The ultimate digital marketing guide for SaaS companies for 2023
Do you have a great SaaS product or are you thinking about building one?
Do you have experience in building SaaS based solutions but feel lost when it comes to attracting new users?
How can you make your business stand up from the crowd?
Let’s examine the latest strategies and techniques in the SaaS world that will help you create a steady flow of new customers.
We’ll be covering the best strategies you can use to promote your SaaS company, including:
- Google Search Ads strategy
- Organic social media
- Social media advertising
- Content marketing strategy
- SEO strategy
- Digital PR
- Email marketing
Firstly let’s start with potential customer’s pain points.
Identify the pain points of a potential customer.
Most SaaS companies are focused on a niche market, solving a specific problem.
This should be your starting point when it comes to creating a digital marketing strategy for your SaaS company.
Always start with the problem your potential clients are facing.
Let’s take a look at a few examples:
- Airbnb – Property owner perspective – “I need a way to monetize my property or spare room.”
- Airbnb – Traveler perspective – “I want a cheaper/different experience than a hotel.”
- HubSpot – “We don’t have an effective, flexible, and versatile customer relationship management or CRM system. We need to upgrade our CRM efforts to improve brand recall.”
- Xero – business owner perspective – “Managing invoices and communication with accountants is a huge timewaster.”
- Xero – accountant perspective – “We don’t have a single platform for managing all of our clients.”
- IQs Digital – “We don’t have the resources, knowledge, or time to effectively manage my digital marketing activities.”
Defining a problem statement helps you navigate through many day-to-day marketing decisions in the future, in case of doubt, you can always go to the problem statement and make sure your activities will help your target audience solve their problems.
Listen to Michael Seibel from Y Combinator on why is important to define the pain points
PRO TIP: Now that you have your problem statement defined, print it on a wall above your desk. 🙂
Define the target audience
We know what’s the problem, what kind of people are facing these problems on daily basis.
Understanding your target audience is essential for SaaS providers.
If you as a SaaS creators get a comprehensive understanding of your ideal buyer, it will help you make more informed decisions about media, messaging, and timing.
Every marketing strategy and plan you employ will be defined by the information you have on your target audience.
It may seem like a terrific approach to reach as many people as possible.
Knowing that your target audience is following a certain subreddit or reads a certain online magazine means that your ad will be seen by fewer people, but the right people.
Trust me I’ve been there.
Many of my initial marketing campaigns failed due to focus on a too wide audience… But we learn by mistakes ¯\_(ツ)_/
Target audience demographics
To define your target audience start by describing your average customer’s basic traits, like the ones below:
- Education level
- Marital status
Target audience behavioral analysis
Once you get the basics done, move forward to the behavioral analysis of your target audience:
- Define the challenges they are facing
- How do they learn new things?
- Their goals
- Results they seek
- What drives their purchase decisions?
- Where do they purchase?
Focus on the niche market
Focusing on a niche market is the best if you are just starting out.
However, the niche market has its limits in terms of buying audience.
When you get niche marketing right the advantages will give you a competitive edge with less competition, brand loyalty, lower marketing spending, and higher profit margins, and you’ll be seen as an expert.
In case you are just starting out don’t worry about it.
Dominating one niche will give experience and resources to conquer another niche market easily.
Fintech SaaS solution target audience example:
Understanding how customers interact with your product both before conversion and after the conversion is a key to success.
Mapping a customer journey
Mapping a customer journey is a great way to ensure that every touchpoint between your customer and your SaaS product produces the expected results.
The best way to map a customer journey is by visualizing the whole customer journey. From when your target audience first finds out about the solution you offer all the way to the end of the funnel when they become your brand advocates.
To bring it to the next level add KPI numbers to each step of your customer’s journey you get something like this:
|Awareness||9829 clicks||11% ↑|
|Consideration||3662 returning visitors||3% ↓|
|Conversations||110 new users||2% ↑|
|Freemium new users||79 users||3% ↓|
|New subscribers||54 new subscribers||6% ↓|
|Churn rate||4 users||0% –|
A customer journey visualization can give you important insights into what your consumers are thinking.
