Category: SaaS Branding

Digital BrandingSaaS Branding

6 Things to Keep in Mind When Hiring an SEO Expert

Although search engine optimization can be understood and implemented by most people, businesses should still consider hiring an SEO consultant. Hiring an expert is important, particularly for business owners who are overwhelmed with business responsibilities and lack the time for their website SEO. A professional can also help if the basic techniques applied on your website are not yielding the results that you desire. When hiring an expert for your business, here are a few factors to keep in mind.

Experience

Given the rapid changes in the search engine algorithms, it is crucial to hire an SEO professional who has experience navigating the regular search engine updates without compromising or affecting the effectiveness of your campaigns. When it comes to SEO, you should never judge the experience of a consultant based on the number of years that they have been in operation. Be sure to check case studies that demonstrate the past success of the professionals.

Results

With an SEO consultant, you should pay attention to the results that they promise to provide. You should steer clear of professionals who give big promises like getting your site ranked on the first page of the search engine within a short time frame. Unless your business niche targets the uncompetitive keywords, it is impossible for anyone to predict the time frame required to achieve a higher ranking for any keyword phrases. A trustworthy professional will make realistic promises of results that they can achieve.

Customer reviews

When hiring an SEO professional, you should seek customer references. You should not just rely on the testimonials that are published on their websites. This is because it is easy for anyone to make up these recommendations or even pay other people to write biased reviews. Request the SEO expert to give you the contact information of about five references. Legitimate professionals will have this information available for their clients and you should be wary of consultants who refuse to provide this information. Make sure that you get in touch with these clients and inquire whether their SEO projects were successful and whether they would work with the consultant again. You can get a lot of helpful information from these reference checks to assist you in determining whether the consultant will be a perfect fit for the SEO goals of your business.

Industry presence

When hiring an SEO professional, you should consider their industry presence. You need a professional who has established him/herself in the SEO industry. Such professionals will regularly publish guest posts on renowned search engine industry websites, for example, Search Engine Watch and Search Engine Journal. They will also release white papers based on their experience and research and will be present in popular industry conferences. However, this does not mean that you should not hire upcoming SEO experts for your business just because they have not established themselves in the industry. With experts who have established an industry presence, you will be assured of getting excellent results because they already know their work and what is expected of them.

Provide clear expectations

Hiring an experienced and expert SEO provider is not an assurance that your campaigns will be successful. This is because it is difficult to tell whether your SEO plan will provide results just by looking at it. However, a good SEO consultant should explain to you what to expect when your campaigns are running. If you have already provided your needs and objectives, the professional should provide a detailed report on what he/she will do to meet your objectives. When it comes to SEO, metrics are crucial and by setting up clear expectations, you can easily determine the success of your SEO campaigns.

Cost of SEO services

When seeking SEO services, the fee charged by the consultant is a critical consideration. Very few businesses will have unlimited marketing budgets, and this is why you must consider costs when making your decision. You should be upfront about your SEO budget when speaking with prospective consultants. A good professional will offer ideas on what he/she can do with your specified budget and will inform you whether they are comfortable working within this spending limits. You should avoid consultants who are way out of your budget as it may strain your business financially.

Hiring an SEO consultant to help promote your business is a significant investment. As a business owner or website owner, you should mitigate your risks by hiring the right professional to provide quality SEO services. Therefore, keep the above-mentioned factors in mind when hiring an SEO expert to ensure that they have the knowledge, expertise, and experience to boost your website rankings and improve your business earnings.

Digital BrandingSaaS Branding

5 Ways How Knowledge Base Software Can Prove To Be Useful For Your Organization

The larger an organization becomes, the more important it is for it to ensure speedy communication between its employees. A customer service representative, for example, is going to need to be able to access information at a moment’s notice. After all, making an informed decision is one of the cornerstones of good quality customer service. A great way to make information readily available to all of your customer service representatives is to use a knowledge base software such as the one offered by Kayako. However, you might be wondering what a knowledge base software is in the first place.

A knowledge base is essentially a hub of information. It is a place where an employee of your company can put all of their findings and data in a way that would make it very easy to access. All it would take is a line of text and all of the information relevant to your search query is going to end up being presented to you. A knowledge base can also be used by CSRs to get their questions answered quickly without having to get up from their seat. There are clearly a lot of benefits associated with using a knowledge base. Here are some of the most prominent benefits that we have found.

