Selling software as a service can be challenging for many companies, especially new upstart brands that don’t have the backing of a big brand name to carry them through. There are so many tools out there, especially with the rise of AI APIs making it easier than ever for even laypeople to start creating their own software programs. Standing is, quite simply, more difficult than ever, and it’s only going to become more difficult as time goes on.
One thing that remains the same, though, is your customer. That’s why these top tips for 2024 will help you restructure your marketing approach, and learn how to directly appeal to your customer in this ever-changing landscape we’re seeing in 2024 and beyond.
Familiarise Yourself with the Essentials
In order to break the mould, you just need to know the rules. In this case, it means becoming very familiar with the tried-and-true SaaS digital marketing strategies that involve a mix of SEO, content marketing, PPC, retargeting, and so on. These strategies still work for companies aiming to get more SaaS sales, and they are going to be the tools you use to implement the changes recommended for 2024.
Become an Educator
One of the biggest challenges when it comes to connecting your software product to your audience is information. If your potential customers don’t understand what your product does or how it can help them instantly, then educating them on its use will be a driving focus of any marketing campaign you pursue. Not only that, but it shows you offer value.
Create easy tips and tricks, helpful guides, bite pieces, and more that inform newcomers what your product is what it does, and how they can continually get more efficient and extract more value from their subscription. It’s a great way to market your product and keep the conversation going.
Give a Tour
A free trial subscription is all you need to get those interested parties to try out your product for themselves, right? Think again. There’s a lot of steps and mental load associated with signing up for a free trial, especially if there’s any sort of checkout process and automatic renewal, which can put people off.
That’s why it’s so important that you have a tour system. This can be a desktop version of your product that lets new potential users see how your software operates and an example product of what they can make, without having to sign up. Similarly, for company clients, organise official private product tours that let your clients see the product and learn directly from a representative how they can use your software with their specific business.
Keep Your Product Social
Social connection is important because you aren’t just selling a one-off product. You’re selling a subscription. In some ways, you’re selling a relationship, and for any relationship to succeed, you need open communication. You can do this in a few ways, including:
- Using real customer testimonials in your advertising
- Actively asking for advice and recommendations from customers
- Taking on criticism and what your customers want with future updates
- Staying social on social media
Actively listening to and using live feedback can be very powerful, but do remember to keep it directed. Use software to extract the common points, and then have customers vote on new features to keep them engaged.
