B2B SaaS Marketing Guide

Let’s start with the basics, shall we?

SaaS (Software as a service) is a cloud-based software solution in which software providers deliver applications to users over the internet.

If you’re still reading, then you’re squarely in that field–your business offers software as a service to other businesses– and you are looking for some help to get off the ground or make your business grow. Welcome!

There are a lot of targeted marketing strategies you can use to make sure that your online marketing efforts are converting at the highest rates possible; let’s take a look at a few of the most important ones, shall we?

Start with Your Competitors

Business is war–or at least, your space in the market is crowded with competitors. Since your potential customers will likely comparison shop before choosing a platform (at least, the informed ones will), you will want to make sure that you are giving them all the information they need to make a decision between you and your competitors. If all of your competitors have a pricing page, for example, then you should have one too. Otherwise, potential customers may decide that you’re not in the same league as your rivals and leave you in their dust.

If you’re particularly confident in your particular platform, you may even want to offer a comparison between you and your competitors. That way, when people do a search for your platform vs your top competitor, they’ll be led straight to your website, giving you the opportunity to win them over! Show them that you’re not afraid to stand beside your competitors, because in the end, you’re clearly the best choice.

Start your marketing campaign by researching your competitors and taking notes. Look at which social networks your competitors have large and engaged audiences on, what sort of content they’re creating, what keywords they target, who writes for their blog, etc. Knowing what strategies they use will ensure that you are improving your odds of standing out.

Optimize Your Website for Conversions

No matter where a person lands on your website, you should be able to catch their interest and convert them. Winning features include:

  • a strong, converting homepage
  • a header that includes links to your features page, a pricing page, a call to ‘sign up now’, a tantalizing offer for a free trial and a login option.
  • a footer that includes the same items as your navigation bar, plus links to your top social profiles.

Don’t forget your blog! Your blog gives you a dedicated space for conversion-focused items. Maximize your reach by including a call-to-action banner for your free trial in the sidebar and another call-to-action banner for your free trial in the middle of or at the end of your posts. Add relevant links to previous posts or trusted sites within related pieces of content. And for those who subscribe to your blog posts via email, throw in a free trial banner in your newsletter.

The best thing you can do is include a call to action in each new post you create. Be sure to also use Google Analytics to see which of your past posts still get a lot of traffic and make sure there are strong calls to action in each of them.

Create Content Geared Towards Your Customers

Who are you writing your content for? Who are you trying to reach? Surprisingly, a lot of businesses are not writing content with their target audience in mind, but for others in their own industry! That won’t do. If you want your blog content to convert, you need to gear it towards your ideal customers.

This is where customer personas/profiles come into play. If you can’t easily come up with what would hook your ideal customer, just ask! Call on your current customer base to share what they would like to know about. Think of how that connects to your software. For example, if you offer an analytics tool that measures social media activity, prospective buyers are likely going to want to know more about how to improve their social media strategy. If you offer a customer relationship management tool, they are likely going to want to know more about how to attract customers and maintain strong relationships with them.

The best part about writing content that adds value and satisfies the interests of your ideal customers is that hopefully, you will attract more than just your current client base. You’ll cast a wider net and attract people who want more information about a particular subject – people who would likely consider your product once you demonstrate your knowledge of their needs within your content. Winner winner chicken dinner!

Get People on Your Mailing List

People who visit your website may not be ready to buy just yet. Have no fear: all you need is to have an alternative conversion option designed to turn the not-ready-to-buy-yet visitor into a mailing list subscriber. The easiest way to do this is to offer something that your ideal customer would want, like a free ebook or product guide that relates to your product.

When someone goes to download this ebook, guide, whitepaper, etc., you will get their basic contact information – at minimum, a name and email address, or more if you prefer. This way, you can keep them up to date on your latest blog content, upcoming webinars, and special offers for your product – a strategy that can turn a hesitant, on-the-fence buyer in June into a bona fide customer the following November.

Position Yourself as an Authority

Any sensible consumer wants to do business with the best. As you build your reputation in your industry, you’ll be invited to participate in text-based interviews, podcast interviews, webinar engagements, and much more. Jump on that! Take advantage of as many opportunities as you can – they will help bolster your reputation as an authority in your industry and give you exposure.

Grow a Strong Social Presence

Social media is king in the marketing space. Having a strong presence on social media – for B2B companies especially – is a must. It gives those who are not ready to buy your software just yet another place to follow your business. In turn, it gives you another outlet to market to them in the future.

You can organically reach your ideal customers with valuable content that demonstrates your knowledge of their needs using advertising platforms from Facebook, LinkedIn, and Twitter, to name only a few. This allows you to boost customer acquisition throughout the year, especially when you have special offers or new features to offer.

Get Personal

Even businesses have a sense of stranger danger–or stranger disinterest. Putting a friendly, familiar face on your platform can give potential customers a welcoming feeling. As you grow your online presence, be sure to put faces behind the names of the people in charge of your social media, blog content creation, product design and support.

Are you still looking to maximize your B2B SaaS marketing reach or increase engagement for your business? Megan Killion Consulting is an experienced marketing team with the expertise and know-how to help you meet your SaaS marketing goals. Book a chat today to get started on addressing your unique business needs and allow us to show you how we could help move your brand forward.