Marketing a SaaS presents unique challenges. With all the virtual noise out there, it’s not enough to simply present your product to the public. You have to get your advertising in front of the people who are likely to buy your software. Once they’ve bought the product, you have to maintain a relationship with them.
Before you can find those people and identify the places where advertising will be most effective, you have to know who those people are. You have to define your customers. These three myths may be blocking you from identifying your ideal customer and making the most of the customers you have.
Myth: My Software is Perfect for Everyone
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This attitude is a common one. You’re proud of your product, justifiably so, and you believe that everyone, absolutely everyone, can benefit from using it. While this broad definition isn’t necessarily wrong, after all, Salesforce has a host of products that cater to companies of all sizes, it might actually be limiting the efficacy of your marketing efforts.
Most companies aren’t Salesforce. That’s not to say you can’t grow to become a powerhouse in the industry, but right now you’re probably one of dozens or hundreds of businesses offering similar products. To build your market share and access the diverse spectrum of customers that Salesforce has, you first have to narrow your focus.
You need to identify the customers who will benefit the most from your product and then convince them that they have a problem you can solve. Once you’ve identified your customers you can create targeted marketing aimed at them and place it on sites where they are likely to see it.
After you’ve built a strong customer base, you can work on expanding your offerings to encompass other types of clients.
Myth: I Know What is Most Valuable About my Software
You worked hard to develop your software. You studied the industry and you let your research inform your design. You put in key features that add value for users by helping them perform tasks more efficiently and save money. It’s understandable that you believe you know why your product is valuable to users.
But what if you’re wrong? What if there’s something your product does that really makes customers happy, and you aren’t aware of it? If that’s true, you may be missing vital marketing opportunities.
This problem is one most companies don’t even realize they have until they start to dig into the data. Listen to your customers. Ask for their feedback. Ask them what really sold them on your product. Ask them what they found most valuable.
Asking for customer insight can reap many benefits for your business. You’ll gain valuable information about what makes your software great, which you can then use to craft marketing campaigns that get customers excited about your product. At the same time your customers will feel like you’re listening to them, which will boost customer engagement and customer loyalty.
Myth: My Customers Want to be Left Alone
Communicating with clients requires a balance. Customers don’t want to be annoyed by spam emails and sales calls. Aggressive upselling will probably backfire because customers will stop taking your calls and start dumping your emails in the trash. Yet it is important to maintain open lines of communication with existing customers.
The sales relationship doesn’t end just because you’ve convinced the customer to buy your product. Particularly in the SaaS industry, keeping existing customers is far more profitable than converting new ones. Long-term customers provide a steady income for your business. They also offer opportunities for upselling without the expense of converting a new client.
So how do you continue to market to existing clients without annoying them? The key is providing useful advice and support that the customer will value. Instead of sending marketing emails, send training emails. Teach your customers how to really use and get the most out of your product. This helps build trust, which makes a client more likely to turn to you when they have another problem that needs a solution.
Ideally, you’ll identify those problems before the customer does, and present them with a solution that they can use. If you’ve built a strong foundation, the customer will likely welcome your suggestion.
To sum up. No matter how great your product is, you need to target your marketing. Customers are your best source of feedback on how to market your product. Though they don’t want to be annoyed by sales messages, customers will welcome communication from your company as long as it is relevant and useful.