How To Advertise And Promote SaaS: 30+ Tactics To Apply

In the fiercely competitive SaaS landscape of 2024, you must stand out. 

And masterful advertising and promotion strategies are key to grabbing attention and getting ahead of your rivals. 

Of course, effective marketing not only drives visibility but also builds trust and credibility, helping your product gain traction in a saturated market. 

But as a SaaS founder, CEO, or marketing team leader, it can be incredibly difficult to cut through the noise to identify the strategies that will reach and resonate with your target audience. 

Wondering how to promote a SaaS product?

In this guide, we’ll outline 30 actionable tactics SaaS companies should consider to drive awareness, generate leads, and convert customers in 2024. 

Defining SaaS Advertising and Promotion: What You Need to Know

SaaS advertising and promotion involve strategically marketing software-as-a-service products to attract, engage, and convert potential customers. 

This includes using digital channels like social media, search engines, and email to showcase your product’s value, build brand awareness, and drive user acquisition in a highly targeted and cost-effective manner.

It’s important to note that while there is considerable overlap, advertising and promotion are two distinct activities. 

When we talk about advertising, we’re referring to paid tactics used to create awareness and drive interest in a SaaS solution.

Examples of advertising tactics include:

• Paid social media ads
• Influencer marketing
• Retargeting ads
• Display ads
• Radio ads
• Print ads 
• TV ads

Promotion, meanwhile, refers to wider marketing strategies, comprising both paid and unpaid activities, with the broader goal of boosting sales.

Promotional activities include:

• Public relations 
• Special offers
• Discounts 

A simple way to think about the difference between the two categories is that advertising builds visibility, while promotion drives immediate action.

Of course, few SaaS businesses could thrive without strong advertising and promotional strategies — but marketing SaaS solutions is not as straightforward in 2024 as it once was. 

Here’s why. 

Navigating the Challenges: Why Advertising and Promoting SaaS is Tougher Than Ever

The SaaS market is saturated, with around 30,000 companies globally and more players constantly entering this highly competitive space. 

And as competition increases, so do customer acquisition costs. 

This essentially means that to stand out in today’s overcrowded SaaS landscape, SaaS brands are spending more than ever on advertising and promotion. 

And even after blowing their budget on a sophisticated marketing campaign, they still need to contend with growing ad fatigue. 

After all, no one likes being advertised to. 

And in 2024, consumers are exposed to potentially hundreds of adverts every day.

This includes your customers. 

To grab their attention, it’s vital to take a highly-personalised and targeted approach to advertising. 

Think about it — you’re much more likely to welcome an advert if it’s for a product that is super relevant to you or will help you overcome an obstacle you’re currently struggling with. 

Finally, as the digital landscape rapidly evolves, SaaS businesses must continuously innovate, refine their strategies, and adapt to new trends. 

This dynamic environment demands a deep understanding of the market and the agility to respond to competitors and customer needs. , 

Success hinges on standing out amidst the noise through impactful, data-driven marketing strategies and on delivering genuine value to your audience.

Proven Strategies: 30+ Tactics to Advertise and Promote SaaS in 2024

Ready to get started on your SaaS marketing journey?

But wondering how best to advertise a SaaS online?

We’ve compiled a comprehensive list of 30+ unique advertising and promotional tactics that SaaS brands can use to stand out from the crowd. 

Read on for 30+ actionable strategies, plus their pros and cons, approximate budgets, risks, ROI best practices, and funnel stage.

1. Mastering Search Engine Advertising (SEA): Driving Qualified Traffic to Your SaaS Business

Budget: Starting at £500-£2,000/month

Funnel Stage: Top and middle 

Search Engine Advertising is when SaaS brands use paid ads on popular search engines such as Google and Bing to capture high-intent users. 

These text or graphical adverts are posted prominently on the Search Engine Results Page (SERP), gaining visibility for brands.

SEA boasts high targeting precision and immediate results, but it comes with a high cost-per-click. It’s also a competitive space, with search engines typically auctioning off keywords to the highest bidder. 

Brands employing SEA should not ignore negative keywords—these can get results, too—and should be careful of overspending on this activity. 

Furthermore, if SEA is not optimised effectively, there’s also the risk of poor ROI from this tactic. 

