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Digital Marketing for SaaS: Conquering SEO & Instagram


With the rise of Software-as-a-Service (SaaS) companies, digital marketing has become an integral part of their business strategy. However, these businesses face different challenges when it comes to marketing because they typically rely on client referrals and SEO for growth. This can be beneficial in some ways, but also presents challenges in terms of generating traffic and conversions.

In this article, we’ll discuss how your SaaS company can use SEO and Instagram marketing strategies to promote products and services to create brand awareness, generate leads, improve engagement rate, and increase conversions.

SEO services for SaaS can provide a significant boost to your digital presence. By leveraging specialized strategies tailored to Software as a Service (SaaS) companies, you can enhance your visibility and attract more potential customers. Having an SEO content strategy for SaaS is a key part of any successful digital marketing campaign. It involves creating and managing online content to achieve desired rankings in major search engines, such as Google and Bing.

What is SaaS?

SaaS is the delivery of software over the internet to users on a subscription basis. It’s essentially a software licensing model where users can access the software by logging on to an external server hosted on the cloud. Instead of installing the software on physical computers, users can access it via the internet.

SaaS has evolved in recent years as a popular way for businesses to implement software they need without large upfront investments in computer hardware and maintenance costs.

With this type of service model, enterprises can purchase just what they need for their organization at any time, reducing upfront investment and enabling them to respond more quickly to changing business needs.

SaaS also offers many advantages for organizations looking to streamline their business operations and save money. With SaaS, organizations are able to reduce IT costs by eliminating the need for expensive hardware purchases. Rather than paying for costly upgrades and installations of software, users can simply upgrade through the cloud.

How to Implement an SEO Content Strategy for SaaS Companies

Search engine optimization (SEO) is the cornerstone of any website or blog that seeks to get found on Google. It’s the process of identifying which keywords are most relevant to your niche and ensuring that you include them in all content across your site. The more relevant keywords you have, the higher your ranking will be on search engine results pages.

Having an SEO content strategy for SaaS is a key part of any successful digital marketing campaign. It involves creating and managing online content to achieve desired rankings in major search engines, such as Google and Bing.

 If your SaaS business is struggling to reach your target audience, everything else can fall apart. There’ll be no quality leads, no engagement, and no conversion. It’s time to create a robust search engine optimization (SEO) content strategy.

 To generate traffic to your SaaS website, you must implement these steps for a bulletproof SEO content strategy:

 1. Identify content gaps in your website.

The first step to improving your SaaS website’s user experience is identifying content gaps around your keywords, user intent, and product features. Visitors to your site will look for the information they need, and if it is not immediately available or can’t be found, they will leave. It’s a missed opportunity to generate sales.

 You want to make sure that your website contains relevant information that answers their questions and solves their problems. With SEO, you can position your SaaS products as the best solution.

2. Perform SEO keyword research with user search intent in mind.

To find out what keywords your potential clients are searching for, you need to identify the search intent of your target audience. You can use SEO tools, such as Ahrefs, Keywords Everywhere, and Google Search Console analytics, among others, to determine relevant keywords.

This crucial step in the SaaS SEO process will help you uncover the keywords that your ideal customers are searching for. There are many factors that go into SEO keyword research. It’s important to consider the amount of traffic you’ll get from each keyword, how much competition there is, and which keywords are likely to convert.

3. Create content around relevant keywords.

Website content can be any combination of articles, images, videos, audio, etc., and it may serve a variety of purposes, such as providing information, offering promotional content for SaaS products and services, or guiding visitors on their purchase journey 

Whatever content you create, make sure that it’s optimized for searchability. This means that the articles should be written around the relevant keywords that you have identified.

Use this opportunity to address the content gap on your site. And before you know it, your articles will start to rank and get discovered by people who are looking for the SaaS product that you offer. 

4. Implement a link-building strategy for SaaS.

Link building is essential for any website to succeed in search ranking because it is one of Google’s ranking factors. A major step in this process is building links from authority websites. This increases the importance of content on your SaaS site.

Some examples of link building strategies include guest blogging, outreach with linkable assets, content repurposing and syndication, and community site links. Using any of these strategies makes it easier for search engines to find your SaaS website, making it more visible and more likely to be clicked on by internet users. 

