Getting leads as a Software as a Service company can be tough – but digital marketing can help b2b and b2c SaaS products growth their MRR and customer pool!

SaaS digital marketing is tough, there are countless strategies and channels to focus on and it can be easy to get lost or feel like you’re not making any progress – especially if no new leads are coming through the door.

One of the best things you can do for your SaaS product is invest time into developing a strong digital marketing strategy. By taking the time to understand who your target customer is, what their needs are and which channels they use to research and make purchasing decisions – you can develop a plan that will help you reach them more effectively and grow your business.

Getting Started
Here are some things to keep in mind when developing your SaaS digital marketing strategy:

• Understand your target customer and what they need from your product
• Research the channels they use to make purchasing decisions
• Develop a strong value proposition
• Create compelling content that speaks to your target customer’s needs
• Build an effective lead generation strategy
• Use data and analytics to inform your decisions
• Make sure your website is optimized for conversions

SaaS digital marketing can seem daunting, but by taking the time to understand your target customer and which channels they use to make purchasing decisions, you can develop a plan that will help you reach them more effectively and grow your business.

If you’re not sure where to start, our team of digital marketing experts can help. We’ve helped countless SaaS businesses develop and execute effective digital marketing strategies that drive results. Contact us today to get started!

DIGITAL MARKETING GOALS FOR SAAS PRODUCTS

Before launching your online campaigns, take some time to determine what your goals are. What does success look like for your business? Are you looking to increase brand awareness? Drive more traffic to your website? Generate more leads? Improve customer retention rates? Once you know what success looks like, you can develop campaigns that are designed to achieve those specific objectives.

Not sure yet? Some of the most common goals I help SaaS businesses with are:

• Generate more leads
• Build top-of-funnel awareness with content marketing
• Increase brand awareness and reach
• Drive traffic to specific pages on their website (i.e. pricing page, product page, etc.)
• Improve customer retention rates and reduce churn
• Build analytics dashboards using Google Tag Manager

There are endless possibilities when it comes to digital marketing for SaaS businesses. By taking the time to understand your target customer and what they need from your product, you can develop a plan that will help you reach them more effectively and grow your business.

DIGITAL MARKETING CHANNELS FOR SAAS PRODUCTS

There are a variety of digital marketing channels that SaaS businesses can use to reach their target customers. The most effective mix of channels will vary depending on your target customer! Search Engine Optimization (aka SEO) combined with Pay Per Click (aka PPC) advertising are the most common and effective digital marketing channels for SaaS businesses. Here’s a quick overview of each:

Search Engine Optimization: SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs). Using keyword research to identify the right keywords for your business, my team then optimizes your website content, meta tags and even technical set up to rank higher in the SERPs.

Pay Per Click (PPC) Advertising: PPC is a form of paid advertising that allows you to place ads on search engine results pages (SERPs) and social media sites like Facebook and LinkedIn. These campaigns allow you to target specific audiences with laser precision and generate leads quickly – but at a higher ongoing cost than SEO.

Both SEO and PPC can be effective digital marketing channels for SaaS businesses, but the most effective mix of channels will vary depending on your target customer. If you’re not sure which channels are right for your business, our team of digital marketing experts can help. We’ve helped countless SaaS businesses develop and execute effective digital marketing strategies that drive results.

SAAS DIGITAL MARKETING STRATEGIES

Once you’ve determined which channels you’ll use to reach your target customers, it’s time to start thinking about tactics. Here are a few common strategies that I’ve used to help SaaS businesses grow:

Content Marketing: Content marketing is a form of inbound marketing that uses educational content to attract, engage and convert prospects into leads and customers. By creating helpful resources like blog posts, webinars and more, you can build trust with your target audience and teach them how your software can help solve their specific problems.

Pay Per Click: As I mentioned earlier, PPC is a form of paid advertising that allows you to place ads on search engine results pages (SERPs) and social media sites. These campaigns can be very effective in generating leads quickly, they do require ongoing investment to maintain results – but there is no quicker way to get your software in front of new customers.

