How Do You Create Online Marketing Strategies?
You have set up your HR software, and you are now ready to market your services. To create an effective and winning software sales marketing plan, you need to identify a few key elements. Starting with your audience, you can’t anticipate any sales if you don’t know who you’re talking to, why they need your product, and which pain points they wish to overcome. Knowing your target buyers helps you craft digital marketing tactics that predict buying patterns. Next, you should conduct a detailed content audit to see which online marketing strategies drive growth and boost sales and which ones are worthless. Link each one to specific goals to understand which tactic serves each goal.
But are you even focusing on the right things? Many HR tech content agencies focus too much on features instead of results. Think about your clients’ challenges and needs and why using your solution would benefit them. Lastly, growth strategies for SaaS require detailed and meaningful metrics. There’s no use in measuring social media likes. Choose your KPIs carefully, review them regularly, and refine your tactics accordingly.
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10 Online Marketing Strategies To Increase HR Software Sales
1. Content Marketing
Working in software sales means that you have to know your fair share of SaaS content marketing tactics and strategies. Starting with long-form content, most HR companies create a blog section on their website offering educational articles and other resources, including eBooks, whitepapers, and glossaries. These pieces help you convert clients more easily further down the sales funnel, as they establish thought leadership and a deep knowledge of your field. Additionally, informative blog posts help you generate leads and prove credibility. But that’s not all. If you do create eBooks and other useful resources, you may build separate landing pages for each one of them. Simply promote these links on your social media to drive traffic to specific pages instead of your entire website.
If you want to experiment with other content that can help you increase HR software sales, you may try webinars, podcasts, case studies, and videos. While webinars take time and effort, they are wonderful at captivating people’s interest and building a sense of community. Case studies are the perfect social proof you need during the conversion stage of the funnel to prove to customers how you deliver on your promises.
2. Search Engine Optimization
We couldn’t be talking about effective online marketing strategies and not mention Search Engine Optimization (SEO). Content marketing for B2B relies heavily on optimizing your website so it becomes a favorite for search engines. What should you optimize, though? Well, everything. Your front page, articles, and all landing pages should be user-friendly and easy to navigate. Start by doing keyword research using popular platforms like Ahrefs. Incorporate as many of them into your online content strategy and proceed by adding clear images and meta descriptions. Another key element any top Search Engine Optimization specialist knows is adding backlinks and internal links.
Why are backlinks so important, though? Google ranks websites highly when it perceives them as legitimate and high-quality. What helps is having other trustworthy websites link to your domain. Such a development tells Google that you are a credible source. However, link building isn’t easy, and only specific agencies, like eLearning Industry, do it safely and successfully. Buying backlinks may seem like the easy solution, but it can result in bans and fines.
Do you want to identify your competitors and dominant keywords in the HR field? Let us perform an SEO audit and help you find out!
3. Email Marketing
Email is one of the oldest yet successful online marketing strategies for all types of businesses, including HR software. One of email marketing’s best practices is its personalization capabilities. Once you get people to join your email list, you segment them based on their preferences and demographics and cater your messages accordingly. You may even use email marketing automation tools to create processes based on people’s actions. For example, if someone downloads an eBook, they may automatically receive an email with even more helpful titles. To engage people, you should use smart digital marketing techniques, including eye-grabbing CTAs. Don’t forget to include your social media accounts inside your emails and promote any competitions people can join. Additionally, you can increase audience engagement by offering free downloads and asking for reviews.
4. Conversion Rate Optimization
They say that a 1% increase in conversions results in a 10% increase in sales. While this idea is wonderful, it is not always accurate. While you may not get a 10% increase in software sales, you may at least see a 6% or 7%. If you’re looking to get started, we have a few HR software marketing tactics for you. Start with the responsiveness of your website and how quickly pages load. A/B test your landing pages to improve user experience and offer prospects the right links and resources. Also, ensure you have an easily accessible pricing page where customers can check your rates without having to send you an email. Your CTA buttons should also be placed prominently and make it easy for clients to understand what you’re offering. If you want to implement signup forms, don’t ask for too much information, as people get discouraged when loads of data are asked of them.
5. Social Media Marketing
Whatever online marketing strategies you implement, social media marketing should be like a protective veil. Your software sales strategy may not close new contracts on X and Facebook, but social media exposure helps build engagement and trust with your audience. LinkedIn is probably the best B2B option for you to promote your content and build an expert image. Whether you’re marketing payroll or promoting employee engagement software, building a community helps them trust you. As a result, you generate qualified leads and create brand advocates who support you in the long haul.
However, don’t spread yourself too thin and create accounts on every possible platform. Too much exposure won’t necessarily benefit you. Check where your audience is most active and build your online marketing strategy carefully. For example, HR tech buyers may not be heavily involved with Instagram on a professional level.
6. Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is still one of the most popular online marketing strategies for small businesses and large conglomerates, as it is cost-effective and has a high ROI. You don’t have to pay unless someone clicks on your ad and is redirected to your landing page. While it is very effective, it is not a long-term solution like SEO. Many companies use it for limited time frames until they reach specific goals, like generating new leads. If you don’t have the expertise to set effective PPC ads yourself, you can partner up with a SaaS PPC agency that offers PPC campaign management services and optimizes your ads efficiently. For instance, small companies may stay away from high-volume keywords that are very competitive to target. Instead, you may focus on high-intent keywords that offer you bigger chances of finding potential customers.
