Insights, Marketing

10 Effective SaaS Marketing Strategies To Try In 2023

by Ryan James

As we move further into 2023, you might already be aware that SaaS companies are up against it when it comes to increasing competition and unstable markets. With new technologies, consumer behaviour shifts, and market trends change, so keeping on top of the latest marketing techniques is essential to stay ahead of the competition.

The good news is that even when faced with an ever-evolving digital landscape, there’s no shortage of innovative marketing strategies to help boost your SaaS business. To help, our team of SaaS marketers are here to share ten marketing strategies you shouldn’t be afraid to try in 2023.

Ready to find out what you’ve been sleeping on? Our team of experts recommend:

1. Allocating resources for personalised marketing

Gone are the days of generic marketing campaigns that speak to everyone. SaaS customers want to feel seen and understood, and personalised marketing is the way to do that.

By segmenting your audience and creating tailored marketing campaigns that address their specific pain points and interests, you can build a stronger relationship with your existing customers and improve conversions for new ones.

Some great examples of places you can use personalised marketing include:

• Email campaigns and newsletters
• Product recommendations (based on previous purchases and browsing history)
• Landing pages
• Trigger marketing, e.g. “abandoned cart” prompts
• Push notifications
• SMS marketing

2. Being strategic with your inbound and content marketing

Inbound and content marketing aren’t new, but they remain crucial to any effective SaaS marketing strategy. By creating valuable and informative content that addresses your customers’ pain points and interests, you can establish your brand as an authority in your industry and build trust with potential customers.

But how should you approach content when it comes to inbound marketing? With the advent of AI tools such as ChatGPT, it can be tempting for SaaS companies to take a “content shortcut” and churn out multiple blog posts a week that has been written for you. However, as SaaS marketing experts, it’s our role to advise you against this route.

Why? As a SaaS company, credibility is everything. With the jury still out on AI-related cybersecurity risks and the quality of content still being hit and miss we suggest a different approach.

To create content that really resonates with your audience, our advice is to:

• Ensure your content is well-written, accurate, and can be backed up by reputable sources
• Prioritise quality over quantity (but remain consistent with your posts)
• Research your audience’s pain points and provide actionable recommendations and insights they’ll appreciate
• If posting content across multiple platforms, ensure your tone and messaging is cohesive — but don’t be afraid to try new things!
• Respond to and engage with comments on your content
• Analyse the performance of your content and ensure it is SEO optimised

Tip: It can also be a good idea to check out SaaS review sites and see what people are saying about you. If there’s negativity circulating, you can use content to strategically address any concerns or lack of confidence customers have in your business.

3. Upping your SEO game

Following on from the previous point, in today’s digital age, having a solid SEO strategy is essential for any SaaS company looking to increase its online visibility and drive organic traffic.

Optimising your website for search engines and using relevant keywords can ensure that it appears higher on search engine results pages, making it easier for potential customers to find you.

For best SEO practice:

• Post high-quality content with relevant keywords (work with an SEO specialist to take the guesswork out of this!)
• Establish authority by using credible sources for facts, data, and backlinks
• Leverage local SEO where possible
• Use concise and descriptive meta titles and descriptions for each page
• Optimise images with alt text
• Ensure clear and logical site structure with user-friendly navigation and internal linking
• Ensure your loading speed is efficient
• Regularly update your website with fresh and relevant content
• Integrate social media where possible to promote your content

4. Investing in video marketing

Video marketing has become increasingly popular in recent years, and it’s not hard to see why. Video content is engaging, shareable, and can be used in various ways, from product demos to explainer videos.

To make the most of your video marketing, consider:

• Creating video content to share on social media
• Embedding videos into your website
• Using video to build brand awareness
• Experimenting with different video formats, e.g. live video, 360-degree video

The SaaS industry is known for its innovation, so be sure to show that you’re keeping up with the latest releases in video. Even if you don’t think something is relevant to you, following SaaS marketing strategies and trends to see what works for you can help you get ahead.