2. Leveraging Social Media Advertising: Reaching Your Audience Where They Are

Budget: Starting at £300-£1,500/month

Funnel Stage: Top and middle 

Social media advertising means paying to broadcast adverts on platforms such as LinkedIn, Facebook, Twitter, and Instagram. 

When it comes to how to advertise SaaS, this is by far one of the most popular methods. 

Social ads come in various formats, from written and graphical creative to memes and videos.  

The pros here are that social media channels boast both a vast reach and advanced targeting that allows you to be super precise about who sees your ads. 

However, there is the potential for low engagement rates, especially if your targeting is off — ad fatigue is rife on social media. 

Focus on custom audiences and lookalike targeting for the best ROI when creating social media ad campaigns. 

However, it’s essential to avoid over-reliance on one platform.

3. Capturing Attention with Display Advertising: Visual Appeal in the Digital Space

Budget: Starting at £200-£1,000/month

Funnel Stage: Top

A digital display advert is a graphical advert on a third-party website or app. 

Used to build brand awareness, they incorporate text, images, video, and audio — and are typically interactive. 

Banner ads are one of the most common forms of digital display advertising. 

Display advertising gives users significant visibility, and you can retarget people who are potentially interested in your brand and may have interacted with the advert in some way. 

However, with web users so used to seeing banner ads, this type of advert can easily go unnoticed, leading to low click-through rates. 

And overuse of one advert often leads to ad fatigue. 

This means that if you’re not targeting the right audience, the ROI from display ads can be low. 

However, brands that employ a smart remarketing strategy can see significant success from this tactic

4. Capturing Lost Opportunities: Maximising Conversions with Retargeting Campaigns

Budget: £200-£1,000/month depending on the scale

Funnel Stage: Middle and bottom

SaaS companies can use retargeting ads to reach visitors who have interacted with their website or content but haven’t converted. 

This is one of the most useful tactics in modern marketing — this method of hyper-personalised targeting typically results in high conversion rates. 

However, it can be perceived as intrusive — or even creepy, triggering privacy concerns, and requires careful management. 

Furthermore, if you overuse your ads or perform poorly timed retargeting, you can trigger ad fatigue and lose potential customers interested in your solution. 

5. Engaging Niche Audiences: Advertising in Online Communities

Budget: £100-£500/month

Funnel Stage: Top and middle 

Share sponsored posts or adverts in relevant online communities like Reddit or Quora to achieve high engagement and targeted reach. 

When engaging with niche communities, you’ll get the best ROI from providing genuine value to the people there rather than going down the hard sell route. 

Indeed, posts deemed to be too promotional or lacking authenticity can result in negative public feedback or even a full-scale backlash that significantly harms brand reputation. 

If you’re going down this route, spending time getting to know the community before posting is vital. 

6. Partnering for Growth: Scaling SaaS with Affiliate Advertising

Budget: Commission-based, typically 10-30% per sale

Funnel Stage: Bottom

One innovative SaaS marketing tactic is partnering with affiliates who promote your solution in exchange for commission. 

This is a performance-based, scalable activity, but it does require significant management. 

What’s more, if affiliate performance isn’t carefully tracked, there’s the potential for brand misalignment or dilution.

7. Building Authority with Content Marketing and SEO

Budget: £1,000-£5,000/month

Funnel Stage: Top and middle 

One of the best SaaS marketing strategies, the goal of content marketing and SEO is to attract organic traffic to your website. 

To achieve this, create content (written, graphical, video, audio) that is valuable to your audience and then optimise it for search engines. 

Content marketing and SEO deliver long-term results, reinforce your branding, and help to build trust with your audience. 

However, creating and optimising content effectively can be time-consuming, and you won’t see immediate ROI. 

Furthermore, search engines frequently change their algorithms, which can upend your strategy and suppress your content. 

When creating and optimising content, it’s vital to avoid keyword stuffing or publishing low-quality content.

Sure, this will take less time, and you might see some short-term results. 

However, search engines typically punish content that is not genuinely helpful or relevant. 

In other words, trying to game the system is often disastrous in content marketing and SEO. 

8. Amplifying Reach: Leveraging Influencer Marketing for SaaS

Budget: varies widely; could range from £500 to £10,000+ depending on the influencer’s reach

Funnel Stage: Top and middle 

Once the preserve of B2C brands, now B2B SaaS companies are successfully leveraging the power of influencer marketing. 

This is when you partner with industry influencers with a large, engaged following among your target audience to promote your SaaS product.

