Software as a service (SaaS) is also known by the acronym ASP (application service provider).
This technology tweak marks a shift from on-premise software to on-demand cloud-based connectivity, accessing IT packages built on a commonly shared web platform.
It is estimated that by 2020, over 70% of startups and SMEs will be shifting their apps to the cloud.
This remarkable and transformative change is impacting the way B2B SaaS marketing ideas are gearing up to deliver faster profit-driven business growth.
1. Appealing to the Targeted Demographic to Spur Conversions
The key to kick-starting your campaign is to conduct an in-depth analysis of the strategies deployed by the competition to leverage leads and spur sales.
For example, you begin your process when you scan competitor web pages and realize the simple truth that successful companies optimize their call-to-action (CTA).
You appreciate that an effective CTA strategy directly attacks the pain points experienced by the targeted demographic.
You then analyze the Adwords CTA and sales communication used by the competition and gain critical marketing insights by asking these questions:
• Is the CTA targeting a specific pain point?
• If so, is the sales copy conveying a solution that addresses the problem?
• How successfully is the sales pitch delivering effective solutions?
Note the language (specifically the keywords) used by the competition.
Again, you could ask yourself whether a similar strategy would resonate with your niche audience or examine ways to change the style, tone, and language of existing CTAs to boost product appeal to your audience.
2. Knowing Your Niche Market to Optimize B2B SaaS Strategies
Unless you powerfully profile your niche audience, your marketing strategies will be following the “spray and pray” philosophy; your audience won’t see you, and lower visibility will not induce the right response.
The strategy that yields the best results is to run Google Analytics Advanced Segments and carry out behavioral segmentation where you systematically segment clients into targeted groups based on their buying pattern, the frequency of site visits, and brand loyalty.
When you’ve classified clients into recognizable categories, you are better equipped to customize product benefits to fulfill individual aspirations.
To illustrate this approach:
- Make a downloadable white paper available to first-time visitors.
- Devise a strong CTA directing return visitors to product demos or peer podcasts, explaining USPs.
- Push an appealing upsell like “Upgrade to our premium service on a 30-day no obligation trial” or “Try our advanced features, custom-designed to your needs.” This is very effective with existing clients.
By incorporating this advice into your strategy, you are more likely to connect with customers and offer them a service they want.
3. Boosting Visibility by Figuring in the Top Internet Product and Service Listings
Clients do not arrive at your website looking specifically for you.
Unless you happen to be an Apple, Amazon, or Airbnb, that isn’t going to happen. Clients are more inclined to use long-tailed keywords in their search for the best solutions.
For example, a client would more likely use the phrase “Best CRM Software in Delaware,” than a specific brand name.
Google obliges by providing third-party review sites that meticulously list peer-acknowledged best of the best companies. You also see tech magazine reviews and internet forums where users gather to debate the pros and cons of products.
The online directory is the new battleground where your reputation is either sealed for posterity or annihilated.
You’re really up against an army of website publishers, content editors, and PR personnel that establish brands and demolish reputations within seconds.
Considering the value that review directories offer on long-tailed web searches, it makes sense to move aggressively to Pay-Per-Click (PPC) models.
Google loves directories, and for directories, PPC is optimal, so it makes sense to pay your way forward if you want heightened visibility.
The directory becomes your passport, opening the gates to robust rankings, consistent conversions, and sales. Your business grows visibly in a directory that is frequented and trusted by clients.
4. Making the Client’s First Encounter a Defining User Experience
Understandably, no client wants search results that have no relevance to their immediate needs.
Businesses need to realize that it’s not enough to drive lots of traffic to web pages if customers end up ignoring contact forms and going elsewhere.
If, for example, you’re advertising CRM Software, and your traffic hones in on a page that only offers generic content, you compel the customer to navigate back and forth looking for solutions.
Instead of using your site, clients will simply move on to the next option.
The client is in a hurry to see his pain points addressed without wasting time clicking through multiple pages.
You should design landing pages that are customized to deliver solutions the clients want to see.
Let’s assume a client finds your page after searching “Best CRM Software in Delaware.”
He’s welcomed by the banner, “The Holy Grail of CRM Software - solutions trusted by 100,000 users.”
Now, the client is hooked. You got his attention. Now go for the close with an engaging CTA such as, “never fear you’ll lose a client” or “starter plans begin at $50/mo - covers 1000 contacts, 5000 emails.”
In this instance, the landing page focuses entirely on the offer, explores its scope and potential, reinforces the value of the deal, and goes on to underline how each solution can be customized for an SME, a startup, or a large corporation in separate color-coded infographics.
Impactful advertising is based on a simple truth - The average attention span of a human has crashed from 20 minutes to 8.25 seconds, which is below the attention span of a catfish.
That’s the rationale behind the fact that almost 70% of B2Bs use landing pages to converge, confirm, and convert leads into successful sales.
Customized landing pages provide the ideal launching pad for growth in leads. If you want to create the landing page yourself, then look into a Landing Page Builder that offers solutions that compliment your in-house marketing strategy.
5. Doing Comparative Analytics When Your Campaign Uses Multiple Marketing Variables
Nothing can be more frustrating for a marketer than to serially test strategies one after the other to evaluate their value.
Why don’t you try out several approaches simultaneously?
A/B testing allows you to experiment with different variables to decide which campaign is more likely to deliver the best results. You can:
- Finetune your CTAs to boost conversions.
- Revamp your sales pitch to tag more consumers looking for specific information.
- Position value-added CTAs to address the pain points of the targeted demographic more convincingly.
- Color-code your CTAs to make your pitch visually appealing to audiences, ensuring that the solution always gets a positive response.
- Redesign landing pages to reflect the core aspirations and pain points of the visiting client based on your intimate understanding of their behavioral traits.
- Become more creative in your wording, bring high definition images into focus to grab attention, add pizzazz to your descriptions shorn of all unnecessary frills, and make an offer that’s hard to refuse.
Run an A/B test on a product demo and compare that to a demo that comes attached with a CTA suggesting a live chat.
The second option may be more effective because the visual medium convinces the client he’s onto something, and the live chat offers a gateway to customizable solutions.
Ensure that both the demo and the chat mechanism are up and running for best results.
Improve Your B2B SaaS Strategy
An effective B2B SaaS strategy is always changing. Very often, you’ll see a well-intentioned campaign biting the dust until a new discovery offers a better marketing solution.
No matter what you do, the best option is to rebuild an existing call-to-action.
Get to know people as you segment the audience, get listed in third-party directories, start using customized landing pages, and keep validating results with A/B testing for peak results.