How to Create a Successful SaaS Promotion Strategy

SaaS Promotion Strategy


When it comes to SaaS (software as a service) products, there is stiff competition in the market. To be successful, your SaaS product needs to be top-notch and you need to have a winning promotional strategy. But how do you know what will work best for your product? This article will guide you in creating a winning SaaS promotion strategy.


What Is a SaaS Promotion Strategy?


A SaaS promotion strategy is a plan that you put in place to help increase sales of your SaaS product. There are many different ways to promote a SaaS product, but the most effective methods vary depending on the type of product, company, and target market.


Most common SaaS promotion strategies


Free Trial


This allows potential customers to try out the product before they buy it. It also helps them see the value of the product and how it can benefit them.


Discounts to early adopters


This encourages people to buy the product early on when there is less competition.


Content marketing


SaaS content marketing strategy involves creating blog posts, articles, and other types of content that explain what your product does and how it can help people.


Online advertising


This can include paid search such as Google ads, banner ads, and social media advertising.


Affiliate Programs


This can involve providing discounts or other incentives for people who sign up for the service through a partner website.


Trade shows


Attending trade shows and other events can help promote a saas product in a few ways. First, it provides an opportunity to get in front of potential customers and discuss the product. Second, it allows you to collect feedback from current customers and learn what features they find most valuable. Finally, it gives you a chance to network with other businesses that could become partners or customers.


Word of mouth


This can be difficult to quantify, as it is often based on a variety of factors. But it is generally taken to mean that people talk about the product to others, and this increases its popularity.

As with any B2B marketing campaign, it is important for a SaaS company to gather feedback from potential customers. You will want to find out what they like and dislike about your product.


Steps in Formulating a Winning SaaS Promotion Strategy


Define your goals: What do you want to achieve with your promotion?


Setting goals is the first step of any successful B2B SaaS marketing strategy, and the same goes for promoting your SaaS product. You need to have a good idea of what you want to achieve before you can begin planning how to reach your target audience.

Some questions you may want to ask yourself include:

  • What are my SaaS business goals?
  • What are my marketing goals? Do you want to increase brand awareness, boost customer acquisition, drive traffic to your website, improve customer retention or create leads?
  • What does my ideal customer look like?
  • Where do my ideal customers hang out online?

 Once you have a good understanding of your goals, it will be much easier to create a plan that aligns with them and helps you achieve success. Creating a buyer persona also helps in understanding your ideal customers.


Create effective messaging


When promoting a SaaS product, it’s important to create a SaaS messaging strategy that will resonate with your potential customer. This means developing a clear and concise message that explains what your product does and how it can benefit the customer. It’s also important to be consistent with your messaging across all of your marketing channels, from your website to your social media profiles.

A good way to come up with effective messaging is to think about the problem that your product solves for the customer. What are their pain points? How does your product make their life easier or more productive? Once you have a clear understanding of the problem that you’re solving, you can start crafting your message around that.

Keep in mind that people are busy and they don’t have time to read long descriptions of products.


Research your audience


Who are you targeting with your promotion?

When you know your target audience, you can create messaging and a marketing strategy that resonates. You can also craft a product or service that meets their needs.  So how do you go about figuring out who your target audience is? The first step is to create a buyer persona.

A buyer persona is a representation of your target customer. It includes demographic information like age, gender, income, and education level, as well as psychographic information like interests and values. When you know who you’re targeting, you can better understand their needs and wants.

There are a few ways to create a buyer persona. One way is to conduct customer interviews. Ask your current customers how they found out about your business, what needs and wants led them to purchase from you, and what factors influenced their purchase decision.

Once you have this information, you can start developing targeted inbound marketing campaigns that will resonate with your audience. You can also tailor your sales pitch and website content to appeal to your target market.


Choose the right channels


Which channels will work best for reaching your audience?

When it comes to promoting a new SaaS product, one of the most important things you can do is choose the right channels. By targeting the right people with the right message, you can create a winning promotion strategy that will help your product stand out from the competition.

 One thing to keep in mind is that each channel has its own strengths and weaknesses. You need to tailor your message accordingly and make sure that it resonates with your target audience. Here are some of the most popular channels for promoting SaaS products:


Social media


There are many reasons why social media is a popular channel to promote your SaaS product. For starters, social media platforms have massive user bases. In fact, there are more than 3.6 billion active social media users around the world. What’s more, these users are highly engaged. Research shows that social media users spend an average of two hours per day on their favorite platforms. This presents a huge opportunity for businesses to reach and engage with their target audience.

Another reason why social media is a great channel for promoting SaaS products is that it’s affordable. Most social media platforms offer free or low-cost advertising options. This makes it possible for businesses of all sizes to reach a large number of potential customers. Additionally, social media platforms provide businesses with valuable data about their audience which can be used to improve marketing efforts and increase ROI.