This approach has many advantages: there’s a high trust factor, expanded and targeted reach, and you gain credibility points. 

Conversely, it can be costly, and successful influencer marketing requires careful selection of influencers to partner with. 

There’s also the potential for misalignment if the influencer in question doesn’t fully resonate with your brand or audience. 

It’s also important to avoid overpaying for influencers with low engagement levels or audiences that are irrelevant to your SaaS solution. 

9. Captivating Audiences with Strategic Video Marketing

Budget: £1,000-£10,000 depending on production quality

Funnel Stage: Top and middle 

Creating engaging videos to showcase your product can reap rewards. 

Think product demos, how-tos, explainer videos, clips offering valuable advice to your audience, or even recorded webinars.

Place a strong focus on storytelling and insert clear CTAs, and you’ll find this to be a versatile tactic that generates high levels of engagement among your audience. 

The difficulty here is spending enough to end up with well-produced videos without decimating your ROI. 

Videos with low-quality production or those that appear overly promotional will likely see low engagement levels and could even negatively impact trust in your brand. 

This means higher production costs and a significant amount of creative effort. 

10. Offering Value with Free Helpful Tools to Build Awareness

Budget: £500-£5,000 depending on complexity

Funnel Stage: Top 

Giving away tools or resources for free may sound counterintuitive when you’re trying to bring in cash, but it can actually be a very effective marketing tactic. 

First, consider what problem your customers and/or target audience all have in common. 

Now, does your company have the resources to develop free tools or resources that will help to solve that problem?

If so, you’ve got a high-value asset you can offer potential customers for free. 

This builds trust and authority in your brand and — most importantly — is almost guaranteed to attract a slew of qualified leads. 

Of course, there are downsides to this approach. 

Your free tool will take up resources, require ongoing support, and possibly have a steep maintenance cost without generating direct revenue. 

This is why many companies fail at this tactic: they want the kudos of giving out a handy tool for free without dedicating sufficient resources. 

The result? A poor user experience and low adoption rates. 

Low to no ROI. 

The success of this strategy hinges on ensuring your tool has genuine value to your target audience.

11. Building Relationships: Connecting with Your Audience on Social Media

Budget: Low financial cost, high time investment

Funnel Stage: Top and middle

In 2024, every SaaS brand should engage directly with potential customers on social media platforms such as LinkedIn and Twitter. 

This tactic can help build significant trust in your brand and give you a direct line to your target audience. 

And this means valuable insights into their goals, pain points and challenges, as well as that precious feedback you can use to continually improve your software. 

You’ll see the best ROI from this marketing tactic if you use a mixture of organic posts and direct messaging and engage with people in the comments. 

Avoid being overly promotional or ignoring negative feedback — both actions can lead to a backlash. 

Of course, social media engagement may be relatively inexpensive, but it is time-intensive, requiring consistent effort. 

12. Engaging in Niche Online Communities: Building Trust and Awareness in Targeted Spaces

Budget: Minimal cost; mainly time investment

Funnel Stage: Top and middle 

We’ve already discussed advertising in the specialist online spaces where your target audience gathers, but you can also tap into such groups on a lower budget.

Build trust and awareness in niche online communities — such as forums, Slack groups, or industry-specific social networks — simply by regularly and thoughtfully participating in them. 

This tactic is admittedly time-consuming, requiring a genuine and value-driven approach. 

You’ll also need to get to know the group to ensure you understand community norms before posting. 

And if you don’t approach other group members with authenticity and tact, you may be viewed as spammy or self-promotional. 

However, if you provide valuable insights, answer questions, and contribute meaningfully to discussions (rather than just promoting your product), you’ll gain direct access to a highly engaged and relevant audience at a very low cost. 

13. Generating Leads with High-Value Lead Magnets

Budget: £200-£1,000 depending on the content type.

Funnel Stage: Top and middle

Offer free resources such as eBooks and whitepapers in exchange for contact information to build your email list and attract qualified leads. 

For best results, ensure your lead magnets are of tangible value to your audience by aligning them with common pain points. 

Creating high-quality lead magnets and targeting them effectively will help you to attract high-quality leads. 

Of course, content creation takes time — but you don’t want to associate your brand with generic or low-value content.

Not only could this shake your audience’s trust in your brand, but it’s more likely to attract low-quality leads, wasting your time.

