Maximize Your SaaS Growth: 9 Proven SaaS Marketing Strategies

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The SaaS industry is booming. Paid apps are available for virtually everything you can think of – accounting, gardening, customer services, movies, etc. 

Heck, even BMW was on the news the other day with reports that they’re planning to introduce subscriptions for car features like heated seats. That would have been unthinkable not so long ago. 

But this is a new world where consumers won’t mind paying for something every month, provided they are getting value from it. The latter part of that statement is where the juice is at – value.

So, how do you demonstrate the value of your SaaS product to win a piece of the ever-growing SaaS industry pie? You need a proper SaaS marketing strategy.

Marketing for SaaS essentially refers to promoting and selling digital subscription-based products. It focuses on awareness building, lead generation, conversion, and retention of current customers. 

SaaS marketing is different from conventional marketing. Other industries slow down their marketing efforts once they hook the customer. SaaS businesses ramp them up. Your marketing efforts will only get a decent ROI if you can retain your users. 

SaaS Marketing Approach

Customer acquisition and retention are essential for the growth of any business. In the SaaS model, customer acquisition can be very challenging. There is no physical product, and transactions aren’t one-time purchases. As a result, SaaS brands must always communicate with customers. Consistent communication prevents them from slipping out of the sales funnel. 

Think of it as your romantic relationship. Getting that crush to take notice of you is only the first step. Next, you want to evoke interest and retain that interest. This requires consistency in your communication. 

Beyond that, you must deliver occasional gestures with flowers and surprise presents. So, free trials, anniversary discounts, and offers are to SaaS products what flowers and presents are in romantic relationships.

But before jumping into SaaS marketing strategies, there are a few things you need to keep in mind.

1. Understand your customer.

The first step in any SaaS marketing plan is to know the target market. Buyer personas help you learn your customers’ needs, pain points, and purchasing behaviors. The personas should include the content prospective customers enjoy and their digital hangouts. 

2. Know your competition

You need to know what your competition is doing if you are to stand out in the SaaS market. It helps you know what you’re up against so that you can position your brand as the better alternative for potential customers. Scrutinize your competitors’ websites and social media pages to identify strengths or gaps. You can also read industry news to stay on top of emerging trends.

3. Define your value proposition

Your unique selling proposition (USP) distinguishes your product from similar products. It could be innovative technology or superior customer support. Defining your USP supports your marketing activities, especially messaging and branding.

Understanding these three points will refine your SaaS marketing strategies. You can then reach and engage your target customers effectively. 

9 SaaS Marketing Strategies You Should Be Using

With a defined SaaS approach in place, you can begin implementing SaaS marketing strategies. Let’s look at nine ways to get quality leads and reduce churn.

1. Focus on SEO to Get Your Content Ranking

Search Engine Optimization (SEO) is a driver of SaaS success. SEO is the process of increasing organic traffic to your website by ranking high on search engine results pages (SERPs) for relevant keywords. 

Paid advertising can get expensive. So, a robust SaaS SEO marketing strategy is crucial for consistent growth. The higher your website ranks, the more traffic, and potential lead you get.

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SaaS SEO requires a lot of creative and engaging content creation. 

Content is the backbone of SaaS marketing strategies. On your website, quality content helps you rank on SERPs. It also improves email and social media marketing efforts. 

Understanding target customers is the first step to creating and promoting SaaS content. Once you know who you’re creating content for, everything else becomes routine. 

Unfortunately, quality content alone is not enough to get you a ranking. You need high-quality backlinks too. 

Backlinks are like references, linking one website to a different one. You want to build backlinks to your content to show search engines that the content meets expertise, authoritativeness, and trustworthiness requirements. This will then allow your content to rank higher on the search engine results pages (SERPs).  

In this SaaS link-building guide, we talk about the different effective link-building techniques for SaaS. Some of these techniques include guest posting, PR campaigns, link insertions, and building linkable assets.

For example, guest posting is one of our favorite link-building strategies. It works exceptionally well because you get to target specific websites whose audiences mirror your potential customers. That means you get a valuable backlink while also introducing your brand to prospective leads. 

