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SaaS Inbound Marketing: The Complete Guide for 2024

By Enrika Maziliauskaitė
In this day and age of digitized platforms, much has changed in SaaS inbound marketing strategies. You can't just rely on paid advertisements and other external promotional tactics. Your audience needs real substance, and you can only do that if you know where their interests and needs lie. When doing inbound marketing for SaaS products or services, your focus is on driving a customer-centric strategy. This way, you're not just planning for your marketing tactics; you're also getting data-driven insights on how to develop your product the right way.
SaaS Inbound Marketing_ The Complete Guide for 2023

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What Is Inbound Marketing?

Inbound marketing is the process of crafting customer-tailored content and experiences to attract your audience base into engaging with your platform. With a premium on establishing long-term customer relationships, an inbound marketing strategy is driven by months of extensive research into your niche audience’s interests and tendencies. 

By deviating from external advertisements that don’t really help your audience, inbound marketing focuses on content that provides immediate solutions at various stages of the sales cycle. This becomes even more crucial for SaaS companies that rely on actual conversions and acquisitions for revenue.  

If you’re trying to promote a SaaS product, pouring your energy into inbound marketing tactics is the way to go.

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The Marketing Funnel

Like a traditional sales funnel, the SaaS marketing funnel works the same way in terms of having a buyer’s journey. However, their difference is in the manner of engaging and re-engaging a customer, which inbound marketing excels at.

Throw away the automated, monotonous messages that traditional marketing delivers. With a focus on customer-tailored content, inbound marketing is highly customized to engage your audience base in each stage of the funnel. From CTAs (Call-to-Actions), landing pages, email messaging, and SEO (Search Engine Optimization) keywords, the important thing is to make the content as unique and helpful as possible.

SaaS Inbound Marketing Guide

If you want real engagements that will lead to a higher conversion rate, a carefully planned SaaS inbound marketing strategy will help you achieve that goal. From setting realistic goals to researching the trends in the market, here’s a step-by-step guide to doing inbound marketing for SaaS products and services. 

1. Setting Strategic Objectives for Your SaaS Marketing Plan

You cannot complete a full round of SaaS inbound marketing in just one day. These are months of painstaking marketing work that involve a lot of trial-and-error stages, along with a few campaign disappointments.

We’re saying this not to discourage; rather, it’s about setting goals that are achievable and aligned with your SaaS business targets. The key is to envision a long-term goal but make actionable small steps towards achieving the bigger picture you have planned out.

Your goals must be S.M.A.R.T; that is specific, measurable, achievable, relevant, and time bound. When aligned with your business targets, these clear-cut goals could make your SaaS inbound marketing strategy a success.  

2. Understanding Your Unique SaaS Audience

As you finish setting your goals, the next step is to research your SaaS audience. Since you already have a product on-hand, we can assume that you have also identified where your niche audience lies. However, that’s not where the work stops.

Even if they are targeting the same product or service, each of your niche audience might have different needs for it. Developing detailed buyer personas that will help you craft a series of content that covers the various needs of your customer base. 

There are numerous ways to gathering information about your SaaS audience, including the following:

  • Keyword research
  • Customer data
  • Reviews and feedback
  • Focus groups
  • Survey forms
  • Competitor movements

3. Diverse SaaS Marketing Strategies and Approaches

Once you have gathered important and specific information about your niche audience, you now must think about crafting content that addresses their needs. Your SaaS website should have an effective SEO strategy that is centered around highly researched keywords. This would help you rank higher in SERPs (Search Engine Results Pages), which could increase your website traffic.

Along with SaaS inbound marketing tactics, it’s also important to get into outbound marketing methods like paid ads, email campaigns, and social media content. Furthermore, influencer partnerships, affiliate marketing, and referral programs are some of the innovative marketing strategies that you could embrace today.

4. Selecting the Optimal SaaS Marketing Channels

Sure, there are so many marketing approaches that you can use to promote your SaaS product. However, you should remember that each of these marketing tactics will force you to shell out resources, which means that you need to select channels where you can get the most value out of your money.

