The day your SaaS (software as a service) launched, you embarked on a wild ride. Now that the celebratory champagne has been spilled and the cake has been eaten, it's time to step into your next epic adventure: sales and marketing.
Before we delve into how to market your SaaS-blueprint plan, we first need to talk a little about marketing. What is its goal? According to the SaaS Marketing Plan SlideShare, the aim of marketing is to know and understand the customer so well that the product or service fits them like a glove and sells itself.
Marketing requires strategy. A strong SaaS marketing plan focuses on tightly coupling all aspects of your business model, from your product and support to your revenue model and marketing. Perhaps the best basic strategy is to avoid making common marketing mistakes. Let's look at the top 10 as reported by SalesForce.com and discuss the respective Dos and Don'ts:
Successful software as a service businesses will usually tell you that targeted marketing strategies are their best friends. No matter how amazing their product or how wide their customer reach, the fact remains that every dollar spent on marketing needs to produce a return. Targeted marketing is just the way to achieve this.
It is your job to optimize for conversions everywhere. This means that if someone lands on the smallest, most obscure page of your website, not only can they easily navigate your site, but they will also want to do so. Here's how you accomplish optimization:
Optimizing for conversion is vital because without it, you'll soon be a business without business; you'll be dead.
The best how to guide for marketing a SaaS-blueprint plan is to follow in the footsteps of the companies who are doing it right, right now. Let's look at some of the best tips on the nets used by some of the most successful companies:
Founded in 2008, KISSmetrics has experienced constant and steady growth. In fact, Savvy Panda labels it as "one of the darlings of online marketing analytics." Here is how they do it.
Sprout Social tackled one of the toughest things in the SaaS world: they assigned an identity to a SaaS product. Don't overlook the most seen aspect of your company, your brand! Monitor your brand name and the way you display your company establishes the brand and reflects the business personality. It's what immediately sets you apart‚Äö√Ñ√∂‚àö√ë‚àö√Üeven above the competition when people hear your name.
Founded in 2007, Zendesk has more than 30,000 customers. Through community building, Zendesk has taken their SaaS plan to the next level. Building a community around technical services and/or products is not easy, but this company tapped into a strength: interaction. The Support section of their website houses a hub where customer service pros can engage and share experiences. Not only does this encourage current and new customer interaction, but it also keeps the conversation going and draws in potential leads for conversion.
Your customer base has core needs. One of the strongest strategies to leverage is building a subscriber list by using "guides" that cater to the core needs of your demographic. A "guide" can be anything that provides, well, guidance. Be creative! Try different formats and see which receives the most positive response. Drawing a blank? Try these:
How do you use guides to build your subscriber list? You hit the highlights:
The best way to create an infographic that will appeal to your targeted audience is to focus on data that is unique to you. The goal is to entice shares. These trendy graphics don't have to take ages to create either. In fact, HubSpot shows how you can create an infographic in an hour or less.
You need to constantly bring in leads, which means you must continually grow your audience. How? One of the most efficient means is integrating with other services. In essence, you're adopting someone else's audience. This goes back to the API we discussed earlier.
Integration is not to be taken lightly. If you fail to integrate properly, you run the risk of creating an untrustworthy reputation. Here's what to shoot for:
The ultimate goal of any business owner is to exceed their expectations and projected growth. Achieving this goal will depend greatly on your marketing efforts. If you build a business model around your target demographic, track your finances well, and pinpoint the marketing strategies that produce the best results through trial and error, you will be well on your way to reaching infinity and striving for what lies beyond.