Five Ways to Drive More Users to Your SaaS Platform
SaaS industry is getting more and more competitive. It used to be rare to find a SaaS. Now they are everywhere and you have to stand out to get ahead.
An article by 99Firms gathered some incredible SaaS stats that we should all be taking seriously over the next year:
- The corporate SaaS industry will be reaching an estimated $7.4 billion by the year 2021.
- By the end of this year, it is expected that at least 41% of all company workloads will be on the public cloud, with ever reducing numbers on on-site workers or servers.
- A full 73% of surveyed businesses stated that they will be using all SaaS apps for their needs by the end of 2020.
This tells us something very special: SaaS companies are not just necessary, they are insanely profitable.
But this also means higher competition in just about any niche?
How to still drive new sign-ups to your SaaS platform?
Here are a few ideas:
1. Start Marketing Videos
- On social media, Optinmonster reports that marketers have an average of a 54% rise in brand awareness when they combine social media and video marketing.
- In a survey, CharityDynamics found that 60% of millennials prefer watching videos over reading newsletters. This was done in 2017, so the number is sure to have risen. Not to mention the younger generation, which operates almost entirely through video.
You can create videos on how to use your platform, which problems it is solving, and how to integrate it into your business. Renderforest’s video creator will help you keep video creation in-house by giving you online templates and tools to put a professional video together.
Here’s a full list of provided video templates. You can edit each of those to make it completely unique.
Renderforest provides online tools for creating professional explainer videos to promote your SaaS platform.
2. Optimize for Search Intent
I assume you know what keywords are and how to identify and optimize for your target keywords.
Well, keyword optimization is no longer enough. Google has moved away from exact keyword matching. Google knows exactly what each particular user is looking for. They understand each query context, and so should we.
Text Optimizer allows you to identify context behind each query by applying semantic analysis to each search engine result page and extracting related concepts and entities. It’s a great way to enrich your content while making it better optimized for search intent.
3. Embrace Web Accessibility
How many people are not currently able to register for your free trial or even navigate your site? Quite likely, it may be a quarter of your target audience, as it has been estimated that one in four American adults lives with some kind of disability which may be preventing them from using the web effectively.
Adjusting your website to the needs of all of these people may ultimately open your doors to new users (who were not able to use your site previously) as well as positive press praising your for your inclusive marketing practices.
Better accessibility means a more optimized site for voice search as well, because voice-activated devices navigate websites similarly to how assistive devices are navigating the web. So web accessibility compliance will help you on many levels.
Here’s a solid guide on making your site more accessible. You will see it is quite doable!
4. Clearly Understand Your Pricing Structure
I see this happen all the time. An SaaS launches and they have an overly complicated and sometimes even undervalued pricing structure. The reasoning for this is easy: they want to please everyone and they are afraid of charging too much in the process.
Both of these things can chase off new customers. For the structure itself, too many tiers will just annoy the average user. Having three is plenty, maybe four if you want three tiers plus an enterprise customization offer.
As for price, if your service is too cheap, it will lower the perceived value of your service. You know your SaaS is worth having, so show it is worth paying a fair price for it.
5. Partner up with others
Keeping a close eye on your competitors is a good way to learn new marketing strategies and understand their customer base better. Yet, it’s not just competitors you need to look for.
There are likely to be lots of matching SaaS platforms which can help you build online presence.
For example, let’s say that you run an SaaS that allows freelancers or small businesses to create and track invoices. You could try to team up with another SaaS that specializes in providing self-serve taxes for that demographic, or creating verified legal documents and contracts.
Partnering with influencers is another good idea to explore.
In the end, your best bet is to just have a product that is going to catch word of mouth, on top of your efforts. So focus on quality, not just pushing out as many ads as you can. To get those customers flowing, the tips above will really do a lot.