Insights, Marketing
founder of Rocket SaaS
We’re all very good at making SaaS marketing rather complicated!
Taking a step back and revisiting the basics is wonderful for unclogging brain fog.
One of my favourites is the buyer journey pyramid:
The above pyramid represents 100% of your potential customers.
Most SaaS companies are only targeting the top 20%, i.e. people actively buying or searching for your solution. But they are overlooking 80% of their target audience!
Create content which helps people solve a problem or educates them about a problem in their business that they might not be aware of. This will jolt them towards the top of the pyramid.
Here is a 3 minute snippet from a recent webinar where I explain the Buyer Journey Pyramid in more detail:
My email newsletter that you are reading right now is a great example. You may not be actively looking to work with a SaaS marketing agency right now, but you are aware you have a problem with your SaaS marketing. My content is (hopefully) helping you overcome that problem. So when you reach the top of the pyramid (looking to buy), you’ll know who to come to. Apply for a free strategy call with me here.
Another “back to the basics” lesson…
When deciding what marketing strategy is right for your business, here’s a simple framework on what to prioritise:
If your product sits within a well-recognised solution that people are regularly seeking, you need to prioritise Google/Bing Ads and SEO.
If your product is innovative, with very few people actively searching for it, then Google/Bing Ads and SEO may yield little results. Instead, you need to stop people in their tracks and introduce your product. A common place to find people is social media, of course.
If your startup is limited on cash, spending money on Ads could wipe you out quickly. Instead, you need to play the long game with content. Blogs, eBooks, whitepapers, webinars, and social content with a goal of building up a loyal following and SEO.
Lucky you. Suppose you have the cash to spend and want to grow fast. There is no better way than investing in Ads. Instantly get to the top of Google and be seen all across social media. My advice would be to focus on a multi-layered retargeting Ads campaign rather than just bottom-of-funnel ads. If you have any questions, feel free to email me.
By Ryan James
Founder @ Rocket SaaS
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Insights, Marketing
Insights, Marketing
Insights, Marketing
By Ryan James
