The software industry is currently experiencing a development renaissance. This is great news for business owners looking to shop around for a new vendor, but it makes gaining market share challenging for software companies. Given the crowded apps marketplace and the prevalence of cloud-based SaaS solutions, it’s vital for software companies to market their products appropriately.
In order to scale past early adopters and into mainstream sales success, nearly 90 percent of SaaS companies reported new customer acquisition as a top priority. Lead generation can be a costly process, but with a solid software marketing strategy, growing companies can lower those customer acquisition costs and potentially increase sales. Let’s take a look at some software marketing tips that can boost revenue.
Focus on customer service
Customer service has become a cornerstone of brand strategy in a digital age where companies are cultivating a richer understanding of the impact of customer experience on the sales funnel. Customer service, however, is more than just responding to questions and complaints online. It’s about understanding the customer journey. What do they want? Where are their businesses headed, and how does a company’s software fit into that niche? How are they currently evaluating their vendor options? Questions like these can help segment the buyer persona more effectively. Answering these questions gives insights to marketing teams so they can more intimately understand how stakeholders make purchase decisions, allowing them to more precisely build marketing campaigns and target more qualified leads.
Another valuable element to SaaS marketing is examining the value proposition behind the product offering as a potential vehicle for marketing efforts. Identifying key elements like price, data storage, analytics, and other facets business owners are particularly interested in plays a role in developing solutions to fill those needs. Software CEO Mark Hurd echoed this theme by saying, “aligning technology strategy to better service customers becomes an essential path to revenue growth.” If software companies can isolate the most appealing aspects of their offering, thus reducing costs for their customers while remaining competitive in terms of function, they can translate their developments into better customer service. Outstanding customer service can act as a key differentiator and provide valuable marketing clout.
Optimize content marketing
Content marketing has experienced explosive growth across industries, especially in the SaaS sector, where breaking down more complex topics can be integral to converting sales. Two ideal places to offer such content are blogs and social media channels. A unified blog and social media strategy can extend the half-life of popular posts and drive organic traffic to target pages. Additionally, offering engaging content can help software companies build up an email list to send out newsletters and marketing material.
Businesses should offer relevant, expert content that appeals to their target audience’s particular set of interests and expertise. Content can take the shape of standard blog posts, podcasts, infographics, and videos. The idea is to create “explainer content” framing data or product information in an easily digestible and shareable format. Current trends in media consumption point to mobile devices as a leading source of paid and organic clicks, so focusing on content such as video and audio can help capture an audience who is always on the move.
Feature marketing is one SaaS marketing trend that can be augmented with content marketing. Many software companies develop side features, apps, and widgets that stand alone from the main product but provide added value to target buyers. These additions have the potential to confuse customers if they are not communicated properly. Yam Regev, a software content marketing expert, commented, “the fact there are lots of new features is just like having more content! Extra features enable marketing to better inform and engage targeted audiences.” Sometimes, companies develop features that become more widely used than the main platform itself. Savvy marketers will consider the development of new products and apps as valuable opportunities to attract new customers and upsell existing ones.
Crowdsource reviews/client testimonials
Customer testimonials are essential when building up credibility surrounding a software product. They are an important part of a brand’s presence and stand as a testament to what prospective clients can achieve, or “social proof.” Because 92 percent of e-commerce buyers stated they sought out and read customer reviews before making a purchase decision, positive testimonials are increasingly important to those considering a software vendor, which is a more nuanced purchase.
Marketers can encourage customers to leave reviews or identify and reach out to specific clients who are likely to leave a positive testimonial on their site. Case studies are a great example of leveraging client results to inform future purchase decisions and can be a valuable asset in a content marketing campaign.
Standing out in the bustling SaaS marketplace can seem daunting. The tips above can help software companies cut through the noise and communicate their product offering more clearly to prospective customers.