So, you want to stand out against the competition in the SaaS world? That’s not exactly an original feeling. With such a low barrier to entry and so many businesses entering the field every day, this is the type of concern every SaaS marketer wants to conquer.
Luckily, we’ve used our combined experience and expertise in the SaaS landscape to compile 3 key, out-of-this-world helpful tips to help you get ahead. Keep these close by and you’ll be sure to run right past your competition (and hopefully, lose sight of them all together). Let’s get right into them.
PS – if you struggle with implementing any of the following tips, it might be worth considering the possibility of partnering with a reputable SaaS growth agency.
Be all over your audience
The key to SaaS marketing success is really understanding your audience, and tailoring all your marketing initiatives to this insight.
Everything from the specific marketing channels and tactics you test, to the messaging and visuals you run and the offers you promote, need to be tied directly back to what you know about your target audience.
If your audience are senior executives at Finance firms in the US, why would you run girly, whimsical ads and colloquial copy with UK spelling?
Every marketing campaign should be matched in tone, content, language and visuals to the preferences and realities of the ideal prospect your targeting. If your initiatives don’t penetrate or resonate with your audience – your likelihood of achieving results go down the toilet.
Max out bottom-funnel demand
Our second tip is to start out by maxing out your bottom-funnel demand, before moving your way up the sales funnel.
Instead of starting with a strong investment in top and mid-funnel activity as traditional funnel theory suggests, start with a heavy focus on bottom-funnel activity and exhausting the “low-hanging fruit” / in-market demand first.
What does this mean in practice? Typically we’d recommend targeting bottom-funnel search terms through channels like Google Ads and Bing and advertising on comparison platforms like Capterra. Try and get this right first by moving onto paid and organic social.
Then, once you’ve maxed out existing demand, you can move onto the harder work of educating your audience and establishing your brand as a thought leader in the space.
Build a full-funnel approach
Our final, important tip to achieving competitive advantage long-term is to build a solid full-funnel approach for your SaaS business. This means having campaigns, channels and activities running for every stage of the funnel, so you can meet all of your prospects where they are and meet their needs.
By spreading your resources this way,you have the best chance of capturing all the possible demand in the market, whether it means conversions right now (bottom funnel) or later down the line (top-mid).
Get out there!
There’s our three tips for gaining a competitive advantage in the SaaS industry. Put them into action and there is no way you’ll miss the mark in hitting your KPIs and taking your business to the next level in the market.