8. BUILD A SAAS PRODUCT: MARKETING
For most people I strongly suggest the following content strategy regardless of the product or service you’re selling:
Creating one new piece of high-quality content (article, video or audio) once per week
Post it on your blog and social channels
This is the long list of benefits that come from this simple strategy:
The content demonstrates your skills and expertise in your niche
Publishing content frequently is an important trust factor
Your social channels will be active and this is also an important trust factor. Some people think that a dormant social profile means a dormant business.
Your content can potentially rank well for some keyword searches and generate free traffic from multiple platforms.
You can send a weekly email to people on your email list that includes a link to new content. This gives you a “legit’ reason for emailing them instead of spamming them with offers to buy your product or service.
If you decide to use ads, this content will help you to increase your conversion rate because it increases your authority
If you decide to partner with other businesses this content will make them feel more confident about working with you
If you decide you want to generate referrals from other people, your referral partners and the referrals themselves will all be more likely to work with you if you have demonstrated your skills and expertise in your content.
Check our guide about ‘Content Strategy’ to get more detail about how to do this.
Create Awareness: Search
Search (organic): You can use a Search Engine Optimization (SEO) strategy that allows your content to appear in the search results for a keyword in your niche.
If you follow my content strategy then the only thing you need to do is optimize the content for search.
Create Awareness: Social Media
Decide which social channels to use.
You should use the platform that is most popular with your target customers.
If there is more than one, use the social platform that you personally prefer.
Try to “squat” on your username on the social platforms that you don’t use so that you can maintain consistent branding if you decide to use them in the future.
If you follow my content strategy then you will have content for social media ready once per week.
The content demonstrates your expertise and reminds your followers of your features and any special promotions without doing any extra work.
In order to generate revenue from social media (organically), you need to build a following then direct a portion of them to your website then encourage them to buy, schedule a call, or signup for your newsletter.
You can build your following by engaging with your target market in the groups where they congregate on the social platform where you want to grow your following.
The more useful comments you make, the more people will see your name, and a portion of them will check your profile and follow you.
Find groups that relate to your topic then find questions by members that you can answer with your weekly content.
Provide a bullet point outline in the group chat and link to your article on your website for more detail.
A portion of them will follow you, buy, schedule a call or sign up for your email newsletter.
Create Awareness: Advertising
If people are actively searching for what you’re selling then search ads are a great way to put your product or service in front of people when they’re interested in buying.
If people are NOT actively searching for what you are selling then social media ads are a great way to create a highly targeted audience that can be used to promote your product.
Check our guide about ‘online Advertising’ to get more detail about how to do this.
Create Awareness: Referrals & Partnerships
Look for businesses that will agree to enter into an arrangement with you where both of you agree to cross-promote each others’ products to each others’ customers or followers.
You can do this on ‘I Imagine’.
Instead of ‘cold contacting’ people, just check some boxes that match your objectives and let the algorithm find people that meet your criteria and actually want to connect with you.
Use it to find co-founders, funding, collaboration partners, promote your brand to the social followers of another business, find sponsors for events or just connect with like-minded people.
It’s much easier to generate revenue from existing customers or former customers than from people that have never been a customer.
If you follow my content strategy then you will be contacting existing customers once per week and reminding them of your features and any special promotions without doing any extra work.
If you follow my content strategy then you will have an effective email marketing strategy without doing any extra work.
People that consume your content may not be ready to buy today but they might be ready to buy in the future and the weekly email that links to high-quality content is the best way to stay ‘top of mind when your prospect is ready to buy.
Check our guide about ‘Email Marketing’ to get more information about how to do this.
Create a sequence (the funnel) that outlines your customer journey.
For example, if you want to attract customers with Search Engine Optimization that leads to a blog post then leads to a sales page and a sale of your product, your customer journey (funnel) would be:
Keyword search > read a blog post > read a sales page > purchase
You should also give people the option to signup to your newsletter when they read your blog.
This allows you to build a relationship with people that did not buy anything after reading your blog.
You can send them a weekly email that includes a link to your new blog post each week (or whatever content you created) and also includes an offer relating to your product.
The blog post will typically be about how to do something and you can showcase your product as part of the solution.
After creating this sequence, you just need to track and optimize each step on an ongoing basis.
The funnel that I suggest you create is very simple and very effective. Decide on how you will create awareness then direct the traffic to content (blog, video, audio), capture an email address, send a weekly email that contains an alert about your new weekly content and offer your product or service. Repeat indefinitely.
Check our guide about ‘Funnels’ to get more detail about how to do this. You should also check out our guide about ‘Your PAC Strategy’.
8. BUILD A SAAS PRODUCT: MARKETING METRICS & ANALYTICS
After setting your marketing strategy into motion you need to make sure it actually works and that means setting up your analytics.
There are 5 critical metrics that you should always focus on:
The number of visitors to each content page or landing page
The % that converted to leads
The percentage that converted to customers
Average “customer acquisition cost” (CAC)
“Lifetime customer value” (LCV).
These 5 simple metrics can tell you almost everything you need to know about how effective your overall marketing strategy really is.
Check our guide about “Metrics & Analytics” for more information about how to do this.