A customer journey map can be a great source of important changes that you need to make in your product or service.
Just by following the users, you’ll be able to plan future improvements.
Easy sign up process – “Try for free”
First impressions matter and registration is typically a user’s first interaction with a SaaS platform.
Request only the information that is absolutely necessary upfront while thinking about the registration procedure.
A customer’s email address is frequently sufficient to enter the application.
To put it bluntly, today nobody has time for solving hard puzzles.
Make the “sign-up/register/try for free“ process as simple as possible.
I would recommend going one step backward and asking yourself “Do I really need the signup form as a barrier?”
Generally speaking, you want customers to adopt your product with the least amount of resistance.
More significantly, you want to catapult users to transition into the experience quickly. The fastest approach to expanding your SaaS company typically involves doing this.
I’d even suggest that, in most circumstances, all you actually need to ask for is the visitor’s email and password.
When creating your sign-up form, consider the following additional factors:
- Why make the user enter their desired password twice?
- Will an OAuth social media login (like Facebook or Twitter) be enough?
- Can you remove the need for a username? Will a simple email address and password combination be sufficient?
- Why not simply require only an email address the first time around? You can always require the user to finalize the sign-up via email once they have experienced your service.
The best example of an easy sign-up process is copy.ai. You just fill out your email, verify it with the code and you can use the app. No first name, last name, password, password again, country, etc.
Nice and clean no brainer registration form.
Look at the IQs Digital form in the footer, want a call?
Just fill out the email… that’s all.
MAKE THE SIGNUP FORM EASY TO USE!
Provide great UX
Great UX is essential for SaaS products. This is a deal breaker.
In a sea of comparable products, a great UX helps your product stand out.
If customers love using your solution, they are more inclined to continue with it.
A great UX strategy can result in higher sales and client retention.
How can you find UX issues on your app?
You should start by setting the hypotheses of what needs to be improved, make the changes and analyze the results.
Make a practical and functional product as artistic and attractive to a consumer as possible.
It takes creativity, consumer-savvy, and know-how to take a product from ideation all the way to production.
You need to focus on coming up with new product designs that meet the needs and wants of consumers. This requires a lot of testing.
Consider hiring an experienced UX designer, who will be accountable for things such as creating design concepts, drawing ideas to determine which one is best suited for the product, and communicating their plans effectively so engineers can execute them.
- Google Analytics – Macro data from Google Analytics includes features that can help users identify trends and patterns in how visitors engage with their websites. Features enable data collection, analysis, monitoring, visualization, reporting, and integration with other applications
- HorJar – Great tool for observing user behaviors and collecting feedback on new improvements with features such as Heatmaps, Recordings, Feedback, and Surveys.
- Woopra – Micro data focused on the customer journey, Woopra automatically builds detailed profiles of each customer in real-time.
Why are free trials essential in SaaS marketing?
Many potential customers hesitate to commit to a subscription without trying the product first.
Free trials allow users to test your product usually in a limited form.
Potential customers can try out the software and see if it meets their needs before committing to a paid subscription.
Both you and your users benefit from free trials.
Users are able to see the value of your product and check if it meets their expectations.
You get a lead-generation machine!
Collecting the user data using free trials form
If you collect emails you can engage in further email marketing and provide additional value to the users.
Free trials enable your business to obtain crucial data in addition to customer feedback.
Analyze the data
Record details on how clients utilize the product during the trial time, as well as demographics and how they learned about the free trial.
With the data gathered you’ll be able to target better potential customers and improve the efficiency of your marketing campaigns.
Gather the product feedback
Every customer who registers for a free trial gives your business the opportunity to get insightful customer feedback on the offering.
Surveys conducted before and after the trial period and observations of how users interact with the product can be used.
The product can then be enhanced using this knowledge to become even more appealing to further prospective buyers.
Offering a free trial will give your potential clients peace of mind. They tested the product and they know they’re making a good decision and getting their money’s worth.
