Before we begin, you need to do away with any conceptions you may already have about marketing. The traditionalist may have a rather frustrating undertaking before them if they were to attempt to understand the abstract nature of Saas marketing. SaaS, or Software as a Service, cannot follow the normal rules of marketing for the product being sold isn’t, in most cases, tangible. Welcome to SaaS, where your service offered is intrinsic to your customer service. That’s right, your care towards your clients becomes an actual asset that reaps a return. It’s no wonder why hundreds of savvy marketers are switching to a SaaS model. With its high adoption rate, lower cost of initial setup, effortless upgrade system, and easy integration, SaaS is now more widely used than ever for those looking to enhance their online business. While this business approach is effectual, it is only so if implemented correctly. That’s why readjusting your approach to traditionalist marketing methodology is necessary before even considering using this model.
Assumptions You Need to Get Rid Of Before Moving Forward:
1. The product orientated approach to sales.
With SaaS, your key products aren’t tangible. There are two assets that draw your buyers in: information and software. This is where SaaS deters from traditional marketing campaigns. Let’s start with the lesser of these two concepts. Yes, software is the actual tool through which your business functions. Yet, information is the substance within the software that gives it value. We’ll get into the specifics of information harnessing later on; for now it’s important to dismantle any notion of a fixed product.
2. The belief that running an online business mitigates the need for customer service.
Just because your product is digital, doesn’t mean that its buyers are. When it comes to SaaS, retaining utmost customer service is the absolute golden rule to abide by. A client that receives continual support from a service provider, is a client that will continue to invest. Yet, let’s not get customer service confused with that traditional concept: offering a portal in which a client can submit a complaint or query. This is an example of passive support. SaaS differs from this model by offering active and engaging support before the customer addresses the provider with a need. This is achieved by producing consistent content that aims to inform, intrigue and embolden clients.
What “Product” Does SaaS Sell?
We’ve said it above, and we’ll say it again: customer service is not a means to an end, it is a lucrative investment.That’s why adopting an Saas model to your business strategy has become so popular over the years -- it’s effortless application process makes remote application hosting a breeze. By reducing the need to buy expensive hardware or software, which then requires maintenance and updates, Saas offers seamless and steadfast hosting capability. All that’s required is Internet connection and the user is granted access to any application he or she desires.
How does the Saas marketer do this? Offering free trials and allowing for short sales cycles. However, the most valued attribute of Saas marketing lies in one simple word: Information. Saas is a business of information selling. Information is the product and the means of retaining quality service. Let’s consider some examples of businesses who embody this notion. Kissmetrics is an analytics software company that provides a sophisticated social media interaction system that tracks users that view and interact with your website. Working similarly to Google Analytics, Kissmetrics uses data to drive results in social media and content management. The best representation of Kissmetrics success can be seen in one content area that has reaped tremendous results: the blog. Via this platform, the company consistently offers a plethora of information about conversions, marketing, business growth models and much more. They manipulate infographics as one of their most successful content marketing tools, catering to those who rely heavily on social media, consistently converting leads from the resulting traffic received. Kissmetrics is a prime example of one businesses approach to Information marketing. In this model, information was used to do what it entails: inform users on topics that aim to enhance their own business strategy. The quality and frequency of such content, drives Kissmetrics client base.
How Information Is One of the Most Valuable Assets To Your Company
Whether or not you wish to harness Information via the platform of a blog, social media outlet, interactive component, or other venue, it’s important that it follows the brand image you intend to purport for your business. By establishing a brand, you’re also establishing your product. This, in turn, constitutes a client base. This is why Saas is increasingly popular; it allows the marketer to actually generate the brand image they want to create based on the way users interpret information offered by the seller. Content means everything in today’s digital playing ground. How you choose to sculpt your business, no longer just defines the way you play the game, it allows you to reinvent the game itself.