As a SaaS marketer, no matter what you are promoting, you should always start with a well thought out marketing strategy. Whenever we begin an engagement with a new client, we always start off with a kickstart strategy meeting and putting a proper plan of action in place.
Why is this so important?
To summarise my article titled 9 Reasons You Need a Marketing Strategy, the main reasons saas marketers should have a well thought out marketing strategy is to keep you and your team focused on achieving the desired outcome using a variety of planned marketing tactics. It also allows you to set KPIs so that you can measure the success, or otherwise, of your activities.
Without a strategy in place you are at risk of jumping on the next bandwagon, spending time and money on random tactics without any clear direction.
So, what should be in your SaaS marketing strategy?
There are six key elements that we believe every good marketing strategy should contain:
- Buyer persona
- Attraction activity
- Conversion paths
- Lead nurture
- Customer delight
- Analysis and reporting
Let’s have a look at each of these in turn.
1. Buyer personas
A buyer persona is defined as a semi-fictional representation of your ideal customer; based upon fact but with some educated speculation.
Crafting your buyer persona is the most important step in all your marketing. Any marketing message that you put out there should be targeted at a particular persona and the more groundwork you can do understanding your target persona, the easier it will be to write copy that resonates with the person you’re trying to attract into your business.
If you’re like the majority of businesses, you will be thinking that you have multiple buyer personas. You’d be right. Most businesses do have multiple personas, but the key here is to focus on the word ‘ideal’ in the definition. Work on one buyer persona at a time, starting with your perfect client. Work on that persona until the lead generation for that segment is at a satisfactory level before you move on to the next one.
With buyer personas, one of the most important aspects to focus on are the problems and frustrations you can help solve. These problems form the basis of your content plan as all the content you create should be of high value and benefit to the user. Always be thinking about who the content is serving and what problem it solves for the reader.
To read more about how to create a buyer persona, you can download a free guide here .
2. Attraction activity
Once you understand who you’re targeting, you’ve now got to think about how you are going to attract them to your website. Ultimately, you can break this down into two different types of traffic. Paid or unpaid.
With Paid traffic, we’re talking about running some form of advertising such as Google Ads or social ads (LinkedIn, Facebook etc). Likewise sponsoring email blasts and paying to be on directory sites come under this category.
3. Conversion paths
A conversion path is the journey that your user should take in order to become a lead in your database. It consists of content that the reader is consuming, a content offer, a call-to-action (CTA), a landing page and a thank you page. The journey should look like this…
The user reads a blog or article that is of interest. Throughout and at the end of the article, there a relevant CTAs placed at appropriate places. They click on the CTA that advertises your content offer and then they get taken to a landing page. Once at the landing page they fill out a form and therefore they become a lead in your database. They are then taken to a thank you page where they can download the content offer as well as see a secondary CTA. They have now converted.
4. Lead nurture
The aim of generating leads is that you want to progress them to become a customer. But just because they have downloaded an eBook, doesn’t necessarily mean that they are ready to buy or want to speak to a member of your sales team. They are probably much earlier on in the buyer’s journey. Therefore your SaaS marketing strategy must involve a communications plan that will nurture the lead, keep their attention, enhance their interest for your product and encouraging them to take action.
The communication can take place by a number of means: for example email, the use of remarketing ads on social media and Google Display Network or direct mail. It’s also worth making a call and just asking something along the lines of, ‘I see that you downloaded an eBook from our website, what were you looking for help with?’, and see if you can start a conversation. But do it in a helpful manner, ensuring that their query has been solved and use it as an opportunity to further assist the prospect. This will start building your relationship.
5. Customer delight
So now that they’ve bought you can forget about them and move on to the next prospect, right? NO - THIS IS SO WRONG!
Getting a new customer is a hard task, so once you have them, don’t neglect them. Make sure that their on-boarding process is extremely smooth. Write content that is aimed at assisting new users of your software, send them useful tips and videos. Create a Facebook group that’s exclusive to your customers. There’s lots of different ways that you can welcome them to your family of customers. The aim here is to reduce churn and give them an exceptional experience that will encourage them to stay with you for the long term as well as recommend others.
6. Analysis and reporting
A good SaaS marketing campaign is never completed. It is one that you’ll continue to use and is evergreen in nature. In other words, it’s always live. As such, you’ll want to know that it’s performing well for you and look for ways that you can improve on.
In this article, SaaS Marketing Metrics for ROI, we explain some key performance indicators (KPIs) you should be measuring and you can take these to account level. But the basic reporting that you want to be monitoring on an individual campaign are:
- Visitors: how many people are actually seeing the assets that form part of the strategy?
- Leads: how many people converted to become a lead?
- Qualified Lead: how many of the leads became qualified through your nurture process?
- Opportunities: how many people went through your sales process (assuming a person-to-person process)?
- Customers: how many sales did we make?
From here, you can start working out your conversion rates and identify the priority areas to focus on to improve the results. For example, there’s no point working on the lead to qualified lead conversion rate if you don’t have enough people visiting and converting on your landing pages. When you identify these areas, this will help dictate your action points.
Put in place a review timetable so that you look at the metrics regularly and make constant improvements.
In summary, remember my opening intro to this article: it’s important to have a well thought through, documented strategy for your SaaS marketing. Without one you’ll end up jumping from one activity to the next without getting the results you need.
SaaS marketing strategy is something that we specialise in. If you’d like to talk about how we can help, then book a call using this link.