SaaS Digital Marketing

Software as a Service (SaaS) has a unique problem that businesses with a tangible product or one-time service don’t have—how do you market a product that feels intangible? One which you have to constantly convince the customer of their continued need for? SaaS digital marketing shares many of the same aspects of traditional digital marketing, but with slightly different goals and strategies.

One of the largest differences with marketing SaaS is the length of time and overall goals. Whereas you may consider a long-term strategy with many signposts along the way for traditional marketing (gathering leads, driving traffic to your site, getting an email address, etc.), SaaS marketing runs on a much shorter timeline. The people looking for software as a service typically have a problem that needs solving now. Not in six months. And if your sales process took six months, the software you’re selling will have gone through a dozen iterations since you started the process. The main objective of a SaaS digital marketing campaign is to get potential customers to sign up for a free demo or trial period and to convince current customers to add features or upgrades.

Digital marketing is a natural choice for SaaS companies. At its most basic, people looking for software as a service to solve a problem have a problem that software may be able to solve—meaning the company clearly relies on technology and those in charge of decision-making are likely to be online for some (if not most) of their workdays and also be starting their search for a solution online. And the key to a SaaS company’s success is the long-term retention of customers, which makes expertise and information key. If your customers are getting their information from your website and your blogs, they’re more likely to continue to see you as the expert they need—if they start finding more valuable information from another company, they may start to wonder why they’re not using that company’s product instead.