Building a marketing strategy for SaaS is an intricate and nuanced process. Truth be told, there isn’t a one-size-fits-all approach to gaining traction: what works for one business might not work for another. That being said, some tried and true methods can help you take your SaaS marketing strategy to the next level. In this article, we’ll walk through a few ways you can make your SaaS marketing strategy profitable — and keep it that way! Not only a software house needs to learn this, but also a book writing company.
1. Focus on your strengths. Don’t try to do everything you think you should.
When you focus on your strengths, you can build a business around them.
Don’t try to do everything you think you should. Instead, find your niche and concentrate on that niche.
If there is one thing that will help make your SaaS marketing strategy profitable, it’s this: don’t try to do everything yourself. Find the right people to help with each aspect of the business and delegate responsibility as much as possible so that they can take ownership over their part of the process.
2. Stick with what is working and build upon that.
To keep your SaaS marketing strategy profitable, it’s important to stick with what is working and build upon that.
Don’t try to do everything you think you should. It’s hard enough to stick with the tactics that are already working; don’t waste your time trying something new that hasn’t proven itself yet or doesn’t fit your brand.
Don’t try to grow too much at once. If you’re going through a growth spurt, make sure that it doesn’t come at the expense of quality or quantity of leads (or customers).
Build upon what is working by adding new channels and tactics as needed: For example, if Facebook ads have worked well for you in attracting new leads but Twitter has been lagging behind in conversions, then maybe focus on Twitter for a while until it catches up with Facebook before trying something else entirely different such as paid search ads or email marketing campaigns.
Don’t try reinventing the wheel every time something works in favor of trying something completely different – sticking with what works will save you from wasting valuable resources (time & money) without getting any real results out of them!
3. Don’t try to grow too much at once.
Don’t try to grow too much at once. That will burn out the team and the company. Keep focus and pace the growth.
You may have seen a lot of companies that tried to grow as fast as possible in order to gain market share, but it can be dangerous if you don’t have enough resources or experience to handle complex situations which may arise from your actions.
Don’t try to do everything at once! Focus on one thing at a time – either marketing activities or product development, but not both at once (the exception being if you are using an Agile approach).
Don’t try adding more customers without adding any new features or improving existing ones first; it will lead nowhere
4. Build relationships with executives
In order to be successful in your SaaS marketing strategy, you need to build relationships with executives in the organization so they know who you are and what you offer!
Here’s how:
- Develop a relationship with the executive team.
- Make sure they know who you are and what you do. Be sure they understand that it is your job as a SaaS salesperson to help them sell more software, not just sell more software to them. (i.e., Get Customers).
- Make sure they know all about your software.
- They should be able to tell others about it if asked by potential customers or investors on behalf of their company!
- Make sure they know about the company that created that software.
- Spend time building a community of supporters who promote your software for you!
Community building is a long-term strategy. Don’t expect immediate results, and don’t expect to get the same results from your community as you do from paid advertising.
There are two main reasons why community building can help you reach profitability faster:
- It’s free or low cost (i.e., it’s not going to cost much in terms of money or time).
- You’ve already got a group of people who like your software and want more people to use it.
6. Schedule time daily to research influencers in your industry and reach out to them so they promote your Software.
Influencers are an important part of SaaS marketing. They can help you build your brand and increase conversions by providing valuable content to their followers. To find influencers, do a Google search for “[your industry] + influencers”. Or use tools like BuzzSumo or FollowerWonk to pull relevant results from Twitter, Facebook, Instagram, and LinkedIn.
You should also reach out directly with personalized messages. Talk about how you’ve seen them share actionable insights on social media. Something that has helped grow their businesses as well as yours. This will let them know that you’re here to play ball in their sandbox. And won’t waste their time or energy with generic pitches.
Remember: it doesn’t have to be complicated! The goal is simply getting the attention of someone who has influence over others within your target audience demographics. If they don’t respond right away but seem interested based on past conversations/content shared, then it may be worth reaching back out again at another point in time.
Conclusion:
Remember, the software isn’t a product. It’s an ongoing relationship between you and your customers. As such, don’t make the mistake of thinking that once they buy your SaaS app, everything is set in stone. People change their minds all the time! That’s why it’s important to keep doing sales outreach. And marketing on top of providing an amazing customer experience.
In order to nurture those relationships over time. You never know when someone will decide it’s not worth paying for anymore or start using another software instead. And then what happens? You lose that recurring revenue stream completely! By keeping up with regular communications about how awesome you are as well as giving them reasons why they should stay subscribed through discounts/free trials/etc., you can keep the customers in hand.
