8 Expert SaaS Marketing Best Practices to Accelerate Growth

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It is only natural for SaaS businesses to be thrilled when launching their latest products and resources. However, it is vital to understand that no matter how excellent your software may be, its success or failure ultimately depends on how well you market it. The reason is the growing SaaS market.

The SaaS market is anticipated to increase at a CAGR of 27.5% between 2021 and 2028, rising to USD 716.52 billion in 2028 from USD 130.69 billion in 2021. A digital marketing strategy is a must for SaaS businesses with a passion for growth. Building a customer base and turning them into dedicated fans takes time, effort, and the latest marketing practices that ensure your long-term success.

We suggest you hop onto the digital marketing bandwagon and swiftly incorporate the following best practices into your overall marketing plan.

8 Best Practices for Successful SaaS Marketing

Let's get started.

1. Define Your Ideal Customer Profile

In its most basic definition, an ICP is a profile that describes your ideal client. Instead of trying to sell to any business that might be interested in your product, you can focus your marketing efforts and increase your sales by zeroing in on the specific traits of your ideal customer. In this focus, you gear all of your sales copy to the pain point of your ideal customer... or pleasure point.  

Whether you’re marketing through advertising, or outreach, this keeps copy writing simple and effective. It also helps potential customers understand exactly what your product does and how it helps them.

2. Implement a Content Marketing Plan

SaaS companies can benefit significantly from SaaS content marketing as a central growth strategy because they are well-suited to it. When formulating your content strategy, you should prioritize producing high-quality, timely, and exciting content. This information needs to be tailored to your audience's interests and needs to be effective. Also, to increase your exposure, make sure that all of your content is search engine optimized.

It's not as easy as writing a few blog posts for your website. A viable content marketing strategy requires creating different types of content collateral, such as emails, social media content, guides, ebooks, webinars, case studies, and videos, to reach your target audiences across multiple touchpoints. 

You must also consistently produce high-quality content that is persona-driven, keyword optimized, and helpful to your potential SaaS customers. This allows you to help them pitch your SaaS products to their bosses.

You can write with authority on a topic related to B2B SaaS marketing if you have taken the time to develop persona-driven content that addresses pertinent pain points. Here are a few guidelines to help you create a content marketing strategy that will help bring in new customers for your SaaS product:

  • Prioritize creative thinking and risk-taking over advertising and promotion
  • Keep your language neutral, and your audience in mind as you craft your content
  • Use action words in your headlines to make them more engaging
  • Use data-driven stats and insights reaped from real-world examples in your blog posts
  • Make it easy for your readers to get involved by commenting on and sharing your content

3. Optimize for Search Engines (SEO)

Focusing on on-page search engine optimization (SEO) will significantly enhance your website's user experience (UX), which brings us full circle to the topic of search engines. You can increase the amount of web traffic that visits your website and, as a result, the amount of money you make by optimizing your web pages for better rankings in search engines. If you do this, your website will become more user-friendly, and your revenue will increase.

Driving content marketing growth can be accomplished by creating highly relevant content that offers your audience genuine value, optimizing your website's critical technical aspects, and developing a solid link-building strategy. To get the most out of search engine optimization:

  • Do some digging to separate your qualified leads
  • Find out what low-competition, high-traffic keywords are out there
  • Raise your domain's authority ranking with more credible inbound links and referrals
  • Take actions based on the insights provided by marketing data
  • Find SEO mistakes with a crawler tool
  • Analyze the competition so that you can adjust your approach accordingly
  • Analyze the site's metadata, ease of use, browsing friendliness, and overall content organization

4. Build Pay-per-click (PPC) Campaigns

Pay-per-click (PPC) advertising is worth considering if you're a SaaS provider who wants to speed up your growth. When done correctly, it can yield a 200% return on investment (ROI).

SaaS marketers should prioritize SEO for the long haul, but pay-per-click (PPC) advertising can yield quick wins and provide valuable insights into user engagement and conversion rates for optimizing future search campaigns.

With research into Google AdWords and strategic bidding (aided by the platform's keyword planner tool), you can create PPC campaigns that bring in more visitors and customers. The success of your paid marketing efforts depends on more than just picking the right keywords and phrases for your PPC campaigns; you also need to write engaging ad copy.