We covered the basics!
Let’s dive into different digital marketing strategies for SaaS companies for 2023.
Google Search Ads strategy for SaaS companies
Google Search Ads are a great option for almost all SaaS solutions.
Google Search Ads allow you to advertise directly to users who’re searching for products and services like the ones you offer.
Google Ads allows you to create well-timed ads among your target audience.
As a result, when your target audience uses Google Search to look for products similar to yours, your company will appear on the search engine results page (SERP).
How to start with Google Search Ads?
Google Search Ads target people based on their input in the search bar or so-called keywords.
You really need to nail down your keywords, which is why testing and tweaking should be a part of your strategy.
If your keywords are too broad, Google will be placing your ad in front of the wrong audience, which means fewer clicks and a higher ad spend.
Keyword research for Google Search Ads
Focus on search intent
Think like your audience.
Ask yourself the following questions:
- What is my target audience’s pain point?
- How might they look for a solution?
- What will they type in the search bar?
Let’s take a look at the keyword search intent example:
The user searches for a specific website.
Example: BMW website
The user searches for information on a topic.
Example: What’s a good car?
The user researches options for a product or service.
Example: BMW vs AUDI
The user searches for a specific product or brand.
Example: Buy BMW M3
Step 1: Brainstorm a list of any keywords related to your business
Greater as many people as possible in the room and do a keyword brainstorming session.
Write every suggestion in one excel file.
Think of the different categories and topics that have a connection to your business.
Start broad, and don’t worry about getting too specific right away.
For example, if you have a project management app you might break down your topics by the types of project management, like agile, kanban, scrum, waterfall, etc.
Step 2: Use keyword tools to find specific keywords within each topic
Type each of your main topics (“agile,” “kanban,” etc.) into a keyword tool to get a list of related keywords, their associated search volume, and other data.
You can also type in any specific keywords from your brainstorming session to see what kind of volume they get.
In this step, it’s important to find keywords that don’t have too much competition, because less competition usually means you will pay less for cost per click.
But it’s not all about cost per click, the most important is that keyword is actually relevant to the user query.
Step 3: Set up Google Ads advertising
To make your ads super relevant, highly recommend using single keyword ad groups or SKAGs.
I won’t get here into details on how to set up google ads because it would take a series of few blogs but I’ll give you a tip on how to organize and make sure your Google Search Ads perform well.
Set up the ads using the SKAGs structure
Google Search Ads works best when your ad can exactly match what a person is looking for.
Google rewards relevant ads and the SKAGs model helps you make your ads extremely relevant.
Although it may seem straightforward, setting up a successful Google Search Ads campaign is not always simple.
There are many unique search query combinations, and many searches are brand-new to Google itself.
Therefore, in order to run effective search campaigns, you must cover a broad range of keywords and, preferably have a unique ad for each of them.
Single Keyword Ad Groups, or SKAGs, provide a solution to this problem.
What are single keyword ad groups SKAGs?
SKAGs represent Google Search Ads organizational structure where you group related keywords into one ad group!
SKAGs help you create a specific ad for each keyword, like in the image below:
Why should you use SKAGs?
You don’t want to have a campaign with a single ad group with hundreds of keywords in it.
Let me illustrate why:
Let’s take Salesforce as an example. If Salesforce added every keyword that’s related to their platform in only one ad group, you have the same ads showing for both “eCommerce”, “Slack” and “CRM”.
If you set up Google Search Ads to target too many keywords your ads will fail to match what searchers are looking for which will show itself in a low CTR and low conversion rates.
Examples of SKAGs
Search query #1: Customer relationship management
Keywords: [customer relationship management], [crm]
Ad: CRM for Business of All Sizes – Fully Customizable – Sing up free – Salesforce
Landing page: https://www.salesforce.com/products/genie/overview/
Search query #2: B2B eCommerce
Ad: B2B eCommerce solutions – Start Selling Today – Simple Yet Powerful Features
Landing page: https://www.salesforce.com/products/commerce-cloud/b2b-ecommerce/
Step 4: Analyze and improve
Your ads are live!
