When the pandemic saw the world suddenly shift to online-only in a matter of weeks, most SaaS companies had a distinct advantage over brick-and-mortar businesses. With the majority already managing a remote workforce and running their company entirely online, this transition was less difficult. However, being able to pivot and adapt to continue thriving applies to all of us regardless of industry. As a COVID-19- free future appears on the horizon, we looked at the best ways SaaS businesses specifically can prepare for post-pandemic growth.
Get to Know Your Audience Again
During this intense year, people's priorities have most certainly changed or adjusted, and this includes what they spend money on.
Now, it's time to reevaluate, survey and analyze your audience again. Ask questions like; What do they prefer to shop for and use now as opposed to before? What are the causal factors for buying, and over other similar products?
Just like a good friend in tough times, it is important to make your audience feel seen and heard in a post-pandemic environment. Some great ways to engage with them include hosting webinars, creating videos, live streams and posting blog articles. Being consistent in posting content is vital for maintaining that bond with your customer base.
Some other examples of what you could do to create brand loyalty and recognition are; giving free samples and trials, surprise bonuses, offering the premium package when they sign up for basic, or “bring a friend and get cash-back”. There are a number of methods you can use to attract attention to your SaaS product. Giving your customer more than they had expected will always put you one step ahead.
Customized Ads and Ad Campaigns
Hire professionals that have a proven focus on crafting top-reaching customized ads and ad campaigns for the long. A great understanding of what it means to implement certain actions, strategies and functions into ads and campaigns and ROI possibilities will be crucial to post-pandemic growth.
Learn the differences between the marketing platforms and use the ones that are most relevant and beneficial to your business. With both Google Ads and Facebook Ads, you can hone the audience demographic down to specifics such as gender, age, interest, profession, and location.Reanalyze your target market before introducing ads, in case it has altered in the past year. Find out more about the differences between Google Ads and Facebook Ads here.
Lower Costs on Google Ads
Google Ads consistently get the highest amount of clicks amongst paid ads online, and well-worth considering for SaaS companies. Especially as the CPM (cost per thousands impressions) is lower across the board right now — which means lower ad costs for you.
The Google Ads categories continually evolve, ensuring that something is likely to address your individual company needs. At the time of writing, types of Google Ads include: classic search (text) ads, video (YouTube) ads, display ads, local campaigns, discovery campaigns, app campaigns, and Gmail ads.
UI, Social Media Profiles and UX
The UI of your app or landing page and its overall user-friendliness counts, and making a good first impression is more important than ever post-pandemic. Many things will continue to be digital-first, so ensuring that your customers have a positive experience on your website or platform is vital. The latter also applies to your social media profiles — having a positive, active presence will do wonders for your SaaS company.
Whilst the world is starting to open up, it is still equally important to invest online, and your first port of call should be to spend money ensuring a strong UX for your clients. This might mean changing your navigation, introducing a new layout, or investing in chatbots or personnel to provide a more satisfied online client experience.