Promoting SaaS products can be a tricky task, even for those who have been in the industry for a while. With so much competition, various solutions vying for eyeballs, and seemingly unlimited methods to use at your disposal, the word daunting might be considered an understatement! And, with everything that has gone on recently in the SEO world, it’s easy to become despondent regarding just how exactly you ought to promote your new product.
You might believe that if you genuinely believe that your solution will help individuals and businesses to succeed, users will flock to your product in a “build it and they will come” sort of thing. But the reality is that you need to put in some real effort if you want to stand out and see your product thrive among the many. Here, we are looking at a few options on the table, but as with anything to do with marketing these days, if you want to see the greatest results, they are best used in conjunction with one another rather than in isolation.
Core Strategies For Driving Traffic
As we alluded to, there are various options that, when utilized to the fullest, will offer fantastic results when applied together. These range from conventional seo services that offer interesting new slants on bringing in the organic traffic we all crave, to paid partnerships in the guise of ads and collaborations with “influencers” in your industry (although that term has fallen out of favor recently, it’s still effective when used correctly). The table below gives you a brief overview of the core strategies open to you. Just remember that you can often leverage professional agencies to assist you in setting up campaigns and even running them if you’re unsure where to begin.
| Traffic source | Description | Pros | Cons | Best for |
| Organic search | Traffic from search engines like Google that comes from user searches. | Sustainable.High intent.High adoption rates. | It takes time.You need technical knowledge. | Long-term growth. |
| Social media | Referrals from relevant platforms like X, Facebook, LinkedIn, et al. | Potential virility.You can build a community.Easy to set up and get going. | Low conversion rates. You have to build an audience.Lots and lots of spam. | Networking and building a community around your brand. |
| Paid ads | PPC campaigns using platforms like Google AdWords and Meta. | Fast traffic.Targeted.High retention.Ability to retarget. | High cost.Potential to lose a lot of money.You have to deal with ad fatigue. | New launches where you want to build a buzz. |
| Traffic from personalized newsletters. | Targeted.Usually, high-quality referrals. | Spam filters.Difficult to build an audience. | Help you build customer engagement and loyalty to your brand. | |
| Partnerships | Partnering with other brands or individuals to promote your product. | Leverage existing audiences.Fast results.Credibility. | You are at the whim of an entity outside your control.It can be expensive. | Partnerships can help to launch new products and expand as you add more. |
Implementation and Optimization
Just closing your eyes and pointing at one of these strategies will do you no real good. You need to have a deep understanding of how you might implement them, join them up with other marketing techniques, and then optimize them to lower your overall cost and achieve the best results.
- Create a traffic roadmap: Creating a roadmap involves more than simply saying you want x number of users by a certain date. This is OK as an entail jumping off point, but to achieve real results, you will need to set specific, measurable goals, such as a 20% monthly traffic increase over each month. This will enable you to devise the steps required to reach these goals more efficiently, and which tools and methods will be most useful for the allotted amount of time.
- Leverage different tools where they make sense: There are a dizzying number of tools in the marketing industry, and choosing which work for you can be a headache at best. But narrowing down the strategies you want to use will also help to narrow down the tools that offer the most value.
- Conduct A/B testing: Just because you might think you’ve fallen on a winning strategy and are bringing in new users faster than anticipated, doesn’t mean you can’t try to get even more. A/B testing allows you to build on what’s already working and further boost results.
- Iterate and scale: Reviewing current and past performance will give you the impetus to push on and keep building up a loyal audience.
When promoting a SaaS product, you have plenty of options at your disposal. In fact, so many that choosing which will work is often the hardest part (at least starting off). But if you know what you want to achieve and have genuine goals, you will end up with some combination of the options discussed here that will see your user base skyrocket in time.