Embarque has created a comprehensive, no BS guide to SEO for SaaS to help get you started with SEO. If you want to implement a robust SEO campaign designed specifically for your business, Embarque can help create engaging content that ranks and converts. Explore the SEO for SaaS packages and choose the one that matches your business SEO needs.

Instagram for SaaS

Instagram is not the obvious choice for a marketing platform for SaaS companies because it’s perceived primarily as a photo-sharing app. However, Instagram now functions as a full-fledged social network with business features, resources, and solutions that help brands get discovered by customers.

In fact, there are more than 200 million business accounts on Instagram, which is an indication that businesses trust the platform for their social media marketing campaigns. With the SaaS market currently worth approximately $145.5 billion and growing steadily, SaaS companies should find creative ways to promote their products and services.

Instagram provides an opportunity for SaaS companies to interact with more than 2 billion monthly users, which can potentially increase growth and profitability.

10 Tips on How to Increase Instagram Engagement Rate for SaaS Companies

Engagement rate is an important metric for any business on Instagram. It’s a term used to describe how much attention and interaction your followers have with a particular post. This is often measured by the number of likes, comments, and saves on Instagram.

It’s important to know the engagement rate because it shows how well your content resonates with your audience. Higher engagement rates lead to more brand awareness and followers who are likely to purchase your products or services. 

1. Create eye-catching visual content.

Visual content has become the new form of communication. When using Instagram, visual elements such as filters, location tags, and geofilters can all be used to engage followers and create a unique feed that attracts attention.

Use images, photos, illustrations, and videos that highlight your products and services, including their benefits and features.

2. Present a visual identity that represents your brand.

An effective visual identity might consist of a logo, color scheme, and other graphic elements. This can help distinguish your SaaS brand from others in the same field while also helping you to develop a following.

3. Use hashtags intelligently.

Hashtags are a great way to connect with your audience by allowing people to find similar content to what you share. Don’t use hashtags that seem too niche for your post just because you think it will help your engagement. A good rule of thumb in your hashtag research process is to use relevant, popular hashtags that people will intuitively search for.

4. Tell relatable stories.

Storytelling connects with people emotionally and helps demonstrate the human side of business. An effective way is to present a customer problem and show why your SaaS product is the best solution among the competition. 

5. Post consistently and optimize Instagram posting time.

Timing is one of the most important factors in determining the success of a post on Instagram. Publish your content when your target audience is most engaged.  Use a social marketing calendar to plan out and implement your posting frequency.

On average, businesses publish 1.56 posts to their feed per day. Brands that post consistently on Instagram are more likely to grow their following and increase engagement.  

6. Use Instagram Stories stickers.

Instagram has added tons of unique features, one of them being Instagram Stories stickers. These stickers are available in the form of emoticons, emojis, and gifs. Each sticker can be used in various ways.

Some stickers are used to give your story personality, while others are meant to create emphasis on certain words or phrases. For a SaaS company, the best stickers to use are questions, polls, and quizzes. They encourage people to participate and engage with your brand.

7. Include a Call-to-Action on every post.

A call to action is a specific request for the user to take an action, usually to purchase, subscribe, follow, or share something. With this strategy, you’ll be able to get an idea if your posts are effective in engaging your followers.

8. Use Instagram Reels to showcase your products and services.

Instagram reels are short videos similar to TikTok. You can create short, engaging videos to explain the features of your products. You can also take your followers behind the scenes and introduce your staff, answer frequently asked questions, post video snippets of interviews, flex your expertise, or share client success stories.

9. Add Instagram video subtitles and closed captions.

Since the majority of video content is consumed with a text overlay, having captions and subtitles for videos can increase engagement. This is because people who are deaf or hard of hearing, as well as those with reading disabilities, can still understand what’s going on in a video. They are also helpful for those who speak other languages.

10. Run Instagram ads.

If you have enough budget for your social media marketing, you should consider running Instagram ads. This is because paid ads can reach more than 1.2 billion people that use Instagram. Of this figure, 27% find new products and services through Instagram ads. This means you’ll have high discoverability, which can translate to increased engagement.

If you want to know how your Instagram account is performing across the different stats and metrics that Instagram collects, check out Flick’s Open Benchmark. Your Instagram analytics can help you find opportunities for improvement to grow your Instagram and increase your engagement rate.

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