Is the bulk of your niche audience in the age bracket of 18-30 years old? Then you might want to focus on social media platforms. Do you prioritize addressing the needs of businessmen and salespeople? We recommend pushing email campaigns to attract their attention.

Of course, you don’t have to limit yourself to one channel. You can branch out into a multi-channel marketing approach granted that these channels could cover your goals, or even try out emerging means like voice search and interactive content.

5. Crafting Engaging Content for Your SaaS Audience

Optimizing your product landing pages is a priority, but it shouldn’t be the only area you’re pouring your energy into. There are other types of content that you can leverage to attract the attention of your customer base, while also having the potential to expand your reach to other audiences. 

The key here is to speak to your audience’s needs, as we have always mentioned in this article by far. You could write a step-by-step guide on how to achieve growth in your niche or include a success story from how your product helped a client’s cause. 

Leveraging different types of informative content in each stage of the buyer’s journey is a pivotal component of SaaS inbound marketing.

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6. Allocating Resources and Budget for Maximum Impact

Launching marketing campaigns comes with a price, literally and figuratively. You must allocate a certain budget for purchasing email automation software when you’re doing email marketing, or you need to compensate people who are working on your social media campaigns.

Let’s take content creation as one example in the broader scope of SaaS inbound marketing. It’s not just the content writers or copywriters that you’re paying, but you also compensate other team members like social media strategists and even your IT (Information Technology) troubleshooters.

In doing inbound marketing for SaaS companies, selecting a perfectly suited marketing channel and making relevant campaigns are keys in an effective budget allocation.

7. Leveraging Data-Driven Decision-Making

The great thing about digital marketing is you also have unlimited access to a plethora of analytics and tracking tools. Whether you’re doing keyword research or monitoring your SaaS inbound marketing campaign, there are SaaS marketing automation tools like Google Analytics, HubSpot, Ahrefs that could help you out.

Of course, identifying the factors that you want to monitor is also a priority. Known as KPIs (Key Performance Indicators), these are the key elements that are aligned to your immediate objectives. 

Here are some of the common KPIs in SaaS inbound marketing:

  • Customer acquisition cost and lifetime value
  • Monthly recurring revenue
  • Churn rate
  • Unique visitors

8. Executing Your SaaS Marketing Plan with Precision

Some marketers may have a great plan on their hands, but what they don’t factor is how relevant it will be to their target customer base. Customer needs and interests take on an ever-changing nature; there might even be instances when the trends drastically change within the span of one business year.

So, the key here is to execute your SaaS marketing plan in a timely and relevant way. You don’t want your plan to go to waste just because it’s already “phased out” in the market.

9. Continuous Testing and Optimization for Peak Performance

As we’ve said before, a SaaS inbound marketing strategy naturally goes through trial-and-error stages. Some of your plans may not work, even if they’re well-researched or keyword optimized. Don’t worry though, it’s just the way of the world in marketing.

For this reason, marketers are always conducting A/B tests by launching multiple variations of a campaign, usually at the same time. This gives you a data-driven insight into which elements work, so you could incorporate them in your future SaaS inbound marketing strategies.

10. Navigating Future Trends in SaaS Marketing

With the advent of AI (Artificial Intelligence) and ML (Machine Learning), the future for SaaS inbound marketing will see a lot of changes. Predictive analytics models will only get smarter, which means that you can better personalize your content and marketing approaches according to each customer’s unique data.

Moreover, search engines like Google tend to alter their algorithms year by year. It’s important to keep an eye out on these future trends and algorithm changes, so as not to miss out on potential engagements and conversions.

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SaaS inbound marketing may not be as easy as 1,2,3, but there are tools and resources to help you achieve both short-term and long-term goals. Whether you’re doing keyword research to better understand your audience or trying to track a social media campaign’s performance, tapping into these tools will steam line the process.

Still, the key here is to be guided by data-driven insights and have the willingness to adapt to the trends. SaaS inbound marketing is an evolving space, and you need to keep up with the changes to maintain your top position in the market. If you need an agency that can help you reach your goals, contact us now and we will arrange a call with you.

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