At its core, inbound marketing strategies are designed to get customers from wherever they are online to your website. Only once they’re on your website can you see what they are doing, their interests, and whether they sign up for your SaaS subscription.
Sounds like a tough challenge, doesn’t it? These tips will help you start structuring an effective inbound marketing strategy that works in 2024:
Look at Inbound Marketing Strategies
Inbound marketing can help your business explain what you are, and what you do, and then direct your customers to your product. So many brands struggle with creating an inbound marketing strategy that works because they don’t break it up. There are so many steps to the buyer’s cycle, and you need to have an effective campaign for each and every step. The good news is that a winning content strategy naturally makes creating a good inbound marketing strategy easier.
Building a sales funnel for your SaaS business is all about understanding how to get a customer naturally from point A, to your landing page destination, and then, from there, to another page on your site, to another, to another, until they’re ready to subscribe to your software.
Stage One: Research Gathering
The first step of the buyer’s cycle is research gathering. This is when they start to dip their toe into looking up solutions for their problem, or perhaps just want to learn more information in your niche for their own purposes. Being a brand of authority on all matters in your industry or niche will enhance your reputation and keep your customer on your page.
To attract customers at this stage, you need to create top-notch, cutting-edge content. Since this is very professional-faced, you’ll want to market these pieces through professional platforms like LinkedIn, Forbes, and other industry-first publications if you can. Link them to your brand, where an even deeper look into that topic can be found.
Step Two: Solving Pain Points
The next big step is to solve pain points. This customer knows what they need; they just need someone to come by and offer them a solution to their problems. Content about how to improve workflow or whatever pain point you solve is a great place to start. You’ll also want to create in-depth guides on how to use your software to solve those pain points. Since this is a more specific step, as in, customers are likely searching for answers actively, you will want to market using PPC marketing, social media marketing, and also OOH marketing.
Step Three: Positioning Yourself as the Solution
Customers at this stage know what they need to solve their pain point. All that is left is choosing which brand to partner up with. You need to offer very specific value to bring in customers at this stage. Offer a freemium product, a private product tour, or a desktop version of your software so that customers can try it out for themselves. Once again, traditional marketing techniques will work here, but retargeting is going to be the real golden ticket. Soft selling by having them sign up for your newsletter or download your free trial, and offer easy, in-depth guides and tutorials so that customers learn how to use your product fast and know how to make the most of it intuitively.