How to Grow a SaaS Business

Feeling overwhelmed by the challenges of growing your SaaS business?

Struggling to acquire and retain customers?

Don’t worry, you’re not alone.

The industry’s rapid growth can make it easy to get lost in the shuffle, especially with the entire SaaS market growing at a rate of 18% annually. (Source)

But fear not!

The right approach to SEO, content, and other effective strategies can be your differentiator.

This guide will be your roadmap to mastering the art of SaaS growth, covering everything from customer acquisition to retention.

So, are you ready to uncover the secret sauce to SaaS success?

  • To grow your SaaS business, focus on establishing a good product-market fit.
  • Using SEO and content marketing helps people find your product online and shows them why it’s valuable.
  • Advertising on LinkedIn can target the right professionals and build trust in your product.
  • Referral programs encourage your happy customers to tell others about your product, bringing in more customers.
  • The Growth Triad Framework helps you understand your customers’ journey, track progress with metrics, and use specific tools to grow your business.

The Core to Your SaaS Success

Yes, your SaaS product is not a basic product. But, it still has similarities with many other products being sold in general.

It needs to strike a good product-market fit.

A strong product-market fit in a SaaS business is like a key fitting a lock—a snug fit!

This means you have a product or an offer that is an ideal fit for your market’s problems.

It’s crucial because it signals that your product is not just a cool idea; it’s something people really want and are willing to pay for.

Imagine you’re at a party with a tray of snacks perfectly tailored to the guests’ tastes — they’ll be gobbled up in no time, right?

That’s your product with a strong market fit!

Now, how do you get those eager customers to your virtual door?

Through SEO and content marketing (plus more).

SEO is like putting up signs that guide people to your party.

By optimizing your online content with the right keywords, you make it easier for search engines to find you, boosting your visibility to potential users actively searching for the solutions you offer.

Content Marketing, on the other hand, is about winning hearts and minds with valuable, engaging content.

It’s like chatting with guests, making them feel welcome, and subtly showing them why your snacks (aka your product) are the best.

By providing helpful articles, videos, and other content, you build trust and authority, nudging customers down the funnel until they’re ready to try your product.

How to Grow a Saas Business in 5 Proven Ways?

5 Key Tactics for SaaS Business Growth - How to Grow a Saas Business

Your SaaS product is unique; it’s not like most products people spend money on daily.

That’s why growing your business is never just launching a product and then calling it a day.

Here, let’s go over the five strategies that will help you grow your SaaS business.

Starting with the most important:

1. SEO

Imagine you’ve got a super cool SaaS product. Now, you want everyone who needs it to find it easily, right?

That’s where SEO for SaaS comes into play.

It’s like putting up the biggest, brightest sign that guides people straight to your shop on the internet.

SEO is essential because it helps your website rank higher on search engines like Google.

When folks search for something you offer, you want to be the first one they see.

It’s a bit like being at the top shelf in a store; more visibility means more people are likely to pick you.

Plus, it’s cost-effective.

Good SEO also taps into what your potential customers are already looking for.

It’s about being the answer to their questions.

When your content is the perfect match for their search, they’ll click on your site, and if they like what they see, they might stick around, sign up, or even tell their friends about it.

That’s organic growth – real and sustainable.

Now, how do you get this SEO magic working for you? Check this out:

  1. Keywords Are Key: Start by researching keywords that your potential users are typing into search engines. Use these keywords in your website’s content, titles, and meta descriptions.
  2. Content is King: Create valuable and informative content regularly. Blog posts, how-to guides, and industry insights that answer your users’ questions and needs can attract the right crowd.
  3. Make It Snappy: Ensure your website loads quickly. No one likes to wait, and search engines prefer fast-loading sites too.
  4. Mobile-Friendly Matters: A lot of people browse on their phones, so your site must look good and work well on mobile devices.
  5. Link It Up: Build quality backlinks from reputable sites. It’s like getting a thumbs-up from the internet community, which search engines respect.
  6. Don’t Ignore On-Page SEO: Optimize each page on your site with proper headers, meta descriptions, and alt text for images.
  7. Stay Fresh: Keep your content up-to-date. Outdated info is a no-go for users and search engines.
  8. Use Tools: Tap into SEO tools like Google Analytics to track your progress and see where you can improve.
  9. Social Signals: Share your content on social media to drive traffic to your site. The more buzz you create, the more search engines take notice.
  10. User Experience is Everything: Make sure your site is easy to navigate and pleasant to use. Happy users often turn into happy customers.

