Growth-minded SaaS companies can only stand out online if they have strategic ways. When it comes to software-as-a-service (SaaS) marketing, most marketers want to prove they are the next best thing. Nevertheless, there are some routinely underrated tactics.
Seeing SaaS companies getting caught up in the latest trends and leaving it to jump after another trend of the latest growth hacks is becoming common. It is essential to remember the basics even though some hacks produce results.
According to getuplead.com, these tactics have stood the test of time, proving that reinventing the wheel is not always necessary. Therefore, this article discusses five marketing strategies that most software companies ignore but could be the difference between being overlooked and converting new customers.
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Leveraging Searchability Around Competitor Brand Names
Companies need to find a way of elevating themselves above their competitors, especially with the stark competition in the SaaS space. Therefore, you have to position your software against your competitors’ software such that yours looks like a superior choice.
Getting in front of prospects looking for your competitors requires you to use Google ads or Bing ads (depending on the market) to target your competitors’ branded keywords. Afterward, you can direct the prospects to a landing page showcasing why your solution is the best.
Landing pages are great because they help attract organic traffic, especially after including comparative keywords like “Brand A vs. Brand B” in the header tags and meta page title.
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Full Optimization Of Your Review Listings
Review listings optimization is often overlooked. Claiming and optimizing your review listings means thoroughly filling out your company’s description, specifying your business categories, and adding high-quality demo videos and images.
Afterward, it would help if you had an ongoing plan for collecting reviews, especially on directories your target audience routinely browse. Also, you have to address existing negative reviews tactfully to show that your brand listens to and values customer feedback.
Doing all these will improve your brand’s reputation and your search engine optimization (SEO) on and off the directory website.
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Becoming More Visible On The Search Engine Results Page (SERP)
Schema markup is a code that helps search engines understand what a page is about when placed on web pages. The code allows the display of rich snippets in a search engine’s search results.
Two types of structured data that provide great results are FAQ markup and AggregateRating markup because they provide great click-through rates. Users are more likely to click your listing than your competitors if you can immediately answer their most important questions while having great reviews.
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Extracting More Value Out Of Existing Content
Most SaaS firms forget their existing content; they rather focus on creating new content. Revisiting your blogs and optimizing based on data you find in the Google search console and Google analytics can help you get the most out of what you already have. Updating, removing, or adding content sections and adding a new lead magnet to the page can help with optimization.
You can also do the same for your essential product or service pages. Adding power words, keywords modifiers, and conversion-focused long-tail keywords can attract targeted users, converting the traffic into buyers. Also, it is best to highlight your strongest selling points and add compelling calls to action (CTAs), enticing users to click, buy, or subscribe immediately.
Furthermore, updating existing content can improve user experience and provide fresh signals to search engines to improve your search results rank.
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Focusing New Content On Customer Retention
It is best to build your content strategy not just to acquire new users but to retain them.
Since it is a widely known fact that customer retention is less expensive than acquisition, then why do many SaaS businesses focus on acquisition as their top growth strategy?
A retention-focused content marketing strategy can set your business apart from your competitors. Successful SaaS firms that focus on customer retention have learning centers on their sites where they answer users’ questions and address any confusion about their products.
For instance, some companies use their content to acquire new customers and create product experts out of their existing customers. The customers further become brand advocates, directing more customers to the software.
Conclusion
Although chasing the next best marketing hack may be tempting, it is essential not to forget the fundamentals. The B2B SaaS marketing strategies discussed above can routinely generate amazing results when implemented regularly by a SaaS company.
What is your SaaS company doing to stand out in the market? Tactics a SaaS company can use to increase online visibility, especially in a highly competitive industry, include reputation management, brand positioning, and a retention-focused content marketing strategy.