When it comes to promoting your SaaS product, you can’t just use the same strategy for all social media channels. Each one is unique, and what works on Twitter may not work on Facebook or LinkedIn. You need to tailor your approach to fit each channel.

For example, on Twitter, you can be short and sweet with a quick pitch, while on LinkedIn you can post a more detailed explanation of your product. And on Facebook, you can post longer updates with images and videos.

You also need to consider the demographics of each social media channel. For example, LinkedIn is mostly used by professionals, so your target audience there is different than on Facebook or Twitter.

So don’t just stick with the same old promotion strategy – experiment with different tactics to see what works best for each social media channel.

Check out our blog post on The Ultimate Guide To SaaS Social Media Marketing to help you get started.




Email marketing is another great way to reach a large number of potential customers. 

First, email is personal. People are more likely to open an email from a friend or acquaintance than they are to open an advertisement.

  • Second, email is permission-based. People have to opt-in to receive your emails, meaning they’re interested in what you have to say. This increases the likelihood that they’ll actually read your message and take action.
  • Finally, email is trackable. You can see who opens your emails, who clicks on the links inside them, and how much revenue they generate. This information helps you refine your email marketing strategy and make sure you’re getting the most out of this powerful marketing tool.

Email marketing though also has some disadvantages. You don’t know if your email has been opened or read. You can also see how many people click on links in your messages, and track the number of open rates, but not the amount of revenue that you get from these clicks.

Another problem is that email marketing has a relatively low open rate, so the money you spend on it is often wasted. A good email marketing automation solution can help you to overcome these problems.


Traditional print media


This is a big one that many people overlook. Many small businesses don’t consider this because of the high cost of printing and mailing. However, it’s still a great way to reach your customers.

  • First, print media reaches a large audience. Magazines and newspapers have circulations that often number in the millions, so your advertising will be seen by a lot of people.
  • Second, print media is trusted by consumers. People generally trust the information they read in magazines and newspapers more than the information they find online. This makes print media an effective way to build credibility for your SaaS product.
  • Finally, traditional print media is affordable. Advertising in magazines and newspapers can be surprisingly affordable, making it a cost-effective way to promote your product. The average cost of an ad in a national magazine is $2,000; the cost of an ad in a national newspaper is $1,200. Note that these are averages: costs will vary depending on the publication and its audience.


Online advertising channels


The Internet has become one of the most powerful advertising mediums around. Websites, blogs, and social media platforms can be used to advertise your business in many different ways. There are many reasons why online advertising channels are popular for promoting SaaS products. One reason is that these channels provide a large and varied audience that can be targeted based on specific interests or demographics.

Additionally, online advertising is a very effective digital marketing channel to reach customers who are already interested in your product or service. And because online ads can be customized and targeted so specifically, they’re more likely to result in conversions than traditional advertising methods. Finally, online advertising is a relatively affordable way to reach a large number of people, which makes it an appealing option for businesses of all sizes.


Develop a plan for your promotional campaign


Once you have selected the channels through which you will reach your audience, it is time to create a plan for your promotional campaign. This includes setting goals and objectives and identifying how much you are willing to spend and how long you expect your campaign to last. You should also examine the options for a promotion that is available to you and make a decision about how you will spend your budget.


Create compelling content


What will make people want to learn more about your product?

In order to create a winning SaaS promotion strategy, it’s important that you have compelling content. This is what will draw people in and get them interested in your product. Without good content, you’ll find it difficult to generate leads or make sales.

 There are a few things you can do to create compelling content. First, make sure your website is well-designed and easy to navigate. Your homepage should clearly explain what your product is and how it works. 

To help you get started in your website design, check out our blog on 12 Tips to Optimize Your SaaS Website Design for Conversion

You should also have a blog where you post regular updates about your product. Be sure to write interesting and informative articles that will capture the reader’s attention.

Another important part of your content strategy is social media. Make sure you have a strong presence on all the major social networks and be sure to post regularly.


Run a successful SaaS campaign


How can you ensure that your SaaS promotion strategy is successful?

The first step is for your marketing team to come up with a solid SaaS promotion strategy. This means figuring out your target audience, what you want to achieve with the campaign, and what kind of messaging and channels will resonate with them.

Once you have a plan in place, it’s important to execute it flawlessly by targeting the right people with the right content. To keep your promotion strategy fresh, make sure to test it out on different channels and audiences. It’s also a good idea to promote on multiple platforms at once, rather than focusing all of your attention on one channel.

Lastly, always test and measure your results so you can course-correct as needed.

A successful SaaS promotion requires careful planning, execution, and tracking – but if done correctly, it can be a great way to boost sales and grow your B2B SaaS company.

Don’t forget to check out our blog for more B2B SaaS growth marketing tips.


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Ken Moo