5 Tips to Create a Customer Acquisition Strategy for SaaS


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Customer acquisition may work a bit differently for SaaS companies compared to other businesses that offer tangible solutions. Even compared to companies with a digital presence, customer acquisition for SaaS is a totally different ball game. 

That’s the reason why most businesses struggle at acquiring customers in the SaaS industry as they deploy strategies best suited for traditional business models. It is difficult to activate the sales funnel for SaaS products via strategies with a short-term vision. So, it’s recommended that you design and deploy bespoke customer acquisition strategies to ensure a lasting impact.

How to create a fitting customer acquisition strategy for SaaS?

Here are a few tips to consider.

Know Your Customer

Knowing your customer leads you to design a stellar customer acquisition strategy. Getting acquainted with your target audience paves the way for you to increase your mindshare and outperform your competitors.

Being familiar with the buying behavior and interests of your customers helps create data-driven and customer-focused acquisition strategies. Doing so, you won’t be making decisions on a whim but based on useful information and relevant insights.

There are many ways to collect information about your customers such as website analytics and surveys. However, businesses often underestimate the power of chat transcripts. Website chat is one of the effective ways of interacting with your current and potential customers. It gives you in-depth information about your customers and their preferences. 

Around 63% of visitors are likely to return to a website that has chat enabled. Through chat, customers inquire about certain queries and share their experiences. This not only helps your customers seek desired solutions but also enables you to identify their pain points and devise tailored acquisition strategies.

Optimize Your Website

It has been reported that around 79% of customers do not prefer to make purchases from a site with below-average performance. Your website represents your brand online and having one that offers a clunky user experience just does not work.

There are many issues that affect a website’s user experience with its load time being at the top of the list. How would a website that takes forever to load help you generate leads and acquire new customers? They would just go over to someone else who offers them a better user experience.

A case study about Google, Amazon, and other SaaS giants showed that a 1-second delay in a website’s load time can cause a 7% drop in conversions. So, getting your website’s basics right is the key to success and ensures that you attract new customers hitch-free.

Grow Your Email List

Most visitors are less likely to return to your site again. There are a lot of alternatives to explore especially in the SaaS industry. But you can prevent it from happening by actively reaching out to your potential customers.

Gated content is one of the most effective tactics for attracting prospects and acquiring customers in the SaaS industry. Gated content fuels your sales funnel by generating new leads for your business.

You need customer details to reach out to them for deals and promotions. However, people are reluctant to share such details with businesses. With gated content, you can gather the required information and kickstart the acquisition process.

You entice users to provide you with required information in exchange for free content and digital resources like e-books, guides, videos, webinars, white papers, etc. But that is not all. You can also attract users by offering free trials and other limited-time deals.

This is one of the most effective ways of growing an email list that facilitates customer acquisition for SaaS. But for this to work, you have to ensure that what you offer should be well in line with the interests of your target audience.

Add Social Proof to Your Site

Adding social proof to your site is one of the efficient strategies to acquire new customers in the SaaS industry. Around 72% of customers seek reviews to make decisions. Positive reviews and recommendations work as reassurance for new customers and help build trust.

Nevertheless, only 6% of customers actually review products that they use. So, you might have to entice customers to review your solution by offering something in return. It can be anything from discounts on future purchases and cash-backs to non-monetary rewards.

Customer reviews, however, are not the only way to add social proof to your site. You can also share case studies concerning your product. These success stories will educate your prospects on how your product helped respective users achieve their goals or solve a particular problem.

Announcing partnerships with reputable companies can also help gain the trust of potential customers. This is generally done by showcasing your partners’ logos on your site. This adds credibility to your brand via associations with renowned names in the industry.

Create Product-Led Content

Being a SaaS company, you should be laser-focused on creating product-led content around the needs of your target audience. This encompasses your core niche and shoulder niches. Your content should be optimized as per the search engine algorithms and SEO best practices to bring traction to your site.

Around 81% of the leaders consider content as their marketing strategy’s core. A product-led content strategy helps promote your product as a solution that your customers seek. Content plays a key role in helping you acquire new leads. Creating content around the queries of your target audience creates awareness and fuels your sales funnel.

As a SaaS company, your content should be backed by thorough research and cater to high-volume search queries related to your niche. By addressing these queries, you would be able to rank higher than your competitors and increase your organic traffic.

There you have it. The 5 tips to create an effective customer acquisition strategy for SaaS businesses. The list is short but comprises useful tips to help you get started. The implications of these tactics may vary from one use case to another. But they’re all brilliant ways to acquire new customers. Try them out and see which ones are best suited for you.

Thomas Griffin
Thomas Griffin is the co-founder and president of OptinMonster. He is an expert software architect with a deep knowledge of building products for the mass market and consistently works to delight his customers.


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