Check this example, for instance. We’re currently running a link-building campaign for one of our SaaS clients targeting different websites with DR 70 and above. We’re just a few months into the campaign, but we’ve more than doubled their organic traffic.

Building backlinks is only one aspect of optimizing your website for SEO. You also need to focus on on-page SEO. That means optimizing your content with the right keywords to boost rankings, adding structured markup, and getting your internal linking on point.

2. Start an email marketing campaign.

Email marketing is one of the oldest forms of digital marketing. Despite new, exciting marketing trends, it is still effective. It outperforms other marketing channels’ ROI too.  


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Building an email list and sending regular emails helps you build long-term relationships with customers. This is the equivalent of consistent communication in romantic relationships. 

You want to stay in touch with your clients regularly to remain at the top of their minds. And there are various SaaS marketing emails you could send. Here are a few examples: 

  • Onboarding emails 
  • Feature announcements
  • New content, such as blog posts or webinars
  • Surveys
  • Newsletters

Here are some SaaS email marketing best practices to follow:

Write compelling subject lines

Subject lines are what get potential customers to open your email. Write subject lines that pique interest or speak to the pain points. Personalize emails by adding the recipient’s first name. You could also reference their most recent brand interaction. Also, you may want to keep your subject lines informal. 

In fact, emojis are just as effective in email subject lines as they are in those flirting texts. We’ve seen this first hand. Adding emojis to the subject lines of our outreach emails helps us get higher email open rates.

Keep emails concise & relevant

No one wants to read long, winding emails about information that doesn’t interest them. Focus on creating content that will get customers to click the CTA button. 

Include CTAs

Call-to-action buttons guide customers to do what you want them to do after reading your email. It could be signing up for a feature webinar or renewing their subscription. Makes sure your CTAs are clear and concise.

Use engaging visuals

Images, videos, and interactive elements don’t just break the monotony of email text. Videos are popular, making up 82% of all internet traffic. Adding video to email marketing strengthens emails, improves customer engagement, and generates leads.  

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This welcome email from Zoom is short and sweet. It doesn’t overwhelm the subscriber with information. Instead, it uses CTAs to direct users to the various sources of information they may need.

Leverage the technology of email marketing tools like Drip or MailChimp to automate your campaigns. These will help you set up drip campaigns that will nurture and convert prospects on autopilot. They also provide tons of analytics to help you see what’s working and how you can improve your email campaigns.

3. Focus On Personalization

Mentioning your customers by name is cute and all, but it’s one of the most basic forms of personalization. You need another trick up your sleeve if your SaaS brand is to stand out.  

An essential part of personalization is understanding the customer’s buyer journey. There are four major stages of the marketing funnel:

  • Awareness – where the prospect becomes aware of their problem.
  • Consideration – where the lead researches market solutions to their problem.
  • Decision – where the customer purchases your solution to their problem.
  • Delight – where the satisfied customer refers the software to their peers.

Knowing where your customers are in their buyer journey and what they’re struggling with allows you to conduct advanced personalization. You get to share relevant content specific to where they are in the sales funnel and their needs.

Therefore, take the time to understand your customers, their needs, and their position in the buyer journey. Next, segment your customers based on shared attributes. The specific attribute will ultimately depend on what type of campaign you want to run and your goals.

For example, you can segment your customers based on usage behavior, company size, or how much they spend with your brand. 

Use these attributes to create unique content for each customer segment. Then, make sure to run personalized campaigns across all your channels.

4. Create Conversational Ads

Traditional marketing is one-way. Brands speak, and customers listen. These days, customers expect businesses to listen and respond to them. A healthy relationship requires both parties to communicate, right? 

The advent of chatbot technology gave consumers increased and personalized access to brands. 

Chatbots are artificial intelligence computer programs that simulate human conversation with users. ChatGPT, is perhaps the most popular AI chatbot in recent times. This industry is growing rapidly, and you can take advantage of it to scale your SaaS brand. 

You’ve likely seen a virtual assistant widget at the bottom left or right corner of a web page. That’s usually a chatbot.

