SaaS marketing challenges & how to solve them

Software as a Service (also known simply as SaaS) is an increasingly popular software delivery model. And by now, you already know that SaaS marketing is very different from promoting a specific tangible product.?

When you’re selling a service in a highly competitive market with short sales cycles, the first contact with a prospect can mean the difference between winning a customer or them switching to a competitor. And what this means is that SaaS requires a different marketing approach than traditional strategies.?

We’ve identified the primarily SaaS marketing challenges you might face:?

• Lead generation & getting the right website traffic?
• Reaching the right audience
• Lead conversion
• Customer retention?

Overcoming these challenges is key for SaaS marketing strategies to persuade their customers to license their software solutions and generate significant revenue to grow their business. But, how can you solve these challenges and ensure that your SaaS marketing efforts are going in the right direction??

Lead generation & getting the right website traffic

Being in a competitive market, chances are you’re competing against well-established businesses which dominate the market already. Although the product you’ve created is targeting a specific problem by offering a good solution, the sole problem is breaking through the noise. And getting your solution in front of hundreds of potential customers.?

So, how can you break through the noise & get ahead of your competition? Your focus should be on creating content that reaches your target audience on a human level. And establishing the fact that you offer the solution they seek which will solve their main pain points.?

If you’re a small SaaS business, you need to focus your efforts on content marketing. Meaning, the moment a potential lead finds out about you, your content needs to speak their language & give them all the information they need. There are also other ways to do this, but this is a theme for another article, or maybe a discovery call ;)

Reaching the right audience

Whilst it’s nice seeing a lot of traffic & putting content out there and hoping for the best, it’s not doing anything for you if those people are not your target audience. So, to avoid these obstacles, you need to identify the right audience for your Saas business. This way all your SaaS marketing efforts will go in the right direction & help you increase the number of leads.?

But, how to find the right audience? Well, you start by creating buyer personas. Ask yourself these questions: ‘Who will gain the most by using my services?’ ‘Should I be targeting decision makers?’ ‘What problems do they face, and are my services offering the right solutions for them?’. These will get you started on creating a more accurate description of your target audience.?

Lead conversion?

You’re directing your SaaS marketing efforts to gain traffic & attract potential leads to your business. Whilst it’s one thing to drive leads, it’s very different to turn them into customers. And this is what most SaaS businesses struggle with.?

Just because someone enters the awareness stage of the buying cycle and happens to stumble across you, that doesn't mean they're a qualified lead. It depends on whether you connect with them and whether they are actively looking for your solution. There might be other people out there with higher levels of interest than you should devote more time to. Still, try the following activities for those leads in your awareness stage:?

• Create a nurturing email campaign to build relationships
• A/B test your ad copy or landing page copy
• Provide FREE value across your social media channels or email

We have more tips on how to work on improving your lead conversion, as an experienced agency working with different SaaS businesses. You can book a free discovery call with us and we’ll chat more about these.

Customer retention

Bringing in new leads/customers sometimes can be more challenging than retaining an existing one. Building a loyal & engaged customer base is one of the key factors in the lifeline of a SaaS business. And how can you achieve loyalty? Well, you can try to improve user experience on the website, and develop scalable solutions by targeting more problems & customer pain points. And again, add more value to your SaaS marketing efforts & campaigns.?

But, in the end, it comes down to finding the right audience, touching them on a human level, offering scalable solutions, and developing relationships. We know that some of these might be a real challenge, so this is why you should leave them up to professionals. Are you ready to scale your business by tackling these challenges with the right team of marketing professionals??

We’re just a call away! Book your FREE discovery call here.