In this post, we will give you actionable SaaS marketing best practices that you can quickly implement to course correct and make sure your SaaS platform is on the right path towards a predictable and repeatable process to win and retain new SaaS customers.
Following these SaaS marketing best practices will boost your visibility, credibility, which will lead to attracting more customers and increasing your profits. Let’s dive in a bit deeper!
Strategy #1: Raise Prices
Cheap is bad ad reflects an unsophisticated SaaS project journey. If you have the best in class SaaS platform, you can charge more. This might seem like completely counter-intuitive, but hear us out. By raising prices, you will need to sell fewer units to reach your goals. Moreover, increasing your price will make your service feel premium, and it will attract different kinds of customers. It is best to revise your SaaS pricing model annually for growth trends, churn trends, among other factors.
Ideally, you can snag bargain hunters through a heavily discounted annual commitment. For example, you will find that a potential customer will be willing to pay for an entire year up front, if they can save 30%.
Keep in mind that we are not talking about a 5% price rise, but rather a significant one. You want to change your ideal customer profile completely, through the lens of data points on your oldest clients to uncover nuggets of lead intelligence for your sales team.
Yes, this will chase away bargain hunters, and only people with a deeper pocket will buy what you have to offer. But this has some significant advantages.
First, by selling fewer units, your customer support team will have to work less. This will not only reduce your costs but will increase the service level. People will reach you much quicker, and therefore they will be much more happy with their purchase.
And because fewer people will buy your products (but you won’t lose total profits), your developer team will have more time to invest in making the software better. And that will attract more premium customers, who are willing to pay even more to get your polished SaaS platform.
Strategy #2: Stay Transparent
If you want to gain the trust of your potential customers, don’t try to trick them. Forget about hidden fees or similar sneaky ways to get more of their money. Those will only get short term gains and will ruin your reputation, making you look cheap and unethical.
Offer transparent pricing models and clear terms. You want your customers to know exactly what they can expect for the invested money. They want to relax, and trust your service, not worrying about nasty bill surprises. If you build that kind of relationship, they will appreciate it, which will show in comments on review sites.
Strategy #3: Remove Friction
You want to make the whole customer journey from finding about you to signing up for your services as simple as possible.
To do that, everything should look clean and clutter-free, and it should be evident to your customer what to do next. Don’t overcomplicate things from the get-go; make the signup process on your SaaS platform straightforward. Customers will deal with settings and customizations later, for now, just let them use the product.
Your software should be self-explanatory too. We have a whole article dedicated to customer onboarding, and we recommend you read it. In short, SaaS onboarding is what follows the purchase, and it is the first experience a customer has with your product. Naturally, you want to make it as painless as possible in all circumstances, by not overwhelming them with too many options.
Strategy #4: Reduce Churn
While it is always great to attract more customers to the business, retaining existing ones is even better. However, most SaaS fail here and loose too many customers within the first month.
To keep SaaS customers happy, don’t hesitate to be proactive with your client engagement efforts. This can take on efforts across many marketing channels to send them reminders, politely asking them why they stopped using your services.
Another great SaaS marketing strategy is to send them weekly emails with articles from your blog, which explain how other people use your SaaS software with great success. That will give your buyers new ideas to implement the software into their business or life, and they will be more likely to continue using it.
Strategy #5: Avoid Discounts
Discounts are one of the oldest tricks in the books when it comes to luring people into buying things. Yes, discounts work, and they will increase the number of sales.
However, discounts will result in you attracting the wrong kind of customers. We have already covered why you should raise your prices in Strategy #1. The same reasons go behind not giving SaaS discounts in any circumstances outside of annual payments.
You want your software to be perceived as a premium SaaS platform, and discounts will put you closer to customers who are not looking for quality, but for bargains. That type of SaaS customers is more likely to cancel the subscription once the promotion is over, and go to your competitors.
Also, bargain hunters essentially buy things they can’t afford because the discount seems like a good deal. That means they will be quite picky once they start using your product, making it more likely to contact your support often. As explained above in #1, that will lead to too much time-wasting of your developer team, and increasing support wait times, which is never good. That’s why you should make it, and keep it premium.
Strategy #6: Produce More Content
We have mentioned how you can send weekly emails to your customers notifying them about new articles, which is a great option to keep them interested. Still, while having an active blog is always a good thing, spread to other types of content too.
For SaaS, YouTube is a great place to be. You can put tutorials and similar how-to videos on your channel, that will show people how they can use your app in different real-life situations. Also, whenever you release a more significant update, don’t hesitate to make a video showing what it is all about, introducing new features to the users.
You can even post short videos on Instagram, that will link to your YouTube page, where people can see full tutorials. Instagram and Facebook are also excellent places to share announcements, letting people know that you are working on improvements or bug fixes.
Facebook and Twitter are also good places to provide support and answer customer questions. You should do the same on Reddit and Quora, which will make your team the good guys in the industry, not only looking to get money and leave but offer genuine help.
SaaS marketing takeaways
Those were our SaaS marketing best practices you should include in your strategy. As you can see, they are quite logical, and most of them simple to implement.
However, they do require you to act boldly, and maybe take a different approach in your business. Raising prices and canceling discounts do carry risks, but if they pay off, rewards are enormous. Therefore, be brave; it is the only way to take the next step and grow.