5 effective online marketing strategies for saas
Posted: Tue Dec 03, 2024 6:24 am
As a result of the proliferation of cloud computing and digitalisation, software as a service, or saas, has burst onto the market. This modality has been very well received by users, due to the convenience with which it is acquired and the reduction in costs that it implies. However, as is the case with practically any product today, saas requires online marketing actions for its commercialisation .
At go2jump, as experts in online marketing for b2b companies and with communication email list numerous clients in this field, we have decided to compile those actions that, in our opinion and experience, are the most effective.
Watch the video summary of the article:
table of contents
particularities of online marketing for saas
the best online marketing strategies for a saas
strategy 1: seo and content to attack the discovery and consideration phases
strategy 2: crm and lead nurturing in online marketing for saas
strategy 3: sem campaigns for the decision phase
the landing page
remarketing campaigns
strategy 4: reactivation and loyalty actions
strategy 5: comparison and opinion portals
particularities of online marketing for saas
being a digital product and one that is pay-per-use, it is crucial to understand that aspects such as user behavior, acquisition mechanisms and loyalty have their particularities .
First of all, the fact that it is a product based on a subscription model necessarily implies that the main objective is to have a low churn rate (retain the user for as long as possible), in addition to, of course, getting new customers.
Therefore, it is not enough to focus on customer acquisition; it is essential to establish a system that, in addition to detecting needs, identifies reasons or points of leakage in order to encourage commitment and design reactivation strategies that motivate the user to return.
For all these reasons, it is clear that the sales cycle is continuous and that online marketing must be a constant support.
The best online marketing strategies for a saas
strategy 1: seo and content to attack the discovery and consideration phases
content marketing is one of the key elements for a saas business. Content should revolve around three axes: product, training and brand .
First of all, saas is designed to solve a problem or satisfy a specific need . For this first phase (discovery), it is crucial to understand how users search digital media for solutions to their problem. To do this, it is best to achieve organic positioning with words related to the product's functionalities and how these solve their problem.
In the consideration phase, training content should be used to remove all friction when it comes to the user trying out the product. It is advisable to create content, especially video, showing demonstrations of the tool and tutorials.
However, we must not forget about brand-related content . It is important to inform the user about the product, but it is also crucial to dedicate efforts to generating trust in us as suppliers.
This becomes even more important when the supplier markets the same software as its competitors . In this context, the need to communicate the company's added value is intensified, which could tip the balance in our favour.
Strategy 2: crm and lead nurturing in online marketing for saas
communication with the sales department is vital to carry out effective online marketing for saas businesses. A crm is a tool that provides us with valuable information for our online marketing campaigns .
In fact, we now have tools like hubspot that, by integrating sales and marketing tools in the same application , allow us to easily use crm data to, for example, create a fully personalized email marketing campaign. This personalization is based on the characteristics of the lead and their interactions, moving the customer towards the final part of the sales funnel.
The key is to nurture the leads that have been captured in the discovery and consideration phases.
By automating email flows that provide information about the solution and facilitate decision-making, they are crucial to always being an alternative for your client.
Strategy-marketing-online-saas
strategy 3: sem campaigns for the decision phase
it is also important to be present when the user is actively looking to hire software that solves their problem .
It is especially crucial to rely on paid campaigns at this stage, as it represents a critical moment for conversion. Searches are very competitive and it is difficult to appear in the top positions of search results with seo actions alone.
It is advisable to direct online advertising efforts towards keywords in the decision phase, that is, those that denote a purchase intention, for example: hire, buy, company of, etc.
This digital marketing strategy will allow you to optimize your advertising investment for customers who are closest to the purchasing process.
At go2jump, as experts in online marketing for b2b companies and with communication email list numerous clients in this field, we have decided to compile those actions that, in our opinion and experience, are the most effective.
Watch the video summary of the article:
table of contents
particularities of online marketing for saas
the best online marketing strategies for a saas
strategy 1: seo and content to attack the discovery and consideration phases
strategy 2: crm and lead nurturing in online marketing for saas
strategy 3: sem campaigns for the decision phase
the landing page
remarketing campaigns
strategy 4: reactivation and loyalty actions
strategy 5: comparison and opinion portals
particularities of online marketing for saas
being a digital product and one that is pay-per-use, it is crucial to understand that aspects such as user behavior, acquisition mechanisms and loyalty have their particularities .
First of all, the fact that it is a product based on a subscription model necessarily implies that the main objective is to have a low churn rate (retain the user for as long as possible), in addition to, of course, getting new customers.
Therefore, it is not enough to focus on customer acquisition; it is essential to establish a system that, in addition to detecting needs, identifies reasons or points of leakage in order to encourage commitment and design reactivation strategies that motivate the user to return.
For all these reasons, it is clear that the sales cycle is continuous and that online marketing must be a constant support.
The best online marketing strategies for a saas
strategy 1: seo and content to attack the discovery and consideration phases
content marketing is one of the key elements for a saas business. Content should revolve around three axes: product, training and brand .
First of all, saas is designed to solve a problem or satisfy a specific need . For this first phase (discovery), it is crucial to understand how users search digital media for solutions to their problem. To do this, it is best to achieve organic positioning with words related to the product's functionalities and how these solve their problem.
In the consideration phase, training content should be used to remove all friction when it comes to the user trying out the product. It is advisable to create content, especially video, showing demonstrations of the tool and tutorials.
However, we must not forget about brand-related content . It is important to inform the user about the product, but it is also crucial to dedicate efforts to generating trust in us as suppliers.
This becomes even more important when the supplier markets the same software as its competitors . In this context, the need to communicate the company's added value is intensified, which could tip the balance in our favour.
Strategy 2: crm and lead nurturing in online marketing for saas
communication with the sales department is vital to carry out effective online marketing for saas businesses. A crm is a tool that provides us with valuable information for our online marketing campaigns .
In fact, we now have tools like hubspot that, by integrating sales and marketing tools in the same application , allow us to easily use crm data to, for example, create a fully personalized email marketing campaign. This personalization is based on the characteristics of the lead and their interactions, moving the customer towards the final part of the sales funnel.
The key is to nurture the leads that have been captured in the discovery and consideration phases.
By automating email flows that provide information about the solution and facilitate decision-making, they are crucial to always being an alternative for your client.
Strategy-marketing-online-saas
strategy 3: sem campaigns for the decision phase
it is also important to be present when the user is actively looking to hire software that solves their problem .
It is especially crucial to rely on paid campaigns at this stage, as it represents a critical moment for conversion. Searches are very competitive and it is difficult to appear in the top positions of search results with seo actions alone.
It is advisable to direct online advertising efforts towards keywords in the decision phase, that is, those that denote a purchase intention, for example: hire, buy, company of, etc.
This digital marketing strategy will allow you to optimize your advertising investment for customers who are closest to the purchasing process.