SaaS (software as a service) products are in increasing demand, both in the B2B and the B2C sector. People have extremely flexible schedules these days. They travel a lot, work from the office, from home or from a coworking space. They use their desktop, laptop, tablet or mobile phone. Thus, they want access to the software they need for work from any place, on any device. This is why SaaS products are so popular. And today we will show you how to create an effective digital marketing strategy for such products.
What Is the Outlook for the SaaS Market?
SaaS products are not a passing fad. Consider how many companies and individuals use cloud services for storage (like Dropbox or Microsoft One Drive), collaboration (like Asana) or document editing (like Google Docs). These services are not going away. In fact, they will become more sophisticated and new players will enter the market.
To prove our point, we resort to market research data. According to Cisco Global Cloud Index, in 2021 75% of all cloud workloads will be SaaS, a massive growth from just 4% in 2016. Also, according to Market Research Media, in 2024 the SaaS market will exceed the US $1 trillion.
What Is Different in a Digital Marketing Strategy for SaaS Products?
The first thing that makes this niche different is that you are not selling a product per se. You are selling access to a product. What is the difference? What you should focus on is customer retention.
A successful digital marketing strategy for Saas products aim to keep clients for as long as possible, not just convert them. Also, it must take into consideration that the customer journey is longer than for other products. Even private consumers take a lot of time exploring options and comparing offers before they decide on a subscription. In B2B companies, the buying cycle is by default longer, as several decision makers need to agree on the purchase.
Effective Tips for an Effective Digital Marketing Strategy for SaaS Products
Now that you understand the specifics of this niche, let us focus on how to develop your marketing strategy:
1. Understand the Needs and Pain Points of Your Customers
Your content and advertising strategy must focus on the customer’s need to solve a problem. Why are they looking for a cloud service with specific functionalities? Why should they opt for your product?
The digital marketing strategy for SaaS products is focused on how easy and convenient it is for the client to solve an array of needs/problems using your product. Case studies and how to articles are a staple in the content strategy for such products.
2. Try before You Buy
Offering trial versions must always be the first approach in converting a lead. The alternate option is to allow your leads to schedule a demo of your SaaS product. At any rate, offer your leads the chance to get hands on with your product without any monetary obligations.
This is the only way to actually prove the client that:
- Your product does what you claim in the description
- It is easy to use
- It solves the customer’s needs/problems.
3. Offer a VIP Customer Service Experience
Software does not always work the way a customers expect. Maybe they did not full understand how to access a function. Maybe the server is down for some reason. Whatever the customer’s problem, they should always get the answer they need as soon as possible and in the easiest manner possible.
Thus, let your customers contact your customer support team by phone, email, Twitter or Facebook Messenger. Make sure that the first answer comes within minutes and any delays in providing a solution are clearly justified. Do not let any disgruntled customer walk away without getting an answer to their problem.
4. Continue to Educate Your Customers with Content
As we stated above, in SaaS digital marketing, the key object is customer retention. Thus, your content strategy must cover the need of existing clients. Consider ways in which you can determine them to upgrade their current subscription. Look at the most frequent problems they meet and prepare tutorials that cover these topics.
Also, consider hosting webinars, not only for qualified leads, but also for customers. These are most useful when you make changes to your SaaS products, such as redesigning the interface or adding new functionalities.
5. Create an Effective Customer Referral Programme
Last, but not least, the most effective digital marketing strategy is using your clients as brand ambassadors. You can do this through a well thought customer referral programme. It is easy to find adequate incentives in this case: one moth free subscription, access to premium features for a limited time, a discount for the next year subscription fee, etc.