SaaS products have revolutionized US businesses. Just last year alone the space grew by 18%.
Businesses with 800 or more employees spend on average 15 million on SaaS solutions annually.
The big question is, how can a new and innovative SaaS product claim a share of this growing market?
If you have a new SaaS product then it’s likely you know a lot about technology but maybe you aren’t a marketing expert.
This can make it hard to develop solid advertising campaigns for your new product.
There is a lot of competition for SaaS products in almost every niche and simply being the best product isn’t good enough anymore.
To be successful, you will need to become the best at selling your solution.
The advertising campaigns outlined below have a proven track record of driving traffic and engaging prospective clients.
Don’t leave your marketing to chance and use these marketing campaigns to supercharge your lead generation and sales.
Table of Contents
Facebook Lead Generation
While younger generations have by and large moved on to other social networks, older demographics still have a high engagement rate with Facebook, spending as much as 58 minutes a day on the platform.
If you are selling a high ticket or B2B SaaS solution, this is exactly your target demographic.
Middle-aged and older demographics are far more likely to be in a position to make a purchase decision in a business.
Typical Facebook advertisements for SaaS products use lead magnets, white papers and case studies to attract interest from potential buyers.
These content rich offerings help to prove value to the prospective buyer and often give the opportunity to capture contact details.
With this information you can follow up and begin moving them through your sales funnel.
These campaigns are incredible for creating awareness and starting a relationship with your future customers.
Google Search
Google search primary keyword campaigns are a great way to get your offer in front of high value prospects who are actively searching for a solution.
These campaigns allow you to buy the ad space on the front page of Google and Bing for key search terms related to your software.
For example, if you offer invoicing software for freelancers you can pay to be at the top of the page on searches such like:
“Freelance invoice software”
Buying ads on these highly competitive primary keywords doesn’t come cheap, but the conversion rate from this method is quite high, making the investment well worth it.
Content Amplification
Most SaaS companies are great at educating prospects about the problem their software solves and have a load of high quality content on their sites that could be used to attract new customers.
The key of course is promoting that content and getting your target demographic to view it.
These content amplification campaigns launched and managed on social media advertising take advantage of the advanced targeting options to get your content in front of your ideal customer.
With these campaigns you position your brand as a leader in the field while also moving new leads into your sales funnel.
Retargeting on Social Media
A lot of businesses have an existing list of leads which have been through your existing sales funnel without a purchase.
Most of the time these leads are wasted because you don’t have a strategy to reengage them.
But with the right pieces in place they are actually a potential goldmine that can be converted with very little effort.
Retargeting strategies take those old leads and make contact across multiple social channels to try and move them along to the stage of making a purchase decision.
Because the retargeted leads have already been exposed to your product and brand, they tend to be highly engaged.
These campaigns often have the highest ROI and should be your first priority if you have an existing list or a steady stream of organic traffic.
Direct to Consultation
Running ads directly to a free consultation has become a leading way to sell high ticket SaaS products.
You can position conversations with your sales team members as a free consultation on the problem your SaaS product solves.
Since you are experts in your field, leverage that knowledge to get prospects on the phone with your sales team members.
If you sell a sales proposal automation software, you can position a call with one of your team members as a free 15 minute sales proposal process consultation to learn best practices and increase your close rates.
Not only do you get their contact details for your list, you also have the chance to engage directly with your ideal customer.
Addressing objections, building a personal relationship and proving value in real time can move people through the stages of the buying cycle surprisingly fast!
The Linkedin advertising platform has come a long way in the last two years.
If you have a SaaS product targeted at businesses or a specific profession you should look into LinkedIn as a marketing and advertising platform.
Buying targeted ads on Linkedin is significantly more expensive than other social media platforms, but the targeting options are powerful and the audience is primed for business conversations.
You can have your ads targeted to specific companies or even job titles, ensuring that your ads are getting in front of exactly the people you want.
Youtube
Youtube is a great way to engage with your potential clients in a visual medium.
There are many people out there who are far more likely to watch a short video over reading an article or white paper.
Building an winning ad campaign on Youtube is a great way to directly market to potential buyers while also establishing authority in your field.
A great example of Youtube advertising is Monday.com, who has a very active channel with interesting case studies, testimonials, and ‘advertorials’.
How to Get Started
Are you ready to start improving the quantity and quality of your leads and convert more of them every month?
By using some of the above methods, you will be well on the way to optimizing your marketing channels.
However, you need to be careful approaching paid advertising as a beginner, as it is easy to make mistakes costing thousands of dollars.
Instead of distracting yourself from the core business of crafting amazing SaaS products, it makes sense to bring in a marketing professional who can do the hard work of building your lists for you.
With these advertising campaigns, it’s possible to see a massive increase in your lead conversions within a short period of time.
Get started today and find out for yourself.
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