If you’re constantly on the hunt for the next strategy that will improve sales, get more leads and improve your focus as a whole for your SaaS business then then a streamlined SaaS marketing is something you ought to try.
But marketing that doesn’t take the visitor into confidence doesn’t do much at converting raw traffic into hot, warm, interested leads.
SaaS has been growing at an explosive rate as of now.
Developing software is child’s play with drag and drop software builders that can assist you if you choose too go that route. 4 billion people using the internet as of today making all of these people a big part of the potential market. The number of people using the internet is growing as companies all over the world are making access to internet free. There’s also the unprecedented rise of mobile internet. As such the potential is huge.
There’s also the low barrier for entry.
But what should you do to fine tune your strategy?
Don’t develop landing pages that give little to no information
There’s no hint at explaining what the 4 minute demo video does for me as a visitor. It doesn’t inform me anything about the products and I can see at least a dozen of their names. Which of these products will be talked about in the demo video.
Clearly I know nothing regarding the demo video and what it is going to be about. Is this going to be about marketing software?
Because things are so overly cryptic I’d probably exit the page faster than I landed on it not knowing where they’re going with it.
Use Content Marketing
Around the world content marketing is seen and used as a channel that attracts new people to websites. Lead generation is not only possible but goes on steroids with content marketing. Especially because content marketing has a compounding power. As you push out each piece of content, it’s value grows over time as it accrues more and more number of links.
Also the base traffic to blog increases and widens as new blog posts get published.
PPC is a strategy that has limited reach and ends the moment you stop spending money.
Content also happens to be an asset we own and something entirely within our control.
Dropbox has time and again come to the headlines because of its unique marketing strategies. Another little known fact is Dropbox uses targeted content to attract customers. There’s content for each level of visitor who comes to the site separated by Dropbox Business, Dropbox Tech, Dropbox Developer blog and so on.
Second is they use webinars to communicate with and attract prospects.
Intercom’s content revolves around product management, product design, startup marketing and marketing in general.
Quality content features on their blog, Intercom podcast and the fast becoming known for the quality of the eBooks they publish on a consistent basis.
Your SaaS landing page lacks empathy- doesn’t resonate with customers
Anyone seeking out a SaaS solution actively suffers from a pain point. This pain point might be somewhat different in intensity for everyone. Think of it this way—when you suffer from headaches, is your headache quite similar to what your neighbour experiences. You don’t probably know that. Because you’ve never been inside their head. But it’s likely that how a user experiences and articulates pain differs from person to person.
What I mean is there’s no one size fits all even when we clamour for such a solution.
In much a similar vein software use differs from person to person because their individual needs are unique and different from the other person.
These potential differences in usage need to be addressed before trying to make them convert.
A conversion even a phone is less than likely. Conversion rates for SaaS hovers around 7%. 93% of your visitors don’t convert, they don’t do anything at all.
The reality, though, is that even a good benchmark for website conversion rate in the software industry is 7%.
But there’s a way you can make them stay.
By helping them ease away concerns even before they start speaking about it or complaining about. This proactive approach is what you need today.
By knowing your customers concerns in advance you’re prepared in advance to pacify those concerns.
Sales people and front facing customer support agents generally tend to have lots of information on what those concerns are. They’re able to address specific concerns because they have experience with concerns and their hundreds of shades.
No I am not suggesting that you get your prospect on a sales call and then address those nuances. You take the help of front facing customer staff to understand those nuances and address them through your content and website.
On the landing page, front and center everywhere you can to remove customer objections and fears. And carry over that to allow them make their own decisions.
This increases conversions.
Here are examples that illustrate the point:
What amount can you save on vehicle reimbursement? This is followed by a few questions that separate users into 3 personas based on the visitor’s answer to the first question.
The follow up questions dynamically change and get customized based on the answer to the first question, ensuring a personalized experience.
After the four short questions the user can download a cents per mile assessment report that help them with potential savings.
Citrix turned product comparison into a campaign that was talked about in many media channels.
The content was created in many formats helping engage customers according to what point they were in the journey.
One piece of content was a dynamic assessment that help them classify leads properly.
VICE Golf’s golf ball recommender
I used to run a golf site once. If you’ve ever played golf you would know how difficult it is to select a ball that matches perfectly with your current level of game. You can either go through dozens of balls before having to change it again once your game improves. And that’s just the ball. There are scores of different irons to wade through as well.
Given the difficulty around the subject VICE golf ball recommender asks visitors personalized questions to help them arrive at the right ball for their game.
Questions like this:
How far do you typically hit a 7-iron? Do you like more or less spin around the greens? What’s your clubhead speed? What types of golf balls do you play these days? And so on.
I am sure these questions were arrived upon after digging through search intent and consulting with customer service agents who based this on hundreds of interactions they have had with their customers.
And who wouldn’t purchase a golf ball or a SaaS product for that matter if it’s based on recommendations arrived at purely from what the user feels is right? Customization is the key to customer’s hearts in this age of fast paced marketing.
For example any service has hundreds of problem areas that people suffer from.
You can ask questions like
- What issues are you having with your current windows?
- How many windows are impacted?
- Where is your home (to place the nearest technician to you?)
Users providing this info was used to improve conversions by many times over. Salespeople were also better able to address users’ problems immediately because they had access to this data in the CRM before the call was ever made.
Users are getting smarter and smarter
A few years when blogging was still in its fancy there were thousands of how-to sites that relied on people asking simple questions and them providing even simpler answers.
Now that no longer works.
Because people are smarter and well informed. The kind of me too content that worked in the past doesn’t make any sense to them any longer.
Not only does the landing page has to make sense to them, it has to be only as long as necessary and not any longer.
Obstructions like lot of questions that are not relevant and form fields only decrease chances of them converting.
Our goal as marketers is to help our audience find the best solution for their current needs. We can do that best if we:
- Focus on the user and their needs, not just our product features.
- Empathize with the users’ situation and provide value for someone in their stage of the buyer’s journey.
- Treat our users as the educated buyers they are. Cheap marketing tricks are falling by the wayside. Give users the information they seek, and then offer further assistance with a contact.
In our ever-changing landscape, it’s important to embrace the future of enterprise SaaS marketing. The best B2B marketing strategies will revolve around shifting our tactics to more streamlined strategies.