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SaaS companies fill a niche by providing the subscription services needed by online businesses. Most brands use at least one SaaS company, whether for email automation, customer management, or something more. But while a SaaS business can help business owners find customers, how can those running a SaaS business sell to other businesses?
Use content marketing
While content marketing has tremendous benefits for most brands, SaaS companies are uniquely positioned to make the most of this strategy. Content marketing for SaaS businesses can take the form of a website blog, informational videos, news, or any combination thereof, but all of these share some key benefits.
One of the main advantages of content marketing is that it costs about as much as you want. For startups with a small team and tight budget constraints, creating content in-house can be a great way to increase traffic without ringing your bottom line. A simple informational blog is easy to start and grow by hiring writers or content companies when you’re ready to scale.
Content marketing’s ability to build trust is of particular interest in B2B marketing for SaaS companies. When a brand is looking for another company to work with, they want to know who is on the other side of the desk. While it’s impossible for a successful SaaS business to meet every target customer in person, content marketing gives your brand a face and voice that those business owners can connect with. Businesses often use SaaS platforms to accomplish tasks they are not equipped to do. Providing content that helps users navigate this landscape can make them feel empowered to choose a platform and ensure your brand is what they think of when making that choice.
Related: Best Practices for SaaS Writing
It may seem obvious, but paid ads are popular simply because they work. While content marketing can improve organic traffic, paid ads on google, LinkedInand other platforms that your ideal customers use regularly can provide great ROI.
PPC ads are a great way to ensure this because you’ll only pay for the customers you bring. Once they’re on your site, your design, your content, and of course, the product can do the rest. It’s essential to keep your PPC ads targeted and use informed data to ensure the lowest possible Cost per click. Make sure your ads are SEO optimized for the main keywords in your category and carefully monitor your Google Ad Quality Score to get the most out of it.
When doing B2B marketing for SaaS platforms, focus on desktop ads rather than other formats. That’s not to say mobile marketing isn’t important, but take a moment to think about how and when your customers are looking for software solutions: people think about work while they’re at work, and they’re much more likely to seek solutions. right there – At their desk, when problems arise. By focusing on desktop ads, customers will find your solution first when they search through their day.
Meet customers at their price
Every penny counts for a startup, and many entrepreneurs are hesitant to spend on products they aren’t sure they need yet. There are several ways to overcome this obstacle.
Free trials can drive conversions among customers who would have already visited the site and left without thinking, and they cost your SaaS business relatively little. Allowing businesses to risk-free experience what your service can do for them will attract people who may not have known what they were missing before.
Once you have the prospect online, entice them by offering tiered pricing structures. Not every brand will need every service you offer, and likewise many will need a few extra bells and whistles above the baseline. Offering a selection of packages at a range of price points gives your customer the control they want over their business decisions and allows you to cast a wider net in the industry.
Regardless of what your product can do for consumers, perfect your B2B marketing strategy will make sure it gets ahead of your next best repeat customer.