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4 Proven Demand Gen Strategies to Try for your SaaS Product

Given the challenges of acquiring, activating, and retaining customers in SaaS, demand generation is becoming more important than ever for SaaS companies. 

That being said, demand generation isn’t easy for everyone. While some SaaS companies develop creative ways to reach potential customers and drive demand for their product(s), others struggle to see the same results. It’s an uphill battle that requires persistence and creativity.

If you’re reading this, it means that you’ve identified demand generation as a key area for improvement for your company. That’s great. Regardless of where your company is currently in terms of demand generation effectiveness, there are always ways for improvement.

There are plenty of demand generation strategies out there; however, if you feel like you’ve exhausted all of your options, check out these four proven demand generation strategies that could work for your business as ways to shake things up in your sales process:

  1. Optimize your SaaS SEO strategy
  2. Create an incredible content marketing strategy
  3. Incorporate social proof/validation
  4. Do email marketing

In this blog post, you will learn about the above-mentioned proven demand generation strategies in detail. By the end, you will have four of the stellar demand generation strategies to take your SaaS product(s) on the crest of a wave.

Before we dive right into it, there’s a common confusion in everyone’s mind that must be cleared up. Let’s crush it:

Demand Generation – is it the same as Lead Generation?

The answer is a big NO

What causes this confusion is that lead generation and demand generation often overlap, but that doesn’t make them the same thing. The two approaches are often combined in order to produce the best results.

Lead generation refers to the process of converting a potential customer into a paid customer through marketing and sales efforts. Demand generation, on the other hand, is the process of identifying an existing or potential market and creating demand within that market. 

While both involve generating leads, they focus on two different types of customers: those who have already expressed a need for your product or service and those who may be interested in purchasing it.

Lead generation involves targeting potential customers who have expressed interest in your product or service. These people are actively looking for solutions to their specific problems or issues.

By tapping into this demand, you’re ensuring that you’re speaking directly to prospective customers who are most likely to purchase your product or service.

Demand generation involves identifying potential customers who are yet to express interest in your product or service. As such, this approach requires a more sophisticated approach than lead generation.

You must learn more about these individuals, their needs, and what type of products they would be likely to buy if given the opportunity.

These explanations must have cleared up the confusion around lead generation and demand generation, right? Since this article focuses on demand generation, now let’s get into the four proven demand generation strategies that can work wonders for your SaaS product:

4 Demand Generation Strategies that are Proven to Level Up your SaaS Product 

1. Optimize your SaaS SEO strategy

Before optimizing your digital assets by doing their SEO, optimize your SaaS B2B SEO strategy first. What do we mean by this? You will know it in a while. Let’s first have a sneak peek into SEO’s brief definition:

SEO is the process of optimizing your online assets—such as your website, blog, and product pages—so that they rank high in search engine results. 

In doing so, you’ll be able to reach a larger portion of your target market through organic searches. This, in turn, will help increase your conversion rate and generate more leads. 

But which search engine to optimize your digital assets for? There are many search engines, right? The answer is simple. Google—as it has a market share of 92%

Now that you’ve decided that you want to optimize your digital assets for Google, you need to know how to optimize for it. There are around 200 ranking factors that count on this search engine. 

Are you connecting the dots now about what we meant by optimizing the SEO strategy? With so many ranking factors, you can’t just work on a few of them and expect your digital assets to rank up in Google SERPs. 

So, we mean you should design an optimal SEO strategy, working mostly on the most effective Google ranking factors. 

You also need to take account of your industry and the type of business you’re in. For B2B SaaS, you can do the following things to boost up your SEO:

  • Perform keyword research: keyword research is at the heart of SEO, so be sure to do it carefully. Find the keywords that can take you to the top of the first SERP. 
  • Conduct on-page optimizations: optimize meta titles & description, focus on internal linking, create best content, etc. 
  • Conduct off-page optimizations: secure high-quality backlinks to your website to build authority. Also, make sure to take care of broken backlinks
  • Conduct technical optimizations: make sure your website is structured and is being indexed and crawled by Google bots correctly.
  • Choose an appropriate domain name: your domain name is one of the first things that people will see when they search for your product. 
  • Promote your content: be sure to promote your blog posts and other content across your customer acquisition channels. 
  • Host your content on a high-quality website: choose a website platform that offers SEO-friendly hosting. 
  • Keep your written content’s length around 1,500 words: Backlinko ran a study that found the first page results contain 1,447 words on average.
  • Add a table of contents: make sure to have a table of contents as it helps Google understand your content better. Or, at least structure your content into H1, H2, H3, H4 headings properly.

2. Create an incredible content marketing strategy

Woman typing at computer
Source

What Bill Gates, Microsoft’s founder, predicted in his essay in 1996 is now proven to be true. While talking about content’s future significance in the digital world, he had quoted, “Content is King!”

Content is undoubtedly on the throne in today’s digital space. It is what makes or breaks your online presence. You must know that those on the internet crave quality content.

If you don’t have it, your competitors may have it, and you may lose the one who could be your potential customer. 

Now speaking of your content marketing strategy, you must focus on creating a mix of quality, original, and unique content that resonates with your target market—for example, blog posts, ebooks, white papers, and online videos

Once you’ve created your content, be sure to distribute it across your customer acquisition channels. This will ensure that your content is reaching the right people at the right time— increasing its chances of success.

3. Incorporate social proof/validation

Social proof (also known as “social validation” or “social validation theory”) is a psychological concept that says people are more likely to do something if they see other people doing it

It’s an important concept regarding SaaS demand generation: people are more likely to sign up for and purchase a product if they see others using it. 93% of your potential buyers will decide to purchase through reviews.

Since it is crucial, you must actively work on enhancing your social validation. After you’ve enhanced or if it was already good enough, the main part is to leverage it for demand generation of your SaaS product. 

How to do so? There are a few ways to incorporate social proof into your SaaS demand generation efforts as under:

  • Feature testimonials: testimonials from current customers can go a long way toward convincing other people to buy your product. 
  • Run a beta program: if you’re able to get beta users to commit to your product, you’ll be able to feature them in your marketing efforts. 
  • Share your growth metrics: include information about how many customers you’ve acquired, how many new users you’ve gained, and other key metrics.
  • Get your SaaS product endorsed by experts or influencers: bring some of the renowned influencers and experts on board and have them endorse your SaaS product. 

4. Do email marketing

Email marketing is one of the best demand generation strategies. Not only that it helps generate demand, but it’s also a great way to nurture leads, increase product adoption, and generate new sales. 

For many SaaS companies, email marketing is an ongoing process that’s meant to help build long-term relationships with customers. It’s a great technique for driving demand, especially when you pair it up with automated email sequences. 

To create an effective demand generation email campaign, follow these four steps: 

  • First, create an email sequence that includes a welcome email, an email sequence for new features, and an engagement email. 
  • Second, make sure that your email campaigns are personalized—not just the content within the emails but the subject lines and send times as well. 
  • Third, segment your email list based on buyer persona and product usage. 
  • Finally, use email automation to distribute your demand generation emails at the right time and with the right content.

Final words

You could try many demand generation techniques for your SaaS product. However, most of them involve a lot of time and energy—not to mention the cost. Some of them do not even impact much on your net ROI.

Given that you’re launching a startup with limited resources, you’ll want to focus on demand generation techniques that provide the greatest ROI. 

So, as explained in this article, you should try creating an excellent content marketing strategy, optimizing your SEO strategy, incorporating social proof, and doing email marketing to generate demand for your SaaS product.

These all strategies will surely lift up your SaaS product’s demand generation game.

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2022

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