#1 Boosts Efficiency at Work

If your employee has to scramble every time they need something, they are going to end up wasting a lot of time. Having instant access to the information they need can allow them to cut down on response and resolution times. This time will add up eventually until your employees are saving so much time that the number of customers they are able to serve will end up increasing significantly. A more convenient way of storing information also helps make work more dynamic. If your employee doesn’t have to scroll through endless lines of bland data, they are going to be more energized and therefore more proactive about the job that they are doing. It’s all about making life easier for your employees after all.

#2 Facilitates Employee Cooperation

One of the most important things to work on in your company is making sure that all of your employees are working together. This creates a sense of synergy that can allow your company to move forward because all of the cogs in the machine will be working in perfect harmony with one another. A knowledge base software allows your employees to communicate with each other much more efficiently. Instead of having to get up and go to where their fellow employee is to ask a question, they can just do that through the knowledge base software. Since cooperating and collaborating with their fellow employees will have become so much easier, your CSRs are probably going to end up doing it a lot more often which will definitely contribute to an overall feeling of synergy in your workplace.

#3 Helps Preserve Knowledge

Not all of your employees are going to treat your company as a lifelong employment opportunity. Everyone wants to move up in the world, and for the current generation working for too long in the same place can end up being a boring experience, so you should expect a lot of your employees to move on to greener pastures eventually. However, just because you are losing an employee does not mean that you have to lose the work that they have done. Through a knowledge base software, you can keep your employee’s contribution to your IP secure and easily accessible for all future employees.

#4 Allows Employees to Work Remotely

We live in a day and age where coming to the office is no longer a requirement in order to be a good employee. Nowadays you can work from pretty much anywhere and do a fine job. A knowledge base software can allow your employees to work remotely. It also makes it possible for satellite employees to communicate with one another, sometimes despite never having met each other! This can really improve your prospects by hiring employees that might have seemed impractical before due to how far away that employee is from your office.

#5 Improves Customer Satisfaction

Needless to say, a knowledge base software is going to really improve how your customers feel after they have phoned in with a complaint. Faster response and resolution times mean that your customers will be pleasantly surprised by how quickly they can get done with the call or chat. This is going to keep adding up over time until your company has a stellar reputation for the customer service that it provides. A knowledge base software can thus contribute a lot towards making your company’s future a lot more secure than it might be right now.

SaaS Branding

Snatchbot Added Line To Increase Its Multi-Channel Reach

Of all the free chatbot platforms, the popularity of SnatchBot has seen a steady rise. This is due to the simplicity of the platform which revolves around the premise of making a simple and effective chatbot for all businesses.

Enabled by an AI revolution, integrated with leading technology

The AI revolution is already at our doorsteps. People are no longer scared to speak with machines as long as machines are able to answer their questions and provide solutions to their needs. The concept behind SnatchBot is not to trick customers into thinking that they are chatting with other people but to create a unique customer experience by and offer instant solutions to the common problems that customers face when they use the service of a business.

This is the age of social media, and there are more people interacting with business brands all over the world than ever before in the history of the word. Customers are spending more time on social media to reach out to their favorite brands. While this is great marketing news for businesses, it easily takes financial toll and time toll on the business budget.

SnatchBot, a brainchild of Henri and Avi Ben Ezra who are brothers and co-founders, is dedicated to making chatbots freely and easily accessible to all users and businesses around the world. Until their business started running, the chatbot had been an elusive and extremely complex technology. Thus, by making it free and easily accessible to businesses and users, they are able to save businesses tons of time and money that would have been spent managing the social media team. Also, it also saves the users tons of waiting time.

A true omni-channel approach to chatbots:

Up until now, SnatchBot covers WeChat, Facebook Messenger, Twitter, and Slack. It also offers web integration directly with business websites. While these are the major social media platforms, SnatchBot was missing out on Line—which is the biggest social media platform in Japan.

The Line app was launched in 2011, and it amassed a whopping 200 million users in its first year. In less than two years of being in business, Line became Japan’s largest social media platform with over 218 million active accounts. The social network is now evaluated to be worth over 1.4 billion dollars. However, they are not relenting in their feat to dominate the Asian market. They are constantly improving their features and their presence.

