Now more than ever, Software as a Service (SaaS) companies are faced with an overwhelming abundance of marketing channels to choose from. Though many organizations maintain their traditional marketing roots, the rise of digital marketing has spawned new promotional channels that you can use to connect with audiences. Herein lies the challenge – determining which channels your SaaS company should focus its marketing efforts on.
In this post, we’ll discuss the four marketing channels that we feel are best suited for SaaS companies and offer tips on how you can utilize these channels for lead generation.
Optimize Your Website for Organic Search and Conversions
Organic search is huge! ComScore reports that in January 2015, people performed 18.8 billion explicit core searches via desktops alone. Ensuring that your website and landing pages rank well across search engine, should be on the top of To-Do list.
OK, so you have successfully generated traffic to your website. What good will that do, if your website doesn’t offer users compelling offers and avenues to contact you? Every visit to your website is an opportunity to convert. Make sure that your homepage features strong calls-to-action (CTAs) and is easily navigable. As users move throughout your site, they should be met with several contextually relevant CTAs.
Content Marketing. Content Marketing. Content Marketing.
Yes we have said it thrice just to emphasize how important it is. Generating high quality content not only attracts SaaS prospects looking for educational material pre-purchase, but it also has the power to boost SEO. Because search tends to drive significant lead generation, content creation is essential.
Visitors to your SaaS company’s website will be more likely to convert if presented with compelling offers like Free eBook Download, Sign-up for a Free Demo, Free Software Trial for 7 days etc. If you offer value to the visitor, they will be compelled to sign-up.
A blog is another great way to introduce quality content to your website. By creating unique and engaging blog posts that helps visitors address a particular problem, or educates them, you can grow your audience and drive traffic back to your main website or landing pages. Quality content will also prompt social sharing and is extremely effective in driving targeted traffic.
Utilize Paid Marketing
Now that search engines and social media networks have successfully attracted billions of Internet users worldwide, paid marketing across these sites is crucial. With remarketing capabilities offered by Google AdWords, today’s SaaS Marketing strategies should include paid marketing so that you can continue to engage users with tailored ads across the Google Display Network long after they’ve left your website.
LinkedIn Paid Search is goldmine for SaaS Companies. The professional networking site will allow you to target very specific markets/prospects with Ads or sponsored updates and has a pretty impressive reporting dashboard to boot. Other social channels like Facebook and Twitter offer paid marketing as well. Ultimately, before allocating marketing dollars for social promotions, you’ll need to determine which networks are the most effective at engaging your target audience.
Participate in Tradeshows
Whether you decide to host your own event or simply participate, tradeshows are an excellent way for SaaS Companies to engage potential clients. The face-to-face nature of these events facilitates networking and encourages prospects to form a personal connection with your brand. In-person events also make it easier for you to provide live demos and walk prospective clients through the detailed benefits of your offering.
Landing speaking spots at relevant tradeshows is another way to increase awareness. Enlighten tradeshow audiences with strong, thought leadership material to reinforce a positive brand image and initiate high-level conversations.
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