Marketing Strategies for SaaS Companies In 2021

In 2020, companies had to adapt to abrupt changes in the way they conduct business and the way their employees work, as people are moving away from physical office spaces and meeting virtually. The situation brought about by the Covid-19 pandemic accelerates demand for more and better business and collaboration tools in the form of Software as a Service. While businesses that are built around physical or in-person experiences continue to suffer, virtual companies like SaaS businesses — offering everything from user authentication technology to cloud infrastructure services — are primed for growth.

SaaS companies have seen a significant increase in client acquisition since the start of the pandemic, and they expect a steady momentum for the foreseeable future. While in the previous years marketers have focused on the latest experimental growth hack trends, the urgency of the situation calls for tried and tested strategies. If you haven’t already started, it’s more important than ever to start now, and to choose strategies that stand the test of time.

What is Saas Marketing??

Saas or Software as a service is a software distribution model wherein applications are made available to the customers by a third-party provider, hosting these applications. Saas marketing is one of the three main categories of cloud computing.?

Some of the prominent Saas companies include G Suite, HubSpot, Salesforce, and Dropbox, amongst others. Saas marketing becomes vital in a business when you want to individually target customers to get more conversions or wish to stand out from your competitors.

In this article, we’re going to look at 12 simple Saas marketing strategies to target in 2021 to acquire and retain your customers while growing your business.

Update your content in 2021

In essence, nurturing leads is to provide valuable and shareable content to the target audience, with less emphasis on overt messages to push products. In response to the unique changes and challenges in 2020, many brands adjusted their messaging strategy to emphasize credibility, empathy and value. Moreover, social media use has increased by 50% due to the pandemic, prompting organizations to change their communications strategy on social media. It will benefit your SaaS marketing efforts to update your current blog posts and boost them again on different channels so as to gain more traffic.

Track and measure SaaS content marketing performance

With content marketing, it may take months before you see any consistent changes in top-funnel metrics. To add, measuring the success of a content marketing strategy is not as straightforward as counting the changes in leads and sales. However, as far as SaaS lead generation goes, content marketing is still one of the most effective methods, with proven results and return on investment.?

Track how website visitors interact with your content

Tracking the lead generation and conversion path can be done through the Funnel Visualization report in the Conversions section of Google Analytics after you’ve set up your conversion and sales goals. The Conversions section shows customer activity on specific pages that lead to the URLs that coincide with each funnel stage.

A sequence of user actions on the website could be landing on the homepage, clicking on a featured blog post, browsing several other blog posts, then signing up for the newsletter. The user might then return several weeks later by clicking on a promotional link in the newsletter, finally committing to a purchase. By visualizing your conversion funnel and sequences, you will be able to determine which content channels and types work best for capturing and converting leads. You can then tweak your SaaS marketing strategy accordingly.

Build content around your community

Your content marketing messages should be targeted to address your community’s concerns, interests and pain points. These can be how-to guides, news stories that encourage discussion, and other educational content. Besides sharing useful content, your B2B SaaS marketing strategy needs to involve activities that bring out a sense of belonging or shared achievement.?

In the time of COVID-19, it’s important for businesses to support their B2B customers through more than sympathetic messages. More important than that, B2B marketers need content that gives them “the confidence to survive and thrive.” One way to do this is to share stories that feature members of the community — your SaaS users. This type of content lets other members of the community know what they can achieve with your organization and what strategies they can implement so they are likely to achieve better outcomes.

Create opportunities for meaningful connections

“COVID has meant that a lot more of our communities have shifted online and for many of us, Facebook groups have been an important space to find support, share information or just be entertained,” Facebook CEO Mark Zuckerberg said during the 2020 Facebook Communities Summit. In order to foster meaningful connections during the pandemic era, you need a platform, such as an online forum or social media channel where participants can engage in discussions or find help. You can also encourage virtual or local meetups or support and organize social events where your existing and potential customers are. Online communication platforms have gotten new features to support group interaction during the pandemic, which can prove beneficial for SaaS marketers.?

Final Thoughts

SaaS companies are certainly no strangers to technological changes, and in 2021 SaaS marketers will see brands connect to buyers in new ways thanks to advances catalyzed by the pandemic. The strategies highlighted above must be planned and executed intelligently in order to bring results. However, the most important thing to remember in light of the whirlwind of changes brought about in 2020 is to prioritize strategies that strengthen your organization’s presence online and to not to be afraid to utilize new platforms and features.