14. Educating and Converting with Targeted Email Marketing

Budget: £200-£1,000/month depending on list size

Funnel Stage: Middle and bottom

Craft personalised and segmented email campaigns to nurture leads and convert them into customers.

Done well, targeted email marketing should return high ROI, and it’s super scalable too. 

Segmenting your list is vital to ensuring recipients see relevant, personalised content that is likely to engage them. 

Furthermore, don’t fall into the trap of over-emailing. 

Fail on these fronts, and you’ll suffer from a high unsubscription rate and low engagement. 

It’s also important to automate your workflows here to ensure you’re not sinking too much time into email marketing and eating into your ROI.

You will, however, need to dedicate time to list management. 

15. Directly Reaching Prospects: Cold Outbound Emails and LinkedIn Outreach for SaaS

Budget: Minimal financial cost, mainly time investment.

Funnel Stage: Top and middle

Targeted cold emails and LinkedIn messages to introduce your SaaS product, engage customers, and kick off promising conversations.

This marketing activity is cost-effective and enables highly targeted outreach. 

Remember to personalise each message, focus on the prospect’s pain points, and develop an effective follow-up strategy. 

Of course, if your campaigns are not executed properly, you’ll likely see low response rates — and your emails and messages may even be marked as spam. 

Common cold outreach pitfalls include sending generic, non-targeted messages and failing to follow up. 

Admittedly, personalisation takes time. 

16. Engaging in Event Marketing: Taking Your SaaS to the Digital World

Budget: £1,000-£10,000 depending on the event format

Funnel Stage: Middle

Ready to introduce your SaaS solution to the world?

Events can be intimidating, especially for new companies, but they can also effectively turn brand awareness into interest and intent.

So consider hosting or participating in online events where your target audience is present to network and showcase your software. 

This tactic may be high-cost and time-consuming, but it also grants you direct access to potential customers. 

These events also tend to have very high engagement. 

However, ROI will be low if attendance is poor, so it’s important to place a laser-sharp focus on event planning and follow-up.

17. Making a Splash: Launching Your SaaS on Product Hunt

Budget: Minimal, mainly time investment

Funnel Stage: Top

When it comes to how to promote SaaS, it’s useful to consider specialist industry platforms. 

Product Hunt is a platform on which users can discover fresh new tech products — and launch their own. 

Launching on Product Hunt can get you some serious traction and valuable feedback in the early stages of your growth journey.

This platform is community-driven and can give new SaaS products high visibility. 

It is, however, extremely competitive — and you only have one shot at getting it right. 

If you’re not thoroughly prepared, your SaaS product may have a poor reception on the platform. 

18. Building Trust: Gaining Credibility on SaaS Review Sites

Budget: Free to list; premium listings vary in cost

Funnel Stage: Middle and bottom

Listing your SaaS on popular review sites like G2 and Capterra will help build trust with potential customers. 

This tactic requires active management, and there is, of course, the potential for negative reviews. 

But, as long as your listings are well-managed, it significantly increases your credibility and drives organic traffic. 

If you decide to pursue this option, remember to encourage satisfied customers to leave reviews on your listing sites of choice. 

19. Encouraging Word-of-Mouth: Leveraging Referral Marketing for Growth

Budget: Cost of rewards (e.g., discounts, free months)

Funnel Stage: Middle and bottom

Create referral programmes to incentivise your customers to bring in new users.

If you offer valuable rewards and make referrals easy, this low-cost, high-trust marketing tactic can really pay off. 

In order to ensure strong levels of participation, it’s crucial to avoid low-value incentives or a complex referral process.

Furthermore, you’ll need to spend time and effort tracking the results of your referral programme, and these initiatives can be slow to scale too. 

20. Making Connections: Leveraging Industry Conferences for SaaS Growth

Budget: £1,000-£20,000 depending on the level of participation

Funnel Stage: Middle and bottom 

Showcase your SaaS product and network with potential customers by attending and/or sponsoring industry conferences. 

Sure, conferences can be time-intensive and typically have a high price tag, but they also give attendees direct access to key decision-makers and opportunities for live demos. 

If the event is poorly planned, the audience is misaligned, or you fail to follow up after the event, you may see low ROI from this tactic. 

21. Engaging Prospects with Interactive Demos: Showing, Not Just Telling

Budget: Minimal cost; mainly tool investment

Funnel Stage: Middle and bottom

SaaS solutions are often complex, with myriad features, capabilities, and benefits. 

