Top 5 Most Effective Marketing Channels for SaaS in 2020

Top 5 Most Effective Marketing Channels for SaaS in 2020

As of July 2020, 4.57 billion people are using the internet today and this makes a vast potential customer base for SaaS companies. With the ease and advancement in technology, it is cheaper to make software today than it was ever before.

With such resources and a rapidly increasing customer base software has taken precedence over hardware. This has to lead to a drastic transformation in the industry and the businesses are now thriving to reach profitability as fast as possible with the help of SaaS.

Customer leads are the most essential key to every SaaS company. As the SaaS startup grows one of the problems that arise is the generation of customer leads. Even though you deploy a lot of manpower in your marketing team, sometimes the traditional techniques don’t work. In this article, you will find the most effective marketing channels for SaaS companies that will help the business in getting more and more customers’.

Embracing Content Marketing
Paying attention to SEO
PPC Campaigns
Strong Referral Marketing

Embracing Content Marketing

SaaS content marketing is a basic strategy to grow any SaaS business or a startup. The target customers might already be in search of the solution that your business is providing. SaaS content marketing can help you get through these potential customers by answering the questions of potential customers.

SaaS content marketing isn’t as simple as creating blogs but SaaS Content writing is high quality, persona-driven content that is not only search engine optimized but also offers value to your SaaS potential customers.

The content which touches the relevant pain points of the market is what you need. Having well-researched questions and providing the solution and answers to them is what will help your platform.

If your content is providing solutions to the pertaining problems and is giving value to the audience, then they would be ready to exchange that information in return for their contact information, which is what you need as leads and prospective customers.

Often SaaS companies who provide intriguing content like white papers, ebooks, videos, infographics, and other resources can get email addresses and contact information by simple login and registration processes. This allows your business to convert such leads into your customers in your sales funnel. SaaS blogs are usually a combination of broad topics and specific questions that enable maximum audience reach.

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Paying attention to SEO

SEO works hand in hand with content marketing as it will help your content to be more reachable and discoverable on search engines like Google, and Bing. SEO is further categorized into On-Page SEO and Off-Page SEO.

On-Page SEO

Creating content that people want is in your control. What people want to read, share, and link to is what you need to provide them keeping in mind the factors like keyword strategy, title usage, Meta descriptions, and internal linking. These factors can be controlled by you and that is what On-Page SEO is all about.

Off-Page SEO

The SEO that refers to link building is known as Off-Page SEO. In this, the quality of links that are provided in the content which is taken from the trusted and reliable sources is what matters and that is how your content will be optimized better. Even popular and influential media account links to improve the quality of the content and helps to have a strong SEO.

It is very important to not only improve the SEO of your blog posts but for the website as a whole. Having an understanding of the potential customers and researching keywords accordingly is the primary step followed by reviewing all the content present on the website. It is only then the SEO will improve and will show the expected results.

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PPC Campaigns

If you feel that content marketing and SEO rankings are not enough for generating traffic and leads then PPC campaigns might be helpful. If your SEO is aligned and is supporting your keywords and links with your PPC keywords and phrases then you have the right SaaS marketing strategy. You must pay close attention to your ad quality score as you might end up paying high amounts on PPC keywords and get no results.

Strong Referral Marketing

One of the cheapest and effective marketing strategies is to generate leads through referrals from your current user base. Strong referrals are more trusted than traditional advertisements.

To acquire new customers, referral programs work well as people are more likely to buy or use something that is referred by someone they know and trust. Your website must have a landing page where your customers can make referrals and promote you at a little or no cost. Referral programs can help you achieve the loyalty of your target market and can increase customer lead. To do so, it is important that you:

  • Give good reasons to your customers for making genuine referrals
  • Make it quick, easy, and understandable
  • Keep the right incentives to motivate customers
  • Promote your SaaS referral program and track them

Whether it is giving discounts or providing premium services for free, you must incentivize your SaaS referral program and find ways to encourage your current SaaS customers so that they spread the word and make referrals.


Today retargeting is a very helpful and useful technology that allows you to show advertisements to the prospects after they visit your websites. By placing a tracking pixel on your website you can set up a retargeting network.

It is also very important that you do not overwhelm your audience with your adverts, it might annoy them. Hence it is imperative that you cap the frequency on the number of times you retarget the ads.

Retargeting dramatically increases conversions by re-engaging the audience that visited your website. It helps you to track your website visitors and provides contextual offers that lure back the website visitors.

Regardless of the business industry that you belong to, retargeting is one of the most effective Saas marketing strategies used today and has proven to be very successful in increasing customer turnovers. Retargeting helps you to establish credibility, trust, and familiarity with your brand with your website visitors.

By combining these different marketing channels and testing them often, SaaS companies achieve success. By having more than one marketing channel, the company gets good lead volumes and more SaaS customers.


What are examples of SaaS?

Some of the examples of SaaS are BigCommerce, Google Apps, Salesforce, Dropbox, MailChimp, ZenDesk, DocuSign, Slack, Hubspot.

How to market SaaS products?

Content Marketing, Product Trials, Search Engine Optimization (SEO), and Retargeting are some of the ways to market your SaaS.

How do you get SaaS leads?

Content development and inbound marketing are some of the effective ways at generating leads for a SaaS startup.

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