INTRODUCTION
According to Statista, the global SaaS market is expected to exceed $155 billion by 2020, which is more than double what it was just six years ago. If you’re a startup, those numbers are encouraging, but you’re also facing a lot of competition.
While it can be expensive to develop a quality product, it is important to dedicate some funds to marketing. A well-thought-out strategy helps startups identify the right market for their product and should make selling easier in the long run.
Following are some tech startup marketing tips your company should use to promote your SaaS platform to customers.
Establish buyer personas. Before you begin, ask yourself whom your product benefits and what that audience may look like. For example, sometimes the end-user is not also the buyer.
Use content marketing. Showcase your company’s expertise by producing free educational materials related to your product or industry. Start by adding a blog or a news section on your website and publishing various types of content. For instance, you could write about a trending issue or create an infographic or slide deck.
Create or repurpose content at least once a week to stay relevant and to help with SEO. Include contact forms or offer additional materials, such as free guides or whitepapers, in exchange for email addresses to help capture leads.
Offer free trials. A free trial is a great way to get consumers to test your SaaS platform. Keep them short (about 2-3 weeks) to encourage them to be more proactive with your product while they have it. Plus, shorter trial periods will shorten your sales cycle, which will help lower your customer acquisition costs. You can always grant extensions to those who need more time to test the platform.
Create email campaigns. Set up automated email campaigns to help keep your messaging timely, relevant and top-of-mind. For instance, you could create a campaign that launches right after someone signs up for a free trial, with subsequent emails that include tips on how to use the platform or reminders of how much time is left on the trial.
Be present on social media. Create business accounts for your company on platforms that make sense for your product. For instance, if your SaaS platform is intended for professionals or companies, LinkedIn is appropriate for you. If you are more of a B2C company, then you should consider platforms like Facebook. Social media can help extend your reach and supplement your content marketing efforts.
Generate earned media. Pitch your SaaS platform to industry-related trade publications and local and national media. PR objectives for startups like yours should include generating brand awareness and positioning your CEO or subject matter experts as industry-experts. PR shouldn’t be overly sales-y, so don’t try too hard to sell your product.
Attend conferences and tradeshows. Send your sales staff to industry events like conventions and expos to get them in front of your target audience. Have them bring marketing materials and set up demos of your platform for potential consumers to try. The connections they make can pay off down the line.
Take advantage of referral marketing. Don’t underestimate the value of word-of-mouth recommendations–they can be a huge driving force to the success of your company. In fact, about 70 percent of consumers take others’ experiences into consideration before purchasing a product or service.
You can help spread the word about your SaaS platform by offering incentives to current customers. For example, you could set up a referral program that rewards them with a discount if someone they referred subscribes.