Although SaaS has become popular, and the cost of developing the technology has reduced, competition has dramatically increased.

SaaS companies have realized that it makes more sense to focus on their core competencies and outsource the rest. Marketing is one of the most essential pillars for the success of a business. Marketing involves creating a strategy and then implementing that strategy. A good strategy that is badly implemented is as bad or sometimes even worse than a poor strategy.

Here is a way to outsource SaaS Marketing

First, identify a group of marketing experts who can help you with your marketing strategy. These experts can be found online, or you could use the referral of a well-connected friend who you respect. Ideally, the expert should have a track record of marketing SaaS products.

Call these experts over for a meeting, or a group discussion. Be clear about exactly why you are calling them. The purpose of the meeting is to devise a marketing strategy for your SaaS product. Sometimes, it might be prudent to pay the experts a fee for their time. After all, they are giving you advice that can make you a lot of money.

Once you get several ideas from these experts, figure out which ideas resonate with you. Then, sit together and create a marketing plan.

Once your marketing plan is ready, you’ve won half the battle. The other half of the battle is the implementation.

Decide what Tasks to Outsource

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While outsourcing tasks, it is good to note that not all tasks need to be outsourced.

Outsourcing comes with several risks. One of them is that the chemistry between your team and the outsourced team may not work. So, don’t just look for track record but also ensure that there is a cultural fit between your team and the outsourced company.

Three types of tasks need to be outsourced; one of them are tasks that require highly skilled expertise or unique knowledge that your company does not possess.

The second type of task is repetitive and routine tasks.

Some of the tasks to outsource when it comes to SaaS marketing include blogging, research, content, graphics, analytics, search engine optimization if you don’t have an in-house SEO team you can try to get one here, and reputation management, among others.

And the third type of task that requires outsourcing for an IT project are one-off projects.

Once you are clear about what tasks to outsource, be clear with your communication. Let the outsourcing company know what exactly you expect from them. The goals and expectations of each task should be clearly defined.

Communication is the heart of delivering quality services. Establish the right channels of communication to overcome obstacles in communication between your team and the outsourced contractor.

That is why experienced marketers are constantly scanning for new industry trends, technologies, and tools. When looking in the right place and asking the right questions, they maintain a competitive edge.

In this article, we cover the top three marketing trends to follow in 2022.

Voice Search Continues to Transform User Experiences

Speaking comes more naturally than typing. Precisely because of that, voice technologies have already won users’ hearts. Users can now talk to search engines to find the right content and purchase products. 

Since the outbreak of Coronavirus, voice assistants have gained prominence. According to PwC, 52% of consumers aged 18 to 34 claim they now use voice technologies more than before.

Voice search changes the approach to SEO on multiple levels. For starters, perform a voice search, and you will notice that you do not receive several links that match your keyword. Instead, Google chooses the most relevant answer and displays it.

To put your content in front of the right customers, you need to know the following:

The Importance of Local SEO

According to BrightLocal, searchers use voice assistants to get relevant local results. Namely, 58% of them use voice search to find local businesses.

That opens the door for great opportunities for small and local businesses. To harness the full potential of this technology, you need to optimize your website content strategically. According to Sydney SEO professionals, 26.4% of SMB websites cannot be found in Google searches.

Therefore, if you have no experience optimizing your website for local searches and voice queries, consider hiring professionals to help you.

The goal is to familiarize yourself with how users communicate with voice searches. Say you are a bike shop owner from Sydney. When using a traditional search, your customers google something like “bike shop Sydney.” However, when conducting a voice search, their queries are more natural. They usually ask search engines to find the shop near them or that is open right now.

Conversational Queries Replace Exact-Match Keywords

It is also crucial to understand that voice search queries are more natural and conversational in tone. They also tend to be longer than traditional textual searches. 

To optimize your content for voice, use direct, conversational queries and long-tail keywords. Apart from traditional keyword research tools, you can also use platforms like “Answer the Public” to find conversational variations of your keywords.

Next, optimize your website content for questions and provide accurate answers to them. For example, you can record your frequently asked questions and use them in your content. You can also create an F&Q page, where you can group your questions on a single page.

By optimizing your website for customers’ questions and directly responding to them, you can appear in voice searches more frequently.

Prepare for the Death of Browser Cookies

Browser cookie technologies are about to die in 2022. Google Chrome, which controls two-thirds of the global browser market, will phase out third-party cookie tracking in 2022.

The goal of the digital advertising industry is to move towards zero-party data. That means advertisers will use only the information users agree to provide. For searchers, that means greater data privacy. But, what does that mean for digital marketers?

The death of browser cookies is no reason to panic. 

First, Google is not banning all browser cookies. They will block the third-party cookies on its browsers. However, first-party cookies are still a thing. According to Google, first-party relationships remain vital for advertisers. So, any first-party data you gain directly from your website visitors is safe.

With a first-party cookie, you can still know what visitors did when they landed on your website. That is why you need to keep your CRM system is in tip-top shape. 

In-feed Shopping Is Gaining Momentum

The approach to online retail has drastically changed over the past few years. Ecommerce is not limited to retail websites anymore. Social networks play a fundamental role in online sales. Besides them for content promotion, you can also leverage their advanced shopping capabilities. 

One such example is in-feed shopping that has already gained momentum. Simply put, a customer watches a video and sees a piece of clothing they like. Instead of hitting a link and visiting a website to find the desired item, they click on the product while watching the video and buy it.

For brands, that is the opportunity to eliminate the gap between online shopping and influencer marketing. In-feed shopping makes the entire process faster, natural, and more convenient for users. 

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TikTok is a perfect example of in-feed shopping. In 2020, the company announced its partnership with Shopify. The goal is to help brands increase their monetize their social presence and provide frictionless shopping experiences. TikTok is one of the fastest-growing social networks. It is highly engaging and visual, which makes it perfect for in-feed shopping.

Merchants can connect their TikTok for business accounts with Shopify. That allows them to sell products on TikTok via in-feed shoppable video ads. The best thing about this feature is that everything is managed directly via the Shopify dashboard.

So, what does this mean for TikTok merchants? For starters, you will need to adapt your content to the aesthetic of the TikTok platform. You will need to shift to a dynamic and storytelling style that grabs users’ attention and keeps them engaged. Get comfortable with short video forms that resonate with TikTok users. The goal is to create ads that resemble the native TikTok content.

Over to You

Sure, that is not a comprehensive list of digital marketing trends. However, it can undoubtedly serve as your solid starting point in planning your marketing strategy and budget in 2022.

I hope these insights help!