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5 Things You Can Do Today to Market Your SaaS (Even If You Hate Marketing)

Marketing Strategies for SaaS Developers

Marketing your SaaS feels like staring at a brick wall? You're not alone.

As developers, we're wired for logic, precision, and building things from the ground up. Marketing feels messy, unpredictable, and frankly, a bit overwhelming.

Writing compelling marketing copy, running social media campaigns, or even talking to potential customers feels like a complete detour from the joy of coding.

Here's the thing: building an amazing product is just the first step. If no one knows it exists, no one will ever sign up for your SaaS, let alone pay for it.

Stripe meme

I know you still wanna see those beautiful Stripe notifications when you wake up. It means you made money while you were asleep.

But before we proceed, let’s get one thing straight: this won’t be about becoming a marketing guru overnight.

Instead, I'll teach you how to take small, manageable steps that tap into your developer strengths.

We'll explore strategies that feel natural to you, like using your technical skills to showcase your product and build a loyal base of fans who happily promote it for you.

5 Marketing Strategies For SaaS Developers

1. The First Step That Determines Any Amount of Success (And 99% Already Fail At)

When I listen to developers explain their SaaS, it sounds like they’re explaining a complex algorithm to a non-technical grandma.

I get it. You get lost in the weeds of your own creation. You throw around terms like 'microservices' and 'APIs', while your grandma stares at you blankly.

Charlie conspiracy meme

But potential customers don't care about your fancy architecture or your impressive tech stack. They care about how your product solves their problems.

Instead of focusing on the technical intricacies of your SaaS, shift your focus to the 'why.' Why should someone choose your product over the competition? What specific pain points does it address?

For example, instead of saying, 'Our platform leverages a distributed database for enhanced scalability and fault tolerance,' try saying, 'Say goodbye to slow loading times and data loss. Our platform ensures your data is always accessible and your application remains lightning-fast, even under heavy load'.

See the difference? It's about focusing on the benefits to the user, not the technical jargon. This not only makes your message more understandable, but it also resonates more deeply with potential customers.

So what do we do here?

Try to go back to your landing page, blog posts, social media posts, and ads. See where you’ve been blabbering about tech and change that to focus on solving your users’ pain point instead.

Then do more of that.

The secret to SaaS growth is clarity, not complexity.

2. Show, Don't Tell - Visual Storytelling for SaaS

Humans are inherently visual creatures. We process images much faster than text.

As developers, we can get so focused on the technical intricacies of our products that we forget the importance of visual communication. We rely on lengthy descriptions and technical jargon to explain what we built.

But potential customers are more likely to be captivated by a compelling visual than a wall of text.

That's where the power of visual storytelling comes in. Instead of simply telling potential customers about your product, show them its capabilities.

Here are a few ideas to get you started:

  • Create a short, concise video that demonstrates a key feature of your product. Show how easy it is to use, and highlight its unique capabilities.
  • Create a GIF that showcases a key interaction or workflow. GIFs are short, attention-grabbing, and easily shareable on social media platforms.
  • Embed interactive demos on your website. Allow potential customers to experience your product firsthand without having to download or sign up.

Visuals help potential customers quickly grasp your product's value and see how easy it is to use.

So don't underestimate the power of visual storytelling. It can make a world of difference in capturing the attention of your target audience while showcasing the unique value of your SaaS.

3. Find Your Tribe - Don't Sleep On Communities

The most successful companies aren't just selling products; they're building movements.

Humans are inherently social creatures. We thrive in communities, seek connection, support, and a sense of belonging.

Why not tap into this innate human need for community?

Engage with relevant online communities like Reddit, Quora, and industry-specific forums.

Share your project, ask for feedback, and participate in discussions. Offer helpful advice, answer questions, and build genuine relationships with your target customers.

Actively participating in these communities helps you to:

  • Increase visibility: Share your project with a wider audience and generate organic buzz.
  • Gather valuable feedback: Get honest and constructive feedback from users to improve your product.
  • Build credibility: Establish yourself as a thought leader in your niche by providing valuable insights and contributing to the community.
  • Find early adopters: Connect with potential customers who are genuinely interested in your product.

Remember, it's not just about self-promotion. Focus on building genuine relationships and contributing meaningfully to the community. Providing value to others will naturally attract attention to your own project.

4. The Art of the Cold Email - Build Relationships One-on-One

Cold emailing. The very words might send shivers down your spine.

It’s awkward, intrusive, and downright terrifying. You're essentially barging into someone's inbox uninvited, hoping they'll actually read your message and not immediately hit delete.

But cold emailing, when done right, is a surprisingly effective way to connect with potential customers. The secret is to build genuine relationships, one email at a time.

Here’s how I want you to think about cold emailing, or any cold outreach:

If you spot someone interesting in the crowd, would you just walk up to them and start rambling about your product?

You'd probably try to find some common ground, strike up a conversation, and genuinely listen to their needs.

Cold emailing is similar. It's about finding the right people, understanding their challenges, and offering a helpful solution, not just a sales pitch.

Personalization is the key here. Don't just blast out a generic template to a mass list. Take the time to research each recipient. What are their interests? What are their biggest pain points? What are they working on?

For example, instead of sending a generic email to "marketing managers," identify specific marketing managers at companies that could genuinely benefit from your product. Mention a recent blog post they wrote, a project they're working on, or a challenge they're facing.

You don’t want to be spamming people with your product. Gone are the days that this spammy method worked.

Effective cold emailing is simply building genuine connections and demonstrating that you understand their needs and how your SaaS can truly help them.

5. Use Your Development Process as Marketing

Many developers keep their development process shrouded in secrecy. But why?

Think about it: your development journey is a story in itself. It's a story of overcome challenges, creative problem-solving, and building something from the ground up.

