all? What do you write about? How do you effectively design your website? Where do you come up with keywords to use in blogs? How much money do you invest in PPC marketing?
If you take the time to strategically design and write your website, optimize your site for search engine rankings, create expert content that’s not too jargon-y, and find what PPC efforts work for you, you may just nail your SaaS company’s marketing.
At New North, we’re recognized as a Top Digital Marketing Company on DesignRush. We’re experienced marketing experts for the SaaS industry. We work with you to understand your specific goals and audience so you can rest assured knowing new marketing leads are coming your way.
Contact us today to learn more.