Inbound marketing strategies attract strangers to your product and convert them into new customers. It all begins with content. Blog posts, guides, resources, and other content types attract new visitors and convert them by adding value for the customer. Some popular inbound marketing strategies include the following:
Search Engine Optimization (SEO)
Today, almost everyone turns to search engines for answers. It doesn’t matter whether a person is looking for a product recommendation or guidance with solving a problem, they know it can be found on Google.
SEO will position your site and content in front of potential users at every stage of the buying cycle.
Publishing engaging content helps you position your brand or product as a credible authority and helpful resource in the industry. And, in turn, you’ll build meaningful relationships that can convert prospects into paying customers.
SaaS companies place online ads to attract and entice potential users to sign up. Many use paid ads, from pay-per-click (PPC) channels like AdWords to social media ads, such as Twitter and Facebook, to display banner advertising to drive customers to lead generating assets or a product sign up.
These days, PR is more than just publishing and distributing press releases. Modern public relations campaigns focus on improving every aspect of a brand’s online visibility. From search results to brand mentions, online reviews, and much more, social media public relations can strengthen brand awareness and recognition.
Viral strategies focus on getting customers to refer and promote your product to others. These programs focus on getting your users to invite their friends, family, and connections to sign up and to try out your product. Common types of viral marketing strategies include referrals, or affiliate programs or even viral loops.
For some apps, users can naturally expand a customer base by introducing a product to their clients. For example, Xero discovered that, on average, a single accountant using their product introduces anywhere from 6 to 31 new users to the platform.
App Stores, Resellers, and Affiliates
Some SaaS companies can take advantage of app marketplaces like Intuit, Apple Appstore, or Google Play to promote their new products to potential customers.
Many others launch affiliate or reseller programs that reward anyone willing to promote their products with cash or other rewards.