For existing businesses in Asia—mist importantly, Japan and South Korea—utilizing this platform could be the deciding factor in making a maximum business impact. Having a technology that helps businesses reach the customers in the Japan and South Korea market will increase customer trust and brand awareness. Therefore, it was good news when SnatchBot announced that they are launching a free chatbot that supports the Line messenger. By allowing business brands on the Line social network to have a simple and easy integration of SnatchBot to the messenger, business brands are being empowered to communicate with their customers effortlessly.

By handling routine questions, SnatchBot is able to redirect the focus of companies on the most important business concern which is providing valuable services and products to their customers. Also, when routine questions are being handled through SnatchBot’s automation software, they are able to pay attention to more pressing customers’ needs that require highly technical intervention. According to the National Australia Bank, SnatchBot will save the organization about 16 million Australian dollars annually—that is a massive financial relief even for a company of their size.

It does not require any special technical expertise to use SnatchBot. All you have to do is to select the desired template and develop your responses from there. It is quite intuitive and completely free. If properly set up, it will give out all the information about your business that you want your customers to know; it will answer simple inquiries; and, it will redirect users to live support is necessary.

The chatbot is designed to make businesses work faster and more efficiently especially when they are trying to reach their customers on the major social media platforms; and, according to co-founder, Ben Ezra, the bot is designed for all business types—small, medium and large businesses. With the Line integration, SnatchBot is able to turn interactions on social networks to transactions in a fun, easy and smart way.

Now that SnatchBot integrates with Line messenger, users based in Japan and South Korea will spend less time trying to connect with customer support, and this will free up more time for the call agent to handle more complex issues. These bots are deployed in multiple sectors, including health, finance/banking, education, tourism and local government. It is hard to imagine any sector that will be without this technology in the near future.

Digital BrandingSaaS Branding

A STEP-BY-STEP Guide to creating a SWOT Analysis for your brand strategy

When you set out to build your brand strategy – it’s always best to be number 1 in a new market – then number 2 or number 3 in an already crowded market. But, how do you build a great foundation for your venture?

The answer? A SWOT Analysis.

WHAT IS A SWOT ANALYSIS?

A SWOT analysis of your brand strategy would give you an idea about the strengths (S), weaknesses (W), Opportunities (O), and threats (T) of your brand’s ability to dominate the market.

SWOT ANALYSIS EXAMPLE

Let’s take real-life scenarios. A good friend of the writer named Sameer was starting a business where he would buy journals from India and sell it to the United States through an e-commerce store.

After a lot of research, he found a journal he liked and took his first step towards his goal. Upon the advice of the writer, he followed this step-by-step SWOT analysis for his product.

1 – Evaluate the Strength of your Idea

Sameer first did a quick Google research for the following keywords.

1 – Journals USA Buy

2 – Journals California Buy

3 – Self-improvement Journals USA Buy

4 – Gratitude Journals California Buy

He found some common denominators in the competitor’s websites.

Firstly, he found that there was virtually no copy under any of the products.

Secondly, he found that each of these websites had multiple journals for sale.

So, he found where his strengths lay;

  • He would sell just one journal on his website.
  • He would focus on a benefit-driven copy for his website.

2 – Swallow your Pride and Admit your Weakness

Next, Sameer needed to closely look at his weaknesses.

His biggest weakness was his marketing budget. If he were to take the Ad words route based on the projections, it would cost him close to $25 dollars to acquire a sale.

With a marketing budget of $500, he couldn’t risk running out of capital. So, he decided to explore alternate forms of advertising instead of Ad words.

 

3 – Look for Opportunities in Lesser Crowded Areas

Sameer had been hearing a lot about Instagram shoutouts.

Upon some quick research on Instagram hashtags, he found that the yoga handle has closed to 2 million posts.

Now, coincidentally Sameer practiced Yoga as well. So he decided to put his $500 dollars into marketing his business through shoutouts.

He found the best handles related to yoga and spirituality wrote a quick starter e-book on yoga which he used as a low tripwire offer of about $7 and then created an upsell page with the journal with a tagline “Journal like a Yogi”.

 

4 – Search for threats that can effectively shut you down

Sameer’s biggest threat now was the long lead time that comes with going through the funnel approach.

Upon his first couple of shoutout tests, he found that he got a 2% conversion on each shoutout expenditure.

So, at about $50 per shoutout – he would get close to 5 sales of his e-book. But no one was buying his journal.

He was $200 short and had just about $300 left before he ran out of his capital.

After looking at the analytics on his Upsell page – he found that a majority of the users bounced off within the first 10 seconds.