The next thing to do is to assess its effectiveness.
One of the crucial parts of managing a successful Google Ads campaign is consistently monitoring and analyzing the performance of your ads.
This will allow you to react and further optimize Google Ads performance.
Checking analytics should be a part of your daily habit.
Start by keeping track of metrics like clicks, impressions, the average cost per click, quality score and click target rate.
To get the full picture of what’s working and what’s not, you’ll need to set up conversion tracking.
In other words, conversion tracking will help you to know how many users that came through ads actually showed interest.
Make sure you have conversion tracking set up properly
Implementing conversion tracking is key to extracting insightful data that will help you determine which marketing activities are driving desired actions.
With conversation tracking, you will be able to see which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity.
This is not only important for you. It helps the Google Ads algorithm optimize for conversions.
In other words, the Google algorithm will learn who is more likely to convert and display your ads to them.
Conversion tracking will help you understand your return on investment (ROI) and make better informed decisions about your ad spending.
Carefully examining the data will also see what are the biggest hurdles in the customer journey, and how can you fix them.
is the most important on social media.
Social media strategy for SaaS companies
There is no dilemma anymore, social media advertising is an essential part of every SaaS digital marketing strategy.
There are two types of social media advertising:
- Organic social media posts
- Social media PPC advertising
Let’s examine both types below.
The key element of social media is to know who your customers are.
But before we jump to getting into details on social media, make sure that you described your target audience in great detail as we discussed above.
Organic social media posts
Sharing free content on social media platforms with your followers, groups, and potential prospects.
Organic social media refers to publishing content through social media platforms using only free, non-sponsored means.
Things like posts, photos, videos, memes, stories, etc. that you share with the world.
Social media are made for fun! Keep that in mind while creating content.
Use things like video jokes, funny perspectives on customers’ pain points, memes, etc.
Let’s look at a few examples from TikTok:
Company mems are becoming a trend in 2023, check these out:
Why is organic social media important?
Engaging with your audience
Organic social media posts help you keep your audience in the loop.
By building an engaged community through regular updates companies can see increased brand awareness, valuable conversations, and even get to new prospects.
Organic social media posting is free!
Sure, high-quality content creation comes at a cost, but publishing and sharing it is entirely free on most social media platforms.
Helps you build trust
Regularly posting success stories, articles and industry updates helps you establish yourself as an expert in the field.
TIP: Be realistic
Share your honest thoughts!
Making your company more human will help build a connection with your target audience.
Plus your humanized posts are always going to have further reach.
Social media advertising
Organic social media posts are great for nurturing your customer’s relationships.
But what if you want to reach out to new potential customers?
Yes, that will happen with organic social media posts but it will take a lot of time.
How to get your social media posts in front of new potential customers faster?
You guessed it, you pay! 🙂
You pay and your advertisements are served to users on social media platforms.
How do you reach the right target market?
Defining the target audience is crucial for social media advertising. – Refer to this section above.
Unlike organic social media posts, where you can’t really define who is going to see your posts, social media platforms do that for you.
Using social media advertising you can define exactly who will get to see your ads.
Social media platforms offer a variety of targeting filters to help you narrow down your audience as much as possible.
Social media targeting
A method of targeting customers based on available personal data like:
- Education level
- Marital status
By using interest targeting, you can be sure that users who have interests that are generally similar to your company will see your ad. When paired with compelling content, it can assist you in connecting with an audience that is open and eager to discuss the subjects that are most important to your product.
A strategy for marketing to clients who exhibit specific interests and online and mobile browsing behaviors (pages viewed, searches run, links clicked, sales made), as well as physical actions (like location, event attendance, and in-store purchases).
A targeting strategy that uses machine learning and AI to forecast which customers will buy what, which customers will convert, and how to create audiences that look like them (potential leads who exhibit similar behavior to existing customers and may be good candidates to serve ads to).
