Running a software company is a challenge, and one of the biggest obstacles you face is how to get your name known when there’s so much competition.
The good news is that with the right digital marketing strategies, SaaS companies can build their brand, attract new customers, and grow their business. Are you ready to learn how to succeed?
Let’s dive into five ways can excel with digital marketing.
1. Take Advantage of SEO
SEO for SaaS B2B companies is essential if you want to grow your business without shortening your runway significantly. Many marketing strategies are very capital-intensive, and it doesn’t have to be that way.
When you have excellent SaaS SEO, you can turn your website into a 24/7 salesperson. The right optimization and keywords will help you capture leads when they’re most ready to buy. You’ll attract traffic to your website that’s perfect for your SaaS solution. With a website that’s well-optimized and engaging for visitors, you’ll turn browsers into buyers as well.
There’s no reason not to use content marketing and SEO to your advantage!
2. Build an Excellent Review Profile
An amazing 84% of people trust reviews as much as a personal recommendation from a friend or family member. Unlike testimonials on your website — which are still important — reviews are seen as honest and unbiased.
How do you encourage customers to leave reviews? Make it part of your process. You should ask for reviews multiple times throughout your customer service process after the sale. You can do this through email, in person, and more.
It’s best to focus your reviews in one place, specifically your Google My Business profile. Google sees a business with excellent reviews as more trustworthy and is likely to rank you higher.
Don’t be afraid of bad reviews, either. They are an opportunity to impress, not a problem. Once you resolve the issue, politely ask the user to edit their rating. Seeing a professional response and resolution will also impress others who read the ratings.
3. Take Advantage of Referral Programs
Dropbox became a top SaaS provider because they encouraged referrals for extra storage space. This was done digitally, with invitations on social media and through email marketing. It exploded their business 3900%.
By offering free storage space for both the referrer and the new customer, they created twice the incentive for growth. This referral program wasn’t an afterthought, it was built into the onboarding process.
Dropbox used their company’s primary value — storage space — as the reward, rather than unrelated gift cards, money, or points. Who doesn’t want to “get more space” in a single click? This helped increase their demand and usage from the beginning, impressing investors.
Finally, they helped users see how close they were to achieving their free space goal. There was a panel within Dropbox that showed how many of a user’s friends had accepted and how much additional space they had gained as a result.
When you create an easy-to-use referral program that focuses on your primary value and makes it easy for users to see how they’re doing, you’ll explode your growth.
4. Make Sure Your Call-to-Action is Clear
A call-to-action (CTA) helps prospects understand what they should do next. This isn’t always “get a demo” or “sign up.” Sometimes you want people to visit your website, watch videos, or visit your social media profiles.
Think about where a user is in the sales funnel when they see a piece of content, and then create an appropriate CTA asking them to take the next step.
The CTA should be clear and visible in all the right places on your website or social media page. You can test different phrasing and offers, as well, to see what performs best.
With a clear call to action, you can be sure that your content is working hard for you.
5. Continuously Improve Your Product
In the Dropbox example above, they didn’t just create a killer referral program. Dropbox also listened to user feedback and made a variety of improvements.
Once your business starts to scale, you might feel tempted to relax. “We’ve made it!” Unfortunately, that can stall your success. Growing quickly is amazing, but it also creates its own problems.
Dropbox created a process where each project was divided into phases, and each phase was focused on one question. This helped define expectations and keep everyone — including executives — focused on the right issues.
As you grow, make sure you have a good process for taking in user feedback and making improvements!
How Does Your Digital Marketing Measure Up?
Are you getting the most out of your digital marketing? If you’re not following these steps, the answer is unfortunately no. The good news is that there are experts who can get you on the right path.
At Local SEO Search, we work with a lot of B2B SaaS companies to help them improve their digital marketing and online presence. We’d love to serve you as well. Contact us today!
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