After a lot of dwelling, he decided to test a down sell page.

So after a user purchased his e-book he would then send them to the Upsell page for his journal.

Once a user clicks away from the page – he sent them to a down sell page where he gave the customer $20 off their first purchase.

After sending about 5000 people to his website – he saw that his tripwire e-book sales remained the same but this time he managed to sell one journal which helped break even on his shoutout expenditure.

This was a promising enough start for Sameer to continue on with this venture.

 

CONCLUSION

A SWOT analysis is just a tool you use to fine tune your business strategy. Do not make the mistake of spiraling down the analysis rabbit hole. An action is the greatest key to finding out if your theories are based on sound results or not.

Result driven advertising should help you here. Closely monitor what effect each one of your USP’s or offers has on your customer. Evaluate your cost per lead and lead time and then go about fine tuning it until you can fully automate the process.

Once you have found a good marketing strategy you need to scale up your operations and the best way for you to do that is to use a CRM software for marketing.

Kapture CRM is a cloud-based marketing SaaS provider that helps you automate a lot of the key tasks in your business.

Kapture CRM customizes its offerings according to the needs of your industry. The cloud-based platform can be used over a mobile application as well that is integrated over both iOS and Android platforms as well. Currently, Kapture powers 500+ brands in 12 countries.

 

SaaS Branding

How a Coworking Space Can Turbocharge Freelancer Branding Efforts

A coworking space is a virtual office space shared by groups of independent freelancers. Utilizing a virtual office gives freelance professionals an instant branding boost. Coworking spaces free freelancers from the high cost of renting and equipping independent office spaces.

What is Coworking & What are the Benefits?

This fall sees the official opening of The Ranch Office in Houston. However, The Ranch is a little different from neighboring offices occupied by top Houston designers and automotive insurers. This is because The Ranch Office is Houston’s hottest new coworking space.

Busy Ranch yes people don’t populate office desks and conference rooms. Instead, every inch of The Ranch is at the disposal of Houstons vibrant freelancer community.

Coworking & Virtual Office Benefits

Gone are the days of freelancers sitting behind dusty typewriters preparing submissions for Readers Digest.

As of 2018, almost 50% of millennial workers freelance professionally. Moreover, according to freelance marketplace UpWork, freelancers are set to become a workforce majority in the United States by 2025. There is just one problem.

  • Freelance clients increasingly prefer to work with individuals backed by a bonafide business address
  • Office set up costs are prohibitive for many freelancers
  • Working as a freelancer can also be socially and emotionally isolating

Coworking spaces like The Ranch, therefore, strive to offer freelancers a solution to each of the above concerns.

Coworking Spaces Boost Brand Visibility & Trust

Affordable coworking spaces like The Ranch, provide individuals and startups with a real-world business address. The result is an instant image boost. However, specialty coworking and virtual office spaces like The Ranch, also go one step further.

  • In Houston, Ranch Office users can take advantage of for-purpose conference rooms
  • High-speed internet and basic IT infrastructure costs (copy, printing, etc) are bundled into monthly price plans
  • Coworking space areas can also host private events and freelancer exhibitions

Increased Productivity Benefits

Being a freelancer is hard. Individuals have to manage their workflow, client accounts, and product marketing 24/7. Thankfully, for-purpose co-working spaces alleviate some of these stresses. Specifically, by allowing freelancers to settle into a daily routine in a real-world office. 

Coworking Networking Benefits

As a freelancer, it can be easy to start living life exclusively via social media. Thankfully, coworking changes this by providing a one of a kind opportunity to network with other freelancers face to face. At the same time, freelancers can also build more meaningful client relationships. Specifically, by scheduling appointments and meeting with real-world clients in person.

Freelancer Bottom Line Benefits

Working from home can be rewarding. However, homeworking also has several limitations. Coworking spaces like The Ranch, therefore, allow freelancers to benefit from access to a centrally located real office. All without having to sign high-cost long-term lease agreements with regular office space providers.

Work From Anywhere

For freelancers who do decide to take their brand to the next level, coworking doesn’t have to come at the expense of surrendering their mobility. At present, coworking spaces can be found everywhere from the Azores to the furthest reaches of the Australian Outback. The only question in this case, is where would you like to work today?