Stick to this guide, and you’ll be on your way to growing your SaaS business with SEO. It’s a bit of a journey, but it’s totally worth it!

2. Content Marketing

Content marketing is a way to show potential customers that you’re not just about selling a product; you’re also about providing value, building trust, and establishing a relationship.

When you create and share helpful content, like blog posts, videos, or infographics, you give people something they can use without asking for anything in return.

It’s like giving away free lemonade on a hot day.

Who wouldn’t remember that?

This kind of generosity can make people more interested in your SaaS product.

Plus, content marketing is the gift that keeps on giving.

It improves your website’s SEO, meaning you’ll climb the ranks in search engine results, and more people will find you when they’re searching online.

It’s like leaving breadcrumbs that lead straight to your door.

Now, here’s a simple guide to help you leverage content marketing to grow your SaaS business:

  • Know Your Audience: Know Your Audience: Dive deep to understand the needs, challenges, and solutions they are searching for.
  • Solve Problems: Address specific pain points your SaaS solves. Use case studies, how-tos, and tutorials that showcase the value of your product in real-world scenarios.
  • Keep It Fresh and Up to Date: The tech industry moves fast! Regularly update your content to reflect the latest trends, features, and industry data.
  • Use Clear, Jargon-Free Language: Explain complex ideas simply. Your goal is to educate, not confuse. Remember, not all your readers are tech experts.
  • Engage with Visuals and Interactive Content: Mix in infographics, videos, and interactive demos to make learning about your SaaS engaging and memorable.
  • Encourage Action: Every piece of content should have a clear call to action (CTA). To keep readers moving through your funnel, prompt them to sign up, download a guide, start a free trial, or contact sales.

Follow these tips, and you’ll create content that attracts your SaaS audience and keeps them coming back for more!

My Take

You need to take the time to understand what your audience needs.

This will lead to a content strategy that is naturally designed to solve people’s problems and educate using the target audience’s language.

One thing that has also always worked for me is that you need to ensure that your content is always relevant and fresh. Engaging visuals and interactive demos can help make your content come to life.

These are basic approaches to helping your audience see that you can deliver the solutions they need through your content.

3. LinkedIn Ads

LinkedIn is like a bustling professional networking event that’s happening 24/7 online.

It’s packed with business folks, industry experts, and decision-makers.

Now, imagine being able to walk up to the exact people who would love your SaaS product and say, “Hey, check out what I’ve got!”

That’s pretty much what LinkedIn Ads lets you do.

First off, LinkedIn is super targeted.

You can choose who sees your ads based on their job title, company size, industry, and even the LinkedIn groups they’re in.

So if your SaaS product is designed for, say, small business owners in the tech industry, you can make sure your ads are getting right in front of those folks.

Then, there’s the content part.

LinkedIn is perfect for sharing content that professionals find valuable – think white papers, case studies, and how-to guides.

By using LinkedIn Ads to promote this kind of content, you’re not just selling; you’re helping.

When you help, you build trust. That’s a big deal because when people trust you, they’re more likely to try your software.

On their website, LinkedIn demonstrates five steps on how to get started with LinkedIn Ads.

LinkedIn Ads Page - How to Grow a SaaS Business

But to clarify this, we’re going to break down the steps further to help you understand what to expect from running LinkedIn’s Campaign Manager.

Now, let’s get those LinkedIn ads up and running!

Here’s a straightforward guide to help you start advertising on LinkedIn:

