SaaS Differentiation Marketing Strategies – eLearning Industry

5 SaaS marketing strategies for optimal positioning

Hundreds of LMS (Learning Management System) vendors are still waiting in the wings with their attractive brands, easy-to-navigate platforms, and comparable pricing to yours. They have an equally impressive range of training options and a host of interchangeable additional services. How do you compete?

Is it you you're looking for?

Here we present five impactful SaaS marketing differentiation tips to help your business truly differentiate your offering from similar platforms.

1. Unique (I did it my way)

Organizations must first identify and highlight the ways they differentiate themselves from the competition, using SaaS differentiation marketing (artificial intelligence (AI) help is invaluable here). Their unique proposition may focus on specific functional features or perhaps on more intangible elements such as brand image, performance or customer service.

For example, before deciding on its business proposition, Company “A” examined the product weaknesses within competitors' offerings (e.g., per-user pricing, lack of project oversight, limitations of multitask management, etc.). They have addressed these gaps to offer a cost-effective, customizable product. Company “B” simplified the user interface (UI), integrating bright, quirky illustrations and adopting a conversational copy tone. This differentiated its visual imagery and brand personality from the competition. Company “C” used its voice and values ​​to promote social change, giving the brand a sense of ethical responsibility. How can you avoid being just another “cover version” and make the song your own?

• Research unbiased review sites and speak to existing/potential customers to understand their current pain points and address them in your solution.
• Consider both tangible and intangible elements when creating a unique value proposition (e.g., can your LMS offer a more cost-effective pricing plan via a simple version, more detailed analytics, customizations, easier integrations, improved customer experience, or a unique brand voice? , etc.)
• Identify a set of your strengths/competencies/differentiators and highlight them in SEO-optimized communications (e.g. expertise within specific industries, geographic regions, ease of onboarding training, freemium plans, self-service elements, etc.)
• Promote teaser demos that highlight key features/benefits and snippets and outline competitive gaps.

2. Come closer, come closer and listen

Organizations can stay ahead of the competition by forging deeper connections through a more personalized content strategy. Targeted transactional content with a narrower focus can complement generic information content, educating potential users about tailored offers. Companies need to identify the customer's stage in the decision-making process. Are they still in the initial evaluation phase (where they may want to consider a service offering in more detail), or do they need additional information to help them decide between competing offers?

Buyers tend to look for more specific information the closer they are to the purchasing stage. Transactional content should focus on answering user questions directly and highlighting an organization's competitiveness. For example, organizations can have specific landing pages optimized for “CRM features for remote sales teams.” Other companies could emphasize niche “email for new sales force” opportunities in their PPC and content strategies. Frequently asked questions pages are prominent on most SaaS websites and are another aspect of SaaS differentiation marketing.

• Your content and promotion strategy should focus on integrating some common search terms that are tailored to certain stages in the decision-making process, and that include both informational and transactional queries.
• Consider common questions from buyers (e.g., interpreting learning analytics, customer education programs, AI-embedded learning opportunities, etc.) and produce relevant, timely content to answer specific questions.
• Highlight the unique features of your LMS platform for relevant niches,
• Try building more regular engagement through drip feed emails, newsletters, blogs, and social media links (with personalized messages to reach high-intent, high-LTV prospects)

3. Nothing compares to you

The easiest method to showcase an organization's competitive advantages using SaaS differentiation marketing? Fair comparisons! This could be in a blog, social media posts, or Q&A landing pages, where the competition's shortcomings or gaps are highlighted (ideally alongside your unique strengths).

Company “B” highlights this information in the “How We Compare” section of FAQs (considering some competitors). Alternatively, you can try Company “D's” direct approach, where you positively compare yourself to your nearest competitor on the landing page, or Company “A's” blog post humbly titled “Plenty of Reasons to Choose [A] as your [company Z] alternative.”

• Create a landing page that shows in detail how your offering differs from (and is better than) competitors' offerings. This can be presented in an easy-to-scan format such as an infographic, tick chart or emoji faces.
• Provide additional details related to specific functional competencies in a blog or social media post (underscoring your confidence in your product offering)
• Comparing yourself to a leading competitor can also help with SEO, as recognized players in your industry rank highly in SERPs (“How we differ from market leader brand X”)

4. Knowing me, knowing you

But what if it is still a particularly tense situation between an organization and its closest competitor? What if they both seem equally capable of providing exactly the service the buyer needs? Time to get personal.

Social media (especially LinkedIn) plays an important role in most buyers' initial searches, as they look for clues about an organization's size, status and popularity through social proof. But buyers don't just want to get to know an organization in a professional sense (for example by checking login details), they also want to get beneath the surface – to get to know the brand values, reliability and the people (customers and employees) behind the brand. . Social channels, enter stage left.

Popular SaaS accounts show a fun, creative, social side, with behind-the-scenes 'reveals' and challenges, often focusing on employees and customers (for example, you could create a TikTok series, 'Day in the Life of ' in which (employees create 'shorts' in which they show off 'cool' office activities or are interviewed by cute kids at their annual conference, as a leading organization does). Meanwhile, user-generated customer stories can be highlighted via a special Instagram hashtag.

• Create humorous short videos for employees with funny captions (for example, featuring employees with interesting hobbies (these can range from pole dancing and circus tricks to climbing Everest!) or perhaps employees who have overcome major challenges)
• Encourage (or incentivize) user-generated content from satisfied customers or users. This can range from “how our LMS transformed our business” to “ways this training changed my career/life/prospects,” highlighting personal “hero journeys.”
• Live streaming with influencers, employees or brand partners presenting demos or product teasers (complete with mistakes and bloopers)

The goal is to show authenticity, empathy and emotion and put a smile on the viewer's face. Be brave and let potential customers see you for who you really are. warts and all. People connect more with 'imperfect' people than with professional clones.

5. Let's get this party started

After building trust and credibility through initial interactions, potential customers are now ready to talk directly to organizations. This is usually done virtually initially via live chat or live demo links. Consider this your personal stage audition. However, some customers may be a little underwhelmed even at this late stage. They may need more reassurance and want to see your product 'in action' or be able to ask questions in a 'no sales pressure:' environment.

For this scenario, an industry leader offers a series of industry-specific demos (SMB, sales, services, etc.) and invitations to join a specific community. A prominent CTA at the top of their homepage also encourages connection, while the chat popup and a section dedicated to 'talk to an expert' provide additional prompts for those closer to the purchasing process.

• Design semi-custom, relevant self-service demos (segmented by industry, company size, etc.) that reference key pain points, goals, and challenges.
• Enable options to schedule more specific, tailored demos for higher value customers (the 'talk to an expert' route)
• Keep in mind that “experts” can also take the form of your customer advocates, who inform and guide customers within your community forum.
• Provide personalized journeys via live chat with AI to maximize query efficiency and match audience profiles (provide recommendations)
• Offer free trials for “starter” packages.

We are the Champions

So there you have it, from busker to international superstar, with an ever-growing fan base. To make a bow. Not only have you been noticed, remembered and gained respect, but you have successfully positioned yourself as the best and (hopefully) won a new LMS client using SaaS differentiation marketing! Don't forget to send them your referral code…

Editor's Note: This article follows two previous installments: Launch your LMS with a touch of SaaS (and a touch of Ed Sheeran) And SaaS marketing tips to launch your LMS into the stratosphere.