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Essential Marketing Strategies for SaaS Startups

The startup world is a competitive place. In order to grow quickly and be successful, you’ve got to stand out in the crowd and continuously stay in front of your prospects and customers. Having a marketing plan in place from the get-go is vital. Check out these eight marketing strategies to ensure your company is on the path to faster growth.

1. Know Your Target Audience

Figuring out your niche market may be one of the most important things you do as you launch your startup—and the earlier you do it the better. Marketing to the masses is a waste of your time and resources, and the return on your efforts will be minimal. Think through who you are solving a problem for and why they want your product. Talk to these potential customers and ask lots of questions. You may even want to hold a focus group or two. It also helps to research your competitors to see what types of customers they are attracting. And once you have gathered enough information, create a customer persona that consists of the ideal demographics in your target market—maybe even give the persona a name. While this persona may morph a bit over time as your business grows, the original model will serve as a good starting point.

2. Determine What Type of Content Speaks to Your Audience

This strategy goes hand-in-hand with knowing your target audience. Does your audience consist of mostly millennials? Then you may want to consider short videos that get straight to the point quickly. Or maybe your target customers enjoy podcasts. Trying to reach a more tech-savvy audience? Try webinars and infographics. It may take a bit of trial and error to discover the formats that best resonate with your customers, so don’t get discouraged if the first few things don’t work. Keep trying!

3. Offer a Free Trial

Allow leads and prospects to experience the power of your product at no cost for a limited time. It’s much easier to convert a trial user into a paying customer once they realize the benefits personally. Make sure the trial includes easy access to onboarding and customer assistance so that each user experiences a quick win. And once the trial is over, follow up immediately to ensure conversion.

4. Start Blogging

Establish your startup as an industry thought leader by starting a company blog. The key to successful blogging is to offer helpful information and insight about your industry, not just about your product. Make a list of the brand language words you want to include in your blogs to help with search engine optimization. The goal for your blog is to create value-added content that will lead your audience to your website and, ultimately, to the top of your sales funnel.

5. Use the Social Media Channel That Fits Your Startup

While it may be tempting to hit all of the social media channels, that can be counterproductive in reaching your target audience. In fact, you could end up with a lot of followers on your accounts that have no real interest in your startup, which is misleading when it comes to measuring numbers of leads and prospects. This doesn’t mean you have to concentrate on only one channel, but it’s a good idea to narrow your focus to maybe two or three. Are you looking to create forums or start discussions? Then Facebook may be a good bet. Do you want to establish credibility in your specific industry while reaching mostly business professionals? Linkedin could be a good option for you. Looking for a place to post “how-to” videos about your product? Start “broadcasting” on YouTube. It’s also helpful to take a close look at which channels your customer persona frequents. Your ultimate goal is to meet your customers with the right message in their chosen social media locations.

6. Never Underestimate the Power of Email

Email was one of the first forms of digital communication, and it has definitely stood the test of time. The beauty of email is that you can personalize the content to fit your specific recipient. What’s more appealing to potential customers than receiving an email with information about something they can actually use? Be sure to include a link that takes them straight to your website to make it easy for them to learn more about your company. And always follow up on previous emails to see if the prospect needs more information or would like to schedule a demo. Automating your marketing emails is especially helpful if your startup doesn’t have the resources for a dedicated marketing staff. Check out how Funnelfly’s simple, automated platform can ensure that you are staying in front of your customers on an ongoing basis.

7. Create a Referral Network

Happy, successful customers can be one of your best marketing resources. What better way to build a solid reputation for your startup than by word-of-mouth from those who are working with you and are pleased with the results? You can start creating a referral network by posting customer testimonials on your website and social media channels. And offer incentives to current customers for referring a new customer, such as a discount on next month’s fee or a temporary free upgrade to their service.

8. Test and Measure Your Campaigns

The best way to know what marketing tactics are working now and what will work in the future is by measuring them. Google Analytics is just one of the many ways you can find out what is and isn’t resonating with prospects and customers. Automated marketing platforms such as Funnelfly can also help you keep up with metrics such as email open rates, click-through rates, and conversion rates to see how prospects are reacting to your emails.

The Bottom Line

Putting your startup in front of prospects and customers from the very beginning, as well as on a continuing basis, is vital to the growth of your business. Funnelfly can help set you on the path to faster growth with an automated marketing platform that is simple, powerful, and affordable. Learn more about the marketing software built by startup founders to specifically meet the needs of startups at funnelfly.com.



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