How to Market Your Software as a Service Company

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June 3, 2022 Marketing

Software as a service – also known as SaaS – is an industry that is growing more and more popular. This isn’t surprising. After all, so much of our current lives take place in the digital sphere that it’s no wonder digital and technological companies are making such big profits.

However, the problem with SaaS companies is that they can be hard to market because they aren’t tangible. While this shouldn’t put you off from starting a software as a service company, you do need to be aware that you may need to go the extra mile when it comes to your marketing. Luckily, this post is here to share exactly how you can do this.

Work with an agency

The truth is that running a SaaS company involves many different tasks, which means you might not have the time necessary to properly develop your marketing strategy. On top of that, you may not have the skills or expertise either.

This is why you should work with a marketing agency. More specifically, you should work with a marketing agency that specializes in SaaS companies, since they will have a better idea of how to market your niche SaaS. Have a look at these marketing agencies for SaaS to see what they can offer you and your company.

Use multiple strategies

While certain strategies will certainly perform better than others when it comes to marketing, you shouldn’t shun any type of marketing, as each one will help you reach a different audience.

To attract more people to your SaaS, you will need to advertise your company everywhere. This includes old-school methods such as flyers or newspaper ads, to modern methods like sponsored social media posts, and even big and bold methods like billboards. Of course, if you can’t afford to market your SaaS in multiple ways, you should stick to what you know works, but if you have the opportunity, it can’t hurt to expand your marketing efforts.

Use social media

Almost everyone uses some form of social media every day, so if you want to make sure that people are aware of your SaaS, you should make the most of this fact.

Social media can be a great way to market your service because you can advertise across a bunch of different platforms and thus reach more people and different audiences. You can get paid ads, or you can simply post regularly and grow your following – the more social media followers your business has, the better it is for marketing. There are also other benefits of using social media for your business, so it truly can’t hurt.

Word of mouth

The best type of marketing, especially for companies like SaaS companies, is word of mouth. People may be hesitant to spend money on something they can’t see or touch, but if their friends recommend it, they won’t be as skeptical.

That being said, you can’t just sit around and hope that your customers will promote your business for you. You should encourage them to do so by adding an incentive – such as a discount for every person that they successfully refer to your SaaS. This is a win-win; you get more customers, and the customer that did the referral gets something as well.

Think about what your customers want

Customers often have a preference for certain types of marketing platforms over others, so you should listen to them. Find out which platforms they prefer, and also find out what they look for in ads – do they prefer longer, more detailed marketing that informs them about your SaaS, or quick and witty advertisements?

The easiest way of knowing what most of your customers want is to do a survey. This can give you a lot of insight into what customers think of your marketing strategy and help you make better decisions such as which strategies to keep and which ones to improve. Click here for some tips on creating online surveys.

Collaborate with other businesses

The key to marketing is to reach as many people as you can. You probably have a certain following, which is good for building loyal customer relationships, but you also need to try and reach an audience that is different from the one you normally reach, so that more people can learn about your SaaS.

A great way to do this is to collaborate in some way with another business. Collaborations are mutually beneficial because they get to market their product to your audience and vice versa. This means that you both get access to people who would otherwise never have known about your services. Business collaborations can also help you grow your business quickly.

Get to know your audience

While all of the abovementioned things will certainly go a long way when it comes to marketing your SaaS, it will be even more effective if you know your audience well.

Every type of business attracts a certain target audience, and your SaaS company is no different. Once you are able to understand your audience, you can tailor your marketing to that audience. You can get statistics that help you understand which marketing strategies do well with your audience as well as why, and you can use that information in your next marketing strategy.

One type of marketing will work incredibly well with a certain audience, and not as well with another, so it’s important to understand your specific audience.

In conclusion

There are certain things that remain the same, no matter what you are marketing. This means that these strategies should be implemented for your SaaS marketing as well. The difference is that SaaS can’t be seen or bought in a supermarket like many other products, so you will need to work harder than usual to effectively promote your SaaS.

That being said, it can be done. There are plenty of tips, tricks, and strategies that help you make sure people know about your SaaS, and that they are intrigued enough to give the service a try.