Building a SaaS Marketing Strategy

Understand your customer’s journey

The SaaS sales funnel is unique to the industry, so understanding your customer’s journey will massively help you find marketing techniques that convert.

By analysing each stage of the journey, you can create targeted messaging that addresses the customer’s needs and pain points at each stage. This will allow you to create more personalised marketing pieces that are relevant, engaging, and more likely to drive conversions. Moreover, taking a deeper look at your customer journey can help you to iron out any bottlenecks and streamline the process from start to finish. Having a smooth, easy process for customers to follow will help you with client retention and upselling, as it will enable you to nurture your existing customers.

Check out the competition

When building your SaaS marketing strategy, the competition can be fierce. It’s important to know what you’re up against.

Carry out a competitor analysis to examine the strengths, weaknesses, opportunities, and threats your competitors pose so you can make an informed decision for your marketing plan. This will also help you identify any market gaps so you can tailor your marketing messages to address these, winning over customers searching for a solution.

Choose your channels and techniques

When choosing which channels to deliver your message, it is important to identify which will work best for your company and your customers.

It is a common mistake to try and use every channel in SaaS marketing, but this can actually have a negative impact. If you spread yourself too thin, you may dilute your message or reach too many poor-quality leads that will never turn into customers.

If partnering with an outside marketing agency or consultant, ensure they take the time to really understand your business and your customers, and they will be able to guide you towards the correct channels. If you are a B2B company, your customers will likely be in places like LinkedIn or can be reached with a solid PPC campaign. If you are a B2C company, SEO will be crucial.

Give your campaigns time to work

When you begin a SaaS Marketing strategy, it can be common to expect results quickly – however, it is important to remember that all campaigns take time to work.

With organic techniques, like SEO, you must be patient and understand that it is not a ‘one-and-done’ task. Organic marketing requires constant improvement, evaluation and dedication, but once the results start going up, you’ll see why it works!

With paid ads and PPC techniques, results are normally quicker to come in, as you are directly paying for clicks. These methods are great if you are in a niche industry with a very specific target audience, as you can target by location, age, industry sector, and even job title, depending on where you choose to market.

Evaluate and improve

Whether you are outsourcing work or have an internal team, make sure to book periodic reviews of your SaaS marketing strategy to identify what is working and what is not. This will ensure you are not wasting time on irrelevant techniques; instead, you are capitalising on good techniques that bring in high-quality leads that convert.

If things are going well, and you are ready to put more budget into your marketing, consider what other strategies you could implement, such as email marketing or exhibitions. You should always look at your SaaS marketing as part of your business that needs nurturing, just like any other part of the company.

If you are not prioritising your marketing, it’s time to do so. Take the time to research your market, your competitors, and your strategy so that you can reach new customers and level up as a business.

Not sure where to start? Give us a call today, and let us create a winning strategy for your software business.