Marketing For SaaS Companies
According to the latest update to the International Data Corporation (IDC) Worldwide Semiannual Public Cloud Services Spending Guide, global spending on public cloud services and infrastructure in 2018 is forecast to reach $160 billion. That’s an increase of more than 23% over 2017.
Additional research shows that the SaaS software space is growing 6.5 times faster than the world economy. Getting to and remaining at the forefront of this booming and competitive field is a challenge, to say the least.
Developing an effective digital marketing plan comprising goals and metrics, strategic tasks and multi-channel integration can have a significant impact on your brand’s success.
Marketing Challenges SaaS Companies Face
Standing Out from the Crowd
When your product is up against thousands of others, becoming a well-known brand might look like an overwhelming challenge. Because of the emphasis on providing a quality service over time, getting your brand’s name on the map can seem next to impossible.
Of course, developing your product is essential, but creating a content marketing strategy that promotes your organization’s expertise as well as your commitment to quality service is also imperative. Establishing yourself as not only an expert but also a thought leader in your niche can help you succeed.
Shorter Sales Cycle
Constant advances, changes and developments initiate updates and brand new versions all the time. Because of this, there is rarely a long sales cycle in the SaaS arena. Unlike other sectors, you don’t have the luxury of wooing new clients or customers over lengthy periods.
Fortunately, the information you have to offer can be a notable asset. When your brand is able to consistently share this valuable knowledge over multiple channels, your target audience will begin looking to you for answers and advice. In turn, they will be more likely to decide they want your product, as well.
Landing customers is important; maintaining a positive relationship with your current customer base is vital. Providing reliable service and evolving to meet your customers’ changing needs definitely go far in this effort.
Now more than ever, though, consumers want to engage with the brands they purchase. A smart digital marketing strategy will enable you to do so at every step of the sales process. For example, a robust strategy might include triggered emails, informative newsletters and video tutorials to engage everyone from potential customers to diehard fans.
Finding and Reaching Your Target Audience
Recent studies show that only 11% of SaaS companies currently invest in content marketing, even though this is proven to be one of the most effective ways to connect with your target audience. Of those that do have a blog, fewer than 25% post content that educates readers. SaaS brands with educational blogs receive 14% more organic traffic than those who strictly use their blogs for PR purposes.
The primary reasons for this include not having the staff with the time or ability to provide engaging content as well as not having a clear understanding of who the target audience really is.
Creative Mindscape in the SaaS Sector
Creative Mindscape collaborates on many levels with SaaS companies of diverse sizes. We work to meet the unique needs of each organization, whether that means developing a single marketing channel or providing a stable of experts to tackle every aspect of a business’s digital marketing strategy. Our team of marketing specialists knows the ins and outs of the tech industry and understands its distinctive challenges and has the experience and knowledge to overcome them.
We believe that you deserve a custom-made marketing plan to help your brand reach its desired goals and level of success. Our plans are personalized to provide the results your company seeks.