Social Media Marketing: Social media marketing involves creating and sharing content on social media sites like Facebook, Twitter and LinkedIn. This can be used to build relationships with potential customers, generate leads and even close sales.

Email Marketing: Email marketing is a great way to nurture leads, keep customers engaged and even feed leads to your sales team. By sending helpful, educational emails on a regular basis, you can keep your SaaS business top of mind and build trust with your audience.

MARKETING TO YOUR POTENTIAL CUSTOMER BASE

Reaching new customers is essential for any business – but it’s especially important for SaaS businesses. Why? Because unlike traditional software, which is sold once and then installed on a customer’s computer, SaaS products are subscription-based. This means that in order to keep growing, you need to continuously bring in new customers.

My team of SaaS marketing consultants can help you develop and execute an effective marketing strategy that will help you reach your target customers. We’ll work with you to understand your business, your goals and your target audience. From there, we’ll create a custom marketing plan that includes the right mix of digital marketing tactics to help you reach your goals.

When it comes to display advertising, there are two big players in the game: Adsense and Ezoic. Both platforms have their pros and cons, but which one is better for your business in 2023? In this blog post, we will compare and contrast Adsense and Ezoic so that you can make an informed decision about which platform is best for you.

Want to Know Which Display Ad Network is Best – Ezoic or Adsense?

We recommend Ezoic due to the higher earnings and better customer support! Click HERE to get started adding Ezoic ads to your website.

WHAT IS EZOIC?

Ezoic is a Google Certified Publishing Partner and display ad optimization platform. Ezoic has been shown to increase revenue for publishers by up to 300%. Ezoic launched in 2010 with the mission of making digital publishing more profitable and sustainable.

Ezoic works similiar to any other display ad network. Publishers add a simple piece of code to their site and Ezoic will serve ads on behalf of the publisher. The difference with Ezoic is that they use machine learning to automatically optimize ad placements, sizes, and types in real-time to maximize revenue for the publisher.

WHAT ARE THE BENEFITS OF USING EZOIC?
There are many benefits to using Ezoic for website publishers, including:

Increased revenue: Ezoic has been shown to increase revenue for publishers by up to 300%.

Better user experience: Ezoic gives you the ability to improve the user experience on your site by serving ads that are more relevant to your users.

Set monetization levels: Publishers can set the number of advertisements per page and control how ‘aggressive’ the placements are

Google Certified Publishing Partner: Ezoic is a Google Certified Publishing Partner, which means they adhere to strict quality standards set by Google

Over 100 integrations: Ezoic integrates with over 100 different platforms, including WordPress and Cloudflare so it is easy to launch campaigns

Dedicated Account Managers: Unlike Adsense, Ezoic offers dedicated account managers to help publishers grow their business, solve problems and increase revenue

Advanced caching: Ezoic’s advanced caching technology helps improve site speed, which can lead to higher ad prices and improved user experience

Higher revenue and RPM: Ezoic offers a higher RPM than Adsense, which means publishers can earn more money per 1000 pageviews

Real-time reporting: Ezoic’s reporting dashboard gives you real-time insights into your traffic and earnings so you can make informed decisions about your business.

Non CPC Revenue: With Adsense you only make money when someone clicks on an ad. Ezoic also offers CPM and CPA ad units so you can make money even if no one clicks on an ad.

Video ads: Unlike Adsense Ezoic offers video ads, which have been shown to have higher view rates and click-through rates

DOWNSIDES TO EZOIC

The only disadvantage of using Ezoic is that they take a 10% cut of your ad revenue. However, this is a small price to pay for the increase in revenue and features that Ezoic offers website owners Some features are gated behind premium membership: In order to access some of Ezoic’s features, such as video ads and advanced caches, you need to sign up for a premium membership which adds an additional cost each month (although premium DOES earn more than it costs)

WHAT IS ADSENSE?

Google Adsense is Google’s display advertising platform. Adsense allows publishers to place ads on their website and earn money when users click on the ads. Adsense is one of the most popular ways for publishers to monetize their website. Unlike Ezoic, Adsense does not use machine learning to automatically optimize ad placements.

