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Not a single industry, business, or person has escaped the effects of Covid-19 in the United States. The SaaS sector is no different. Most of these businesses rely on subscriptions and projected growth, but with so much uncertainty, subscription and revenue trends are heading down.
Effective B2B SaaS marketing has never been more important. A recession may be coming, so you need to pull in as much business as possible before the bottom completely falls out. A strong marketing strategy can help with that, but you may need to shift gears during the pandemic.
Here are some things you can do to position yourself well during the pandemic and beyond.
Your Existing Customers are More Important than Ever
Not only are you at risk of not gaining enough new subscriptions to stay afloat, but you are in great danger of losing your existing customers as well. As they are feeling the pinch, they will have to rationalize their budgets and you could be on the chopping block.
This is where you have to take that second “S” to heart. Your customer service needs to be exceptional. Aim a lot of your marketing at retaining your current customers. Go above and beyond to solve their issues and make sure they have what they need.
The more you do for your customers, the more they will do for you when they recommend your product to their colleagues and friends.
Content is Still King
With so much on your plate, you may be inclined to cut down on content creation until things get back to normal. However, that would be a mistake. Content creation should be the foundation of any marketing strategy you may undertake during the pandemic period.
More people are online than ever, and if you can provide up to date content that is relevant to them, it can be incredibly powerful. While you may not be able to visit businesses and talk to people in person, having that content on your site and on social media can create a space for potential and current customers to get information and have their questions answered.
Create Alternative Types of Content
Millions and millions of people are spending most of their time at home. Even when they are “at work,” they are often in their pajamas in their home office. Many of these people, however, are taking the extra time they have at home to better themselves. This includes exercising and going on more walks, for sure. However, it also includes improving their skills and knowledge.
You can benefit from this mindset by creating content that goes beyond written words on your website. Podcasts, videos, webinars, and alternative content will give users another way to learn from you. They can listen while doing the dishes, attend webinars during work hours as professional development, and watch your videos while settling in for bed. All of this will help grow your audience and further position your business as a reliable expert in your field.
Boost Your SEO
One thing we’ve seen with the pandemic is that every country and region has been hit differently. This means that the recovery hasn’t been the same either. Some countries and markets are already seeing things go back to normal, while in the United States, things are still stalled economically.
This is a great time to redevelop your SEO strategy to meet markets where you don’t already have a strong foothold. When you create your SEO content, try out different keywords that might be more applicable to different markets. Even if they also speak English, there may be turns of phrase or other local dialectic differences that you can incorporate.
One of the best things about having a SaaS business is that the entire world can be your market. When times are slow in the US, it’s never a bad idea to try to extend your reach.
Your natural inclination during a downturn is probably to cut back on your marketing expenses. Many of your competitors will make the same choice. However, for that very reason, now is a great time to invest in some cheaper paid ads.
Many digital ad services, such as Facebook, determine prices by using an auction process. When fewer businesses are buying ads, the prices will go down. Those ads are even more valuable than normal with so many people spending a great amount of their time online while sitting at home. You can get your brand out there at a lower cost, pick up customers, and position yourself well for when things get back on track.
When a pandemic is raging and your business is suffering, you might feel inclined to throw in the towel on your SaaS business. However, by rolling up your sleeves and incorporating a few different tactics with your marketing, you can set your business up for success, even when the rest of the market is in shambles.