10 Feb 2023
Insights, Marketing
You’ve spent months perfecting your SaaS marketing strategy. All the ads are live, you’re regularly posting on social media, and your SEO backlinking strategy is down to a fine art.
There’s just one (huge) problem; you’re not getting a good return on investment (ROI). Maybe you’re not getting any ROI.
Poor ROI can be highly discouraging, especially when you’ve spent a lot of time and effort planning out your marketing tactics.
So, to help you troubleshoot ROI for your SaaS marketing campaigns, we’ve broken down the top reasons why you’re not getting good ROI. These reasons apply to both B2B SaaS and B2C SaaS businesses.
By learning the most common causes of low ROI, you can troubleshoot your SaaS marketing campaigns and figure out what’s slowing down healthy profits.
Let’s get started!
Low return on investment is every SaaS marketing professional’s biggest fear and a common issue for SaaS companies. But that doesn’t mean you shouldn’t face the issue head-on.
To help your SaaS company do that, here are the most common reasons for low ROI in SaaS marketing and how to fix them!
Setting clear goals is as crucial for any successful SaaS marketing campaign as it is for your business model or annual plan. If you don’t, you’re just poking around in the dark and hoping for the best – not really a recipe for fantastic ROI, is it?
To fix it: Figure out what you want to achieve with your marketing efforts. Is it to increase website traffic, generate leads, or drive sales? Once you set goals, you can measure progress and see how well your marketing strategy performs.
One of the biggest reasons for low ROI in SaaS marketing is poor audience targeting and segmentation. Without accurate targeting, you can end up spending a lot of money on advertising to the wrong audience.
To fix it: Make sure you understand your target audience and create buyer personas before you begin marketing. This will help you better target your marketing efforts and use marketing automation to improve your ROI.
Another common reason for low ROI in SaaS marketing is a need for more differentiation. If your
product or service isn’t unique enough, you won’t stand out from your competitors and will find it difficult to attract new customers and even keep existing ones.
To fix it: Focus on developing a unique value proposition and communicate it effectively through your SaaS marketing efforts.
If your SaaS marketing campaigns are super enticing and sell the promise of a great SaaS product and service, but then they get to your outdated, messy, or slow website, they’ll instantly lose trust in your SaaS company.
To fix it: Invest in a quality SaaS website design and get the help of a professional to craft compelling website copy to look more credible and better sell your SaaS product to potential customers.
The best way to attract new customers is through positive reviews and referrals from current ones! So if you’re not focusing on keeping your existing customers happy with excellent customer service, you’ll struggle to grow your business and increase SaaS marketing ROI.
To fix it: Invest in customer success and create a strong customer experience. This will help you reduce customer churn, generate positive reviews for your SaaS marketing campaigns, and improve your ROI.
Tracking and measuring your marketing efforts properly is essential to improve your SaaS marketing ROI. If not, how can you possibly know which strategies are working and which are not?
To fix it: Invest in a user-friendly marketing analytics tool to track key metrics such as website traffic, lead generation, conversion rates, and customer retention.
One way to quickly lose SaaS marketing ROI is by spending too much on strategies that aren’t working and not reallocating funds to the marketing tactics that are.
To fix it: Regularly review your marketing budget and adjust it based on your results. Invest more in high-performing strategies and cut back on whatever isn’t delivering results.
You must continuously test and refine your marketing strategy with A/B testing if you want to have any chance at increasing your ROI.
To fix it: A/B test ad campaign copy, images, emails, banner photos, CTA buttons, landing pages, and anything else you think needs testing to see what resonates with your target SaaS customers and drives the most results.
Like learning more about SaaS marketing? Check out our other blog, “5 proven SaaS marketing tactics to make your business stand out.”
While you might only be seeing clear ROI from your SaaS Google ad campaigns, that doesn’t mean you should only focus on Google ads and not other channels like content marketing. You need to create an omnichannel SaaS marketing strategy to achieve the best ROI.
To fix it: Use social media marketing, content marketing, email marketing, and search engine optimisation to feed into your overall SaaS marketing strategies and improve ROI.
You’re trying to run a successful B2C or B2B SaaS business, not become a SaaS marketing expert overnight. Trying to run a business and work on your SaaS marketing plan internally means less time spent analysing and improving ROI.
Poor ROI on your SaaS marketing campaigns can be disheartening for SaaS companies and marketers. But when you know what might be causing the issue, things can certainly get better – especially with a little help from the SaaS marketing experts (i.e. US!)
With rolling monthly price plans starting from just £3,000 per month, we join or become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites.
Get in touch with us today to get started.