  1. Set Up Your Account:
    • First things first, you’ll need a LinkedIn account. If you don’t have one, sign up at
    • Once you have your account, you’ll need to create a LinkedIn Page for your business if you haven’t already.
    • After that, you can access the LinkedIn Campaign Manager, the platform for LinkedIn ads.
  2. Campaign Manager:
    • Go to the LinkedIn Campaign Manager and click “Create Campaign.”
    • You’ll be asked to select the account you want to use for advertising.
  3. Choose Your Objective:
    • What’s your goal? LinkedIn will ask you to choose from objectives like brand awareness, website visits, engagement, video views, lead generation, or conversions. Pick the one that aligns with what you want to achieve.
  4. Targeting Your Audience:
    • This is a crucial step. You need to define who will see your ads. You can target based on location, job title, company name, industry, skills, and more.
    • Be specific but not too narrow – you don’t want to miss potential customers!
  5. Ad Format:
    • Decide on the format of your ad. LinkedIn offers sponsored content, sponsored in-mail, text ads, dynamic ads, and more.
    • Choose the one that best suits your campaign objectives and the kind of content you want to promote.
  6. Budget and Schedule:
    • Set your budget. You can choose a daily budget, a total budget, or both.
    • Decide on your ad campaign’s schedule – you can start immediately or set a start and end date.
  7. Create Your Ad:
    • Now, it’s time to create your ad content. Depending on the type of ad you’ve chosen, this could include images, videos, or text.
    • Make sure your ad copy is engaging, and your visuals are eye-catching!
  8. Payment:
    • Enter your payment information. LinkedIn will charge you based on the budget and schedule you’ve set.
  9. Review & Launch:
    • Before you set your campaign live, review all the details. Make sure everything looks good and aligns with your objectives.
    • Hit ‘Launch Campaign’ once you’re ready for your ads to start reaching people!
  10. Monitor and Optimize:
    • Keep an eye on your campaign’s performance through the Campaign Manager.
    • Use LinkedIn’s analytics to understand what’s working and what’s not. Then, make adjustments as needed to improve your results.

Remember, the key to a successful ad campaign is testing and optimization.

Don’t be afraid to tweak your audience, budget, or ad content to see what gives you the best results.

4. Referral Programs

Referral programs are like telling the world you’ve got a super cool secret and then sharing that secret with your buddies.

In the SaaS world, when your product is top-notch, your customers are like those buddies, and they’re excited to tell others about it.

It’s a win-win: your customers get to be the heroes who share the good stuff, and you get more eyes on your product without having to shout from the rooftops yourself.

Now, why does this work so well?

For starters, people trust their friends way more than they trust an ad.

When a friend says, “Hey, this app will make your life easier,” you’re likely to give it a shot.

Plus, a referral program can save you some serious cash on marketing because you’re using the power of word-of-mouth instead of pricey ads.

Referral programs are essential in the CVJ’s ‘Advocate’ stage. This stage is about transforming satisfied customers into advocates that spread good word about your product or SaaS product. The CVJ is a framework used to map out the customer’s journey from “unaware of a brand” to becoming an advocate for it.

Lastly, when you reward your customers for spreading the love, they feel like VIPs, and that’s a feeling they want to keep.

So they keep referring, and your business keeps growing.

It’s like planting a garden that just keeps on giving.

Ready to start your referral program garden? Here’s your handy guide:

  1. Define Your Goals: Know what you want to achieve. More sign-ups? More active users? Nail down your target.
  2. Choose Your Rewards: Decide on some sweet goodies that’ll make your customers want to jump on board. Discounts? Upgrades? Choose something that fits your budget and excites your customers.
  3. Set Up the Tech: You’ll need a way to track referrals and rewards. Look for referral program software that plays nicely with your current tools.
  4. Make It Easy: If it’s complicated, nobody’s going to do it. Keep your referral process simple and straightforward.
  5. Spread the Word: Tell your customers about your awesome referral program. Emails, pop-ups on your website, or even a little note in your app can do the trick.
  6. Track Your Progress: Keep an eye on how things are going. Who’s referring the most? Which rewards are super popular? Use this info to tweak your program and make it even better.
  7. Show Appreciation: Always thank your customers for their referrals. A little ‘thank you’ can go a long way.
  8. Keep It Fresh: Every now and then, shake things up with new rewards or special promotions to keep the excitement alive.

Stick to this plan, and you’ll be growing your SaaS garden in no time. Happy planting!

5. The Growth Triad Framework

Last but definitely not least, here’s a framework that will be your cherry on top for all these abovementioned tactics.

The Growth Triad presents a compelling strategy for growing a SaaS business by focusing on three fundamental elements.

These elements include a documented customer journey, actionable metrics, and focused tools and tactics.

This holistic approach ensures that a SaaS business can navigate the complexities of the market with a clear roadmap, making growth predictable and sustainable.

Below is an example of a Growth Scorecard that you would use to help track your chosen metrics.

Growth Scorecard - How to Grow a SaaS Business

The Growth Scorecard is just one element that makes The Growth Triad an elaborate framework that can measure growth in your business journey.

Access this Growth Scorecard template for your own or use it as a guide to design your own Growth Scorecard.

