By Brian Schofield,
Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry.
Growth-minded SaaS companies need to find strategic ways to stand out online. And while it seems like many marketers tout “the next best thing” when it comes to software-as-a-service (SaaS) marketing, I find that there are a few tactics that are routinely underrated.
It’s become all too common to see SaaS companies getting caught up in the “shiny object syndrome” of the latest growth hacks. Although some of these “hacks” can produce results, it’s important to remember the basics.
In fact, having stood the test of time, these tactics prove that it’s not always necessary to reinvent the wheel. So here are five marketing strategies that we leverage for our B2B SaaS clients at Market 8 and that I find most software companies ignore — tactics that could be the difference between being overlooked and winning over new customers.
1. Leverage searchability around competitor brand names.
With such stark competition in the SaaS space, companies need to find a way to elevate themselves above their competitors. This often means positioning your software against your competitors’ software in a way that acknowledges yours as the superior choice.
To get in front of prospects looking for your competitors, you can target your competitors’ branded keywords through Google Ads (or Bing Ads, depending on the market). Then, direct these prospects to a landing page that showcases why your solution is best.
What’s great about these landing pages is that they often attract organic traffic, especially if you’ve included comparative keywords such as “Brand A vs. Brand B” in the meta page title and header tags.
2. Fully optimize your review listings.
It might seem obvious, but this one is often overlooked.
Be sure to claim and optimize your review listings on G2, Capterra and similar directories. This means thoroughly filling out your company description, specifying the categories you do business in, and adding high-quality images and demo videos.
Next, you’ll want to make sure you have an ongoing plan in place to collect reviews, especially on the directories that your target audience is routinely browsing. Lastly, address any existing negative reviews in a tactful way to show that your brand values and listens to customer feedback.
While doing all of this will most certainly improve your brand’s reputation, it may also improve your search engine optimization (SEO) on and off the directory website.
3. Become more visible in the search engine results page (SERP).
Schema markup is a type of code that can be placed on webpages to help search engines better understand what a page is about. This code also allows search engines to display rich snippets in the search results.
FAQ markup and AggregateRating markup are two types of structured data that our agency is seeing great results with right now, simply because the click-through rate of these listings goes through the roof. It makes sense — if users are able to get their most important questions answered right away while seeing your company’s glowing reviews, they’ll be more likely to click your listing than your competitor’s.
4. Extract more value out of existing content.
Many SaaS firms are so focused on creating new content that they forget about their existing content. To get the most out of what you already have, revisit your blogs, and optimize based on data you find in Google Analytics and Google Search Console. Update, remove or add sections of content, and add a new lead magnet to the page.
The same can be done for your important product or service pages. Add power words, modifiers on keywords and conversion-focused long-tail keywords to attract targeted users and convert that traffic into buyers. Highlight your strongest selling points, and add compelling calls to action (CTAs) to entice users to click, buy or subscribe right away.
Updating existing content improves user experience, but what it also does is provide “freshness” signals to search engines, improving your rank in search results.
5. Focus new content on customer retention, not just acquisition.
Build your content strategy with the goal of retaining users, not just acquiring new ones.
It’s a well-known fact that retention is less expensive than acquisition, so why do many SaaS businesses focus on acquisition as a top growth strategy?
Having a retention-focused content marketing strategy could set you apart from the vast majority of your competitors. Successful SaaS firms that do this have “learning centers” on their sites, answering every question users could possibly have and addressing any confusion users might have about their products.
A great example of a company that does this incredibly well is Ahrefs. Its content acquires new customers, but it also creates product experts out of existing customers, too. These customers go on to be brand advocates who direct even more customers to the software.
While it may be tempting to chase the next best marketing “hack,” it’s important not to forget the fundamentals. The above B2B SaaS marketing strategies routinely generate amazing results for SaaS companies that implement them on a regular basis.
Brand positioning, reputation management and having a retention-focused content marketing strategy are all tactics you can use to increase your online visibility, even in a highly competitive industry. What is your SaaS company doing to stand out in your market?
Feature Image Credit: GETTY
By Brian Schofield,
Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry. Read Brian Schofield’s full executive profile here.