WHAT ARE THE BENEFITS OF USING ADSENSE?
Adsense is one of the most popular display advertising platforms because it is:

• Easy to use: Adsense is very easy to set up and get started with. All you need to do is add a piece of code to make ads live.
• Less requirements than Ezoic: Adsense has less requirements than Ezoic. For example, you don’t need to have a minimum amount of traffic to qualify and they accept almost any website that does not violate their terms of service
• Familiar platform: Most publishers are already familiar with Adsense because it is owned by Google so signing up is easy if you already have a gmail or gsuite account.
• Google Analytics integration: Adsense directly integrates with Google Analytics so you can see how your ads are performing for you target keywords

WHAT ARE THE DOWNSIDES OF ADSENSE?

Adsense does have some drawbacks like:

• Less control over ad placements: Publishers have less control over where ads are placed on their site with Adsense. This can lead to a poor user experience if the ads are not placed well
• Ads can be slow to load: Ads served through Adsense can be slow to load, which can impact the user experience
• No account manager: Adsense does not offer dedicated account managers to help publishers grow their business, solve problems and increase revenue which can be a problem if there is problems or a suspension. With Ezoic and larger ad platforms publishers can request a manual review and get help from their account manager within 24 hours
• Less ad formats: Adsense has fewer ad formats than Ezoic which means there is less chance to optimize revenue
• Cannot customize ad placements: Adsense does not allow publishers to customize ad placements, which can limit the ability to optimize earnings
• Low RPM: The RPM (revenue per 1000 pageviews) on Adsense is often lower than Ezoic, which means publishers earn less money per 1000 pageviews

HOW DO EZOIC AND ADSENSE WORK?

Ezoic and Adsense are display ad networks which means they help connect advertisers with publishers who want to show ads on their website. Advertisers pay Ezoic or Adsense to show their ads on publisher websites. When a user visits a website with Ezoic or Adsense ads, the ad network serves the ad which is displayed on the publisher website. If the user clicks on the ad, then the publisher earns money.

Display networks scan the content on your website and show ads that are relevant to your content. For example, if you have a website about dogs, the ad network might show ads for dog food or dog toys. Display networks use algorithms to decide which ads to show on websites.

ADSENSE AND EZOIC APPROVAL REQUIREMENTS

Adsense and Ezoic have a few requirements before you begin using their ad platform. Display networks have website and trafffic quality requirements in order to protect their advertisers.

Ezoic Requirements:

Your website must have a minimum of 30,000 monthly pageviews to be eligible for Ezoic. If you do not meet this requirement, you can still apply but your application will take longer to process

High quality content: Ezoic requires that your content is high quality and well written. This is because they want to make sure that the ads being served are high quality and relevant to your audience

No fake traffic: Your website’s traffic must be organic and real. Ezoic does not allow publishers to use artificial means to generate traffic, such as paying for fake traffic

Adsense Requirements:

Adsense has fewer requirements than Ezoic but they still require that your website meets a few standards.

Your website must be written in English: Adsense only allows websites written in English so if your website is not written in English, you will not be able to use Adsense

Your website cannot violate Google’s terms of service: This includes things like having too much profanity or illegal content on your website. If your website violates Google’s terms of service, you will not be able to use Adsense

Your website must have original content: Adsense does not allow websites with copied or plagiarized content. This is because they want to make sure that the ads being served are high quality and relevant to your visitors

WHICH IS BETTER – ADSENSE OR EZOIC?

In my opinion Ezoic is better than Adsense because:

• Ezoic has better customer service with dedicated account managers
• Ezoic ads are less likely to be slow to load and impact the user experience thanks to the advanced caching and Cloudflare integration
• Ezoic offers more ad formats which gives publishers more options to optimize revenue
• Ezoic has a higher RPM which means publishers earn more money per 1000 pageviews.

EZOIC PREMIUM VS FREE

One major difference between Ezoic and Adsense is that Ezoic offers a Premium version that costs $19/month at a minium and scales with page view.

The Premium version gives you access to features that are not available on the free version as well as higher RPMs! It may seem like a hard commitment but the Premium network always make more money than it costs!