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Chatbots are common in customer service scenarios. But it is possible to leverage their conversational AI for marketing. That makes it possible for marketers to make one-on-one connections with consumers. 

You may be aware of message ads. You may not. For those who aren’t, the common ones are available on platforms like LinkedIn and Facebook. Customers receive a sponsored direct message in their LinkedIn inbox or Messenger chat. The customer is only required to click the CTA.

Conversational ads are different. They follow a conversation structure, i.e., turn-taking. The conversation develops through a preset path based on inputs the customer makes.

Below are examples of a LinkedIn message ad (right) and a LinkedIn conversational ad (left).

The message ad is static and one-way. It doesn’t provide a dynamic and interactive interaction like the conversational ad.

The reality of advertising is that consumers are becoming resistant. AdBlock is free, and banner blindness is growing. That is where conversation marketing separates you from the pack. 

LinkedIn conversation ads aren’t only a unique way to grab customers’ attention. They help SaaS brands personalize content, qualify target audiences, and drive conversions. 

5. Use Quizzes to Engage & Segment Your Audience

Talking of dynamic and interactive content, have you considered creating a lead generation quiz? 

Everyone loves creative and fun-filled quizzes. I dare you to find someone who hasn’t wanted to know which Game of Thrones or Hogwarts house they belong to. 

Quizzes aren’t only a fun pass time. You can leverage them to attract target customers, generate leads and drive sales. They also generate tons of insights into your target audience.

Check this lead generation quiz from Atlassian:

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Here’s how you can build an appealing quiz for your target audience and capture qualified leads:

Identify the quiz concept

There are two types of quizzes. First is personality quizzes that categorize people into personalities based on answers. Knowledge quizzes that gauge a person’s knowledge of a topic. SaaS marketers can use knowledge quizzes to generate and qualify leads.

Create engaging questions

Here is your chance to showcase your brand personality and connect with customers. Use a casual tone that’s consistent with your brand identity. Break the monotony of text with brand-consistent images and GIFs. Keep the quiz short, though. It shouldn’t take longer than three minutes to complete.

Integrate email capture

Email capture turns a fun quiz into a lead-generating mechanism. Before revealing the results, prompt quiz takers to share their email addresses. At that point, they are invested in the outcome and won’t mind sharing that information. You can use the opportunity to request their contact details where you’ll send the quiz results. Don’t be afraid to add CTAs to your product or landing pages from the quiz results.  

Use results for personalized email marketing

Follow up with quiz takers with emails referencing their quiz results. The introduction email should reference the quiz results. 

Few SaaS marketing strategies will get prospects to talk about themselves like quizzes. There are many free and paid quiz-building platforms. Interact and Typeform are just a few examples. These can help you create engaging quiz content.

6. Streamline Your Operations

Attracting potential customers to your website takes time and effort. But the race isn’t won when prospects land on your marketing landing pages or website. 

Form abandonment statistics show that 81% of leads do not complete online forms. Your onboarding process could be the culprit if you’re also experiencing a high form abandonment rate. 

Don’t waste your SaaS marketing efforts with long and complicated sign-up forms. Make no mistake. Customer data collection is essential for SaaS businesses. However, customers find lengthy signups with needless questions off-putting. 

You can do several things to make it easier for prospective customers to sign up:

  • Only ask for essential information. Names and emails should be enough to get started. 
  • Offer free trials so that users can try your product risk-free.
  • Use clear CTA buttons that let users know the action they are about to perform.

Brands like Atlassian allow users to register or log in with their Google or Facebook accounts. It speeds up the onboarding process.

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An easy signup flow will increase conversion rates and improve customer experience. But that’s not the only place you should streamline for a better user experience. Automated billing eases the process of collecting payments. It’s a better customer experience and minimizes involuntary churn.

Often times promoting your SaaS product is as easy as ensuring your business operations run smoothly. This gives existing customers a delightful experience. Happy customers will turn into loyal customers. They’ll also tell their friends about your brand. That helps you get more leads, and at a lower cost.

