10 July 2018

How SaaS Companies Can Use Inbound Marketing Successfully

Outbound marketing methods of emailing and cold calling are getting harder and harder to get results from. Today’s savviest companies are focused on more impactful strategies like inbound marketing.

But inbound marketing for SaaS doesn’t follow a one-size-fits-all model, and that’s okay. Understanding, and capitalizing on, the differences between your inbound marketing strategy and that of other companies is key to effectively engaging with your target audience and establishing your brand as worthy of being heard. The big bonus you get when your boss sees the improvement in ROI will just be icing on the cake.

Domain expertise matters

A SaaS company needs to produce more than just pithy tweets and cute animal photos to stay relevant. You need to create the kind of original, forward-thinking content that unequivocally says “thought-leader”. With the right inbound marketing strategies for SaaS, you can leverage the power of subject matter experts and industry leaders alike.

Original content created through interviews with subject-matter experts and industry influencers is vital to the success of any inbound marketing effort. Encourage leaders of your SaaS company to participate in podcasts, webinars, conferences and interviews to further take advantage of opportunities to position yourself as an authority in the industry.

In addition, educational content that highlights your SaaS company’s complex problem-solving capabilities with real-life use cases can quickly help you build brand loyalty with inbound marketing.

Unfortunately, many SaaS companies struggle to achieve this status due to a lack of in-house capacity and writing skills, or freelance writers who just don’t understand the company’s brand or vision.

Engagement is just as important as content

Your inbound marketing content could be the best thing since sliced bread but if no one’s reading it, liking it or sharing it, you’re just throwing valuable time and resources into the wind.

Effective inbound marketing for SaaS is about creating engagement opportunities for your target audience, as well as connecting with untapped market segments.

The right kind of distribution for your inbound marketing content is paramount in ensuring that your content is being seen by those it is most relevant to. The best distribution and content syndication channels will also be environments that are organic to the search habits of your audience and the resources that they already know and trust.

Great storytelling in inbound marketing is key

Not all SaaS content is going to be inherently interesting—and some might even be, frankly speaking, downright boring. But how you choose to convey this information can make all the difference in determining whether or not it captures the interest of your audience.

Innovative, eye-catching inbound marketing videos, animation, infographics and even flow charts can help create a story that makes your content more relatable and far more memorable. As engagement-inducing inbound marketing content, these forms of content are also ideally suited to being shared with others.

While this kind of inbound marketing content can take days or even weeks to produce in-house, using a professional content marketing agency can save you invaluable time, energy and resources, which means more time for you to focus on what’s really important—and maybe even beat rush-hour on the way home.

Co-marketing is your friend

Unless you’re one of the rare SaaS companies that operates as an island, you probably have working relationships with other brands or platforms. If you want to significantly expand your brand’s reach and zero in on your target audience, co-marketing is the way to go.

For example, if your SaaS offering integrates with Amazon Web Services or Salesforce, you can reach out to decision-makers at those companies to find out about co-marketing opportunities. In addition to capitalizing on one another’s user bases and contacts, you could co-publish a white paper, use case or ebook—doubling or even triplinging your brand’s visibility.

Stay abreast of events, webinars and other industry trends that could provide further co-marketing and brand placement exchanges that will additionally strengthen your inbound marketing strategy and brand growth opportunities.

Same, same—but different

Now that you know what makes inbound marketing for SaaS so different, you can put this knowledge to work for you, your SaaS company and your target audience. Need help getting started with a fresh inbound marketing strategy? Let’s talk.

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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