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5 Classic Saas Marketing Tactics That Never Fail

Published on 09 May 13
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In this article, youâll learnâ¦.

  • Some of the best marketing tactics for the SaaS industry
  • How to gain more subscribers with the SaaS model

The Software as a Service (SaaS) business model has rapidly become the most popular way of offering business solutions at low cost and high value. Big name companies like Adobe, Amazon, and Salesforce are all in the SaaS business. Since SaaS is still somewhat of a growing industry, companies are still trying to figure out the best way to grow and market their software services to new customers. The problems that companies run into when trying to market SaaS is that they tend to overcomplicate the process. Letâs get rid of the guess work and take a look at 5 sure fire SaaS marketing tactics that are proven winners.
1: Master Content Marketing

Just like SaaS is booming right now, so is inbound or âpullâ content marketing tactics. Combining a winning business model with a winning marketing concept is a recipe for success. Since a lot of companies getting into the SaaS industry right now are startups that bootstrapped, inbound marketing techniques are a great way to market software on a shoe string budget. Typically the only resource needed for pull marketing is time.


Many SaaS vendors offer White Papers related to their industry. For example, a new photo editing SaaS company might consider releasing a free White Paper with general photo editing techniques or information about typography. The key is to offer a valuable free resource for potential customers to reel them in, distribute them to important media or targeted influencers and connect it to the SaaS being offered.
2: Free Trials

Offering free trials for new customers is probably the most well-known marketing tactic in the SaaS industry. A majority of users would prefer to test software out for free to ensure it meets their needs and to see how everything works.


However, itâs important that you know how to run successful free trials. The goal of free trials isnât just to allow people to use up the software for free and move on. Ideally, you want to convert the free trial users to paying customers. At the very least, you should get warm leads and determine why people arenât signing up for subscriptions.
3: Sell them on Value, not Features

Flaunting a laundry list of the features your SaaS offers is useless if users donât understand how those features can be utilized for them. Chances are your competitorâs software offers many of the exact same features as your software, so you have to focus on what makes your software different. Focus on elements that software users care about such as:

  • Speed
  • Performance
  • Ease of use
  • Integration with other tools

Of course, there are other elements that play a role as well such as price. To handle this, itâs best to offer flexible subscriptions to avoid losing customers just because they canât afford the monthly cost. The ability to offer tiered pricing is one of the biggest advantages of SaaS so take advantage of it. Any payment processor for digital goods will be able to set you up with tiered pricing to make things even easier.
4: Direct ads to a landing page

While pull marketing might be a more cost effective method for marketing SaaS, that doesnât necessarily mean you should completely abandon outbound (push) tactics. However, when running ads online, you want to make sure youâre set up for success. When running Pay Per Click (PPC) ads, success will primarily come with time and testing. In order to increase the likelihood of making a winning ad campaign, users should go to a landing page upon clicking the ad instead of your websiteâs home page.


A landing page is simply a sales page for your SaaS. When you link ads to the SaaS company website, users can get bombarded or hit with information overload. A landing page gets straight to the point, makes the call to action stand out, and allows the user to focus on the software. The downside to push marketing is that it can become very expensive. You have to constantly tweak text, color, layout, headlines, and the ad itself to find the highest converting combination.
5: Utilize Video

For physical products, images might be sufficient enough to showcase the different features and design of the item. This is not the case with software. In order to truly broadcast your software and all of the different features, video is the best option. Even if you offer a free trial, some people might not bite. So a video will be the best option to show how the software works and convince them why they should choose your software over a competitor.


In the videos, highlight some of the best benefits and features of the software, and the ease of use. An example of how to effectively use video to market SaaS is North Social. North Social offers a complete suite of Facebook apps for companies to customize their Pages. Instead of just relying on images and text to explain their apps, they created videos for each one to show exactly how they work. Notice how the narrator in the videos makes the apps look extremely easy to use and showcases all of the benefits of the apps.


As you can see, SaaS marketing isnât too complicated. The methods above are used by some of the leading SaaS companies in the world, so thereâs no doubt that theyâll work for you too.







