Growing a SaaS Startup? How to Find Opportunities for Organic Growth Online

With each passing day, the SaaS market gets more and more competitive. Businesses are popping up left right and centre and with all the updates and changes that AI has brought with it, finding opportunities for growth can seem a bit daunting at the start line.

That said, there are now more options and better ways to grow and expand your SaaS startup organically. 

As a SaaS startup, you want to nail the basics early on and optimising your website from the get-go is a great place to begin your SaaS growth strategy.

Optimising Your Website

Without proper optimisation, your website is as likely to rank and be seen by your target audience as a car is to be noticed when it's parked behind a garage door. Let’s look at some simple ways to make sure your site is set up to attract more visitors naturally.

Nailing the SEO Basics

Think of search engine optimisation (SEO) as the process of making your website easier for people to find when they search online. You’ll want to start by figuring out what your potential customers are searching for - this is where keyword research comes in. Tools like Google Keyword Planner or SEMrush can help you find popular search terms related to your business.

Once you’ve got your keywords, sprinkle them naturally throughout your website - in your page titles, headers, and content. But make sure the content is useful and engaging for your audience, as per Google’s latest content update.

Also, your site needs to load quickly, look good on mobile devices, and be easy to navigate. These little tweaks not only help with search engine rankings but also make your site more user-friendly.

Creating Content That Connects

You’ve probably heard the phrase ‘content is king’ being thrown around in the marketing world and the sentiment still rings true for both B2C and B2B SaaS growth strategies. 

Content is how you show your audience and search engines that you know your stuff. Start by setting up a blog or news section where you can share valuable insights and posts, like tips, guides, or stories that matter to your audience.

The key is to keep your content helpful and relevant. Answer common questions, solve problems, or share insights that your customers care about. And, importantly, keep that content stream flowing.

Regularly updating your site with new content shows that your business is active and engaged, which is good news for both your visitors and search engines.

Building Quality Backlinks

Another important part of SEO, especially for SaaS businesses, is link building. Think of backlinks as votes of confidence from other websites that tell search engines (and audiences) that your site is trustworthy and valuable.

When discussing link building it’s important to be aware that quantity of links isn’t everything; authority and relevance will give your SaaS website a competitive edge in organic search. Websites that are closely related to your industry or niche carry more weight and significantly enhance your chances of ranking higher in search results when the link back to you.

Start by reaching out to industry blogs, tech sites, or business partners who might find your content useful or relevant to their audience. Offer to write guest posts, collaborate on content, or share valuable insights that they can link back to your site.

Keep Social Media Simple

According to the 2023 State of Social Media report, 93% of business leaders say social media data and insights will be their company’s main source of business intelligence. As a startup, you want to be tactical with your time and money, so being smart about which platforms you use and how you use them is super important.

Choosing the Right Platforms

Not all social media platforms are created equal, especially when it comes to SaaS. You don’t need to be everywhere - just where your target audience hangs out. For example, if you’re targeting other businesses, LinkedIn is a no-brainer. If you’re more consumer-focused, platforms like X (formerly Twitter), TikTok or Instagram might be more your speed.

Consider starting with one or two platforms and commit to engaging there consistently.

Much like SEO, organic social media is a long game. You won’t see results overnight, but with consistent effort, you’ll start to build a community around your brand, driving organic growth. 

If you want to speed this up, you can always invest in paid social, which is essentially putting your content on the fast track, getting it in front of more eyes quicker. However, don’t forget that even with paid ads, genuine engagement and valuable content are what will keep people sticking around.

Create an Email List and Keep it Growing

The first thing you’ll want to know how to do is grow your email list.

The thing is, no one wants to hand over their email address for nothing, so think about what you can offer in return. This could be a free trial of your software, a downloadable guide, a product demo, or an exclusive eBook on solving a common pain point your software addresses. 

These lead magnets are highly effective because they offer immediate value in exchange for an email address or even exclusive tips and insights that they won’t find on your blog.

Also, make it easy for visitors to join your list by placing sign-up forms in key spots on your website - like your homepage, blog posts, or even a pop-up that appears after someone spends a certain amount of time on your site. Don’t forget to mention what they’ll get out of subscribing, too. Highlight the value they’ll receive, whether it’s staying updated on industry trends or getting access to special offers.

Creating Effective Email Campaigns

Once you’ve got people on your list, it’s time to keep them interested. Don’t fall into the trap of making your emails sales pitches, make sure they offer real value. 

Think about what your audience cares about and tailor your content to meet those needs. This could be anything from helpful tips on using your software more effectively (eBooks are good for this), to insights on industry trends.

Considering that 42% of consumers say that companies are not meeting expectations on personalisation, it's critical to tailor your messaging to resonate with their specific needs and preferences. Use your subscribers’ names and segment your list based on their interests or behaviour. For example, if someone has shown interest in a specific feature of your software, you can send them targeted emails that dive deeper into that topic.

Utilising Customer Feedback and Reviews

Your customers’ feedback and reviews can significantly impact how potential customers perceive your product and, ultimately, how it affects your SaaS growth strategy. Around 98% of shoppers trust online reviews when making a purchase decision - so getting some positive ones is a must!

Your customers’ experiences with your product are incredibly useful and insightful. Regularly gather feedback through surveys, follow-up emails, or even directly within your software interface. Ask your customers what they love about your SaaS product, what they find challenging, and what features they’d like to see in the future.

Once you have this feedback, use it to improve your product and customer experience. Not only does this help you refine your offering, but it also shows your customers that you value their input. When customers feel heard and see their feedback being implemented, they’re more likely to stay loyal and spread the word about your product and software. 

Also, you can use positive feedback to shape your marketing messages. If multiple customers are raving about a particular feature, highlight that in your content, on your website, or in your onboarding emails. This social proof can be a powerful motivator for potential customers who are on the fence.

Remember, each of these strategies works best when they’re consistently applied and refined over time. It’s not about overnight success, but about steadily building a loyal customer base and a solid reputation. Stay patient, keep learning, and continue improving your approach - you’ll see your efforts pay off as your SaaS business grows.