5. Creating referral and loyalty programs

In such a competitive market, SaaS businesses will understand the struggle of trying to maintain customer retention rates. The good news is that it is possible to connect more effectively with your audience and stabilise your position with the right strategy.

How?

For SaaS companies, creating referral and loyalty programs can be an effective way to build brand loyalty and encourage customers to spread the word about your business. By offering incentives for referrals and repeat business, you can strengthen relationships with existing customers while also attracting new ones.

Referral and loyalty programs can take many forms, just some include:

• Early access to new features and products
• Discounts and freebies
• Exclusive perks and rewards
• “Refer a friend” incentivisation

6. Community building

Focusing on community-building can be a winning strategy for businesses looking to attract and retain customers. By engaging with your audience and building a sense of community around your brand, you can establish yourself as a thought leader in your industry and keep your customers coming back for more.

Some community-building techniques include:

• Encouraging user-generated content (reviews, testimonials, social media posts) to showcase customers and build social proof
• Create or participate in online forums or groups for customer connection and idea sharing
• Host events or webinars for customer engagement and education/entertainment

7. Hosting and participating in podcasts and webinars

Continuing on from the previous point, how customers consume information has changed significantly in recent years. As a SaaS business, it’s essential to keep up!

In addition to webinars, podcasts are a relatively new addition to the SaaS marketing landscape, but they offer a unique opportunity to connect with potential customers.

By taking part in podcasts that address your customers’ pain points and interests (or even creating your own!), you can establish your brand as an authority in your industry and stand out as a leader.

8. Leveraging social media and influencer marketing

Social media remains an essential tool for SaaS companies to build brand awareness, engage with customers, and drive conversions. By using a mix of organic and paid social media marketing to reach your target audience, you can build a strong social media presence and gain access to prospects that were previously more difficult to reach.

For example, influencer marketing is already a bit hit with those in the eCommerce, beauty, and retail industries — but more recently, SaaS companies have started taking notice of the benefits high-profile social media users can bring.

Some examples of “influencers” or collaborators your SaaS company can reach out to include:

• Tech experts and bloggers who specialise in your industry or niche
• Social media influencers who have a large and engaged following in your target market
• Professional or industry organisations that have a strong presence on social media
• Influential bloggers and journalists who cover topics related to your business
• Thought leaders in your industry who have a strong social media presence and are well-respected by your target audience

9. Utilising chatbots

Chatbots are a growing trend in SaaS marketing, providing a quick and easy way for customers to get answers to their questions.

Integrating chatbots into your website and other platforms can improve customer experience and free up time for your customer service team to focus on more complex issues.

Effective use of chatbots on your SaaS website includes:

• Providing 24/7 customer support and assistance (through pre-determined automated responses)
• Offering personalised recommendations and suggestions based on customer inquiries and data
• Collecting valuable customer data and insights through chatbot interactions for improving products, services, and marketing strategies

10. Exploring new AI-powered tools (but be cautious!)

There’s no doubt that Artificial Intelligence (AI) has become increasingly prevalent in the SaaS marketing landscape, providing new ways to personalise marketing campaigns and improve customer experience. However, as mentioned earlier — becoming overly reliant on AI without understanding its risks can be detrimental to your business.

This is why we suggest being open to new AI technology but also being cautious. If using AI-powered tools like chatbots or recommendation engines, always research your tool providers first.

How Rocket SaaS can help you find the best marketing strategy for your SaaS company

SaaS companies need to stay on top of the latest marketing strategies to stay ahead of the competition, which is why sometimes, it’s best to trust the experts.

At Rocket SaaS, we specialise in building websites and crafting digital marketing strategies for SaaS companies who want to stand out and lead the way.

With packages that can be adapted to your exact business model, we take the guesswork out of reaching your ideal SaaS customers. To learn more about us, reach out to our team or apply for your FREE one-on-one SaaS marketing strategy call.