If you want to leverage the Growth Triad together with SEO, content marketing, ads, and referral programs, here’s how:

  1. Map the Customer Journey: Start by documenting the entire customer journey from the moment they become aware of your SaaS product to the point they become loyal advocates. Use the Customer Value Journey (CVJ) framework to ensure you capture every stage accurately. This map will serve as the foundation for your growth strategy.
  2. Implement the Growth Scorecard: Identify key performance indicators (KPIs) for each stage of the customer journey. These should be actionable metrics that provide clear insights into how well you are performing at each stage. Regularly monitor these metrics to understand where you’re succeeding and where there’s room for improvement.
  3. Apply Targeted Tools and Tactics: Based on the insights gained from your Growth Scorecard, identify the stages of the customer journey that need improvement. Develop and apply specific tools and tactics aimed at optimizing these stages. This could involve enhancing your onboarding process, improving customer support, or refining your marketing strategies to address customer needs better.
  4. Align Training and Resources: Ensure your team fully aligns with the Growth Triad framework. Provide training that emphasizes the importance of the documented customer journey, actionable metrics, and the application of focused tools and tactics. Allocate resources efficiently to support the strategies identified as most likely to drive growth.
  5. Continuously Optimize: The Growth Triad is not a one-time strategy but a continuous optimization process. Regularly review your customer journey documentation, update your Growth Scorecard with the latest data, and adjust your tools and tactics as necessary. Stay agile and be prepared to pivot your strategies based on the data.

By following these steps, a SaaS business can systematically optimize each stage of the customer journey, leading to predictable and sustainable growth.

The Growth Triad framework provides a clear and effective blueprint for achieving this growth, making it an invaluable tool for any SaaS business looking to scale.

My Take

The Growth Scorecard was instrumental in establishing my blog; here’s why.

If you want to align your content strategy with your audience effectively, you will need a clear roadmap for understanding your audience’s journey from discovery to loyalty.

Actionable metrics from the Growth Scorecard will allow you to measure engagement and refine your approach, while targeted tools and tactics will help you optimize each stage of the journey.

How to Grow a SaaS Business by Fostering Customer Loyalty

We went over the strategies needed to market your SaaS business effectively.

But even after acquiring customers with good marketing, of course, you’d also want them to stick around.

Now, how do you foster customer loyalty?

Here are key tactics to focus on:

Improving Customer Support:

  1. Be Quick and Consistent: Respond to customer queries as fast as you can. A quick response time can really impress customers.
  2. Train Your Team: Make sure your support team knows your product inside out. Customers appreciate accurate and knowledgeable help.
  3. Use Feedback: Ask customers for feedback on your support and act on it. This shows you value their opinion and are committed to improvement.

Building Community Through Social Media:

  1. Engage Regularly: Post content regularly and interact with your followers. Answer their questions, like their comments, and share their success stories.
  2. Create Groups: Consider creating a Facebook group or a Slack channel where customers can interact with each other.
  3. Host Live Sessions: Use live videos to answer real-time questions, give product updates, or share tips and tricks.

Hosting Webinars and Events:

  1. Educational Webinars: Offer free webinars that help customers get more value from your product.
  2. User Conferences: Host an annual event for users to network, learn, and get a sneak peek at new features.
  3. Local Meetups: Support or sponsor local events or meetups. Face-to-face interaction can forge stronger connections.

Innovative Loyalty Programs:

  1. Reward Referrals: Give customers incentives for referring new users. Maybe a discount on their subscription or exclusive features.
  2. Points System: Implement a points system for certain actions, like using a new feature or being an active community member.
  3. Tiered Benefits: Create loyalty tiers that increase rewards as customers stay with your SaaS longer.

Remember, the key to fostering customer loyalty is to show your customers that you genuinely care about their success and satisfaction.

It’s about creating a positive experience every step of the way.

Keep the conversation going, listen to their needs, and always find ways to deliver more value.

What to Avoid If You Want to Grow a SaaS Business

Mistakes in Growing a SaaS Business - How to Grow a SaaS Business

If you’re steering the ship of a SaaS company, you’re probably all too familiar with the pressures of growth.

It’s like everyone’s chasing that high score in some grand business arcade game.

But let’s be real: sometimes, companies can trip up in the rush to the top.

So, what are these common pitfalls in SaaS growth strategies, and how can you sidestep them?

Let’s dive in!

1. Not Learning from the Competition

Many SaaS companies fall into the trap of either obsessing over competitors or completely ignoring them.