7. Leverage Free Trials

One of the best strategies in your SaaS marketing arsenal is the free trial. What better way to showcase your product and convert prospects than with a no-strings-attached test run? 

There’s only so much a customer can learn from speaking with a sales rep. Free trials give users a first-hand experience of your SaaS. They help them understand exactly how your product works.

Admittedly, free trials are standard practice for the majority of SaaS companies. There are no physical products to write off. Hence, they are a low-investment strategy with an average conversion rate of 62.4%.

You can showcase your SaaS service with limited-time free trials or freemium plans. Streaming platforms like Hulu and Spotify offer a 30-day full-access free trial. Design platforms like Canva go the freemium way. Basic accounts are available for free. Users who want access to advanced features become paid subscribers. 

Both models generate qualified leads.

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Canva uses both limited-time and unlimited trial periods. Their freemium model gives prospects unlimited access to basic features. Potential customers that want advanced features get a 30-day trial on premium plans.

Free trials are a strong indicator of a prospect’s intent to buy. But it won’t matter how generous your trial period is if the experience is not worthwhile. Track your free trial conversion rates. Ask for customer feedback from unconverted leads about their experience. 

Another way to showcase your SaaS brand is with SaaS review sites like G2 and Capterra. SaaS review sites let you harness the power of social proof. You can build customer trust with honest feedback about your product. After all, 95% of customers read reviews before buying. 

Ensure you list your brand and products on these sites. Some sites offer premium services to spotlight your SaaS brand, expanding your reach. 

8. Encourage Referrals

Referrals are powerful SaaS marketing strategies for customer acquisition and retention. 

Did you know that 84% of consumers trust recommendations from people they know? Referrals are a type of word-of-mouth advertising. They generate quality leads and build trust. Both are necessary for a SaaS brand to succeed long-term.

In an ideal world, your customers love your SaaS product so much that they can’t stop raving about it. The reality is you have to motivate your customers to spread the word. A referral program with incentives or rewards can grow your customer base at a low cost. 

It works like this. The referrer shares a unique code with friends, family, or followers. The referee creates an account using the code, and the referrer receives a reward. It could be a free upgrade to a premium account, subscription discounts, or even stone-cold cash.

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The best referral programs give incentives to both existing and potential customers. PayPal gives current customers up to $50 to market the service to friends and family. They hedge their chances of conversion by enticing referees with $10 when they open an account. 

You can also leverage the power of influencers for referrals. Your influencer program should be different from the referral program for regular customers. Influencers have millions of followers. A model like PayPal’s could harm your bottom line. 

As you develop your referral program, define your program’s goals and identify appropriate referrers. For example, use your referral program to drive sales for premium accounts. Then track referral conversions to measure how successful your campaigns are.

9. Implement an Account-Based Marketing Strategy

Imagine the potential for growth when your marketers only market to and engage with qualified leads. How fast would your company grow? This would be the rocket you need to take your brand to the next level. And that’s what you can achieve with account-based marketing.

Account-based marketing helps you weed out unqualified leads early.  It ensures your sales and marketing teams don’t waste time on leads unlikely to convert.

Account-based marketing (ABM) is a strategic approach to targeting high-value accounts. It uses the combined expertise of the marketing and sales teams. ABM starts by identifying prospects that fit your ideal customer profile and markets to them. 

There are three components of ABM:

  • Identification – identify potential clients that fit your buyer persona.
  • Research – find out about their goals, pain points, and competitors
  • Marketing – create targeted campaigns specific to their needs

The benefits of ABM are a streamlined sales cycle and consistent customer experience. ABM does take a lot of time. The identification and research phases can take days. Save time with marketing automation to scale your outreach and lead acquisition. 

Proven Tactics That Generate Quality Leads

We’ve spent some time exploring different ways you can use SaaS marketing strategies. Now, we’ll look at the tactics you could use to get qualified leads. 

Your efforts can fall into two categories: paid and organic. Don’t look at these tactics as alternatives to each other, though. They should complement each other to get you the leads you want.

