The steps involved in crafting a successful marketing campaign can feel overwhelming, especially for businesses just getting started, but there are some simple tactics you can implement to help you get better results. Below we will go over a few of them:
Make those testimonials count
What is the purpose of testimonials? To prove that your business is as good as you say it is. A positive review is always a win, but something general like “I love this service” or “LearnBot is the best!” isn’t going to do much for the average prospective customer.
A useful testimonial showcases your Saas service’s best benefits for your customer and lets potential clients know how they can solve a problem. You want something like this: “Zap Work has decreased disorganization within our company’s group projects while increasing our productivity by 50% in just the first month!” See how this hits the negative pain point of disorganization while boosting the benefit of productivity? And it’s even better if you can include exact metrics, like a percentage increase or a timeframe.
If your Saas business is delivering what it promises, you should have no shortage of customers willing to give you raving reviews with how you specifically helped them.
Discounts never hurt
Yes, you may be hesitant to give discounts because we are all in the business of making money after all BUT giving a discount, no matter how small, can be a very useful marketing tactic. Something as simple as a 10% discount of a first purchase when a customer signs up for your newsletter, or offering a $100 off when a customer buys an annual subscription instead of a monthly one.
Discounts help the customer let down their guard a little bit. It makes them feel like you’re willing to give something to get something. Even if you don’t convert off of a free trial or a customer wants to unsubscribe after their initial discount, there will be a good amount of customers who convert because of that initial show of good faith.
Don’t let them get away
When a potential lead visits your website, your landing page can be a big determiner in whether or not they become a loyal, lifelong customer or whether they skim your website for 15 seconds before bouncing to the next. That’s why it’s important for your landing page to be optimized.
This means making it clear as day what your business is about with good copy or visuals that spell that all out. This means directing visitors to your product or services page so they can get a more in-depth look at what you have to offer. Optimizing your landing site also means a simple call-to-action asking a visitor to subscribe to your newsletter or giving them 20% of their first month when they leave their email.
Now you have their info and can place them into your onboarding journey to hopefully turn them into a customer.
Everyone loves a nice visual
A lead won’t feel compelled to buy into your service if they’re not clear on what it is you’re selling. So, if you know your brand might be hard to understand with only a few sentences, it might be wise to uncomplicate things by creating an explainer video.
There are a lot of benefits to using video—people don’t have to read any lengthy, confusing paragraphs on how to use your product, you’re more likely to keep their attention with moving pictures than words, and you get extra bonus points if your video has a person actually speaking to the customer. This brings a human, more personal element to the brand.
Pick an objective and stick with it
Clarity has been the theme of this post and it’s especially important to be clear with your calls-to-action. You and your team need to decide on one objective and focus on getting results for that goal.
Whether this is trying to get a lead to leave their contact info on your landing page, or trying to get them to try out a free demo on your services page, or asking them to sign up for a webinar in one of your nurture emails, you need to make sure that there’s no confusion about what you want them to do when you reach out to them.
If the goal is to get them to purchase a subscription because their free trial is almost up, don’t distract them by asking them to check out your blog page. Separate the two objectives and make things easier for both you and the customer. This way, they know exactly where things are going and when it’s time for you to track how well a particular call-to-action or marketing campaign is going, there’s no confusion about whether or not your marketing attempts are achieving the desired result.
It’s important to remember that long-lasting progress doesn’t happen overnight. Building a successful marketing campaign takes time and consistency, but implementing these tactics can make a world of difference in your brand’s overall strategy.
Ideas By Kristina Lauren