The sweet spot is in the middle.

You gotta keep an eye on them to learn what works and, more importantly, what doesn’t.

Competitor analysis isn’t about copying homework; it’s about understanding the landscape, recognizing their mistakes, and ensuring you don’t make ’em.

TIP: Conduct a competitor analysis regularly. See where your competitors stumbled and ask yourself, “How can I do better?” Use that intel to refine your strategy.

2. Ignoring Customer Feedback

Remember, your customers are the lifeblood of your SaaS business.

Neglecting their feedback is like ignoring directions on a treasure map.

Sure, you might find the treasure by luck, but why take the chance?

TIP: Implement a robust system for collecting and analyzing customer feedback. Use it to guide your product development and customer service strategies. Happy customers are your best marketers!

3. Overvaluing New Acquisitions Over Customer Retention

It’s thrilling to watch your user base skyrocket, but if you’re losing customers as fast as you’re gaining them, that’s a problem.

High churn rates can be a killer.

TIP: Balance your focus between acquiring new customers and nurturing existing ones. Invest in customer success initiatives that keep users engaged and satisfied.

4. Underestimating the Importance of a Strong Foundation

Sometimes, the race to grow fast leads to cutting corners.

But if your infrastructure can’t handle growth, you’re building on quicksand.

TIP: Take the time to invest in a solid foundation. Whether it’s your tech stack, your team, or your processes, make sure they’re scalable.

5. Growth at Any Cost — A Dangerous Mantra

Finally, let’s talk about sustainable growth versus growth at any cost.

It’s tempting to push for aggressive growth, but if it’s not sustainable, it’s like sprinting a marathon; you’ll burn out.

TIP: Prioritize sustainable growth. Set realistic goals and focus on steady, profitable growth. Remember, it’s not just about getting bigger; it’s about getting better.

So, keep these pitfalls and pieces of advice in mind as you navigate the growth of your SaaS business.

Steer clear of these common mistakes, and you’ll be on your way to healthy, sustainable growth.

Are you ready to level up your SaaS game without falling into these traps? Let’s make it happen!

Case Study – Hurdlr

Case Study - Hurdlr - How to Grow a SaaS Business

In this case study summary we’re going to take a look at Hurdlr, an app for freelancers and gig economy workers to track finances, wanted to boost its online presence and get more users.

They were already doing some content marketing and SEO, but they knew they could do better.

So, they teamed up with a marketing agency to ramp things up.

The agency came in with a plan called Predictable Growth, which is all about having a structured approach to digital marketing.

They looked at Hurdlr’s blog and saw that while the content was nice, it wasn’t helping convert readers into users.

The blog discussed broad topics that didn’t appear in searches for Hurdlr’s services.

To fix this, the agency focused on what Hurdlr’s customers really needed and the kinds of online searches they conducted.

They held workshops with Hurdlr’s teams to understand customer problems and then did some deep-dive keyword research.

With this new insight, they updated old blog posts and created new ones about solving the customers’ problems.

They picked keywords that showed people were ready to find a solution, like “Uber tax calculator” – something Hurdlr could help with.

They ensured that these blog posts were top-notch and full of helpful information.

They also improved Hurdlr’s website by creating separate pages for different services.

The results?

They hit it out of the park! Hurdlr got way more first-page rankings on Google, and for the keywords the agency targeted, their Google rankings shot up by 70%.

This case study shows just how powerful good content marketing and SEO can be when you understand your customers and what they’re looking for.

Key Takeaways

We covered a couple of tactics to pump up your SaaS business.

We’ve covered how to make sure your product clicks with what people want and how to get the word out using SEO and killer content.

A common theme: You’ve gotta get to know who you’re selling to and throw some neat tricks their way, like ads on LinkedIn or telling them to bring their buddies over with referral programs.

This stuff could really get your SaaS business buzzing.

But remember this whole growing-your-business thing? It’s kind of like a never-ending road trip.

You need to keep rolling with the punches, tune in to what your customers are saying, and keep tweaking your game plan.

Grab these tips we’ve talked about and twist them to fit your own biz vibe.

Stay focused, and you could totally knock it out of the park in the SaaS world.

And if you’re on the hunt for more golden nuggets on digital marketing, business, or getting your head in the game, don’t forget to look up our other blog posts.

They’re packed with more advice that can help you zoom ahead. Keep rocking it!