Sharing your development process builds trust with potential customers, creates excitement for your product, and can even attract talented people to contribute.

Here are two ways you can do this:

  • Public Roadmapping: Instead of keeping your development plans a secret, share them publicly! Create a simple roadmap on your website or using a tool like Trello or GitHub Projects.
    • Potential customers get a glimpse into your vision for the future.
    • It shows them that you're actively working on improving your product and that their feedback is valued.
    • It also helps build anticipation and excitement around upcoming features.
  • Early Access Programs: Offer early access to select users based on their contributions to your open-source projects or community involvement.
    • This not only provides valuable feedback but also creates a sense of exclusivity and rewards early adopters for their support.

Give it a try, you'd be suprised at how effective this is. When you make your development process transparent, you can open up a whole new marketing engine for your SaaS.

Actionable Step: Choose one of these strategies and implement it today. For example, create a simple public roadmap using a tool like Trello or GitHub Projects, and share it on one or two communities where your target market is active. You'll be surprised at how much engagement it can generate.

Can You Market Your SaaS 15 Minutes A Day?

You've taken the first few steps.

But what about that nagging feeling that you're not doing enough? That you're missing something?

Marketing a SaaS can feel overwhelming, especially when you're juggling development, customer support, and everything else that comes with building a SaaS.

It's easy to get caught up in the "all or nothing" mentality. You might feel like you need to launch a massive social media campaign, hire a marketing agency, or spend thousands of dollars on advertising to see any results.

But the truth is consistent, small actions are far more effective than sporadic bursts of activity.

What's one marketing task you've been putting off because it feels outside your comfort zone? Maybe it's writing blog posts, creating social media content, or even reaching out to potential customers.

Can you break it down into a smaller, more manageable step?

Instead of "launch a full-blown marketing campaign," try "write a single tweet about a recent product update."

Or instead of "create a professional-looking video," try recording a quick screen recording of a key feature.

Progress is made one small step at a time.

So focus on small, achievable goals. I promise you, you'll build momentum and gradually overcome your marketing anxieties in no time.

How does that sound?

Common Marketing Questions for SaaS Developers

I'm a solo developer. How can I manage marketing in addition to building my product?

This is a very valid concern. As a solo developer, you're already wearing many hats. Adding "marketer" to the list can make any solo dev feel like pulling their hair out.

But remember that marketing doesn't have to be a full-time job. Start small and integrate marketing activities into your existing workflow.

  • Schedule dedicated marketing time: Even 15-30 minutes a day can make a significant difference.
  • Automate where possible: Use tools like social media scheduling platforms and email marketing automation.
  • Outsource non-core tasks: Consider outsourcing tasks like graphic design or content writing to freelancers.

How do I know if my marketing efforts are actually working?

You need to track your results so you can understand what's working and what's not.

  • Set clear, measurable goals: What do you want to achieve with your marketing efforts? (e.g., increase website traffic, generate leads, boost social media engagement)
  • Track key metrics: Monitor website traffic, social media engagement, email open rates, conversion rates, and other relevant metrics.
  • Use analytics tools: Use tools like Google Analytics to track website traffic and user behavior.

What if I don't have a large budget for marketing?

Don't worry, you don't need a huge budget to market your SaaS effectively.

  • Focus on organic marketing: Use free channels like social media, content marketing, and community engagement.
  • Run targeted ads: Instead of going broad, run small, targeted ad campaigns.
  • Offer free trials or freemium plans: Attract users with a free trial or a freemium version of your product.

How can I measure the ROI of my marketing activities?

To understand the effectiveness of your marketing spend:

  • Track revenue attributed to each marketing channel: Monitor which marketing channels are driving the most conversions.
  • Calculate customer acquisition cost (CAC): Determine how much it costs to acquire a new customer.
  • Compare CAC to customer lifetime value (CLTV): Your customer acquisition costs should be lower than the lifetime value of your customers.

What are some common marketing mistakes that developers should avoid?

  • Focusing solely on technical features: Remember to focus on the benefits to the user, not just the technical details.
  • Trying to be everything to everyone: Focus on your ideal customer and tailor your marketing efforts accordingly.
  • Ignoring user feedback: Actively listen to user feedback and use it to improve your product and marketing.

Where can I find inspiration for creative marketing ideas?

  • Follow other SaaS companies: Keep an eye on what other successful SaaS companies are doing.
  • Read industry publications: Stay up-to-date on the latest marketing trends and best practices.
  • Attend industry events: Network with other SaaS founders and learn from industry experts.
  • Experiment and iterate: Don't be afraid to try new things and see what works best for your business.

I hope this addresses some of your most pressing marketing questions!

Remember, marketing is an ongoing process. Don't get discouraged if you don't see results overnight. Keep experimenting, learning, and iterating your approach.

Conclusion and Takeaway

Marketing your SaaS doesn't have to be an overwhelming task.

Focus on small steps that use your technical skills so you can effectively reach your target audience and build a successful SaaS business.

Remember, the key is to start small and build momentum. Don't try to do everything at once.

  • Focus on one thing at a time.
  • Celebrate small wins.
  • Learn from your experiences.
  • Continuously iterate and improve your approach.

Incorporate these developer-friendly marketing tactics into your workflow and watch how you gradually build confidence and achieve your marketing goals.

Actionable Takeaway:

Choose one of the five actions outlined in this article and commit to completing it today. It could be as simple as:

  • Write a short blog post about a pain point your product solves.
  • Create a short video showcasing a key feature of your product.
  • Share your project on a relevant online community.
  • Write a personalized email to a potential customer.
  • Share a simple public roadmap for your product.

You'll be surprised at how quickly you can make progress when you break down marketing into small, manageable steps.

I believe in you.

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