Remember that PPC ads allow you to target specific demographics and geographic areas. Specifically, HR software can target PPC directory listings, too. You can easily add your software to relevant and high-traffic directories and even set up ads to appear higher than your competitors. This way, you leverage the power of niche-specific directories and are viewed by prospects who are already searching for solutions like yours.
7. Video Marketing
Most agencies offering content marketing services will tell you that one of their greatest goals is to increase online marketing ROI. Video marketing for HR software is a masterful way to provide clarity and showcase the superiority of your solution. What sorts of videos can you create? Tutorials, how-to guides, demos, webinars, and behind-the-scenes videos are all great ideas. When your videos are too long for social media, you may cut snippets to engage and intrigue your audience. You may publish full-length videos on YouTube on your website. Another online marketing tactic would be to create a series of videos explaining one feature at a time. For example, if you have an employee onboarding tool, you can explain its analytics, automation, integration, and task management features in separate videos. You may then promote these videos on your social media and email sequences.
8. Earned Media
Earned media refers to social media mentions, online reviews, news articles, public shoutouts, and recommendations. Unlike paid advertising, you are not creating any of those. Your customers and online audience do the work for you. That’s why it’s crucial to create a strong online community and request reviews once someone has purchased your HR software. Moreover, an even more successful and long-term way to gather earned media is by being featured on the first page of Google results. Imagine someone searching for the benefits of payroll software and finding your article among the top three results. They may use your blog post as proof on their own website and give you a genuine backlink.
Apart from improving your SEO, earned media provides credibility and trust. Customers can check out honest reviews and testimonials and decide whether they’ll pick your solution completely unaffected. To make earned media a part of your SaaS B2B marketing, you should engage with your audience regularly.
9. Affiliate Marketing
Have you seen figures online offering discounts if you purchase an item using their special code? This is what affiliate marketing looks like when it is paired with influencer marketing. SaaS lead generation and online brand promotion can be effective if you partner up with popular and established figures in your industry. Your goal isn’t to find creators with various audiences but niche professionals who share a deep knowledge of your field and are respected. Therefore, you can guarantee that your investment doesn’t go to waste and your online marketing strategies flourish. But why should anyone agree to be an affiliate of your brand? It’s up to you to sweeten the pot by either paying them a small fee for every post and story they upload or incentivizing them for every purchase or lead. Since HR software sales don’t come quickly, you may even reward the number of generated qualified leads.
10. Chatbots
One of the most popular digital marketing methods in today’s SaaS landscape is chatbots. If your main goal is to generate new leads, chatbots interact with customers entering your domain. They offer quick help and note down contact information so you can follow up through other channels. More advanced bots can even qualify leads based on their intent and place them on the corresponding stage of the funnel. Additionally, if your company depends on quotes, chatbots can produce them 24/7. This way, customers don’t have to send emails or make phone calls. The same goes for appointments and bookings.
Inserting a bot into your website marketing plan may not help you with HR content marketing, but it helps visitors get the information they need quickly without browsing your website for ages. The bot can direct them toward the right landing page and save them time and effort. Therefore, you decrease your bounce rate and ensure people locate what they need when they need it.
Successful Examples Of Online Marketing Strategies
Every day we see new ads and marketing campaigns online, but we don’t pay that much attention. It doesn’t matter if these ads were created by HR tech companies. You can always take inspiration from successful marketing campaign examples that discover masterful ways of attracting leads and building online communities. Let’s start with the bright example of American Express. Back in 2007, the credit card company wanted to improve its position in the market by boosting SEO and gaining new corporate clients and business owners. So, they created the OPEN Forum, a space where anyone could submit guest posts. Quickly, they built a database of high-quality content that was fully outsourced. Not only that, but American Express didn’t even do much to promote the content, as the creators were pushing their material through their personal platforms.
JetBlue is known as one of the most effective customer service examples thanks to its genius approach. The low-cost airline wanted badly to differentiate itself from similar brands that offered poor customer service. Their solution was to start offering quick answers to people’s queries on X and build trusting relationships. Therefore, customers didn’t have to wait for weeks and had overall pleasant experiences communicating with the company. So, JetBlue not only covered a large hole in its industry but also focused on offering real help instead of pushing its services.
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Key Takeaway
Marketing an HR business online is a demanding process that requires the coordinating combination of multiple online marketing strategies. Simply posting on social media and expecting people will buy isn’t viable. First, you need to come up with B2B lead generation strategies that capture leads’ interest and make them click. Content marketing, SEO, and earned media can help you generate qualified leads organically, which is the best digital marketing advice any professional marketer will give you. With email marketing and conversion rate optimization, you can improve your conversions significantly and enjoy high ROI.
Talking about content, videos are among the most popular marketing industry trends because they boost engagement and have a higher ROI. This is especially true for short-form videos. Additionally, PPC ads and directory listings can help you present your brand in front of qualified and highly targeted audiences. Affiliates can also promote you to buyers who are waiting for the right solution to present itself. If you want to take things even further, implement a chatbot and let AI do the talking while your team members focus on converting customers.
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