SaaS Industry Digital Marketing
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 is forecast to reach $229 billion in 2019 and a staggering $500 billion by 2023.
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, especially if you are an SME or start-up.
Developing an effective digital marketing plan comprising goals and metrics, strategic tasks and multi-channel integration is the only way to compete with the big SaaS providers that have millions to play with in terms of marketing budget.
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 foot in the door can seem next to impossible.
Of course, developing your product is essential, but creating a marketing strategy that promotes your organisation’s expertise as well as your commitment to quality service is also imperative. Establishing yourself as not only an expert but also a leader in your niche is the only way to succeed.
Shorter Sales Cycle
Constant SaaS 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 business 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 businesses they purchase from. 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 staunch advocates.
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 organisation, 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 knows the ins and outs of the tech industry and understands its distinct challenges. We have the experience and knowledge to overcome them.
We believe that you deserve a custom-made marketing plan to help your SaaS products reach your perfect customer. Our plans are always personalised to provide the results your company seeks.