Starting the marketing efforts for your SaaS product without a strategy in place carries a huge risk of wasted time, money, and effort. Creating a basic SaaS marketing strategy doesn’t take long and can be a catalyst for massive growth for your SaaS product.
1. Pinpoint Your Ideal User(s)
The first step of any SaaS marketing strategy is determining your marketing personas – these are types of people with particular characteristics you’ll try to target. For instance, people with similar job titles, industries, or preferences will have similar problems. Focus on important things like specific problems they encounter or how they make decisions.
This doesn’t have to be the end-all-be-all of your audience, but most of your future users should fit into one of these categories. If you’re just starting out, make one or two and find the best way to reach them. As you grow, create more “baskets” that your users fit into and address their unique problems with your product.
2. Put Yourself in Their Shoes
Take those personas you just discovered and determine exactly which of their problems your SaaS has a solution for. Every single feature is a possibility. By starting with the problem, you’re directly addressing users’ pain points and setting yourself up to create the best solution possible. Keyword research is a great way to determine what kind of language your potential customers are using.
Tip: If you pinpointed particular industries in your target audience, try to identify industry-specific problems.
After you identify problem-solution mixes, discovering the best place to reach your users is next. Where do people talk about SaaS like yours? Where are your target audience members spending time online? Lots of SaaS buying decision makers start their search like everyone else – on Google. Others might be referred through social, or discover a solution they didn’t even know they needed from an email newsletter or blog post!
Common SaaS Marketing Platforms
- Organic search – use SEO to drive traffic over time with keyword research and blogging
- Paid search – more expensive, but guaranteed to get eyes on your product
- Email – build an email list with product updates and blog posts
- Niche websites – post your SaaS product Product Hunt or Capterra or write about it on HackerNoon
- Social, paid or organic – LinkedIn, Twitter, Instagram, and Facebook can all drive potential users to your site
- Podcasts – sponsor or host an industry-related podcast
- Evangelists – have your leadership leverage their network or pay influencers to spread the good word about your product
3. Speak Their Language
Those problem and solution combinations you identified in Step 2? Get each problem and corresponding solution narrowed down to a small phrase. If you’re targeting people in specific industries, use industry jargon to signal that your SaaS is a particularly good fit. These phrases will be the base for all of your marketing assets. Every web page, landing page, blog post, or social media post should highlight one of them. The more consistent you are, the stronger your brand will be.
4. Put It All Together
The website for your SaaS product is the most important – a home page that describes your product, one page for each major feature, and a pricing page is the bare minimum. Pick just a few (2 or 3 in addition to your website) marketing platforms to begin with and start building your brand presence them as soon as possible. Be sure to link to them from your website. Continue adding relevant platforms as your product, user base, and marketing team grow.
Marketing strategies keep your team on the same page and prevent wasted time, effort, and cash. The process of building a SaaS marketing strategy is simple but can result in a strong, well-connected brand message that drives user acquisition. Determine your audience, find out where they are, and start getting your message out.