Software-as-a-Service companies offer software packages and applications to businesses on a subscription basis. They operate in a crowded marketplace where customers are spoilt for choice. This means that they need to implement some well-thought-out strategies to help them stand out among their rivals. One of their biggest challenges is generating adequate quality leads. This is where the concept of demand generation for SaaS companies comes in — because it helps them find more leads, and grow their sales and business as a whole.
Understanding demand generation for SaaS
SaaS demand generation involves the use of appropriate content to create awareness about a business’ software brands and enhance customers’ engagement to close sales. It focuses on highlighting the pain points that their potential customers face and then showing how the company’s product or products can solve that problem—thus creating a need for it.
Tips for effective SaaS demand generation
Although demand generation for SaaS companies is a complex process, below are some tried-and-tested tips that can help to increase demand generation, and close more sales:
Identify your target market
You must know and understand the audience that you want to reach so that you can understand their pain points, and the needs your software can fulfill for them. With a better grasp of your target market, you can easily create excellent content for SaaS demand generation that works best for it.
Understand your competitors
When in the SaaS market, customers may either subscribe to your software products or those of your competitors. Thus, you need to know what your rivals are doing and strategize how you can do better than them.
With a proper understanding of your competition and its strategies, you can develop a demand generation strategy for your software company that gives you an upper hand over all of the other players. You can partner with experts such as Rocket SaaS to help you craft winning strategies for your SaaS company.
Create a content plan or strategy
Once you have a good understanding of your target market or the audience you want to reach, you will have an idea of the best content to use to get their attention. You also want to know how to use the most appropriate material to generate demand for your SaaS company. With that understanding, you can produce e-books, blog posts, videos, infographics, and other content that can enable you to attract potential customers or new leads.
Use clear calls-to-action
The goal of any content is to persuade the audience to do something or take action. Therefore, you must ensure your content has calls-to-action (CTAs) to encourage the audience or prospective buyers to take action.
It is vital to ensure that your content’s call to action is clear and concise and relates well to the content. You should avoid having too many CTAs as they can end up confusing or discouraging potential customers.
Employ SEO
Search Engine Optimization (SEO) ensures that your content is visible to its target audience. There are several SEO strategies you can use, and if not sure how to go about it, you can hire experts to help you with it. In addition, use relevant tools to track the effectiveness of your SEO strategies to identify weak areas and if you are actually making any progress.
Wrapping up
SaaS demand generation is vital to create better brand awareness, improve sales and grow your software business. You can use the above tips and others to generate demand for your SaaS company, and consider hiring experts to help you with the process.
