Types of SaaS Promotional Campaigns
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.