Marketing Campaigns That WORK

Part 1: Marketing Campaigns That Work

The critical element to a successful marketing funnel is the lead magnet campaign.

You need to create something valuable enough for your target audience to exchange their time and data.

At Rocket SaaS, our marketing campaign approach almost always evolves around free, educational, thought leadership content.

Identify a burning problem your target audience has, then create a campaign that teaches them how to solve it.

Here are some example SaaS industries and problems:

• Cybersecurity SaaS: What is ransomware, and how do I protect my business?
• HR SaaS: How to retain company culture while working remotely
• Fintech SaaS: How to improve cash flow issues

Once you’ve identified the critical problem you want to help your target audience solve, you now need to create a campaign that they will signup/register/download.

Here are some campaign types that we create for our clients here at Rocket SaaS.

Scorecard

A scorecard is like a super-smart quiz or questionnaire which takes the user’s answers, puts them into an algorithm, returns the user a score (typically a percentage or mark out of 100), and then gives them bespoke info and advice, based on their score.

Take my Cybersecurity SaaS example from above. If your target audience is worried about the cyber safety of their businesses, you could create a scorecard which asks them questions about their security procedures, tech, training etc. You then give them a cyber security score out of 100 on their current situation, followed by bespoke advice on how they can increase their score to 100.

Via a strong CTA, they will have the option to do it themselves or hire your company to do it for them.

Want to see a scorecard example? Take the Rocket SaaS Tech Startup Lead Generation Health Check

Free strategy call

Most SaaS companies have the CTA “Contact Us” or “Request a call back”, etc. This is fine for people who are looking to buy, but not very magnetic for people who are earlier in their buying journey, i.e. higher up the funnel.

A subtle change from a typical contact us page into a free strategy call landing page can considerably increase lead gen.

Make sure your landing page has the following elements:

• Awesome design (not just a standard ‘contact us’ looking page)
• A bullet point list of benefits they will receive from the strategy call
• A 60-sec video introducing the expert, topics and benefits
• A testimonial about the call (not about your services)
• A sticky form which scrolls down the page with the visitor

Take a look at our free strategy call landing page. We generate over 20 leads per week from this campaign.

Online Workshops

An online workshop is similar to a webinar. The main difference is that you will be teaching the audience a skill. Think of it like a course.

A format that works wonders…

1. Outline the problem
2. What does the solution look like?
3. Run through a series of actionable steps on how to reach the solution
4. Q&A
5. Call to action

In Part 3 of this newsletter series, I’ll be giving you my #1 tip on how to triple your workshop/webinar sign-ups with zero extra budget.

Here’s an example of a Rocket SaaS Workshop that generated over 400 leads.

eBooks

This one is a classic lead magnet campaign that many industries have been using for years.

An eBook should have at least 2,500 words and visually look awesome.

Your eBook must have genuine value (not just a fancy blog!). Your mindset should be, “would someone be willing to pay actual money for this?”

A successful eBook will have some of the following elements:

• Never before seen research, data, trends, metrics etc.
• Visual data that compliments the editorial content
• A deep dive into the problem/solution
• Actionable steps on how to resolve a problem or achieve a goal

Here’s an example of an eBook that we’ve used to generate over 2,500 leads.

Newsletter

Take, for example, this newsletter that you are reading right now.

• I’ve identified a problem “Your SaaS business needs more leads”
• I’m teaching you how to solve this problem in a series of 5 emails
• You’ll (hopefully) see me and my agency, Rocket SaaS, as the go-to experts in the SaaS marketing space
• When you or a friend/colleague/partner/future employer etc., need outsourced marketing support, you’ll know who to come to.

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By Ryan James

Founder @ Rocket SaaS