When growing your SaaS company, many founders are concerned with ROI, CAC, and other financial metrics that dictate whether your company sinks or swims. However, ensuring good metrics is dependent on accurate and compelling marketing.
With marketing, time is of the essence. As such, we put together this quick and simple guide on the SaaS industry’s most common marketing mistakes and what you can do to avoid them.
Mistake 1: Your Web Design Is Terrible
You’re a business selling a product that is promising to make your client’s life easier. If your prospective clients can’t get around your site, if your information and writing isn’t clear, or if it’s simply ugly, you will likely lose their faith and their business. Having such a bad experience before they even try your product is an automatic red flag.
The Fix: Get A Stellar Designer
Yes, designers cost money, but business lost from a poorly designed website with terrible UX can cost you far more. Over time, losing this many clients will end up costing you more than a web designer.
Mistake 2: You Don’t Have a Blog
Along with social media, this type of content marketing is the main source of organic site traffic and lead generation. As such, not having a blog will make even your best marketing efforts less effective.
This is because if clients have a problem your product can fix, they will search for a solution. When the internet brings them to your site, they are already in a position to buy.
Furthermore, these visits will give you data points and metrics, helping you learn more about your audience, where they are coming from, and what kinds of content appeals to them most.
The Fix: Start One
For an SaaS business, there are many topics that can draw potential customers to your site. This includes blog posts where you outline growth hacks in your industry, how-to information, or even updates on the latest news that interests your niche.
Mistake 3: Your Audience is Too Broad
Know your target audience. Individuals on the market for SaaS solutions have specific pain points they are trying to solve, whether it’s finding a system to help manage tasks for their company or simply organize their daily work flow. These needs are fairly specific, so if you try to market to everyone all at once, or try to make a product that does everything, it’s a guarantee that it won’t do anything well.
The Fix: Make Client Personas
The only way to know your niche is to make client personas of who you expect needs your product. Know their pain points, know why they need your product, and build your marketing materials with that in mind.
Mistake 4: Changing Too Much At Once
Launching a campaign is a complicated task with many moving parts. When something doesn’t perform the way you anticipated, it’s tempting to start from the ground up.
Changing email content, subject lines, and offers simultaneously is like taking another shot in the dark. This method is often counterproductive as it consumes a large amount of time and resources most SaaS companies simply don’t have to spare.
The Fix: Take Baby Steps
If you’re not sure why your last campaign failed, you won’t know which problems to fix in the future.
That said, on your next marketing campaign, make some materials and stick to them. When running A/B testing, only change one thing at a time, such as the button color, the CTA, or the subject line– but never multiple things at once.
By isolating information like this, you will see exactly what works for your audience and can go straight to using those methods the next time you launch.
What To Do Next
Whether it’s due to a lack of resources, a marketing automation error, or even lack of experience, we have all made the mistakes listed above at some point or another. This is why in the course of growing your business, you will rework your marketing strategies time and again.