In this phase, the fight to be the first begins and it is where you must put all your effort into applying the SaaS marketing knowledge that we are going to see in this article.
At this point, there is already more than one SaaS application for every problem to be solved, that is, for every Coca-Cola there is (at least) a Pepsi waiting at the door.
For example, for every user considering MailChimp as an email solution, we have an AWeber or a Mailjet.
Consideration phase
The work that awaits you in this phase is not insignificant either, since, with a few honourable exceptions, the world of SaaS solutions moves so quickly that it is likely that what seems like a novelty today will be just another feature of your competitors tomorrow.
But if you have that one star feature that makes you stand out from the rest, now is the time to share it.
And in a big way!
Conversion phase
They have already decided.
Now it is key that the product, whether free or paid, meets expectations and is as addictive as a kilo of chocolate.
This is where aspects I have talked about in this article, such as user experience, come into play.
Pay attention to these two screens:
The top one is the SAP implementation with the Fiori interface, the bottom one is the look without Fiori.
Which one would you keep?
And another example of one of the most used productivity applications at a professional level, Slack.
As you can see, the simplicity, ease of use and cleanliness of the workspace mean that neither an instruction manual nor an eternal learning curve is necessary.
Retention phase
SaaS marketing is not exempt from seeing its customers leave exactly the same as with any other product or service.
At this stage, it is important to maximize the use of the application or platform, so that the user takes full advantage of the potential of what they have purchased.
At SEMrush they know what it means to have an extensive suite that covers a wide range of user types and many tools.
The concern that users make the most of the tool is a constant and that is why they create campaigns like the one you see below.
By the way, if you click on the image you can access the game.
Personally, I love campaigns that help us discover venezuela phone number list different aspects of SEMrush, although the Halloween 2018 campaign is one that sticks in my memory.
I loved it!
And it helped me learn about aspects of the platform that I had never used before, opening my mind to integrate tasks into it that until then I had been doing with other applications.
Marketing Strategies for SaaS
There are thousands of recommendations from the best digital marketing that we could apply to SaaS marketing, but I’m going to list just a few so as not to saturate your mind.
Design a recruitment campaign aligned with the sales strategy
Many of the efforts of companies that market SaaS products focus solely and exclusively on attracting customers.
The forecasts for new accounts or registered users eye tracking are very good and are the first step towards closing payment plans, no one doubts that.
However, we must not forget that account monitoring is key.
Without proper monitoring and with the saturation in the market, it is becoming urgent to consider following a scheme similar to this:
- Welcome new users with automated email chains .
- If there is no activity on the account, design a series of reminders to get them to start using the app/platform.
- If your product is big enough, be sure to ask for a phone number and make follow-up calls.
- Offers demos and training sessions for new taiwan data users.
- Follow your most active users by offering discounts and promotions to encourage them to upgrade their subscription or expand their current plans.