There are many reasons to want to own a SaaS company, but the financial benefits are some of the most appealing. When you own a SaaS company, you get to reap the rewards of having a product that people want to use. Not only do you get to make money from people using your software, but you also get to enjoy the benefits of owning a successful business. These benefits can include things like a high salary, financial stability, and the ability to retire early.
The thing is, even if you have the best product in the world, you’ll still need to market it to reach your target audience. PPC, social media ads, cold outreach, and SEO are all great ways to do this. We’re particularly big fans of SEO because it can yield passive leads and customers with a much lower monthly investment than other ad-driven tactics.
Making the Most of Brand Mentions
As your software product becomes more popular, people will start talking about it more within the relevant online communities. You can use this to your advantage by monitoring these mentions and turning them into links. This will help improve your product’s visibility and search engine ranking.
There are many tools available to monitor online mentions of your brand, product, or company name, including Google Alerts, Mention.com, Awario, and Ahrefs.
That said, below are just a few inbound marketing strategies that may help you along the way.
1. Earn Their Attention with SEO (Top of the Funnel)
The top of the funnel is the very beginning of the customer journey. This is where potential customers are first introduced to your brand, and making a good impression is important. You want to keep them engaged on your site so they will continue further down the funnel.
A good SEO strategy can help you build trust with your audience by making your website more visible and relevant to them. Paid ads, on the other hand, are less effective at building trust because they are less targeted and can be seen as more intrusive.
Leveraging SEO marketing is vital for SaaS companies because it can help them attract more customers. If someone does a Google search for a relevant topic and your company’s article comes up, they’re likely to be interested in what you have to say.
The importance of a good first impression cannot be understated. If you have high-quality, relevant content, potential customers will see that and believe that your business is good. Search engines play a big role in this, as they are the ones who determine which content is relevant and of high quality. Therefore, if you want your business to succeed, you need to make sure that your content is up to par.
In other words, if you want to build a successful business, you need to invest in SEO from the beginning and keep at it for the long haul.
2. Educate Your Audience with Blogs (Top of the Funnel)
SEO strategies are important for generating leads through blog content. The SaaS industry is complex and ever-evolving, so educational content must be at the center of any inbound marketing strategy. This content must teach potential customers about your product and the problem it solves so they can appreciate its value. A great example of a SaaS startup trying to leverage content with informative and educational blog content is SkuCaster, an AI powered inventory forecasting software. Rather than create boilerplate content, it aims to educate its website visitors with every new challenge it learns from discovery calls.
Customers need to be confident that the information they are receiving is from a reliable and trustworthy source. Businesses need to be able to show that they are experts in their field in order to win over new customers. This is especially important at the beginning of the marketing funnel when people are first learning about your company.
3. Offer Whitepapers, eBooks, & Courses in Exchange for Contact Details (Middle of the Funnel)
This is the stage where you need to nurture your leads, whether that’s through providing more content, educational materials, or simply staying in touch. By nurturing your leads, you’re increasing the chances that they’ll eventually convert into paying customers.
They need to see that you’re better than your competitors and that you’re offering something valuable.
Around 68% of companies make mistakes with their inbound marketing strategies at this stage of the funnel and lose potential customers as a result. To convince leads to take that next step, your content needs to be well-researched, detailed, and accurate. The goal is to nurture the relationship with prospects and build enough trust for them to exchange their contact information for high-quality content.
4. Create Customer-Focused Content (Bottom of the Funnel)
When you use customer-segmented content, you are creating content that is tailored to the needs of a specific group of customers. This type of content is designed to help potential customers see how your product or service can solve their specific problems. By creating this type of content, you can help increase the chances that potential customers will sign up for your product or service.
You need to design your website so that it appeals to your various customer personas. This means understanding what needs, challenges and interests each persona has and then designing content that will address these issues. If your UX is good, potential customers will be able to find the content they need and be convinced to buy your product.
5. Celebrate Your Success (Bottom of the Funnel)
When potential customers are at the bottom of your sales funnel, they need that final push to convince them to buy your product. This is where case studies come in. By showcasing the successes you’ve had with other customers, you can show the true value of your business and close the deal.
SaaS companies can use case studies as part of their inbound marketing strategy to great effect. They can prove their value by sharing stories of how their product has helped customers and get potential customers interested in trying out their product.
Conclusion
There are a few key things that SaaS marketing teams can do to create inbound traffic and grow their business. First, they should create valuable content that is relevant to their target audience. They should also use effective marketing techniques like SEO, social media, and email marketing to drive traffic to their website. And finally, they should track their results and optimize their campaigns accordingly.
By following these steps, SaaS marketing teams can create a successful inbound marketing strategy that will help them grow beyond their competitors.
If you are looking for a company that would help you with your SaaS marketing strategy, look no further than our expertise here at Acquisent. We are an account-based marketing agency for software companies., and we help Software founders, CEOs, entrepreneurs, and owners target and engage prospects smarter to convert and sell faster. Call us today, and let us help boost your brand through our SaaS strategies.
