Posted: 24 Jun 2016 11:07 AM PDT
It's time to upgrade your SaaS marketing team.
With the right tools, your staff has the opportunity to acquire new users, offer quality customer service, and boost retention rates.
However, some businesses shy away from experimenting with new tools.
"New technology can be scary, and you don’t want to struggle with a tool that has a steep learning curve. Unfortunately, this means companies are missing out on some great products that can make life and business so much easier," writes Travis Wright, chief marketing technologist at CCP Global.
The key is to create a marketing stack that fits your SaaS's needs, not the latest trends. Moreover, don't feel obligated to have a tool for every function of your business. Only try a tool when you think it can solve a problem or make your team more efficient.
Here are 23 tools to consider for your marketing stack.
Research reveals that "76% of consumers look at customer service as a test of their value to a brand." Give your users value by answering their questions through customer support.
HappyFox handles all inbound requests in one ticketing system. And your service reps can contact multiple people from the same organization about a resolution. Unlike the some other help desk companies, you receive a secure help desk with SSL integration and 24/7 support at no extra cost.
Freshdesk's shared inbox lets your team collaborate and resolve issues together. You also can set requirements for resolution times.
Onboarding customers is vital to ensure people understand and use your product effectively. This process is a way to not only familiarize consumers with your app, but also to formally introduce them to your brand.
Kate Griggs, product owner at InterContinental Hotels Group, says, "User onboarding is one of the most crucial–and frustrating–elements of any product launch. It is the first impression, and it needs to be planned and analyzed for future adoption and growth."
Appcues enables you to build a personalized user onboarding experience. With targeting capabilities, you can show the right experience to the right user at the right time. It's highly recommended because non-developers can run experiments and improve your activation strategy.
WalkMe gives you the control to change content, design, placement, and functionality of each step of the on-screen guidance. Its featured text option draws the user's attention to important announcements.
People are constantly sharing information online. And right now, there are 2.3 billion active social media users. Your SaaS brand can learn what your customers are saying and can engage directly with social media.
Snapchat gives brands the chance to interact with customers. Boost brand awareness with short video clips. Moreover, the platform is America's second-favorite social network. That opens the doors to introduce your product to more interested buyers.
Mention monitors conversations about your brand. Also, identify influencers and subject matter experts in your industry.
Buffer helps drive more clicks on your posts and traffic to your site. The publishing tool lets you share content across multiple social networks.
Simplicity is the best word to describe Buffer. They offer simple analytics, making it easy to see your best performing social messages.
Your SaaS can benefit from gathering qualitative and quantitative data from your website. It moves your team to create a worthwhile online experience for your customers.
"When you are armed with this knowledge, you get to see how effective your website is and what changes you need to make in order to make it even better," writes John Jantsch, founder of Duct Tape Marketing Consultant.
Kissmetrics tracks individual and group visitor behavior. You'll collect data from their first anonymous visit to their lifetime value.
9. Crazy Egg
Crazy Egg lets your team see exactly what visitors are doing on your website. For example, you'll discover where people are clicking and where they stop scrolling on the page. Their Confetti Tool is really useful. It distinguishes your clicks, segmenting them by referral sources and search terms.
Make it easy for your customers to find you. Work with your team to generate visits to your site. If search engines can't find you, then your ideal customers can't either.
"…[B]usinesses are normally somewhat reluctant to get involved with SEO in the first place, and want to start small, with the basics due to budgetary concerns…If you want to see better results, you have to scale upward, in both quality and volume," writes Forbes contributor Jayson DeMers.
10. Moz Pro
Moz Pro centers around improving your rankings and search engine visibility. And you can compare your mobile vs. desktop rankings.
SEMrush finds long tail keywords and phrase matches. You also can monitor your competitors' inbound links. And their US keyword database contains more than 80 million keywords!
A Forrester study reports that "81% of marketing decision makers place customer loyalty as a top priority for improvement." Customer expectations for loyalty programs have risen. And consumers desire incentives for their brand loyalty.
Loyalis is a rewards program created to boost your customer retention. You can even entice buyers with points if they share information via social media.
13. Social Annex
Social Annex helps your team deliver personalized actions. The software makes it easy for your customers to earn points and redeem prizes. Gamification is their signature tool. The platform has components like competition, tiers, and badges to enhance brand engagement.
Communication is crucial to building quality customer relationships. Email is an effective tool to educate and respond to your consumers.
Customer.io helps your team send personalized messages. And connect every message to an action.
Vero empowers your team to segment users and combine conditions to send targeted campaigns. Sync with your customers’ routines and send emails based on time zones.
According to Demand Metric, content marketing "costs 62% less than traditional marketing and generates about 3 times as many leads." Consider integrating content into your marketing strategy.
CoSchedule equips you with a drag-and-drop marketing calendar. That way you can plan, publish, and promote without the hassle.
Buzzsumo uncovers the most shared content across social networks. Receive content alerts regarding keywords, authors, and domains. Their chrome extension places all the necessary information at your fingertips.
Notifier scans your blog posts, finds people you mentioned, and then lets you notify them. It's a one-stop shop to bringing awareness to your content.
Are your customers satisfied? Feedback guides your team's decision-making and influences your customer success roadmap.
"Every business hopes to better its profits. The best way to do so is to serve the customer as fully as possible, especially if you can get each consumer to lead the way. By seeking customer feedback, many businesses gain a clearer picture of ways they can improve," states Larry Alton, a business and online marketing consultant.
Riddle gathers deep audience insight. Collect business intelligence through engaging quizzes and polls.
Formstack makes it possible to compile customer data. With A/B testing, you'll find out which forms convert at higher rates. Their Social Autofill feature lets your users autofill form fields with social profiles.
Hubspot reports that "64% of users are more likely to buy a product online after watching a video." It might benefit your team to create more videos.
With Animoto, gain access to dozens of video styles with unique filters and transitions.
Wistia allows you to restrict where videos are played. Every view generates a heatmap, showing exactly which parts of the video the viewer watched. Also, Wistia thrives on collaboration, share videos and analytics with your team and see their time-coded comments.
Vimeo enables you to upload and share your videos. They have a free plan and a paid plan that costs as little as $59.95 per year.
Upgrade Your Stack
Useful tools help your team work more efficiently. So, don't be wary about experimenting with different options.
However, be mindful about how a tool can solve your company's challenges. You won't need a tool for everything.
Start exploring. Upgrade your marketing stack.
About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.
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