Retargeting or remarketing
A targeting strategy that employs tools like cookies, tracking pixels, email lists, and CRM data to show ads to users who have already shown interest in a product or service, visited your website, typed in specific search terms, or taken some other action related to your business.
A targeting strategy where you use your own first-party data, including email lists, past purchase information, and CRM (customer relationship management software) data, to create a custom audience.
A targeting strategy based on the surrounding content, such as promoting running shoes on a blog post about fitness.
Although social media advertising is less prevalent here than in search or display ads, you should be aware of the distinctions.
Creating an effective social media ad
Creating an effective ad is crucial when creat when it comes to social media advertising.
Remember, you are competing for users’ attention.
And nowadays attention is harder to grab than ever.
Your ads need to speak directly to the audience! Provoking them. Extracting reaction from your them.
STOPPING THEIR THUMBS!
“Thumb-stopping” is becoming a sense on its own.
Stopping users from scrolling is referred to as “thumb-stopping” and is generally viewed on a mobile device.
To achieve this you need to write completing ad copy and pick the right ad format.
Use PAS(Problem, Agitate, Solve)
You want to demonstrate to your audience how your service or product improves their quality of life.
So, how do you intend to accomplish that?
By concentrating on providing the answers to their issues.
State an issue.
Agitate on that issue without seeming overly pessimistic. You shouldn’t be a downer.
When the solution finally arrives, the crowd erupts (at least metaphorically).
Keep it short and sweet.
Simple is better.
Define the format
There are certain content formats that an audience loves. For example – a funny meme is likely to be shared more on social media than a case study.
But you cannot solely depend on a specific content format to convey a variety of important messages to your followers.
The best approach is to keep experimenting with content formats to engage your audience and boost social media followers.
Type of social media ads
Static image ads
Photos are frequently utilized in social media advertising because they give you the chance to present your goods or services in an attractive manner.
Since people are more likely to be drawn to images than to words, photo adverts are likely to be more effective.
Additionally, “Shop Now” buttons in photo advertising can drive buyers to your website for simple checkout.
Make sure to share high-quality photographs and keep your advertising consistent with your organic content when employing photo ads as part of your marketing strategy.
Similar to photo ads, aesthetically engaging content is preferable for video commercials.
You only have a brief window of time to maintain viewers’ interest in your films because many people just want to watch short-form video advertisements.
Short movies can be made and swiftly seen and interacted with on social media sites like Facebook and Instagram as users are going through their feeds.
Stories advertising is a feature that may be used on websites like Facebook, Instagram, LinkedIn, and Twitter.
Depending on the platform and ad type, these advertisements are full-screen and shown for a specific period of time. While videos can run for up to fifteen seconds, photos used in Facebook stories, for example, can only be viewed for six seconds.
Instagram Stories advertising for both photographs and videos can last up to 120 seconds, giving users an option to swipe up on these ads to visit the advertiser’s website.
Advertisers can take advantage of the 24-hour viewing limit on Stories advertising to market limited-time offers on goods and services.
Instead of appearing in users’ news feeds, Messenger advertising is Facebook adverts that are displayed in the Chats tab of Messenger.
When a customer communicates with a brand via messenger, they are a part of a 1:1 dialogue. They can be used to initiate automatic dialogue with potential clients, respond directly to client inquiries, or direct users to your website.
Lead gen forms
Lead gen forms are templates that can be affixed to a single image, a carousel of images, a video, a message, a document, or a conversation ad to gather information from the member if they click on the call-to-action button.
The contact and profile information for the member is automatically filled out on the form.
Content Marketing Strategies for SaaS Companies
When it comes to growing your SaaS business organically, content marketing is key.
Content marketing helps you bring in customers who are interested in your services, it positions you as a thought leader and eventually increases sales.
Instead of emphasizing your software product, content marketing focuses on your potential clients.
Therefore, rather than trying to hard sell your items, your main objective should be to establish solid, long-term relationships with your target market.
Why is content marketing essential for any SaaS digital marketing strategy?