Different SaaS products are suitable for different teams, depending on how user-friendly the interface is and how much technical knowledge users need. 

As a result, potential customers often need to see a demo before they are truly bought into your product. 

So why not offer live demos to showcase your product’s features and benefits in real-time?

This personalised interaction should lead to high engagement from the viewer.

To make this work for your brand, you’ll need skilled presenters. An overcomplicated demo or poor delivery can easily deter prospects. 

With limited scalability, this tactic is more appropriate for big-ticket SaaS solutions than lower-cost, off-the-shelf products.

It’s vital to tailor demos to the specific needs of your audience to see ROI here. 

22. Educating for Growth: Creating Online Courses and Tutorials to Promote SaaS

Budget: £1,000-£5,000 depending on the complexity

Funnel Stage: Top and middle

A pain point for many cutting-edge SaaS brands is that their target audience often lacks the knowledge to realise that they need their product. 

One way around this is to educate your target customers yourself. 

Develop online courses or tutorials that educate your target audience while subtly promoting your SaaS product as part of the solution.

It’s important to note that this is a time-consuming tactic—creating and maintaining your courses will require significant effort.

And if the content isn’t valuable or well-presented, you’ll likely see low engagement rates. 

But focus on high-value, actionable content that directly addresses pain points. This marketing tactic effectively builds authority, engages users, and generates long-term traffic.

Of course, you’ll want to promote your SaaS solution within the content. 

23. Expanding Reach: Strategic Partnerships with Non-Competing SaaS

Budget: Typically low, mainly time and effort

Funnel Stage: Top and middle 

Viewing every other SaaS brand as a competitor is a mistake, as strategic partnerships can help your company take off. 

The trick is to partner with other SaaS companies that target similar audiences — but offer complementary products.

Essentially, you need to focus on win-win partnerships with clear benefits.

This gives you access to new, relevant audiences and shared resources. 

However, it’s crucial to put significant time and effort into choosing the right brands to partner with. 

These companies must be aligned with your own business when it comes to goals, audiences, and values.  

This, along with good communication, helps avoid potential conflicts or misrepresenting your brand. 

24. Amplifying Your Voice: Leveraging Podcast Appearances to Promote SaaS

Budget: Minimal cost; mainly time investment

Funnel Stage: Top and middle

Podcasts have enjoyed a huge revival recently, and plenty of business podcasts will speak directly to your target audience. 

Consider appearing as a guest on relevant podcasts to share insights, build your brand, and introduce your SaaS product to new audiences.

Podcast appearances build credibility and reach an already highly engaged audience at a very low cost for your business. 

It’s important to research any podcast thoroughly before committing to an appearance—there’s little point in starring on a show with a tiny audience or one irrelevant to your SaaS product. 

25. Amplifying Reach: Leveraging Word-of-Mouth Marketing

Budget: Minimal cost; potentially incentivised

Funnel Stage: Bottom

This is all about encouraging existing customers to share their positive experiences with others. 

Word-of-mouth is one of the highest trust marketing tactics out there, and it encourages organic growth. 

To successfully leverage word-of-mouth, brands must provide exceptional customer experiences and actively encourage sharing. 

It is important to develop a strong strategy to encourage customers to share their experiences or risk low participation. 

Furthermore, you need to address the concerns of dissatisfied customers, who, if ignored, might spread negative feelings about your brand. 

It is worth noting that while this tactic is believed to be extremely effective, it is difficult to track and measure. 

26. Expanding Reach with Content Syndication: Amplifying Your SaaS Content Across Platforms

Budget: Varies; some platforms may charge a fee or require a partnership

Funnel Stage: Top 

You’ve spent time and effort creating quality content — so why not make it work harder?

This marketing activity involves distributing your SaaS-related content, such as blogs, whitepapers, and case studies, across third-party platforms and websites. 

This increases your visibility, drives traffic from reputable sources, and enhances SEO. 

However, there are several potential issues to watch out for when it comes to content syndication. 

Duplicating content carries potential issues around search engine rankings, with Google believed to punish duplicate content. 

Meanwhile, syndicating low-quality content can damage brand reputation. 

It’s important not to become overly dependent on syndication, either—creating original content should continue to be your main focus. 

27. Standing Out: Using Competitive Comparisons to Highlight Your SaaS

Budget: Minimal; content creation costs

Funnel Stage: Middle and bottom

Competitive comparison content can help you grow faster — but it’s a tricky element of any SaaS marketing plan to get right. 

