Digital marketing is essential to every business. SaaS businesses are no exception.

SaaS, or Software as a Service, is a business model that has been growing popularity in recent years.

Even with all the online knowledge available, there are still many companies that resist to change and refuse to adopt a digital marketing strategy. However, digital marketing can help you not only acquire new clients, but also retain existing clients, which are very important for SaaS businesses.

In this article, we will introduce you to several digital marketing strategies to use in your SaaS business, as well as some mistakes to avoid in your strategy. Ready to start designing your strategy?

Digital Marketing Strategies for SaaS Businesses

SEO

SEO stands for search engine optimization. The purpose of SEO is to optimize your website/blog and its pages so they appear on the first page of search engines, such as Google. There are several on-page and off-page SEO techniques to improve your position in search engines. Thus, since your website appears at the top of the page, it will be more likely to be visited by users.

Remarketing

Remarketing is a way to reach a type of audience that your brand has already impacted, generating more chances of conversion. This technique allows you to reach audiences that have already shown interest in your software and that have not completed the conversion yet. It is one of the highest ROI advertising methods and is suitable for GDN, LinkedIn and Facebook.

Note: Don’t forget to collect cookies about your audience so you are able to create remarketing campaigns.

Paid Ads

Through paid ads it is possible to reach a specific audience and show them your brand. You can choose between paid ads on social media platforms like Facebook Ads, LinkedIn ad network or TikTok, or search engine ads like Google Ads. In the case of SaaS companies, we recommend investing in Google Ads, as your audience may be looking for something similar to your service on the search network.

Content Marketing

Blog

Blogging is an excellent way to stay connected to your audience. You can use this tool to deliver relevant and valuable content to your audience, encouraging them to visit your website more frequently. And the best part? The blog is an exclusive channel for your brand, as it is not dependent on other platforms and your brand has full authority on it. As so, you can build your blog in order to maximize your conversions, gaining the trust of your audience and win new leads.

Videos

The consume of content in video format is growing more and more in terms of popularity. Video content is quite versatile, you can create an educational channel, do live streams or even complement your written content with small animations.

Social Media

Social media are essential for any business’ digital marketing and SaaS is no exception. Use your social media as a touch point to create and develop your relationship with your audience. Select the networks in which your audience is present and take advantage of the content production tools that each social media provides.

You should consider the most important ones: Facebook, Instagram, LinkedIn, Youtube, Pinterest, TikTok and Twitter.

Email Marketing

Email marketing is the best way to keep your audience up to date with your company’s news. Whether you have a new promotion or have just released a new blog post, you can communicate it through email marketing.

Mistakes to Avoid in SaaS Businesses

Not qualifying leads

Since the SaaS business model has a shorter sales cycle than other B2B businesses, it is important to not waste time. Sometimes we waste too much time on leads that won’t get us anywhere, when we could be investing it in qualified leads. For this reason, it is very important to qualify your leads.

Not developing a content strategy

The biggest potential buyers of a SaaS business are professionals who are currently looking for a solution. For this reason, it is important to provide valuable content about your solution to these professionals.

So, it stands to reason that you need a good content strategy to attract and persuade these potential buyers. Your content is not only a way to connect with potential clients, but also a pillar to build your authority and trust in the market.

Not controlling the results

This tip applies to SaaS businesses as well as any other type of business. Measuring your results is extremely important to assess whether your strategy is working or not. If you regularly monitor the results of your digital marketing strategy, you will be able to invest in the right tools and techniques that bring you the best results, as well as act quickly and effectively when the strategy is not working.

Forget there is competition

In the SaaS industry, it is quite common for clients to compare and analyze the competition before converting. That’s why it’s important to be aware of your competition and show your clients which aspects your service is better.

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