Content marketing helps you deliver effectively the appropriate content at each point of the sales cycle, from awareness through consideration to purchase.
But it takes time for content marketing to kick in.
Once it does, it’s amazing!
Your content starts attracting users without any additional resources from your side.
You can sit back and watch your content work for you, bringing new customers.
This is not the case with PPC ads, once you stop paying everything stops, no more sales.
Content marketing examples:
- Social media posts
How to create a powerful SaaS content marketing strategy?
Content marketing can feel overwhelming, but it doesn’t have to be. In the beginning focus on these 5 elements:
- Identify the target audience
- Pick the right content formats
- Determine how will you distribute the content
- Create a content schedule
- Research and applying best practices
Identify the target audience
As for social media or anything else, identifying the target audience is crucial. For more, refer to this section above.
Pick the right content formats
The stage of the sales cycle for which you are developing content will determine the appropriate format.
Ask yourself what formats will best enable you to demonstrate value is another crucial factor to take into account.
This will be a video for some people and a checklist for others.
Your material will be evaluated by an audience, and they should.
That’s why you need to choose the best internal or external resources to produce great content.
Regardless of who creates it, have it before it leaves the building proofread by a professional.
Determine how will you distribute the content
Will you publish the information on your website, send it by email, or print it for a gathering?
Start with “where” you anticipate your audience to be, then pick forms that make sense.
A buyer’s guide is a useful follow-up to a pitch, a checklist or worksheet can be shared on social media, and an essay makes sense to distribute via email.
Create a content schedule
Make a short-term (3-6 months) plan after you are aware of your target audience and the appropriate formats for each phase of the sales cycle.
Be careful, a plan for content marketing can easily become overly ambitious.
The strategy you create should, however, include content aspects that you can actually produce given your resources and budget.
So that you can factor that time into your timetable, keep note of how long it takes you to produce each piece of content.
Research and applying best practices
Want o write compelling content? Focus on clear writing and the absence of jargon that only you and your peers will understand.
It must also offer thorough instructions.
A concise, important, and useful piece of content is best.
SEO Strategy for SaaS Companies
When talking about content marketing, we can’t skip search engine optimization (SEO).
SEO makes it easy for good prospects to find your business and it’s an essential part of content marketing.
Your SEO campaign’s foundation is built on keywords.
When a prospect has a problem they will type certain words and phrases into a search engine to find help that can solve their problem.
SaaS SEO Benefits
Keyword research for SEO
Focus on search intent
Same as keyword research for google search ads you need to think like your audience.
When doing keyword research for SEO, you can follow the same procedure as for Google Search Ads keyword research.
The only difference lies in filtering the keywords, in the case of Google Ads CPC prices and the number of advertisers is going to play the main role.
While filtering keywords for SEO one of the most important stats is going to be keyword difficulty.
Keyword Difficulty (KD) is an SEO metric that estimates how hard it would be to rank on the first page of Google for a given keyword. It is measured on a scale from 0 to 100, with the latter being the hardest to rank for.
Content Marketing for SEO
Consistency is necessary for content marketing and SEO.
Fresh, original, and innovative material ranks higher than low-value and repetitive content and is quickly indexed.
Your content must be able to draw customers in and address a specific need.
By focusing on visitors and using relevant keywords, you can create influential content.
This is the most significant factor used by Google to rank content and evaluate the relevancy of a page. The secret to well-received content is to generate original concepts and incorporate the most crucial keywords.
The important role of user experience in SEO
SEO is not only about what you write but also how is presented.
In addition to blogs, articles, keywords, and linkbacks.
SEO also involves improving robots.txt, metadata, and tag usage.
SEO technical optimization (on-page optimization)
Technical optimization ensures that a website doesn’t break the user experience.
In other words, the website shouldn’t have any broken links or error codes while also making a page appealing to search engines (like 404s).
Otherwise, the search engine will rank the source negatively.
Making sure that URLs are optimized and that the slug (everything that comes after yourwebsite.com) is short encourages search engines to identify the appropriate subpages and classify the various sections of your website.
