Sure, it may look like an ordinary smartphone. In fact, it may look exactly like the smartphone you use to communicate with your clients. But if you’re a savvy software-as-a-service (SaaS) marketer, you’ll see that it’s really much more than a simple phone. It’s a key weapon in your marketing arsenal.
When creating a new marketing campaign for a SaaS startup, it’s tempting to go all out on an uber-cool, clever, or technologically awesome campaign. But that isn’t really necessary. Businesses that depend on SaaS to run their day-to-day operations don’t want smoke and mirrors and larger-than-life ad campaigns from their service providers. Instead, they want reliability, dependability and accessibility. That’s good news for SaaS business owners and marketers. Why? Because everything you need to market your business is right under your nose. Here are a few tips to get you started.
Market Your Reliability
In today’s world of rapidly changing technology and fly-by-night tech companies, showing potential customers that you’re committed to your business and theirs for the long-term will set you apart from your peers. Do this by choosing your language carefully, in both your print and digital marketing materials. Pay special attention to your blog, case studies, website copy, and even your business cards. Select words and phrases that position your business as dependable, accessible, and committed to customer service. “On time” “always available” “service clients in the hospitality industry since 2005”,(but only use this one if it’s true) or “proud member of the Better Business Bureau”(same with this one). These are all phrases that inspire confidence in business customers. Using language like this helps differentiate you from competitors that focus on the fast, hard, sell; competitors who may not be around next year, or even next month. Take a look at your current tag line or motto, business card, online business directory listings, invoices, and website copy. Does it include language that markets your reliability, and showcases how you add value for SaaS clients? If not, it’s time for an update.
Dress Up Your Dependability
In the software technology b2b world, dependability is NOT boring. It’s desirable. However, you can make your dependability a more alluring feature by dressing up the tools of your business – tools you already have. To do this, you need to take a fresh look at your IT, including your Internet and network services provider. How does your IT service provider help you deliver reliable and dependable services for your own clients? Write it down. Take note: instead of just a company providing phone and internet services for your business, tell your clients how your service provider “enhances your dependability”. While you’re at it, study your print and digital marketing and operational materials. Pay particular attention to your email signature line, printed business card, and invoice. Instead of seeing them as just a few necessary words and your contact information, view them as opportunities to remind potential clients that you’re dependable and reliable. Dress them up – add your tag line, your “delivering great SaaS service since whenever” motto, or “proud member of” line. Every chance you get, remind your customers that your business is in it for the long haul.
Highlight Your Accessibility
Modern smartphones provide phone, texting, emailing, social media chatting and even video conferencing, and today’s SaaS providers can’t operate without them. Accessibility has become so commonplace many people don’t even give it a second thought. However, your accessibility as a SaaS provider is crucial to your customers, and therefore, to your own business success. So why not point this out as a benefit? After all, your smartphone isn’t just a means of communication it’s a critical accessibility tool. It makes you accessible at all hours to clients for whom you’ve provided mission-critical SaaS. You (or one of your employees) is likely available 24/7 to help your clients. If there’s an issue with your programs, your clients can reach you or a staff member immediately, minimizing costly downtime.
Marketing a software technology or SaaS business doesn’t require a huge marketing budget or an elaborate campaign. Instead, wow your clients with the reliability, dependability, and customer service you provide based on the technology tools and service you already have. This will help you stand out from the crowd, and increase the chances that your business will still be standing long after your competition has folded.