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You’ve worked hard to create a beautiful and functional website for your SaaS business, but the traffic data is making you feel like you and your team are the only people who’ve laid eyes on it. How do you get your site the traffic it deserves? Read on for helpful hints that will drive people to your SaaS business’s website.
Organic Search Engine Optimization
You’ve probably heard of search engine optimization or SEO, but let’s define “organic” a little better––it refers to the listings that populate the body of Google’s search results— the listings that aren’t paid for. While you can’t pay to place your listing in this prime position, there are things you can do to ensure that you’re featured in the center of the page.
The main way to generate organic SEO activity is to create valuable, keyword-rich content on your website. Typically, this manifests as a blog. We recommend blogging on a regular schedule and offering visitors to your site insightful and useful information that positions your company as a solution to the problem the visitor may be having at that time.
Pay Per Click Advertising
Pay per click, or PPC, is a common form of advertising that requires the advertiser to pay a predetermined fee whenever someone clicks on one of their advertisements. With PPC, you’re basically paying to direct people to your site. This might seem counterintuitive—after all, didn’t we just recommend that you strive for organic hits to your site? Ideally, you would use both methods to be sure that you’re generating the largest audience you can.
How do you get started? The best place to start is with Google’s AdWords. It’s relatively simple— create a Google account, go to Adwords.google.com, and they’ll walk you through it. You can start small, and grow your campaign in scope as you become more proficient with the process.
One of the largest-growing audiences for PPC advertising is the mobile market. The number of people going online using their smartphone or tablet is now higher than the percentage of folks who use a desktop or laptop computer. Be sure that your campaign is optimized for people searching through mobile methods. Responsive, fast-loading landing pages will help retain the attention span of your users.
Social media is no longer optional for marketers. It’s so common, (ubiquitous, even) it’s assumed that your business has a presence across various social media channels. If you don’t have an account on at least one or two platforms, you’re missing out on a (free) opportunity to connect with potential customers as well as the people who already love your product.
How do you decide which platforms are best for your particular business? Do a little research. Where are your peers active? Where are conversations about your industry taking place? If there’s an active discussion about your industry, it’s important that you take part in it. You’ll establish yourself as a credible source of information and make connections with people who are interested in what you have to offer.
Another useful aspect of social media is targeted advertising. For instance, you can create a Facebook ad— a form of PPC, as you only pay when users click on your advertisement and target it to a specific audience. You’ll only be showing the ad to interested parties, which will cut down on clicks with no payoff. Popular social media platforms to advertise on are Facebook, Twitter, LinkedIn, and Instagram, but there are also niche opportunities with Snapchat and Pinterest. Regardless of the platform you choose, you’re able to use targeted advertising to reach an even wider audience.
Marketing is a little easier when you work with a partner. Idyllic partner promotions start when two businesses who share some element in common work together to promote one another. Say, for instance, your business sells doughnuts. You can partner with the coffee roaster down the street and promote their coffee in your shop while they promote your delicious doughnuts in their business. Sure, this is a small-scale example, but the “You scratch my back, I’ll scratch yours” mentality brings your product to a whole new audience— an audience that’s interested in a product that’s compatible with yours.
Partners can author guest posts for each others’ blogs, send emails that are relevant to both partners’ customers, and share each others’ posts, tweets, and photos on social media. There’s no end to the ways that a great partnership can positively impact your marketing efforts.
Feeling more confident about finding an audience for your SaaS website? Download our guide, What You Need To Know About Selling Online, and get even more valuable information that will help you market your product effectively.