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But even when you’re seeing the success you deserve, you can almost guarantee that competitors are nipping at your heels, ready to steal your customers and market share.
How much time do you have?
OK, OK, we’ll make it quick. While SaaS is certainly in a class of its own when it comes to how the industry operates and evolves, the ways digital marketing can help your brand excel aren’t that different from how it benefits other brands.
Digital marketing is all about maximizing the channels at your disposal – from social media to search engine marketing (SEM) and everything in between – to get the word out about your business, and help your ideal clients understand what you offer and how it can help them.
Increase your reach and include social channels, in your omnichannel campaigns. MoEngage profiles more than 1 billion consumers each month helping you reach your core audience!
Whatever plan you create for your SaaS company, don’t think of it as iron-clad. Rather, you want to create a plan that leaves enough wiggle room for flexibility when strategies inevitably need to pivot.
As past years have taught us, industries — not to mention search engine algorithms — can change in a flash. That means the campaigns and marketing tactics that worked one month may fall flat the next.
With that in mind, here are some elements a successful SaaS marketing plan often includes.
Ideal client personas are key for any solid marketing plan, sure. But SaaS companies in particular often have more nuanced products and more in-the-know customers, so generic demographics just won’t cut it.
Along with the standard client persona info (age ranges, regions, income, education level), you can dig deeper to paint a fuller picture. Sync with your sales team and CSMs, send out surveys, and scour your the data from a customer relationship management (CRM) tool like HubSpot, if you have one, to gather additional info like their pain points, goals, budgets, and the benefits they care about most as they relate to your product or service.
For business owners running software companies, one of the most frustrating aspects of the industry is how competitors can crop up out of nowhere, vying for your customer base and trying to steal away your market share.
This is just one of the reasons why focusing on your unique value propositions is so important. Not only can it help you beat out your competition, but it can be much more effective at turning virtual window shoppers into marketing qualified leads (MQLs) and, ideally, customers.
When you’re brainstorming which unique value props you bring to the table, think about your software’s benefits. What problems does it solve? How does it improve the user’s life? In what ways is it better than others in your niche?
Speaking of value, having a savvier customer base also means the content you publish should be heavy on the value, with fluff nowhere in sight.
Once you’ve done the proper keyword research to identify the best terms to target at each stage of the sales funnel, you can craft a content marketing strategy that focuses on educating your audience through blogs, guides, e-books, infographics, and more.
Ah, yes, the lengthy customer journey of SaaS can be a slog. The upside: All that time gives you ample opportunity to nurture those leads and turn them into customers. It’s all in the approach.
Email marketing is a great avenue for this. Creating automatic drip campaigns based on actions taken on your site can feature case studies, highlight those unique value propositions we just mentioned, and offer demos for those ready to learn more. And if you’re not seeing the opens and clicks you want? Then A/B test away until you find what resonates.
We get it: It’s easy for social media management to land at the bottom of that (endless?!) to-do list. But having a presence on the main social platforms is a budget-friendly way to boost brand awareness, increase your reach, and directly connect with your audience.
What’s more, this part of your strategy can be relatively low-lift. Start by focusing on the channels your audience uses most, then create a basic plan for what you’ll post and how often. If you’re lacking inspiration, consider these types of social posts
So, what does a SaaS marketing agency do, exactly? In simple terms, these agencies partner with your SaaS business to either help you build a strategic digital marketing plan, or optimize the one you currently have in place.
Agency services will vary by business. Some agencies are full-service, meaning they offer all the main digital marketing deliverables like search engine optimization (SEO), paid search, email marketing, social media, etc., via packages or a la carte. Others may specialize in just one marketing aspect, like pay-per-click (PPC) or LinkedIn.
If you opt to work with a SaaS marketing agency, the one you choose should be whichever one best aligns with your goals, industry, marketing budget, and communication style. Let’s dig into the details below.
Most SaaS companies can reach customers across time zones, countries, and even continents.
But global opportunity without a plan to scale (and get that sweet-sweet monthly recurring revenue, or MRR) can quickly become a recipe for disaster if you suddenly experience a business boom without the resources to handle it.
This is where a lot of SaaS brands call in the marketing experts, like a B2B SaaS marketing agency with a hefty dose of experience in the software-as-a-service space.
And since it can be hard to predict SaaS growth, having a team you’re already synced with can make the process seamless and successful.
Think of your website as the first impression most people will get when it comes to your business — because it is. When someone lands on your site, you want their experience to be streamlined and direct. That means easy navigation, a polished design, and answers to all their questions.
So, what elements make a website optimized for the most conversions possible? A few things:
We grow with you. Today, we help brands deliver personalized engagement securely and reliably to 1/7th of the world’s population every month.
Happy Client
Happy Client
Happy Client
Happy Client
Once you’re ready to entrust an agency with your SaaS marketing plans (and goals), the next step is determining exactly what it is you want them to manage based on the services they offer.
Here’s a handy breakdown on the main services a SaaS marketing agency may offer. First, let’s tackle PPC deliverables:
Most agencies will want to start off by digging deep into your current marketing initiatives. This often involves actions like:
Once all of those details are squared away, your agency team will be better able to craft a SaaS marketing strategy that’ll work for you. This strategy stage can entail:
Current analysis? Check. Communication sync? Check. Solid-gold growth strategy done and dusted? Check and check. Now, it’s time to put those new plans into action.
PPC ad campaign setup, like so many aspects of digital marketing, is easier said than done. However, any SaaS PPC agency you choose to partner with should help you create campaigns that have:
Speaking of analysis and testing, these are the elements that’ll be instrumental when it comes to one of the most important parts of your PPC program: optimizing.
Leaving your ads running without monitoring how your audience responds and testing different elements (like the visuals on your landing page or your ad headline) is a surefire way to have your ad grow stale – giving competitors a better chance at snagging your spot on the search engine results page (SERP). Yikes.
This is why any agency worth its salt will help you not just launch PPC campaigns, but optimize them, too. That process generally looks like:
These last two factors may seem less important than the previous ones mentioned, but just the opposite is true.
You want to feel confident that your agency is trustworthy, honest, and transparent with you. And, unfortunately, you can only gauge so much from an exploratory call or consultation.
The good news: You can avoid a mismatch by being clear about your preferences from the get-go. If you prefer biweekly calls to weekly emails, then say that. The more upfront you are about your expectations, the more likely the agency is to meet your needs, no matter which services you leverage.
From Fortune 500 to mobile-first companies, MoEngage is the Customer Engagement partner that global brands trust.
SaaS is a nuanced, fast-moving industry – as our years of experience working in this field have taught us. Which is why, when you choose to partner with a marketing agency, you want a team of experts with the know-how to hit the ground running so you can quickly garner business growth in the form of measurable results like these:
For White Wednesday Sale 2019, Landmark Group wanted to encourage app
For White Wednesday Sale 2019, Landmark Group wanted to encourage
For White Wednesday Sale 2019
Uplift in Purchases
Uplift in Purchases
What is omnichannel marketing? How does it work?
What is omnichannel marketing? How does it work?
What is omnichannel marketing? How does it work?
What is omnichannel marketing? How does it work?