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3 Underrated Advertising Techniques for SaaS Companies 

Apr 17, 2023

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Providing web-based software applications that customers can access through the internet in the form of services such as productivity tools, project management software, customer relationship management (CRM) systems, etc, is a service that's in high demand. After all, from a consumer's perspective, web-based software applications offer flexibility, convenience, and cost-effectiveness. Naturally, there are 1000s of companies vying to fill growing demand, which means that any company that wishes to stand out from the crowd needs to use advertising techniques that are not commonly used. 


So here are 3 underrated advertising techniques for Software as a service (SaaS) companies. 



Point-of-Purchase Advertising 


Put simply, point-of-purchase (POP) advertising is a technique that involves promoting products or services at the location where customers make purchasing decisions. For a SaaS company, this could mean their website or in the checkout process, with the goal of capturing a customer's attention with a compelling reason to make a purchase or upgrade their current subscription. 


For example:




  • In-site promotions of upgrades, add-ons, or other features relevant to the user

  • Targeted landing pages with detailed information about the virtues of a product or service 

  • Exit-intent popups offering discounts, free trials, or other incentives 

  • Upselling with a more expensive or advanced version of a product or service during checkout


Webinars 


Hosting webinars can be a highly effective strategy for SaaS companies to promote products and services, as well as generate leads, all while establishing thought leadership in their industry. This is because consumers value useful content and companies able to provide this are typically rewarded with leads among other things. Plus, webinars can be recorded and shared on social media to a wider audience long after the live event has ended, basically reaping the benefits of two advertising techniques. 


When hosting a webinar, it's a good idea to:




  • Define your audience. Who are the people who would benefit most from your webinar? What are their pain points and challenges? What kind of language and messaging will resonate with them?

  • Promote early and often with email marketing, industry influencers, and website banners 

  • Use eye-catching visuals 

  • Optimize your landing page for conversions

  • Follow up with attendees to nurture leads with free trials or demos


Retargeting Ads


Say you run a project management software company, and someone visits your website but doesn't sign up for even a free trial. Retargeting ads means arranging for them to see an ad on their Facebook newsfeed with a message like "Still looking for the perfect project management tool? Try our software for free and streamline your workflow today." 


For Saas companies, retargeting ads can be a powerful tool to remain on top-of-mind of potential customers by re-engaging those who have shown interest but have not yet made a purchase.


For the best results with this technique, you want your ads to be visually appealing, featuring clear messaging that speaks directly to your audience.


Overall, the key to success with any advertising technique is to understand your target audience and create messaging and content that resonates with them. By not just experimenting with these underrated techniques but also tracking your results, you can find the right mix of tactics to reach and engage potential customers and grow your SaaS business.