This is when you create content that compares your SaaS product favourably against competitors. 

Some brands love it because it offers clear differentiation from the competition while also educating your prospects. 

However, you risk a backlash if the content is perceived as negative, unfair or misleading.

You can temper this risk by ensuring the content is honest and transparent, and focuses on the genuine advantages your product offers. 

28. Addressing Customer Challenges: Running ‘Pain Point’ Webinars

Budget: £500-£2,000 per webinar

Funnel Stage: Middle 

Pain point webinars focus on solving common pain points in your industry — and hosting these events builds trust with your audience. 

It’s vital to promote your webinar effectively to avoid low attendance. 

Event organisers must also carefully consider how to target the webinar to avoid low levels of engagement. 

Do focus on specific, actionable solutions. 

Don’t be too sales-focused or forget to follow up with attendees.

29. Driving Decisions with Conversion-Focused Case Studies

Budget: £500-£2,000 per case study

Funnel Stage: Bottom

Develop case studies that directly address conversion challenges and showcase measurable results.

Case studies can be time-consuming, and they rely on customer cooperation, which can be unreliable. 

But they also significantly boost your credibility and can be very persuasive when potential clients are poised to sign on the dotted line.

30. Hosting Targeted Events: Connecting Directly with Your Audience

Budget: £1,000-£10,000 depending on event size

Funnel Stage: Middle and bottom of the funnel

One of the more traditional advertising and promotional tactics on the list, hosting offline events secures high engagement and direct interaction with your target audience. 

These events should be designed with the aim of showcasing your industry expertise and empowering your target audience to build relationships. 

Events like this are typically expensive and require much more planning than online events.

Meanwhile, poor event management and lack of follow-up can result in low turnout, logistical challenges, and negligible ROI. 

Bonus Tip: Creative Co-Branding Campaigns: Unleashing New Possibilities in SaaS Marketing

Budget: Varies greatly depending on scope

Funnel Stage: Top and middle

If you’re looking for a unique, high-impact campaign to generate buzz around your brand, consider a creative partnership with an unexpected organisation. 

These ventures required shared values and mutual goals as well as creative thinking. 

Conflicts may arise if you don’t select the right company to partner with, and your brand could be misrepresented. 

Put simply, both parties must be fully aligned with the campaign messaging. 

Looking Ahead: The Future of SaaS Advertising and Promotion

Of course, the SaaS market never stands still.

There will always be new trends to jump on and trailblazing tech developments to adapt to. 

So, which trends should SaaS company leaders focus on right now in their advertising and promotion? 

AI-driven marketing has been the biggest game-changer of the past few years — and new developments continue to reshape how we approach advertising and promotion. 

There are many opportunities to be had here: AI enables more precise targeting, time-saving automation, easier content creation, and advanced data analytics. 

Meanwhile, personalisation is now a must rather than merely a nice to have. 

Consumers are used to highly personalised user journeys tailored to their specific interests and pain points—and they expect this in their work lives, too. 

Personalisation enhances customer experiences, fostering deeper engagement and building trust while ensuring your ads reach the right people. 

This all leads to elevated ROI on your marketing efforts. 

Furthermore, data privacy has climbed the priority list over the past few years, with stricter regulations and growing consumer awareness. 

SaaS companies must adapt by integrating these innovations into their strategies, ensuring they leverage AI for smarter marketing, craft tailored user experiences, and uphold robust data protection practices. 

Staying competitive means embracing these trends and proactively addressing evolving expectations. 

Wrapping Up: Mastering SaaS Advertising and Promotion in 2024

In 2024’s jam-packed SaaS marketplace, grabbing attention is crucial to success. 

And outstanding advertising and promotional strategies will get you noticed for all the right reasons. 

But when you first start working on your SaaS advertising and promotion, it can be incredibly difficult to know where to start.