In this article, youâll learnâ¦.

  • Some of the best marketing tactics for the SaaS industry
  • How to gain more subscribers with the SaaS model


The Software as a Service (SaaS) business model has rapidly become the most popular way of offering business solutions at low cost and high value. Big name companies like Adobe, Amazon, and Salesforce are all in the SaaS business. Since SaaS is still somewhat of a growing industry, companies are still trying to figure out the best way to grow and market their software services to new customers. The problems that companies run into when trying to market SaaS is that they tend to overcomplicate the process. Letâs get rid of the guess work and take a look at 5 sure fire SaaS marketing tactics that are proven winners.

1: Master Content Marketing

Just like SaaS is booming right now, so is inbound or âpullâ content marketing tactics. Combining a winning business model with a winning marketing concept is a recipe for success. Since a lot of companies getting into the SaaS industry right now are startups that bootstrapped, inbound marketing techniques are a great way to market software on a shoe string budget. Typically the only resource needed for pull marketing is time.

Many SaaS vendors offer White Papers related to their industry. For example, a new photo editing SaaS company might consider releasing a free White Paper with general photo editing techniques or information about typography. The key is to offer a valuable free resource for potential customers to reel them in, distribute them to important media or targeted influencers and connect it to the SaaS being offered.

2: Free Trials

Offering free trials for new customers is probably the most well-known marketing tactic in the SaaS industry. A majority of users would prefer to test software out for free to ensure it meets their needs and to see how everything works.

However, itâs important that you know how to run successful free trials. The goal of free trials isnât just to allow people to use up the software for free and move on. Ideally, you want to convert the free trial users to paying customers. At the very least, you should get warm leads and determine why people arenât signing up for subscriptions.

3: Sell them on Value, not Features

Flaunting a laundry list of the features your SaaS offers is useless if users donât understand how those features can be utilized for them. Chances are your competitorâs software offers many of the exact same features as your software, so you have to focus on what makes your software different. Focus on elements that software users care about such as:

  • Speed
  • Performance
  • Ease of use
  • Integration with other tools


Of course, there are other elements that play a role as well such as price. To handle this, itâs best to offer flexible subscriptions to avoid losing customers just because they canât afford the monthly cost. The ability to offer tiered pricing is one of the biggest advantages of SaaS so take advantage of it. Any payment processor for digital goods will be able to set you up with tiered pricing to make things even easier.

4: Direct ads to a landing page

While pull marketing might be a more cost effective method for marketing SaaS, that doesnât necessarily mean you should completely abandon outbound (push) tactics. However, when running ads online, you want to make sure youâre set up for success. When running Pay Per Click (PPC) ads, success will primarily come with time and testing. In order to increase the likelihood of making a winning ad campaign, users should go to a landing page upon clicking the ad instead of your websiteâs home page.

A landing page is simply a sales page for your SaaS. When you link ads to the SaaS company website, users can get bombarded or hit with information overload. A landing page gets straight to the point, makes the call to action stand out, and allows the user to focus on the software. The downside to push marketing is that it can become very expensive. You have to constantly tweak text, color, layout, headlines, and the ad itself to find the highest converting combination.

5: Utilize Video

For physical products, images might be sufficient enough to showcase the different features and design of the item. This is not the case with software. In order to truly broadcast your software and all of the different features, video is the best option. Even if you offer a free trial, some people might not bite. So a video will be the best option to show how the software works and convince them why they should choose your software over a competitor.

In the videos, highlight some of the best benefits and features of the software, and the ease of use. An example of how to effectively use video to market SaaS is North Social. North Social offers a complete suite of Facebook apps for companies to customize their Pages. Instead of just relying on images and text to explain their apps, they created videos for each one to show exactly how they work. Notice how the narrator in the videos makes the apps look extremely easy to use and showcases all of the benefits of the apps.

As you can see, SaaS marketing isnât too complicated. The methods above are used by some of the leading SaaS companies in the world, so thereâs no doubt that theyâll work for you too.

This review is listed under Development & Implementations Community

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