12 Best Digital Marketing Strategies for SaaS Companies

Last Updated: 

April 5, 2024

If you’re a small-to-medium business owner, you know that digital marketing can be scary. You don’t have a large team at your disposal or millions of dollars to spend on advertising. And yet, you need people to know about your product or service.

Fortunately for SaaS companies like yours, there are plenty of affordable options when it comes to digital marketing strategies that can help get the word out, without breaking the bank.

Here are some of our favorite ways for software firms to promote their products and services online:

Key Takeaways on the Best Marketing Strategies for SaaS Companies:

  • Improved User Experience: A clear, concise website that is easy to navigate is crucial for engaging users and providing the information they need efficiently.
  • Eliminate Outdated Content: Keeping your website content up-to-date is essential for maintaining SEO, conversion rates, brand reputation, and customer experience.
  • Optimise Your Website for SEO: Implement SEO strategies to improve your website's visibility in search engine results, attracting more potential customers.
  • Increase Online Feedback and Reviews: Positive online reviews can boost search engine rankings, conversion rates, and showcase your company's strengths.
  • Enhance Personalisation: Use data to create personalised content and experiences for your leads, catering to their specific interests and needs.
  • Focus on Increasing Conversions: Understand your current conversion rates and how they compare to competitors, then implement strategies to improve these rates.
  • Generate Valuable Content: Create content that is valuable to different stakeholders, including potential and current customers, as well as partners or competitors.
  • Evaluate Your Competitors’ Digital Marketing Plans: Analyse what your competitors are doing and their results to inform your own digital marketing strategy.
  • Gather the Right Intelligent Data and Use It the Right Way: Utilise data to understand your customers, business, competition, and market trends for informed decision-making.
  • Consider the Power of Chatbots: Use chatbots to enhance customer interaction, providing support and information efficiently.
  • SEO-Optimise Your Website for Voice Search and Smart Speakers: Prepare your website for voice search and smart speaker queries to improve accessibility and user experience.
  • Don’t Forget Social Media as Part of Your Digital Marketing Plan: Engage actively with customers and prospects on social media platforms to promote your brand and generate leads.

The article emphasises the importance of a comprehensive digital marketing strategy that includes user experience, content quality, personalisation, data analysis, and active social media engagement to successfully attract and retain customers for SaaS companies.

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Improved User Experience

The best way to improve your user experience is by having a clear, concise website that is easy for your users to navigate. Make sure you have all the information they need on your site and make it easy for them to find the information they want.

Make sure you have a clear, concise website that is easy for your users to navigate. Make sure you have all the information they need on your site and make it easy for them to find the information they want.

Eliminate Outdated Content

It’s a good idea to keep your website up-to-date. This means ensuring that your content is relevant, useful, and interesting to your target audience at all times. If you find yourself wondering why it’s important to update your site, here are some reasons why:

  • Outdated content can hurt SEO
  • Outdated content can hurt conversion rates
  • Outdated content can damage brand reputation
  • Outdated content can harm customer experience (and therefore sales)

Optimise your website for SEO

When potential customers search for a product or service on Google, what do you want them to see? That is why Search engine optimisation (SEO) is an important marketing strategy for SaaS companies. It is the process of optimising your website so Google shows it as high up in the search results as possible.

The higher your site ranks in the search results, the more likely people are to click on it and visit your site. You can optimise your SaaS website for SEO by doing things like researching and using keywords throughout your site, making sure your site loads quickly, and creating high-quality content. If you are not sure how to optimise your website for SEO, you can hire a SaaS SEO expert or agency to help you.

Increase Online Feedback and Reviews

There are many benefits to online reviews, including increased search engine rankings and conversion rates. You also have the opportunity to showcase your company's greatest strengths and highlight your best customers' experiences with you.

The key is getting more people to leave positive reviews for you than negative ones—and responding appropriately if someone posts a negative review about your business.

Enhance Personalisation

Personalisation is a key component in any SaaS marketing strategy. Personalised content can help you stand out from your competitors and improve the experience for customers who visit your website or sign up for an email list.

Personalisation doesn't just mean adding a name before the message; it's about using data to customise content based on what your leads want, not simply what you think they need.

This means tailoring emails to their specific interests and needs, showing them relevant product recommendations, and creating personaliesd landing pages based on the products they've viewed or downloaded in the past.

Focus on Increasing Conversions

The goal of your digital marketing strategy should be to increase conversions. The more sales you can make, the better. But how do you increase conversions?

