he rise of SaaS has completely changed how businesses operate.
In the current digital age, social media platforms have made it possible to carry out an innumerable number of business operations online. Even though this has made things more efficient, building a reputation and maintaining a brand is still difficult for SaaS founders and enterprises alike. Why? Because at the end of the day, people trust what they know- so a strong reputation is key when it comes to customers forming (or breaking) relationships with brands.
SaaS companies that experience high growth rates are constantly evolving. From adding new leaders who identify new marketing channels to expanding the product feature set in a way that attracts new buyers, there are many changes that could easily create a brand that is in flux.
It's no secret that potential customers are more likely to be drawn to SaaS tools with a good reputation.
If marketers want the company's brand to be known and have a good reputation, they need to construct pillars that can change along with the business without shifting the image of the brand too much in different directions.
Your brand reputation is what people think of your company and its product or service. It's important to have a good reputation so that you can attract buyers, customers, partners, and competitors.
Why is it important to Strategize Brand building for your SaaS?
Marketing today should not be only about numbers and conversions. As much as marketers might like things that are solely measurable, including branding in marketing contributes to success on numerous business levels. Investing in SaaS branding has a plethora of benefits that impact the entire funnel, not just one stage. Check out some advantages below:
When you have a story to tell, it's easier to reach more people and stay top-of-mind. This awareness will bring more visitors to your website and make you the go-to source in your industry.
For SaaS companies, having a strong reputation is essential to success. By focusing on the brand promise and message, you can close more deals and give yourself a big advantage in the competitive SaaS market.
Companies that have a recognizable brand do much better with both online and offline marketing than companies without a strong brand.
If a SaaS company's product or software is struggling but their brand identity is strong, the issues will have way less of an impact on the churn rate.
When customers already love the product and trust the brand, they will become part of its team. Loyalty is what turns a customer into an advocate for the brand. And yes, word of mouth is still the best advertising; it leads to more customers.
9 Brand Building Strategies for SaaS Enterprise
- Focus on improving your brand’s credibility
In today's society, people commonly read reviews and feedback before making a purchase. Because of this increased scrutiny, it is now more essential than ever to establish credibility for your brand.
One way to achieve this goal is through video testimonials that let past customers speak on behalf of your business. The best way to show how much people love using your software is by having a video of them actually using it and demonstrating its features.
According to the Global Buyer Trends survey, nearly 8 out of 10 buyers consult reviews before committing to an online purchase. You can also improve your brand by adding customer review badges or quality seals from well-known organizations. This will show that you are a credible business with satisfied customers.
There are many other SaaS review sites you can use, such as Capterra, G2Crowd and FinancesOnline. By implementing these techniques, your brand will not only look more appealing, but also trustworthy - to both current and potential customers. By leveraging reviews and ratings on your website, you can begin to build a strong and positive reputation for yourself.
- Deliver Customer Expectations
If you want to focus your reputation and brand-building strategies around current customers, take a look at their demands. To make things easier, categorize your customers into groups and then provide the solution they were hoping for.
Ensure that you connect with your customers in a professional and humble manner. The goal is to make their lives more comfortable by introducing the SaaS tool. If you don't frequently engage with your customers, it's normal for them to forget about your brand. By conducting targeted ad campaigns on social media channels, you can re-engage with past customers and keep reminding them of your presence.
- Consider Targeting a Wider Audience
SaaS is quickly gaining popularity all over the world, so there's no downside to running a reputation management or brand-building strategy that targets a wider audience. Expanding your business globally can help you build a more diverse and well-rounded workforce.
The more people you have in different parts of the world, the more opportunities you'll have to grow your business.
- Give Excellent Customer Service
Not only should you offer your customers what they want, but you should also give them outstanding customer service. Personalized, excellent customer service will give you great feedback, but delayed responses will send your clients packing to your competitors.
Be available 24/7 to answer any questions or concerns your customers may have in the most efficient way possible. You can also provide them with individualized customer service.
- Use Consistent Content Marketing Strategies
The words you choose can either help or hinder your efforts. Be intentional with your language to ensure that you are connecting with your target audience in the way that you want.
In order to prevent any problems, it is best to use the words professionally. For SaaS enterprises, content marketing strategies become increasingly important for reputation management and building brands when focusing on the following topics;
- Utilizing email marketing
- Sending direct messages to your current customers is a great way to stay in touch and keep them updated on your latest products or services.
- Creating new brand messaging that is more impactful and engaging.
- Developing a social media profile that connects with the target market is essential.
Therefore, focus on high-quality content and social media marketing to improve the brand's visibility. Use SMM tools to maintain consistent content uploading across all social media platforms, such as videos, images, and infographics. Some of the most effective social media management tools that can help with both reputation and brand building include Sprout Social, Hootsuite, Buffer, and Later.
- Understand the Importance of SEO
Now that we have gone over how content impacts various brand-building methods, the next step is optimizing our website for search engines, as it goes hand-in-hand with your website content.
SEO is greatly impacted by the content on your website. If you want your customer-specific content to be seen, it needs to rank high on Google search. If not, then it won't reach its intended audience and won't make much of an impact.
The following components are crucial for optimization;
- On-page SEO is the process of optimizing your website's content to rank higher in search engine results pages.
- Off-page SEO consists of guest posting and listings.
- Technical SEO focuses on the website's framework and how it works.
- Invest in Paid Advertising
Ads are only successful when they consider both the audience and what is being advertised. Don't think that you can only reap the benefits of paid ads if you're selling physical items. With a little creativity, SaaS products can be advertised just as well. These days, customers don't respond well to blatant advertisements--offer them something more subtle instead.
With the world going digital, more companies are turning to engagement-focused selling methods. SaaS users can receive information about potential products through advertisements. By offering downloadable content like ebooks and whitepapers, you're more likely to attract leads that are already interested in your product. Paid advertising is a great way to get better results for brand building and reputation management.
- Utilize your Performance Reports
A company's performance report is an excellent way to show growth potential. You can use it to create graphs, charts, showing impressions made and people reached. You can find all this data on social media accounts for businesses. So go to Instagram, Facebook, and LinkedIn and download the reports. Then show your audience the information in a simplified way. Be creative and different to see how it will positively impact your brand identity.
- Be different and stand out from the rest!
Pictures, videos, and other forms of visual content are trusted more than regular text by most people. If you want your target audience to learn about your SaaS tool, put more effort into marketing and building a brand for it. In order to stand out, you have to be different. Get creative and think outside the box. Find something unique and present it to your online audience.
The online world is ever-changing and full of surprises. Sometimes a piece of content will go viral within milliseconds, while other times it might take years to develop a strong brand presence. Creating and building a brand for a SaaS company that is constantly growing can feel like it's never-ending.
Think carefully about when and how you update your brand guidelines, and remember that ultimately, it is the trust you build with customers by delivering on brand promises that will lead to long-term success.
And if you’re looking for a platform to showcase and help you build your SaaS brand, then this might be the perfect time. Connect to us now!