SaaS marketing agencies must be prepared to meet today's and tomorrow's SaaS marketing challenges with creative yet practical solutions. Planning ahead of time to expand on these promotional activities can give you a competitive advantage by allowing you to develop a plan that will produce measurable results.
How should you plan for top SaaS marketing trends and challenges?
Investigate the following SaaS marketing campaign trends and plan to incorporate at least some of them into your strategy in the coming year:
SaaS Marketing Trends in 2023
Native Advertising Will Grow In Popularity
To summarize, Native Advertising is a paid advertisement that matches the appearance, style, and tone of the website or platform on which it appears. They do not appear to be advertisements, unlike traditional display ads.
According to a Sharethrough survey to better understand user visual attention, customers began to look at native ads more regularly than display/banner ads. It also discovered that native ads increased consumer purchase intent and brand affinity.
The positive point of native ads is that they can easily avoid ad blockers. Furthermore, they aid in the prevention of ad fatigue, which most audiences experience when exposed to advertisements on a regular basis. According to Statista, this ultimately results in billions of dollars in revenue loss for many PPC advertisers.
However, due to Native ads' ability to blend in with the available content of the page where they are advertised, their usage will continue to rise in the coming years. The only thing to remember is that the content should be useful to visitors, answer their questions, and solve their problems.
A knowledgeable SaaS content marketing agency can assist you in getting the most out of your native ads.
Utilization Of Video Marketing
It's generally that video is becoming increasingly important in digital marketing and that the 2023 SaaS trends appear to be continuing well into the future. According to surveys, consumers were required to take action after watching a business video. In terms of content, video has a high rate of conversion.
It's an eye-catcher that can interact and connect with customers on a level that text content cannot match.
There are numerous ways to incorporate video into your SaaS marketing strategy in 2023. It can be an excellent tool for telling your brand's and business models' stories and sharing testimonials, case studies, how-and-to's explainers, and much more.
Plan on investing more in youtube video marketing content this year, and monitor the outcomes of your content to see what is resonating with your viewers and where you need to continue to invest more resources.
Customer Focused Mindset
SaaS companies should strive to develop relationships with their prospects in 2023 and beyond. Creating more user-centric content and stories is the best way to build good connections.
According to a Zendesk study, 57% of customers said the service quality and expertise they received from companies significantly impacted their loyalty. According to another study published in 2021 on Hyken, 52% of customers are prepared to pay more if they receive a great customer experience, and 70% would if the service is convenient. How much do you demand?
That depends entirely on the industry and can range from 1% to more than 31%. Here's how it's broken down:
According to the reports, customer satisfaction and experience will be the pillars for SaaS businesses to expand. As a result, companies must adopt this SaaS marketing trend in the future to create a better brand experience. Since we're on the subject, let's discuss our next SaaS trend for building a brand experience.
AI's Increasing Reliance
AI and cloud computing have been adopted by SaaS marketers, particularly through the use of chatbots. Chatbots are becoming more popular as a way to provide customers and website visitors with immediate answers and information.
The capacity to interact and communicate directly with virtual agents will become increasingly important as customers become more familiar with them. According to Oracle, 80% of businesses want a chatbot on their website by 2023. Consumers have come to expect it, so SaaS marketing agencies must stay ahead of the curve.
Finding the sweet spot for transitioning from chatbots to sales reps during the lead phase will almost certainly be an ongoing process. While this may take some time, clearly outlining your company's marketing-to-sales handoff and highlighting expectations between MQL and SQL can significantly reduce tension in your buyer's journey. Finding the right AI balance for your business will become one of the keys to continued prospects in SaaS creative marketing trends in 2023.
Developing a Brand Experience
SaaS companies understand the importance of branding, but does your company provide a thorough brand experience? Simply having a logo, slogan, website, and anchoring positioning statements is insufficient.
Customers expect more from the SaaS companies with which they partner based on core value propositions that push performance and results. Brand positioning and messaging are more important than ever in the crowded world of SaaS client acquisition and retention. You want to interact with customers on how and why you offer the best solution through your messaging.
Customers expect a brand experience that includes distinctive and appealing visuals as well as ways to make a sincere emotional bond.
Your SaaS marketing trends and challenges should be layered across the customer lifecycle and run through each and every aspect of your marketing initiatives, from the website to digital content to ads. Consider undertaking a thorough branding initiative in the coming year.
Final Thoughts
As a SaaS founder or marketer, it is critical to stay on top of developing SaaS marketing strategies and trends and reaping full benefits from them in 2023. With a greater emphasis on native advertising, video marketing, unbundling strategy, aspirational selling, and feature marketing, 2023 could be the most profitable year for the SaaS industry.
Furthermore, AI/ML, brand experience development, a customer-centric mindset, and usage-based pricing will all play a significant role in customer retention and optimization. So, keep an eye on the weather forecast to see what SaaS marketing trends will take off in 2023.
Author bio:
Trevor’s career began as a freelance learning applications developer and designer. After finding success in software he moved into SaaS consulting, and started the SaaS growth agency, Inturact. Over the last 10+ years Inturact has helped many SaaS companies find scalability and get acquired. Inturact is now also an investment vehicle for Inturact Capital - a private equity fund that acquires, grows and exits SaaS companies.
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