With the upgrade of SaaS market users, the contest between SaaS companies has begun to be complicated: technology and services are decisive at this stage, but companies without brand power must not go far.
The Meida SaaS Index Report (hereinafter referred to as the report) jointly launched by the Mobile Informatization Research Center and Meida Digital indicates that the Chinese SaaS market is in an accelerated penetration stage. In 2016, a survey of China's major SaaS user base market found that between 70% and 80% of users are or have deployed SaaS products. By 2017, this data has exceeded 90%. More and more users have successfully imported and used SaaS products, and nearly half of the users in the stock market are currently importing SaaS.
In this market where all the songs are high and the flowers are blooming, there are many factors that affect the user's SaaS selection. The report found that in the future, when users choose SaaS products, they will have a more simplified selection method compared to the technology and service perspectives that were considered more in the past – according to the market brand selection of SaaS companies.
In fact, this is an inevitable consequence of the accelerated penetration of the market. As the market matures, enterprise users are also upgrading: In 2016, the main user clusters in China's SaaS market are in entry-level small and micro enterprises, but in 2017, users became more and more small and medium-sized enterprises and larger enterprises. The proportion of state-owned enterprises and governments has increased. While users are upgrading in scale, their demand for their own SaaS is more and more obvious. Therefore, when selecting the model, they will look at the more intuitive corporate market brand performance.
Of course, for now, brand power is not related to products, services and sales. SaaS companies are ultimately competing in front of customers, such as fluency, experience and stability. However, there is no doubt that this contest has been much more complicated than before. From stock users to potential users, market brand performance will be one of the standards that are increasingly valued by corporate users.
Brand performance includes three important dimensions: brand recognition, brand engagement, and brand loyalty. As far as current SaaS product research is concerned, it is more inclined to replace brand loyalty with NPS (net recommendation value).
The report shows that China's SaaS awareness is 25.5%, participation is 27%, and loyalty is 25.0%. It can be seen that the current market penetration (ie participation) is slightly better, and the awareness and loyalty are insufficient. . The reason is that the current SaaS products market, SaaS companies from all walks of life swarmed in, did not form a relatively fixed brand structure, so when users choose products, although the brand performance has been taken into consideration, but still With more than enough strength, it is difficult to have a global grasp of the SaaS market structure.
Since the market has this demand, and the status quo is still unclear, the need for SaaS companies to establish brand power is becoming more and more prominent. Here are four tips on how to build a SaaS brand:
1. Knowledge content (content marketing)
In fact, SaaS is born with the qualifications and opportunities to do content marketing. It stands for advanced productivity tools, innovative technologies, and hardware requirements for content marketing and communications. In addition, because of the mobile side, many online interest groups and professional circles have surfaced. Companies need to find their location and dare to make their own voices. These voices are the source and premise of word-of-mouth, such as WeChat public accounts. Operation.
At the same time, search engines are also extremely important content traffic portals. The content of these portals is prioritized, and companies need to do content layout here. Whether it is from the product, technology, or from different levels of HR, management and other companies, companies can express their opinions and express their opinions. These are the basis of word of mouth and will be transformed into website traffic in a certain way at a certain time.
2, industry voice
As far as the SaaS industry is concerned, no single 2B company can be a big one. At least in most cases, we can only work hard in areas where we are good at it. This means that, in many cases, companies can jointly make orders, and more integration and data access, so the group is a very common industry concept, only in this way can form a unified, unified voice of the industry, to create A marketing potential that provides overall support to each brand individual.
Therefore, for enterprises, industry conferences and activities need to participate a lot, and should also be active in them, embrace diversity, which is actually an ecological embodiment of integration.
3, channel word of mouth
Channels are the key to helping SaaS companies achieve customer success and improve word of mouth. Do a good job in channel management to achieve a win-win situation, and the radiation capacity of the channel will be indirectly transformed into the reputation of the company.
4, customer word of mouth
Customer word of mouth is the most difficult to do, it is not only the scope of marketing communication, but also the embodiment of comprehensive strength. Therefore, the premise of any communication is that the iron must be hard.
China's SaaS market is in an period of accelerated penetration and is moving towards maturity. It is foreseeable that the future battlefield will be more and more fierce, and the brand dispute is even more inevitable. For SaaS, the role of brand power is mainly influence, drainage and attention. Perhaps for 2B companies, the products are always bigger than the brand, but when they are equal in each other, any insignificant number can widen the gap. At that time, there is no eyeball, no influence, and there is no future. On the contrary, with traffic and attention, it is only in this long-term tug-of-war that it can be surprisingly successful.
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