By now, we all have seen how the pandemic has changed the market ecosystem and accelerated the digital revolution. The fluctuating market and the changing buyer personas have become consequential, and industries across the globe have to adapt to them to succeed in the new norm.
What this emphasizes is that businesses need innovative marketing efforts and a future-proof marketing strategy to maintain growth.
Enter, digital marketing for SaaS.
In this blog post, we take you through five main reasons why digital marketing is instrumental for SaaS companies to make the right kind of noise at the right time.
See also: What is SaaS Marketing? Proven tactics to create your own and exactly how to execute
Make your audience aware of your brand
One of the biggest benefits of digital marketing is that it makes customers exposed to your brand—a must for a SaaS company.
A strategy such as social media marketing instantly makes it easier to speak to a mass audience, drawing the attention of more potential customers who would purchase from you.
Take, for example, Facebook’s algorithm is designed to help you identify who is most likely to engage with and promote your content. Using a mix of original content, shares, and other attractive posts, you can leverage FB’s analytics capabilities to make your brand appear organically to those who need it.
On the other hand, a platform like LinkedIn is particularly helpful when you’re offering B2B services. With the ability to connect with multiple individuals and businesses, LinkedIn can help you build a large network and grow your audience further.
Another digital marketing tool that definitely needs to be on the cards for a SaaS company is SEO.
While the power of SEO isn’t unheard of, a well thought SEO strategy is an excellent solution for a SaaS company. When navigating a saturated industry that’s flowing with so many other major brands, SEO allows you to promote your USP to niche audiences who require your services and make yourself stand out from the competitors.
Growing a loyal client base
A loyal client base that’s dedicated to the brand is a vital factor for any SaaS company to grow and improve. Digital marketing makes this an easier possibility by accelerating and simplifying the process of growing your clientele.
Creating an attractive powerful website is among one the many possibilities with a digital marketing strategy. The benefit of a website for a SaaS business is that you can also demonstrate your solutions to your visitors on the site itself.
Use your website as a reflection of your brand. Show that you’re constantly introducing new tools, features, and updates by demonstrating—whenever possible—the features of your solutions on the site itself.
Beyond this, you can also look into past successes with clients and use your website as a platform to share success stories and testimonials—reviews are one of the most effective ways to get new customers on board.
Studies have shown that 92% of customers read online reviews before making a purchase and 97% of B2B customers consider testimonials and peer recommendations as very reliable—leverage this customer behavior together with an attractive website to promote your services, brand image, and reliability.
SaaS companies are also at the advantage of building a loyal clientele through demos and free trials. Offering demos or trials in exchange for contact information builds your email list and enables you to send personalized messages that can garner loyalty.
You can go a step further in this avenue too. By retargeting these users to advance them from a demo or trial to a subscription or a paid version, you effectively convert them into loyal clients, who would be interested in purchasing more of your services.
When you build a loyal client base, you can easily boost client engagement, do more upselling and improve your net promoter scores(NPS).
Encourage client engagement
Keeping your users engaged with your brand boosts loyalty, encourages repeat purchases, and ensures sales continuity.
To do this, you can use a digital marketing strategy like content marketing and provide your current users with value-added information.
Today, videos are one of the most popular types of digital content with ⅓ of online activity being video watching. Giving your users videos that contain guides, demos, and product information are one of the best ways to show them that you care about the customer experience.
By optimizing your content, you can personalize this experience for your users and create content tailored to the different personas of your audience.
On the other hand, you can also re-engage dormant users using emails to send out periodic messages, inform them of offers, and share relevant content that:
- Educate your audience about your software
- Show what you offer and their distinct benefits
- Contains FAQs, guides and demos to help them
Your audience may not be as tech-savvy as you and supporting them through their customer lifecycle with your content is one of the easiest ways to win their interest back.
The key is to nurture your audience throughout their customer lifecycle, and digital marketing enables you to do just that—support them along the way so they would trust your brand to meet their demands.
Nurture and retain your audience
The benefit of utilizing digital marketing is that its benefits don’t end at one particular stage but help you to nurture your customers throughout their journey with you.
The key to retaining your customers is providing them with incentives that would interest them to continue doing business with you.
Providing them with upgrades to your SaaS software, for example, encourages your long-term clients to purchase these new features and enhance their experience.
Modern consumers are always on the look for the next best thing; offering them new features that improve speed, increase efficiency or boost functionality can keep them interested and excited about your services.
Another trade trick is celebrating clients’ journey with you and rewarding them for their loyalty. Offering membership, special content, or access to VIP membership to advanced users who have been with you for longer is a good way to nurture and boost their loyalty.
By providing this kind of customer service, it becomes easier for you to upsell and cross-sell your new services to your existing audience.
These clients are already aware of your brand, the benefits you bring to the table, and the trust you to provide them with solutions for their software needs. So, it’s easier to encourage them to purchase from you than clients who are new to your brand.
Easily establish the legitimacy of your brand
Referrals, feedback, and testimonials are the easiest way to boast about the success of your brand and build authority in the industry.
Your most loyal users are likely to have positive experiences to share about your service, and of course, are going to be some of the biggest advocates of your software.
By encouraging them to share their feedback with you via a separate call-to-action on your website and social media conversations, you can leverage their positive feedback in your marketing strategies.
Sharing positive reviews as success stories establish your legitimacy even more and build validity about your brand.
In addition, you can also leverage the loyalty of these VIP members to boost referrals and your NPS.
Digital marketing empowers SaaS companies to reach the right prospects
For a SaaS company, staying in touch with the latest industry trends and market changes is not a requirement but a necessity to succeed.
Your clients are always on the lookout for novelty and innovation, and an unfaltering presence that’s backed by digital marketing tools is much-needed to navigate a market landscape shaped by the new norm.
Marketing Unplugged 
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