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With the increasing need and desire for SaaS programs in today’s technology world, it’s no wonder people want to get into this growing industry.
If you’re not satisfied with the performance of your SaaS platform, your marketing efforts may suffer. This article addresses some of the most common challenges in marketing SaaS and details how you and your team can overcome them.
Why Your SaaS Marketing Strategy Is Ineffective
SaaS platforms are delivered online, so you need to not only build a strong marketing foundation, but also adapt your marketing strategy to the digital world.
A big problem we see in the SaaS world is that many of these companies are tech savvy, but not very marketing. They are too confident in their product and not enough in their brand message.
One thing to note is that people think They want to buy a service or product, but what they are actually trying to do is FeelingThis is true for all businesses, regardless of industry. But for some reason, SaaS companies ignore this important marketing element.
1. Your strategy is “outdated”
Technology is constantly evolving with new updates and the latest additions. This means that customer demands are constantly changing. That’s why it’s important to be flexible with their needs and communicate that in your digital marketing strategy.
However, there is another important component, so let’s back it up a bit. And many SaaS companies don’t even do marketing. At least, it doesn’t.
2. You think you’re selling SaaS, but you’re not
Not explaining who you are and what you offer is like seeing a wrapped box on the street with a label that says “buy it”. I have no idea what’s in the box, why I need it, or even how to buy it. Sure, you might get a few random people curious enough to understand it and buy a box. is probably not going to stick.
When potential customers land on your webpage, do they feel their main questions are answered? They know you have the solution to their biggest problem Do they feel you care about them and their needs, and do they feel they have the information they need to take the next step?
These are the questions you must ask yourself.
3. Scaring potential customers
Unless your target audience is a tech geek with a computer science degree, SaaS technology and all the tech jargon that goes with it may not make much sense to them.
In fact, including all the technical details and exaggerated language can actually have a negative effect and scare potential customers.
keep things simple
First, keep things simple. Avoid exaggerated words and uncommon terms.Describe the purpose of the platform they, not just what the software does. We make it easy for you to understand who you are and what you offer. If they feel they have to do their research, you’ve already lost the battle.
Identify
With so many software platforms, how do you know which ones are trustworthy and trustworthy?
“We are the best” doesn’t convince anyone.But something like “Ranked #1” https://www.g2.com/ 3 years in a row in the xxx category” is much more effective.
Which do you think is more trustworthy, a business that says “we provide excellent customer service” or a business that provides “24/7 live chat support from certified technicians”? These are things to consider when formulating your strategy.
4. You don’t understand your target audience
Okay, so you may have decided that the way you describe the program is fine. But are you meeting the needs of your target audience? Are you speaking to people who are actually looking for what you have to offer?
In particular, SaaS business offerings can be very specific.
Maybe you offer accounting software. Will your target audience be accounting firms or other businesses that need accounting services? Will your services be for corporations or small businesses? What do they need most from you?
What are their main concerns? What does their budget look like? You can really dig deep and whether or not you use that information to adjust your web copy can make or break your conversion rate. There is a possibility.
Other tips and tricks
Traditional marketing tactics don’t always apply, so SaaS companies need to do a little more when it comes to marketing their products. Luckily, there are ways to overcome the challenges and reach your target market effectively.
Video-focused content marketing is one of the most successful ways to market your SaaS product. You can use instructional videos, customer testimonials, or even create a video series that covers all aspects of your product.
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About the Author: Lives in Atlanta Skip Blankley – Founder of Juxt Media
If you need help getting started and improving your SaaS marketing strategy, Juxt Media can provide video production and strategy services dedicated to your SaaS business.
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