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Types of SaaS Promotional Campaigns

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Organizing SaaS PR efforts into campaigns helps track, analyze, report, and change efforts by using specific messaging and audience segmentation. There are several strategies that can help brands in the SaaS industry create more effective campaigns, align with overall business goals, and achieve more success. While there are many different types of promotional campaigns that companies can create, the ones outlined below are the most popular for helping companies generate leads. These tools also help companies convert those leads into consumers, and turn consumers into brand advocates.

Campaigns for Generating Leads

One of the most common types of promotional campaigns for companies in the SaaS industry are those that help attract the right people to a company’s business website. To do that, companies have to create a core concept to encourage more website visitors to start the buying journey. Creating this type of campaign begins with identifying a core subject that the company will promote through its campaign, and creating content around that subject. Then, the company should create clusters of relevant content around that core subject, and which can also improve the website’s SEO efforts.

To figure out the core concept of a campaign, companies have to conduct in-depth keyword research and identify the terms and queries that people use to find information that they provide. Organizing website content in this manner helps companies rank higher in search engine results pages (SERPs), and helps consumers find the company organically. After a company creates and publishes their content, it has to promote it through search engine and social media ads, as well as through organic social media posting. To get more people to follow through on their buying journey, companies should also provide relevant calls to action (CTAs) that guide website visitors to the next stages of their buying journeys. These CTAs provide visitors with different types of valuable content. Such content includes downloadable eBooks or worksheets, product demos, and consultations.

Campaigns for Converting Leads

Once a company has enough website traffic, it’s time for it to encourage its website visitors to start converting. To achieve that, companies should have a clear and concise landing page that converts leads into users in a free trial period for the services they are offering. Companies should also add calls to action to different parts of their websites. They can also conduct long-term nurture email campaigns that provide leads with valuable content and CTAs. All of the messaging used in these strategies should center on the benefits that leads can get by making a purchase.

Campaigns for Creating Brand Advocates

Once a consumer finally converts, it’s not the end of the line forSAAS PR campaigns. In fact, the most important element in reducing consumer turnover is creating a long-lasting relationship with loyal customers. This helps companies increase the lifetime value of their customers, which is best achieved by encouraging consumers to engage with other users in the community and providing them with valuable content.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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