Are you a software-as-a-service (SaaS) company looking to have a perfect digital marketing strategy that brings the desired results? Fortunately, you are reading the right piece at the moment. As a SaaS company, you need an effective digital marketing strategy to stand out among your competitors.
Making a digital marketing strategy that fits into any other industry than the SaaS industry is like comparing apples to oranges. Finding ways to stand out from the crowd is significant in a crowded industry. Hence, B2B software consultants create effective digital marketing strategies that make a SaaS company stand out. They can handle all the challenges that come with promoting a SaaS business.
How Is The Saas Industry Different From Others?
The SaaS industry values its long-term customers. Its business model is different from the “purchase and forget about it” model. In addition, for SaaS, the buyer’s journey is lengthy. Closing an enterprise deal may take between 6 and 18 months. The industry also has a lot of competition.
Summarily, the point is you can’t treat SaaS like a sole orange in an orchard of apples. For an effective SaaS digital marketing strategy, you have to incorporate components including;
1. Perfecting Buyer Personas
If you have heard of the term buyer personas, have you been able to revisit and adjust yours to suit your current landscape? In this age of digital transformation, the SaaS industry is constantly evolving, and what looks normal for a Monday could be completely different come Friday.
It is best to constantly evaluate and apply buyer personas to every piece of content your organization produces. Your crafted copy – blog content, premium content pieces like white papers or e-books, or social media content, should always address the buyer persona’s pain points
2. Evaluating Existing Content Strategy
As mentioned above, your strategy can only be successful if you craft content based on your buyer’s personas. However, how can you evaluate your current content strategy to ensure it continually produces results and gets you to your goals? As marketers, when you are presenting campaign analytics to a board of advisors, they may not understand the importance of a digital marketing strategy. In this case, it is best to show them your ROI. You can evaluate your content strategy by;
Running a content audit
First of all, pull a list of all the available content on your website, including blog posts and premium content pieces. Evaluate the content that performs well and the ones that don’t.
Read through the content to check if it is still relevant. Also, ask questions like is the content answering persona’s questions? Is it providing an action that leads a person to learn more? If your answers are no, it is best to remove or adjust the content to suit your current goals
Setting S.M.A.R.T goals
It is best to ensure that your SaaS digital marketing strategy includes several moving parts with different goals. Always test, tinker, and evolve your strategy. Although some people see a strategy as a daunting task, you should never skip it. Every successful digital marketing strategy should have S.M.A.R.T goals.
S.M.A.R.T goals are SPECIFIC, MEASURABLE, ATTAINABLE, RELEVANT, and TIMELY.
- Specific: your goals should be precise. They should also align with your company goals
- Measurable: it is best to set quantifiable goals like “get 100 content downloads.”
- Attainable: ensure you set realistic and competitive goals
- Relevant: your goals should always align with the campaign topic
- Timely: it is best always to set a timeframe for your goals.
3. Ensuring Your SaaS Strategy Is Not A One-Size-Fits-All Solution
Generally, organizations rely on a horizontal strategy that means marketing efforts span across an entire database. Incorporating a vertical focus is one of the hottest trends for SaaS companies.
A vertical focus is different from a horizontal strategy. Unlike horizontal strategy, vertical focus is persona-based and product-specific. A lot of SaaS companies provide multiple products and solutions. However, marketing everything your SaaS company offers to everyone is unnecessary.
When marketers incorporate a vertical strategy, it helps customize and craft messages for each buyer persona looking for a specific product or service offering. In addition, the vertical strategy uses a laser-focused messaging technique that is cost-effective because of its product and solution-focused content.
Continuously Improve Your Strategy!
The era of printing 1000 marketing brochures that their content expires in 30 days is over. Digital media is much more robust, and its beauty is that you can change the content anytime. If a web page is not performing as desired, you can adjust and tinker it till it produces expected results. The biggest takeaway from this article is that you should never stop fine-tuning your digital marketing strategy. An effective digital marketing strategy can differentiate your SaaS company among competitors. The world is constantly evolving; therefore, your strategy should.