Any SEO campaign must succeed in this area. The UX benefits from the technical SEO components, which are also present to promote the content.
Make content easily accessible both for users and search engine crawlers
Set up a proper sitemap so users can easily access content
Configure the robots.txt so that robots can access the content.
The right tag offers excellent and superior indexing as well as reliable search results.
By organizing the content in a way that is helpful to readers and easy for search engines to understand, tags like header tags and title tags help the user.
Another important SEO component is link building, inbound linking, or linkbacks.
Connecting your links with high-domain authority websites like.edu and.org significantly boosts traffic.
Although working with link-building companies is a possibility, producing authoritative content is the most effective strategy.
Remember a great piece of content is worth it to increase traffic and get a link back.
One thing that can help you greatly with backlinks is Digital PR. Check out below.
Optimize your SaaS company’s website for sales
Your most effective salesperson is your website.
You don’t want visitors to your website to become perplexed about what you have to offer and then leave, never to be seen again.
For more on website optimization, check out landing our landing page optimization blog post.
Digital PR is essential for your business in 2023
Digital PR (Digital Public Relations) is a form of public relations that focuses on promoting a company through digital channels, such as social media, websites, and online media outlets.
It involves building relationships with key influencers and stakeholders and leveraging online platforms to increase visibility and engagement with target audiences.
Digital PR can help your company establish itself as a thought leader in its industry, build credibility and trust, and drive traffic and conversions on its digital properties.
A proper digital will help you to manage your brand’s reputation and respond to negative publicity or issues that may arise online.
Benefits of a digital PR campaign:
- Increase brand awareness
- Establish your company as an industry leader
- Enhance SEO with reputable backlinks
- Improve customer relationships
- Manage reputation
Organizing an effective Digital PR campaign in 7 easy steps
1. Step: Start by defining goals and objectives. Identify what you want to achieve with your digital PR campaign, such as increasing brand awareness, driving traffic to your website, or establishing thought leadership in your industry.
2. Step: Next, the target audience comes into play, please refer to the above section.
3. Step: Following determine what type of content will be most effective in achieving your goals and resonating with your target audience.
4. Step: Identify key influencers and stakeholders in your industry, and consider how you can build relationships with them and leverage their influence to promote your brand.
5. Step: Create a distribution plan that will help you determine how you will share your content and reach your target audience, including through social media, email marketing, online media outlets, and other channels.
6. Step: During the whole digital PR campaign monitor and measure success, this will help you optimize your efforts and achieve your goals.
Email marketing based lead nurturing strategies
Email is one of the most important parts of any digital marketing strategy, especially in the case of SaaS companies with a “Try for free” option. Why
Once you get users to sign up for free you have their ear.
You should use this to your advantage.
You can share regular observations and advice on the market your product serves.
As a result, you can regularly send email campaigns to your email list subscribers about subjects related to your sector.
There are also potential customers who won’t be ready for a free trial just yet.
You can encourage them to join your mailing list.
The goal of this email list is to keep your business name in people’s minds and inboxes so that you can encourage them to make a purchase.
You can tell them about your software and how it can simplify their lives in your emails.
Just be careful not to go overboard!
TIP: Be helpful and not too pushy towards sales.
To provide a more individualized experience for your subscribers, you can automate your email marketing.
Sending subscribers information on topics they’re interested in is possible with email automation.
Lead nurturing email best practices
- Provide valuable content with expert insights.
- Focus on one relevant topic per email.
- Keep it short.
- Ensure the emails progress naturally.
- Test your emails and track key metrics.
- Personalize the emails.
- Stay consistent with your brand.
While this is just an overview of all the strategies you might use in your SaaS marketing plan, these are the ones that, in our experience, produce the best results for you when used correctly.
They don’t have to be completed simultaneously.
Start with the choice you think will have the most effect on your company.
If conversions are low, you’ll want to start with conversion optimization.
If you’re getting conversions but struggling to get visitors to your site, SEO may be the best place to start.