Start by learning what your current conversion rates are and how they compare to those of your competitors. If you know that a competitor is converting at high rates, you’ll have an idea of what it takes to convert visitors into customers.

You can also benchmark against other SaaS companies in your industry that have similar features, pricing models, target markets, or customer demographics (depending on what data is available). For example: if an e-commerce store sells $5 shirts and has 10% return visitors but only a 2% customer retention rate (which means 80% will not return), then their [conversion rate] would be calculated as follows: 10/80=12%.

Generate Valuable Content

It’s important to note that not all content is created equal, and your content strategy should reflect that. You can’t just generate any old piece of content and expect it to work, because you’re not looking for one-time sales. You need to create valuable content.

To define the term “valuable,” think about the following questions:

  • Is the content valuable to potential customers?
  • Is it valuable to current customers?
  • Is it valuable to prospects?
  • Is it valuable to partners or competitors?

Evaluate Your Competitors’ Digital Marketing Plans

  • What are your competitors doing?
  • How are they doing it?
  • What are the results?

Asking these three questions will help you to understand what works for other SaaS companies, and what doesn’t. You can use this information to inform your digital marketing strategy.

Gather the Right Intelligent Data and Use It the Right Way

Gathering the right intelligent data and using it the right way can help you understand your customers, your business, your competition, and even your industry.

In addition to providing insights into who's buying what product or service, data can also help identify trends in the market that signal opportunities for growth.

Consider the Power of Chatbots for Your Company and Your Customers

Chatbots are a great way to interact with your customers, and they can help you answer questions, give information, onboard new customers, and handle billing concerns. You can also use chatbots to help with technical issues or troubleshooting.

Chatbots have been around for a while now but they're still evolving. Facebook recently announced that its goal is to create AI-powered chatbots which will be able to understand natural language queries from users and respond accordingly (like Siri). This means your customer service team won't need as much training since they'll only need the ability to ask questions rather than write paragraphs of text for them to understand what's going on in their customer's minds!

SEO-Optimise Your Website for Voice Search and Smart Speakers

B2B Search Engine Optimisation (SEO) is the process of optimising your website for search engines by increasing exposure and visibility. Voice search is one of the most important forms of SEO for small businesses because it's growing in popularity and can help increase your brand exposure. Smart speakers are a type of voice-activated speaker device that uses artificial intelligence to answer questions and provide information based on user intent.

When you optimise your website for smart speakers, you're ensuring that your site is prepared for any changes made by Google or Bing—which means that it will be easier for customers to find when they're searching with their voice! Websites optimised for smart speakers also help users navigate through content more quickly, making them easy to use even if someone isn't familiar with the technology.

Don’t Forget Social Media as Part of Your Digital Marketing Plan

Social media is a great way to engage with customers, promote your brand and generate leads. It can also help you measure the ROI of your digital marketing efforts. Here are some ways social media can help SaaS companies succeed:

  • Engage with customers and prospects on social platforms like Facebook, Twitter, LinkedIn, or Instagram. Let them know about new features or promotions in real-time. Answer questions from users who are having trouble using your product. Be an active part of the conversations happening about your industry—and inject yourself into them when it’s appropriate for you to do so!
  • Promote yourself on social media by posting content that generates interest in your product or service offering. For example, if you have a new product feature launch coming up soon (or even better if there’s already one), create some buzz by posting teaser images and videos on Instagram or Twitter with links to where people can go learn more about it when the announcement goes live later this week! Try something like “Our newest feature will blow everyone away when we launch tomorrow – stay tuned…” etc., then link back through text posts/images/videos on all channels (Facebook & Twitter) directly back into where users will find out what happens next once they click through such as landing pages or blog posts explaining all about said latest updates; this is especially true for platforms such as Twitter because it forces users into opening up different tabs within their browsers which gives them more time than usual reading something that interests them before making any decisions regarding whether they should take action based off those contents being shown (e..g buy now button).

The right digital marketing strategies will get your SaaS company noticed by potential customers.

  • If you want to get the attention of new customers, you need to make sure that they know about your product or service.
  • The right digital marketing techniques can help ensure that you're reaching out and connecting with the right people at the right time.


If you’re looking to start your digital marketing plan for SaaS companies, we hope these tips will help. We know that the world of tech can be overwhelming, but we also know that it’s not impossible to succeed as long as you stay dedicated to your goals and take time out of each day for self-care.

It may seem like some of these strategies are incredibly expensive or time-consuming, but if they help drive more visitors to your website then they are worth it!

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