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Every business needs to be marketed in some way, but how a company chooses to market its products is a choice they will have to make prudently.
As a SaaS business owner, your success depends on the quality of your marketing. That is why we have put together a SaaS marketing resources guide to help with your marketing campaign so that you can reach more receptive customers in less time.
SaaS marketing is a different beast that needs a more nuanced approach to succeed than other types of marketing.
Kicking off the proceedings, Content Beta presents the Product Marketing Video we created for Galley, in tune with the latest content trends and our area of expertise.
There are two different forms: software as a service (SaaS) marketing and traditional marketing. Software as a Service (SaaS) marketing is often talked about in the same breath as digital marketing. Different companies use different terminology, but these two marketing strategies are often confused with each other.
But it is important to understand the differences because the two terms are often used incorrectly.
Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital channels such as email, web, social media, and mobile. It is an important part of any business because it allows you to reach your target audience cost-effectively.
Marketing online is very different from marketing offline. Online marketers use digital marketing techniques to reach their target customers.
Software as a service, or SaaS, is a delivery model for software where software is delivered over the internet, instead of being installed on the customer’s computer. The customer pays for the software and then accesses it through a web browser.
SaaS marketing is a type of marketing that uses software as a service (SaaS) to deliver a product or service. It is a delivery model that allows businesses to outsource their core functions, such as customer support, sales, and marketing. This approach is often used by small businesses that don’t have the resources to handle these tasks themselves.
There are many benefits to using SaaS marketing:
Most software today is produced on a subscription basis. This means that companies pay a recurring fee to use the software. When people talk about SaaS, they are referring to the software as a service model.
More companies are adopting the SaaS business model because it is less expensive due to it being subscription-based. However, running a SaaS company profitably is difficult without the right marketing practices.
The cost of using a SaaS service is often less than using similar software that needs to be downloaded and installed on a computer. But some SaaS services do need an internet connection. With SaaS, you are not investing in the actual software itself. Instead, you are paying to use it. Because of this, there is much less cost to you.
SaaS marketing is the practice of marketing to companies that use SaaS products and services. The software applications are hosted in the cloud and accessed using the internet.
Before we talk about SaaS marketing resources, let us understand that there is a substantial difference between SaaS marketing and digital marketing. Both forms of marketing are important, but they work best when they are used together.
Do you want to be a more efficient marketer? Then you need to know the difference between SaaS marketing and digital marketing. Why is it important to understand the difference? Understanding this difference will help speed up the learning process and will ensure you make the right choice at the right time.
The SaaS ecosystem has grown over the years; there are millions of individuals out there putting in hours of hard work just to be able to come out with resources that everybody in the extended SaaS family can refer to and benefit from.
The World Wide Web is an amazing place for SaaS marketing resources. Ain’t it great that you can ask for help from others, and they are only too happy to oblige you and even handhold you if necessary to help you solve a business problem you are facing. All this is not costing you anything but it takes hard work and a considerable investment in time on their part!
“This is a tribute to all those talented content creators and selfless thought leaders we must take time to thank for their contributions.”
The scope of discussion on the topic of SaaS marketing resources is vast, but for the sake of brevity we will touch upon only a few in this guide:
In this Webcast, Tanvi talks about why many Customer Success leaders feel that the product training content always lags the product and offers many insights into how this has led to customers keep asking the same questions.
“So, for me as a user of some of our products, I feel video wins hands down – Tanvi Jain”
Perhaps the SaaS has grown too rapidly to the point where there are too many players doing too many things—often similar things but done slightly differently.
The space is getting too fragmented, a worrying aspect every SaaS entrepreneur and user needs to be aware of before investing their money.
In fact, businesses do not use over 50% of the paid software-as-a-service (SaaS) applications regularly, according to research from Productive.
Check out this SaaS marketing resource from Tomasz Tunguz, a venture capitalist at Redpoint for more on the subject.
Shai takes on an important question that is on everybody’s mind on this Webcast—What’s the most important of them all: Getting more product usage, trial or new user churn, or something else?
“Churn is always one of the main concerns. It’s a by-product of our customers not seeing value – Shai Ritblatt”
Every online business worth its name spends hard dollars and precious time agonizing over creating the ideal buyer persona that would prove to be a panacea to their business problems.
In fact, statistics suggest that they are right in their quest for the ideal BP:
So, what seems to be the issue here? You may be doing it all wrong, as Andrew Grier points out in this excellent SaaS marketing resource. He also offers a step-by-step solution to get this all-important ingredient of your SaaS success right.
Not all SaaS start-ups get the attention or revenue they truly deserve. In fact, the rate of failure is as high as over 90%, and few survive into the fourth year of their operations.
Let us look at some numbers:
Lack of growth seems to be the number one reason for their untimely and undeserved demise.
Here is a good SaaS marketing resource on growth strategies recommended by successful companies like HubSpot and Kissmetrics.
We have already seen that a rather high percentage of SaaS start-ups fail. The reasons might be many, from finance and technology to operations and legal.
Here is a useful SaaS marketing resource on the subject that attempts to shed light on the problem as well as offers some sound advice on how to avoid failure.
No SaaS marketing can be complete without the use of videos because the world is developing a keen appetite for visual content.
Content Beta is a market leader in SaaS video production, and some of the world’s top SaaS companies rely on us for their video content.
Continuing to harp on the subject of videos, which is our forte, we would like to introduce you to our guide on the concept of the right-targeting.
We urge you to pay close attention to this topic which can potentially save you a lot of money by being accurate with the type of content you produce to target a receptive audience at various stages of the marketing funnel.
Harry Dry, the founder, has a well-deserved, cult following and has been an influential figure in copywriting circles for many years now. His website is fun, informative, and inspiring—all at the same time.
Do have a look at the copywriting tips he offers that are sure to improve your copywriting, an essential but underrated skill you should be a part of your marketing arsenal.
A free account with Canva should take care of your graphic design needs, but a pro account would be the icing on the cake that has the power to supercharge your social media marketing needs.
The scope of discussion on the topic of SaaS marketing resources is vast. But for the sake of brevity, we have touched upon only a few topics in this guide.
We will cover more resources on this important and fascinating topic in the future.
SEO is about making your site more searchable by making sure it has the right keywords in the right places, making your site easier to navigate in the bargain and in turn making it more appealing to search engines. There are many SaaS SEO tools in the market:
We recommend SEMrush, Ahrefs, and Google Keywords
Use tools like Google Trends, Answerthepublic, or BuzzSumo to know what topic is trending. Next, you create original content that solves a problem for your audience or at least guides them in the right direction. With search engine optimization and the right promotion, you can outrank others.
A better way is to use videos created using docs-to-videos conversion, a concept pioneered by Content Beta. This saves customers wanting to create a video but who do not have the time to devote to spend with scriptwriters, storyboarders, designers and so on.
Extremely effective, as we demonstrated earlier in our examples. They are a powerful marketing tool for executives, organizations, and businesses. By giving people access from anywhere with an internet connection, they create a global audience. They allow you to showcase new products, services, and innovative ways to do business.