Here are a few pointers for crafting compelling PPC ad copy:

  • Consider the needs of your intended market and ensure that the copy addresses a specific pain point
  • Use "you" and "yours" to speak directly to the readers
  • Integrate your target keyword into the heading and primary body text
  • One unique selling proposition should serve as the ad's guiding principle
  • Make sure your writing is geared toward a specific audience
  • Create a compelling call to action (CTA) for your final sentence to increase your chances of getting clicks
  • Evaluate the results using appropriate metrics. Customer Lifetime Value (CLV) and Monthly Recurring Revenue (MRR) are two key performance indicators (KPIs) for SaaS businesses to analyze frequently for measuring return on investment (ROI) from paid search (MRR)

5. Offer Free Trials

SaaS businesses are particularly advantageous to offer free trials, which can result in new customers and a noticeable uptick in recurring revenue. Offering a free or low-cost trial to a potential customer is a great way to gain feedback and gauge interest in your product or service.

This is a chance to demonstrate the quality of your product and your dedication to your customers. Potential customers may upgrade from a free trial to a paid subscription to your SaaS offering if the product is a good fit.

At the end of a trial period, you can follow up with users to find out what they liked and didn't like about using your SaaS platform. These tips will significantly benefit the sales and SaaS marketing budget planning teams.

  • Make it as easy as possible to sign up for your SaaS trial
  • Accept different forms of payment
  • Provide a free, no-obligation trial
  • Have a solid plan to move trial users into paying customers

6. Highlight Customer Success Stories

Using customer case studies can significantly aid in building credibility with potential clients. One of the most effective ways to promote the value of your SaaS offering is to have satisfied customers describe the results they achieved with your company's assistance and its offerings.

It's best if you can be as specific as possible. Sharing the client's pre- and post-process data to show its impact on a target audience is a powerful marketing tactic.

7. Offer Real-Time and Online Product Demos

Product demos are crucial and become even more helpful when you provide real-time and archived versions. Online product demos are recorded videos that can be used across multiple channels, such as social media or your website. In contrast, live product demos allow customers to interact with sales representatives in real time.

Live demonstrations are typically performed upon request for a single business or individual. These conversations provide an opportunity to show how your product can alleviate the problems faced by a given company or individual. Having an evergreen demo available on your website or YouTube can help attract customers still in the research phase of the buying process.

8. Sponsoring Industry Events

Conventions and trade exhibitions are the most well-attended live events. SaaS businesses of any size can benefit from sponsoring industry-specific events to raise awareness of their brand and, in the best case scenario, quickly expand their funnel and client base.

Some of the most well-attended SaaS conferences and trade exhibitions are:

  • SaaStr Annual Conference
  • Adobe Summit
  • SXSW
  • SaaStock
  • Growth Hacker’s Conference
  • MozCon
  • Content Marketing Conference

Find out what conferences and trade shows are happening in your field next year and allocate resources and time accordingly. Check the attendee demographics to see if the conference is likely to bring in your target audience before investing any funds there.

Final Thoughts

The SaaS market is expanding rapidly. To thrive in intense competition and maintain steady growth, your SaaS brand must incorporate innovative tactics into its marketing strategy. It's never too late to implement these time-tested tactics for promoting your SaaS. 

There has been a sea change in business practices and client communication since the advent of the digital age. Today's consumers are savvier than ever, but they're also more demanding and fickle. They can learn about your business and its wares without leaving the comfort of their own homes or workplaces.

If you run a software as a service business and want to boost your sales, you need to implement some clever marketing strategies. It can be overwhelming to consider all of the possibilities. These eight methods are the best ways for new SaaS businesses to attract new clients, retain the ones they have, and turn them into paying customers.

About the Author

I have been in the 'online business' space since 2009 when I started an eCommerce business selling motorcycle parts (sold in 2012). Since then I have owned and operated several successful online business (and had a fair share of failures), along with owning offline home services businesses. Currently my focus is online businesses that are profitable with paid traffic. As a 'self employed individual' I do not use Linkedin, but you can connect with my on my personal instagram and youtube which largely revolve around my mountain biking passion!