With that in mind, here’s a recap of 31 advertising and promotion tactics to try:

1. Search Engine Advertising (SEA)
2. Social Media Advertising 
3. Display Advertising 
4. Retargeting Campaigns 
5. Advertising in Online Communities
6. Affiliate Advertising 
7. Leveraging SaaS Content Marketing and SEO
8. Leveraging Influencer Marketing 
9. Video Marketing 
10. Creating Free Helpful Tolls
11. Connecting with Potential Customers on Social Media
12. Participating in Niche Communities
13. Creating Efficient Lead Magnets
14. Nurturing and Educating Leads with Email Marketing 
15. Cold Outbound Outreach
16. Online Event Marketing 
17. Launching on Product Hunt 
18. Getting Listed on SaaS Review Sites
19. Implementing Referral Marketing Programmes
20. Participating in Industry Conferences
21. Interactive Demos
22. Online Courses and Tutorials 
23. Partnering with Non-Competing SaaS Companies
24. Podcast Appearances 
25. Encouraging Word-of-Mouth Marketing 
26. Content Syndication
27. Competitive Comparisons
28. ‘Pain Point’ Webinars
29. Conversion-Driven Case Studies
30. Running Offline Events for Your Target Audience 
31. Creative Co-Branding Campaigns

Remember — the SaaS marketing landscape is constantly shifting, so continuous learning and adaptation are key to success. 

Of course, if you’re not a marketer, putting together an effective SaaS marketing strategy can feel overwhelming. 

Investing in the wrong tactics or running ineffective campaigns is a time and money sink. 

This is why leveraging SaaS content marketing and SEO is a great place to start. 

Organic marketing is cost-effective and impactful. 

SaaStorm delivers powerful organic marketing campaigns that help get your solution noticed by the right audience. 

How?

Content marketing and SEO can put your B2B SaaS company among Google’s top five rankings when potential customers search for products you offer. 

This significantly boosts your visibility — separating you from the crowd. 

Vitally, it means potential customers are much more likely to visit your website, book a demo, and convert. 

Contact SaaStorm today to learn how we can help your B2B SaaS business get noticed by your target audience.

FAQs: Common Questions About Advertising and Promoting SaaS in 2024

1. What Are the Most Cost-Effective Ways to Advertise a SaaS Product?

When it comes to how to advertise a SaaS product without breaking the bank, content and social media are top of the list. 

Leverage content marketing, SEO, and social media to organically reach your target audience without breaking the bank. 

In addition, consider using pay-per-click ads for precise targeting and email marketing for direct engagement. 

Partnering with influencers in your niche — for example, through LinkedIn, blogging, or podcasting — can also be cost-effective, driving awareness and credibility without large upfront costs.

2. How Can I Measure the Success of My SaaS Advertising Campaigns?

Measuring the success of your SaaS marketing efforts is all about tracking the right metrics.

Crucial metrics to monitor ad campaigns’ immediate impact include:

• Customer Acquisition Cost (CAC)
• Conversion Rates
• Return On Ad Spend (ROAS)
• Click-Through Rates (CTR) 
• Website Traffic

You can delve further into the data to assess long-term campaign effectiveness, too. 

Metrics, including Customer Retention and Lifetime Value (LTV), are helpful here. 

Remember — use A/B testing to refine your approach continuously.

3. What Should I Focus on First When Promoting a Brand New SaaS Product?

You’re bringing a brand new SaaS product to market – congratulations! 

But how can you get the news out there? 

Here’s how to advertise for SaaS.

Start by clearly defining your target audience and understanding their pain points. 

Next, create compelling, value-driven messaging that resonates with this audience and addresses their challenges. 

Use this messaging to build a robust online presence, including a website, active social media channels, and frequent, engaging content. 

Finally, gather initial customer feedback alongside hard data to refine your product and marketing approach.

4. How Can I Promote My SaaS Product with a Limited Budget?

So, how to promote a brand new SaaS product for cheap?

If you’re promoting a SaaS product with a tight budget, organic marketing is going to be your best friend.  

Indeed, to build visibility among SaaS customers, you should focus on organic strategies like content marketing, SEO, and social media engagement. 

Other impactful, cost-effective tactics include:

• Leveraging email marketing to nurture leads and drive conversions
• Offering free trials or freemium models to attract users
• Collaborating with influencers or industry bloggers for exposure
• Using referral programs to encourage word-of-mouth promotion

5. What Channels Are Most Effective for Promoting SaaS in 2024?

In 2024, the most effective channels for promoting SaaS are targeted social media platforms like LinkedIn and Twitter, content marketing through blogs and webinars, and video marketing on YouTube. 

SEO and pay-per-click advertising remain crucial, while email marketing and personalised messaging continue to drive conversions. 

Influencer partnerships and community engagement also play a key role.