The Best Channels To Include In Your SaaS Marketing Strategy

People in an office discussing SaaS marketing strategy around their laptops

For SaaS brands, content marketing guides your target audience smoothly through the conversion process. It’s not just about getting your name out there; it’s about addressing your audience’s challenges and showing them how your solutions can help. When you create well-researched, valuable content, you successfully build trust and establish yourself as a go-to authority in your industry.

But that’s not all. Great content marketing also boosts your online presence and, in turn, improves your SEO – helping you climb the rankings and maximise leads in the process. What’s more, it keeps your existing customers engaged and supports upselling by offering them ongoing value. 

Ultimately, a strong content marketing strategy is what helps your SaaS solution stand out – giving you a competitive edge in a crowded market. But which channels and formats are best to include, and where should you focus your efforts? We take a look…

Make an impact in their inbox

Email marketing is all about using email to promote your software and keep your customers in the loop about updates, promotions, and more. For SaaS companies especially, email marketing can be a powerful tool to get your product in front of customers.

Below is a quick rundown of what SaaS emails can include:

  • Newsletters
  • Lead nurturing campaigns
  • Onboarding series
  • Product/service news 
  • New feature announcements 
  • Feedback requests 

One of the best things about email marketing for SaaS is the ability to tailor your messages based on user preferences, demographics, and behaviours – allowing you to speak directly to your prospects and their needs. This could be as simple as addressing someone by their first name or chasing up their recent actions, including past purchases or items left in a shopping basket. Many handy automation tools, like Mailchimp, enable you to do this as well as monitor email performance and easily design templates.

Turn likes into leads

Social media is undoubtedly a powerful tool in SaaS marketing, but you need to learn some tricks of the trade first. Choosing the right platform can make all the difference.

LinkedIn

LinkedIn leads the pack, with 92% of tech marketers agreeing that it delivers the best value for their organisation – likely due to its professional networking capabilities and business-focused audience. LinkedIn is a place where decision-makers and industry peers congregate, making it a prime space for sharing content, building relationships, and generating leads. A staggering 89% of marketers use it for lead generation and 62% say it produces leads effectively. 

YouTube

While not as dominant as LinkedIn, YouTube is still valuable for SaaS content – 27% of tech marketers cite it as a top-performing channel. These days, people are turning to YouTube to help make their buying decisions. They’re hunting for product demos, educational videos, and customer testimonials to get a real sense of what they’re purchasing and hear honest opinions about your products and services.

Facebook, Instagram, and X

These platforms have seen a decline in relevance for SaaS marketing, with 18%, 10%, and 10% of marketers saying they deliver the best value respectively. In fact, 73% have increased their LinkedIn use since 2023, and 34% have decreased their X use. Though they still have their place, focusing your SaaS marketing efforts on LinkedIn and YouTube will likely yield better results for your brand.

Turn webinars into your secret weapon

Webinars are another standout channel in SaaS marketing. These prove particularly effective for engaging with your audience in real time, showcasing your expertise, and driving conversions.

56% of marketers point to webinars as the best-performing distribution channel, followed closely by in-person events, blogs, email, and organic social media. They serve multiple purposes – from educational sessions to product demos, with 93.5% offering educational webinars and 85.8% using them for demos

A remarkable 92.31% of leading SaaS brands use recorded webinars as lead magnets, too, enabling them to capture the contact details of people who might have missed the live event or want to watch it at a later date. They can continue to engage them with value-add content and encourage them further down the sales funnel.

Master organic marketing 

Now on to SaaS SEO – try saying that five times in a row without your tongue turning into a pretzel. SaaS SEO is a powerful strategy for boosting your business’ visibility on search engines and attracting people seeking the solutions you offer. 

By focusing on high-traffic keywords to identify common customer queries and developing helpful, relevant content that showcases your unique values, you can effectively transform your SEO game and attract more substantial leads.

Take your content from good to great

Now you’re all set to become an SaaS marketing powerhouse – ready to conquer your niche with strategic content and savvy channel use. With the right approach, you’ll captivate your audience, drive conversions, and see your SaaS venture thrive like never before. 

And if you need a hand perfecting your strategy, let’s talk.

Words by Sophie

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