A business that sells Software-As-A-Service knows how difficult it is to generate leads and then convert them.
Companies can leverage tons of marketing strategies to generate leads; however, not every strategy can fit all kinds of businesses. When we talk about SaaS businesses, a different set of marketing strategies are required for customer acquisition.
SaaS marketers spend a ridiculous amount of time creating content and then promoting it, with 85% of marketers prioritizing lead generation and sales as their primary goal. The reason is fierce competition and the need for a continuous stream of leads to keep the business afloat.
To help SaaS businesses keep getting a significant number of leads, here are the top 6 SaaS lead generation strategies used by companies worldwide.
When it comes to attracting customers, engaging with them, and finally converting them into leads, content marketing is the best strategy in the SaaS industry. Brands around the world leverage content marketing for building their brand, attracting visitors, and of course, converting them into leads.
PPC might provide immediate results, but it is limited till the time you’re spending, whereas content marketing helps you in the long run without spending a dime on it. According to stats, 61% say that a blog influenced their decision to buy a product or service. However, content marketing isn’t only about writing blogs and promoting them but also about creating videos, infographics, or anything relevant to either entertain or educate (or both) your audience.
Your content marketing strategy isn’t complete without an SEO strategy. SEO stands for search engine optimization and is a back-end mechanism that makes your content rank on the search engine results page. But why do you need it? According to stats, Google receives over 6.3 billion searches, and 67% of all the clicks go to the first five organic results. While PPC is a powerful marketing strategy, it’s a fact that the majority of the searchers bypass the ads on the SERP.
To stay ahead of your competitors and reach your potential customers, you need to present your business in front of them, and that’s where SEO is crucial. There are two types of SEO-
The SEO part is completely within your control. On-page SEO includes keyword strategy, internal linking, meta description, use of titles, UI of the website, and page load time.
Off-Page SEO refers to the links you build from other related websites. However, it’s not only about links that you build, but it’s also about the quality of the links. Other than that, social media is also critical as shares and likes from influencers also reflect the quality of the content.
If you’re in the B2B SaaS business, LinkedIn can be a lead generation machine for you. According to stats, a whopping 94% of B2B marketers leverage LinkedIn to distribute their content. Start by creating relevant content for LinkedIn Pulse, build a targeted audience base over there, and keep engaging with them. This continuous engagement will build trust between you and your audience, which will later act as the reason people buy your product or service.
Also, remember that any content strategy is incomplete without an actionable CTA. Add a CTA that can make people take action.
Apparently the most used lead generation tactic by SaaS businesses. After all, “test drives” allow people to understand whether your product is a fit for them or not. And that’s why you need to make a trial version available for your potential customers via your website.
A trial version is a very effective lead magnet, especially for businesses dealing with a tech-savvy audience. Your potential customers want to try the product before actually making a buying decision. But to convince people even to try your product, you need first to create awareness regarding your product. That’s where the above-listed strategies will help.
Promoting your content on Google has its own set of benefits; you get instant exposure in front of your audience without making efforts on your content. Additionally, it also allows you to reach a highly targeted audience and drive traffic to your website.
The best way to leverage AdWords is by running a series of tests and checking which one provides maximum ROI. In this way, you’ll get to know what kind of ads appeals to your targeted audience the most. If done rightly-- it can become the primary source of lead generation for your SaaS business.
Did you know that over 50% of the customers expect a company to be available for them 24x7?
Your software can be confusing, especially to people who aren’t experienced with your software and you need to resolve their queries and help them in every possible way. Now one idea is to hire a bunch of people to assist the customers and another idea is to leverage a chatbot.
A chatbot will streamline the customer support process and help you and your team to focus more on the development part than the support part. And when you’re able to handle queries, your present customers as well as potential customers will consider your product first.
These were the most effective SaaS lead generation strategies that are used by top SaaS companies today. However, to have a continuous flow of leads for your SaaS business, you need to provide your potential customers with reasons behind why they should use your service or product. Create a buyer’s journey and try to influence your customers at every phase of it using the strategies mentioned above. In this way, you’ll create awareness about your brand and finally keep generating a significant number of leads.
Charu Mitra Dubey is a content creating and marketing expert for B2B and SaaS companies. Other than content marketing, she also helps startups and individuals to boost brand awareness and build an audience on LinkedIn. She has been featured on several websites including Entrepreneur, GoDaddy Garage, and Hackernoon. In 2019, she was awarded as one of the 50 most influential content marketing professionals in India by World Marketing Congress.