But to make it simpler, we can define the SaaS as a hosted software that the user can access from any terminal connected to the Internet through username and password. So you can manipulate the software anywhere and anytime without having to download or install it.
DEFINITION OF SAAS MARKETING (What is the SaaS Marketing ?)
SaaS Marketing is a distinct and growing subset of marketing because all programs purchased, installed and operated directly on hard drives are moved to the cloud to be accessible only through a membership model.
The SaaS model is supported largely by its user experience as well as the service and support provided to users of its technologies and tools. You need both top-notch software and exceptional customer service for the SaaS model and SaaS marketing to work.
With these, the software will eventually sell on its own, but first, you need a method to entice as many users as possible to engage with your unique program.
You will need to attract them with an irresistible offer to test your SaaS and then make registering and learning tools as easy as possible.
The examples and results vary and the marketing needs must show exactly how it can work for each potential customer.
What better way to make an individual demonstration than by offering a free SaaS trial to every prospect ?
Every potential customer can see first-hand how spectacular the interface and usability are, and how beneficial a subscription is to them.
An advantage of SaaS marketing over other types of products is that it is possible to offer a fully functional version of the product rather than a part of it.
SAAS VS INBOUND MARKETING :
Many marketing techniques can be combined to achieve optimal results.
Inbound marketing is the foundation of an effective digital strategy for promoting SaaS. Unlike outbound marketing or traditional marketing, the inbound approach is to attract potential customers to the product.
A complementary combination of SaaS and Inbound Marketing could be the ideal solution and offer many benefits. Both concepts require an initial investment that is gradually amortized.
An inbound approach to sales and marketing is focused on creating relevant and quality content to attract visitors to the business. These can then be converted into qualified leads and then into customers over time.
To get the most out of such a combination, it’s about knowing how the public is looking for new information.
SaaS users are generally very active online, beyond social use or light communication, more sophisticated users, even if they are not yet SaaS users.
Considering the inbound methodology and its four phases “Attract, Convert, Sell, Retain”, we can go back a bit and evaluate how to create an inbound strategy by starting by defining buyer profiles and illustrating the main features of buyers.
These profiles affect each step of the process with information about their challenges, online behavior, and communication preferences.
The next step is to create content for them that meets their challenges and helps them solve their problems. Successful SaaS companies differentiate themselves from their competitors by focusing on the problems of their customers and providing resources that solve these problems.
THE MOST EFFECTIVE SAAS MARKETING STRATEGIES :
In addition to SaaS Marketing, other marketing techniques can be used in complementary combinations and give better results than others when promoting a SaaS :
While it may seem absurd to create an audience before having a product or service to offer, it is a brilliant and effective approach.
In his book Content Inc., Joe Pulizzi describes this method, pointing out that when you create an audience based on their real interest in the content you publish and not on the sale. You build trust and establish yourself as a credible resource for your audience.
It also helps build better relationships with your audience, opening the door to two-way
With the ability to target buyers based on various details such as buying behavior, interest, and position titles, you can refer to your buyer profile to define exactly the type of buyer you are looking for and showcase yourself to these prospects.
Facebook is very sophisticated with its data tracking and will allow you to target users who have visited your site even if they have never made a purchase with the specific information of the selected profile.
There is a lot to say about the massive reach of Google. When you target an audience based on relevant keywords, you are likely to find yourself facing people who are just starting to look for solutions to their problem that your SaaS can solve for them.
By introducing you to them from the beginning of their research phase, you will have the opportunity to invite them to participate in your support process and, possibly, to register for a free trial.