The Inbound methodology can be very useful for SaaS (software as a service) companies. The main objective is lead generation with high conversion rate in order to achieve these challenges we must optimize strategies.
First of all, what we have to do is analyze the conversion process, all the steps the customers pass through until they buy the product. Based on these actions, we can explain how Inbound Marketing can be applied to SaaS companies.
It is essential to invest time and resources in online positioning to increase visibility. If we want to be in the right place and at the right time for potential customers, we need to be “visible” when they search online how to solve their problems.
That’s the reason why it is important to clearly define the buyer personas of our company. This method is very useful to understand, in a semi-fictitious way, our customer’s behavior and their interests. From there, we can offer more interesting content that could move them forward in the buying journey.
At this stage we want the customer to download a demo. To start the download it’s necessary to fulfill a form where we can ask relevant information that can be helpful to build our buyer personas more accurately.
This form will be placed on a landing page with a CTA (call to action) to catch their action. Once they have filled the requested fields, they could start testing the free demo of our product.
Don’t forget to avoid distractions on the landing page. Preventing the user from leaving the web is easier when we remove the main menu and the social media buttons.
3-Activate the product
At this moment we know who our potential customers are, the ones that downloaded the demo, our work is to convince them. We could approach them via email sending interesting and relevant content. It could be an ebook about how to use our software and posts about its advantages.
4-Buy the product
This is the final and most important step of the process. We want the customer to buy the premium version of our software, so we will have to convince them about the advantages and all the benefits for the company.
With the data we collected previously we can build email marketing campaigns where we can segment the audience and offer different customers specific services.
If you go through these 4 stages your SaaS sales are going to increase. Anyway, even if you succeed or not, our advice is to check how your strategy could be improved in each step of the process.
This article was originally written in Spanish Cómo aplicar Inbound Marketing en empresas SaaS.