Thanks for your visit and the kind words, really appreciate it, and glad to be able to help.

In my opinion, and also according to many experts (i.e. this roundup report) we can still expect SaaS to grow in 2020 and at least 2021.

It’s true, however, that some types of SaaS software might stagnate if not slow down in growth, while some others might grow faster. My prediction is that AI-related SaaS applications will grow rapidly, while relatively simple SaaS tools covering just a single function might have gone out of fashion (as the competition gets tighter, more companies are offering “all-in-one” solutions).

For your second question, I think we should pay attention to Google’s new gallery ads (essentially Google’s version of carousel ad), which was launched fairly recently. It might be a nice, cost-efficient advertising alternative with a potentially high ROI, but we’ll still have to wait and see.

Hope that helps.

You are right that due to how Google used featured snippets on more than 50% of all search queries, organic traffic to websites has declined and are declining (that’s why queries involving featured snippets are often called “zero-click search”).

I kinda guessed that you would mention content marketing :), and I kinda agree. However, with all the rich snippets Google used on various queries related to SaaS, the organic traffic to my content pages are dwindling steadily. Any ideas to counter this?

Regards,

Tom

Hi there Thomas, nice to hear from you, and thanks for the kind words.

To be honest, I think the SaaS marketing should be an integrated effort between different marketing tactics, as each of them can produce help in the different stages of the marketing funnel and generate different results (i.e., paid advertising can help in lead generation, while email marketing can help better in lead nurturing.

However, If I really need to choose one, I’d choose content marketing.

Content marketing is a special channel in the SaaS environment, as we can see the biggest players in the SaaS industry (HubSpot, Moz, etc.), all have one thing in common: their content marketing game is really strong.

In fact, many experts would say that the content of a SaaS business is just as important as the software product itself.

Again, however, content marketing can’t work alone, but if you’d need to really prioritize one, I’d 100% recommend content.

I’m a marketer in a software company myself, and I find the article really helpful. Yet, since this guide involves quite a lot of different tactics, my question is, is there any single surefire tactic you’d recommend to invest today? And Why?