4 Audiences that Your SaaS Company Needs to Target Now

4 Audiences that Your SaaS Company Needs to Target Now

As a SaaS business, you are responsible for identifying and solving problems that your target audience faces. However, not all of your audience will fit neatly into a single category. Oftentimes, your solution will have to transcend traditional boundaries — after all, the businesses that you serve may be involved in a variety of industries.

In order to optimize your ability to connect with prospective clients, you must have a multi-faceted retargeting campaign in place. Doing this will help you generate more leads, drive conversions, and grow your brand.

With this in mind, the experts at Insights ABM have identified four specific audiences that your SaaS company should be zeroing in on. These audiences are primed to sign up for your SaaS products, but they might just need a little extra encouragement to take the leap.

1. Paid Social

Social media is a great tool for digital marketing. While organic advertising on platforms like Facebook, Instagram, and LinkedIn can certainly be an effective tactic, paid social advertising can maximize your results. 

As you’re composing your paid search campaign, focus on relevant demographics like organizational seniority and job title. This will increase your chances of connecting with decision-makers that work at the companies you are targeting. 

If you already have an email list, use it as a launching point for your paid social campaigns. Target those individuals directly in order to improve the effectiveness of your marketing

2. Referrals

The term “referrals” includes any traffic that is sent to your site via a link. When someone clicks, they already have some interest in making a purchase. This means that they are a prime candidate for retargeting ads. 

By using tools like Google Analytics, you can create custom audiences. We suggest creating your audience based on the users that have arrived on your site via links from certain platforms. 

Send them ads that highlight your brand’s Google ratings and some of your top consumer reviews. This will generate more interest in your brand and just might drive them to purchase your services. 

3.   Key Visitors

While any site traffic has the potential to convert, visitors who come to certain pages are more likely to make a purchase. Specifically, prospective clients that have visited your service or product pages are prime targets for remarketing ads. 

Users that find themselves on these pages have a higher purchase intent. They are taking a closer look at the services you are offering. This enhanced intent makes these users an extremely valuable audience that you should truly attempt to connect with. 

4.   Qualified Leads

Qualified leads are your most valuable audience for both initial marketing content and retargeting efforts. 

An example of a qualified lead is a user that has previously provided your organization with information but did not make a purchase. For instance, they might have scheduled a demo or signed up for a free trial, but may not have been ready to fully commit.

Find out where you lost most of these audience members and create content to reconnect with them. The goal is to guide them through the remainder of the sales funnel and encourage them to make that purchase.

Dallas’ Top SaaS Marketing Agency

Launching your own retargeting campaign can be a huge undertaking. It can divert attention away from other important tasks, like refining your SaaS products or serving your clients. 

Fortunately, there is a way that you can effectively retarget these valuable audience groups without taking away from your other responsibilities. The answer lies in partnering with a top SaaS marketing agency, like Insights ABM. Our team offers a full array of brand-building solutions including paid social marketing, programmatic advertising, and more. Reach out to our pros and let’s make things happen for your SaaS brand!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.