Paid Media Tactics

Paid advertising directs traffic to your landing pages quickly. It can be ads on social media or search engines. But don’t limit yourself to ‘hard selling.’ Customers want engagement. 

Here’s how to use paid tactics to get your content in front of the right audiences. 

1. Sponsor Industry Relevant Webinars

Webinars have been all the rage, especially since the COVID-19 pandemic. Marketers have used these digital events to deliver sophisticated campaigns to educate and engage customers.

Webinar sponsorship basically entails sponsoring a webinar and having the hosts play your ad somewhere within the episode. You can sponsor an entire webinar or pick specific episodes to sponsor.

Either way, sponsoring the right webinars helps build awareness about your brand and can generate leads for you. 

Here is an example.

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Taxbit is a cryptocurrency tax SaaS that helps investors calculate their tax liabilities. They sponsored a webinar by CoinDesk, a cryptocurrency news site, as seen above.

2. Scale your Google Ad Campaign

The king of SaaS paid advertising is search engine marketing (SEM). Businesses pay big bucks to Google to show their ads in the search results. It involves bidding for high-value keywords. The higher the keyword value, the higher the price. 

So, if the keyword ‘CRM software for small business’ CPC value is $10, you pay $10 every time someone clicks on your ad.

Below is the keyword search result for “CRM software for small businesses.”

Sadly, paid searches can get expensive. In the example above, looking at the types of companies bidding for that keyword tells you all you need to know about how expensive it is. Good luck competing with Monday, Salesforce, and HubSpot if you’re a startup SaaS with a limited marketing budget.

Fortunately, you can bypass the competition by focusing on long-tail keywords. You can also use alternative or keyword variations to avoid phrases with high CPC.

Pay attention to the quality of your ads. You will waste a lot of advertising dollars on ads that are not attractive or engaging. So make sure the headline, meta descriptions, CTAs, and other elements are on point.

Monitoring and testing your ads is crucial to know the variations and combinations that generate the best ROI. That enables you to scale your campaigns by doubling down on what’s working.

Organic Marketing Tactics

Organic marketing drives traffic using web content like blog posts and unpaid social media posts. 

Here are two unpaid tactics to use to get your content in front of the right audiences.

1. Focus on Partner Marketing

Partner or co-marketing refers to joint marketing efforts between two brands. The brands need to have a similar target audience and complement each other’s product offerings. 

The two companies create a piece of content together – webinars or white papers. They then share it with their respective audiences.

Allbound is an automated sales enablement software for partner marketing. They joined forces with Magnetude Consulting, a B2B marketing firm, to create a channel marketing ebook.

Working with other companies lets you leverage their following and grow your audience. Strategic co-marketing also helps you show thought leadership and industry authority.

2. Generate Leads Through SEO

We’ve already talked about SEO, but it’s worth repeating. SEO is the way to go if you want consistent and organic web traffic. The higher your site ranks for relevant keywords, the more traffic and qualified leads you get. 

The first step to growing your business with SEO is to create content your target audience will engage with again and again. You’ll also need to build backlinks and tidy up your on-page SEO. For example, enhance the user experience with fast loading speeds and mobile-friendly web pages.

Even with all this, track and test your content and keywords. The perfect SaaS SEO strategy only remains perfect when it keeps up with customer trends. Run A/B testing experiments. These tests provide insight into which elements your customers respond to best. That enables you to make data-based marketing decisions.

In Closing

SaaS products are not like other products on the market. For starters, there isn’t a physical object you can exchange. So, you need different marketing strategies. SaaS marketing strategies rely on content marketing to sell products.  

SaaS companies can prove the value of their virtual product in different ways. These include creating varied and engaging content, optimizing websites for search engines, building a reliable online presence, and the all-important free trial. 

And just like in relationships, no one-size-fits-all strategy will work for all SaaS businesses. Ultimately, it comes down to your specific niche and target audience. In this article, we’ve given you the roadmap you can use to reach your unique goals. Follow this roadmap, track your results, and adjust the strategy accordingly. If you need help with your SaaS SEO, book a consultation with us, and we’ll give you a free SEO audit to kickstart your SEO campaign.

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