Marketing Your SaaS
To succeed in the world of Software-as-a-Service (SaaS), it’s not enough to just build a great product; you also need to tell people about it! Marketing your SaaS is all about getting the word out to the right people, showing them how your software can solve their problems, and convincing them to become paying customers.
This isn’t like selling physical goods; SaaS marketing focuses on building relationships and showing ongoing value. It involves many different activities, from making sure people can easily find your product online (like through search engines) to creating helpful content, using social media, and connecting directly with potential customers. The goal is to not only attract new users but also to keep them engaged and happy so they continue to use and love your product for a long time.
Marketing ≠ Promotion
SaaS marketing isn’t just about selling — it’s about educating, building trust, and creating value before a user even signs up.
📌 “The best SaaS marketing makes users feel like they’ve already won — before they pay.”
Marketing is a continuous process that begins before launch and evolves with your product.
The SaaS Marketing Funnel
| Stage | Goal | Example Tactics |
|---|---|---|
| Awareness | Let people know you exist | Blog posts, SEO, social media |
| Interest | Make them explore your site | Free tools, landing pages, demo videos |
| Desire | Show them the value | Testimonials, case studies, comparisons |
| Action | Drive signups or purchases | CTAs, signup forms, free trials |
| Retention | Keep them engaged | Onboarding emails, webinars, updates |
Content Marketing & SEO
Content = long-term SaaS growth.
Write content that:
- Solves your user’s problems
- Answers “how to” and “why” questions
- Targets long-tail keywords with buying intent
Example Blog Topics:
- “Top 5 tools for [specific pain point]”
- “How we grew our SaaS from 0 to $1,000 MRR”
- “Alternatives to [competitor tool]”
se SEO tools like:
- Ubersuggest (free)
- Ahrefs / SEMrush (paid)
- Google Search Console
🎯 Tip: Aim for bottom-of-funnel keywords first (e.g., “best time tracking SaaS for freelancers”).
Build in Public & Use Social Media
Especially for solo founders and indie startups, “building in public” on platforms like Twitter/X, LinkedIn, and IndieHackers drives massive visibility.
Post about:
- Your MVP progress
- Customer feedback
- New feature releases
- Behind-the-scenes challenges
Use hashtags like #BuildInPublic, #SaaS, #IndieDev.
Leverage Social Proof
SaaS is trust-driven. People buy when they see others getting results.
| Tactic | Example |
|---|---|
| ✅ Testimonials | Short quotes + user photos |
| 🖼️ Case studies | “How we helped X grow 200%” |
| 🌟 Ratings/reviews | Capterra, G2, TrustPilot |
| 🎥 Video testimonials | Customers explaining their success |
💡 Add logos of customers, user counts, or media mentions to your homepage.
Paid Ads (Optional, Powerful)
If you have budget, ads can accelerate user acquisition.
| Platform | Ideal For | Tip |
|---|---|---|
| Google Ads | High-intent keywords | Start with branded search |
| Meta Ads | B2C or broad interest targeting | Retarget landing page visitors |
| LinkedIn Ads | B2B and high-ticket SaaS | Target by job title/industry |
| Reddit Ads | Niche communities (low CPM) | Use specific subreddits |
Use retargeting with Facebook Pixel or Google Tag to re-engage visitors who didn’t convert.
Influencers, Communities & Affiliates
Influencers: Reach niche creators on YouTube, TikTok, Twitter
Communities: Join Slack groups, Discord servers, Reddit
Affiliates: Reward partners who refer paying users
Tools like Rewardful, FirstPromoter, or Lemon Squeezy make affiliate program setup easy.
Metrics to Track in SaaS Marketing
| Metric | Meaning |
|---|---|
| CAC (Cost to Acquire) | How much it costs to get one customer |
| LTV (Lifetime Value) | Avg. revenue per customer before churn |
| Traffic Sources | Where users are coming from (SEO, ads, etc.) |
| Conversion Rate | % of visitors who sign up |
| MRR Growth | How fast your recurring revenue grows |
Use tools like:
- Google Analytics – traffic
- Plausible – privacy-focused analytics
- Mixpanel – funnel analysis
- HubSpot – CRM and email automation