The easiest way to sell a software solution is when someone is already looking for one. If a person searches for "chatbot for my website," they already have the problem, know they want a solution, and are ready to evaluate options. Converting that person is far easier than interrupting someone on social media who already has a tool they trust.

These search-based channels may seem more competitive, but the visitors they produce convert 10 times better or more. That makes them the most reliable foundation for a stable acquisition process.

Why intent-based channels come first

When you reach people who are actively searching, you can measure real numbers: how much each customer costs to acquire, what your conversion rate is, and what the lifetime value looks like. That gives you a baseline.

Once you have that baseline, you can expand into other channels and always have a clear comparison. You will know whether a new channel performs better or worse. Without that baseline, every marketing decision is a guess.

Who cares how much each click costs if the cost per customer is low enough? A €8 click that converts at 5% is cheaper per customer than a €1 click that converts at 0.2%.

Where to show up

Google Ads (search). Target the specific keywords your buyers type in when looking for a product like yours. Start with 10 to 15 niche-specific terms. Avoid broad category keywords where you compete against large companies. Within 4 to 6 weeks, you will know your cost per customer.

Software directories. G2, Capterra, and niche-specific directories attract people who are actively comparing tools. Listing your product, collecting a few early reviews, and optimizing your profile is low-effort work with high-intent visitors.

Google organic search (SEO). Write content targeting the specific problems your buyers search for before they look for a tool. This is slower (3 to 6 months to see results) but produces free, compounding traffic over time. Best started after your paid channels prove which topics and messages convert.

Dive deeper with our free course

You now understand the five steps to marketing a SaaS. But when you sit down to work on your positioning, channel strategy, or landing page, questions will come up that a summary cannot answer.

The free email course answers those questions. One lesson per week, each focused on a single problem, with a video and clear steps.

It is the same process we walk our clients through: just delivered to your inbox so you can work through it at your own pace.