The general definition of marketing is the process of generating interest among your target audience and turn them into potential customers of your product/service. The process involves multiple activities where you communicate the value proposition of your product by leveraging various marketing channels.
Since SaaS products are hosted on the cloud and accessed via a web browser, most of your target audience would be frequent users of the internet. Based on this simple understanding, let's look at the common types of marketing that SaaS companies use to generate leads.
Marketing is not possible without 'messaging'. It is one of the most commonly used channels across each stage of the marketing funnel. Content marketing is the process where you generate quality content consistently over a period of time to create awareness about the product among your audience. Each piece of content you produce should always have a call-to-action or a valuable take-away.
In simple terms, paid marketing is the advertisement you run across the web. Most companies drive high traffic to their webpages within a short time using Pay-Per-Click (PPC) advertising. The number of quality clicks you receive depends on your ad quality, the targeting, and the budget you’re willing to spend on it. Tools like Google Ads enable you to place ads across any website that has an ad space. The ad targeting parameters provide immense flexibility for the user to test out Ad campaigns.
Email is one of the highly recommended channels to interact with your prospects and customers. It’s a proven fact that more than 90% of your customers/prospects check their emails daily. Email marketing, when appropriately strategized, can help you retain customers and close more deals. When compared to other marketing channels, emails have a better Click-Through Rates (CTR) and high Return on Investment (ROI).
Social Media Marketing
In recent years, with a spike in the daily active users across social media channels, companies have started using social media to network with their existing user community. For a B2B SaaS, platforms like LinkedIn deliver a high yield from a lead generation perspective. Consistency and quality content is the key in cracking social media marketing. Nowadays, most social media platforms have also started supporting their native Ad platforms.
Attending/organizing events are activities that companies take up to promote their brand to a broader audience. While it involves a higher budget, the returns are pretty good if it's organized in properly. Quality over quantity works the best here. SaaS companies usually test the waters before investing a lot of money in organizing events.
These are some of the common marketing channels that SaaS companies leverage. We'll be looking deeper into each of the above sections in the upcoming posts. Stay tuned.