Yoast SEO Settings:

SEO Title: Coworking Spaces & How You Can Turbocharge Your Freelancer Branding

Slug: Coworking & Freelancer Branding Benefits

Meta Description: 

Focus Keywords: Coworking Space

SaaS Branding

5 Tips To Trick Out Your Office

1. Plants

When you bring the outdoors indoors you bring a part of nature to your office. Plants can help to keep the air clean and pure and they can give you a much-needed change of pace. They are appealing visually and they help to add an ambiance to the area.

The best plants to incorporate into an office atmosphere include the Spider or Airplane plant. This plant is easy to grow and will help to purify the air and it will send off babies that are called airplanes or spiders to create more plants. You can also opt for the Peace Lily that is easy to care for and cleanse the air or the English Ivy. These grow well and can help to reduce mold. Water features are now also available for indoors and these from Soothing Company are excellent options.

2. Freshen-Up

There are many great personalized desk accessories and one of them is plants. If you can’t pain, you can readily use storage boxes or magazine holders to create your own personal ambiance.

One way is to use blackboard paint over a storage box and you can then use the outside of the box to make memos or notes of the contents or just to personalize your space.

3. Alternate Lighting

You can also decorate your office with alternate lighting. Change the tone and light up darker areas of your office with mini lamps or LED mason jars. This can give a clearer working area and help to set the pace.

4. Tidy Up

Be a little bit OCD about tidying your desk. Use accessories to keep things neat and tidy such as mason jars or simple boxes. A bit of decor that is all in the same theme can brighten your mood and tidy your desk nicely.

A clean desk makes you more productive and it helps you to focus more on the tasks at hand during your workday.

5. Post It Art

Everyone has seen pixel art. Why not try some post-it art? A man in San Francisco gave his desk a makeover with some creative post-it art. He used just over 8000 post its to create a floor to ceiling portrait of a superhero. Entire office teams can join in and have fun with this sort of project. The best part is that it can be moved around and changed at whim without damaging anything. No need to paint, remove walls or adjust anything just use post-it notes and have fun as an office.

SaaS Branding

How To Stay Focused And Energized At Work

Do you need to stay focused and energised at work – these tips will help you do just that.

Good Sleep

Get a good night’s rest before you go to work. The best way to achieve this is to have a comfortable sleep setup and this can be achieved with a great mattress. The mattress one mattress is meant to be great and can really be the foundation of better sleep and more energy.

Workout In The Morning Before Heading To Work

Taking on regular body workouts moments after waking up does more than warm you up. It helps keep the blood pumping making you feel refreshed. Just remember to take a shower and a good breakfast to push you through the day.

Take A Power Nap (20-Minute Nap)

While sleeping on a job isn’t recommended, studies show that taking a 20-minute power nap helps to rejuvenate body processes for the rest of the day. The power nap enables brain muscles to relax thus improving your concentration – especially in the afternoon.

Don’t Hold Grudges

Anger and emotions can affect your performance and output at work. Holding grudges with coworkers and even people outside the workplace takes up lots of energy in the process, and can be distracting as well. Most people only mask the emotional baggage they have on their coworkers, a habit that only drains their energy even farther. The best way to remove personal grudge is by reconciling with the persons you have wronged (or vice versa). This eases pressure on your mind.

Laugh

Laughing at anything funny, jokes included, helps the body produce endorphins. Endorphins are feel-good hormones that make someone happy and have a jovial mood.  You can either look for friends to crack jokes and have fun conversations with or even make YouTube your friend. There are plenty of humorous and funny video clips on YouTube that can make you laugh even if you are not in the mood to. Consider having your dose of laughter a few minutes after lunchtime when everyone goes into the afternoon slumber mode.

Take A 15-Minute Brief Walk

Taking some time away from your station/office can be a great way to re energize. Take a few minutes’ walk outside, in the streets, or even the park to breathe the fresh air. Don’t bring your smartphone along, as this could be distracting. A 5-minute walk outside the workplace is good for your heart and helps keep the blood moving. Doing this keeps you feeling energized and sharp through the remaining hours at work.

Have a Good Read

Reading an exciting novel or even a storybook not only helps clear the mind but resets your energy as well. Reading one story or a chapter after lunch gives you a sense of completion is entertaining, and helps bring the confidence and drive you had in the morning. If you however aren’t sure where to start, you could try Rudyard Kipling or even Mark Twain for inspiration.

Resolve Disagreements with Colleagues or the Boss

Running away from conflicts and disagreements will only put more weight on your shoulders, which can be tiring at times. Instead of running away, confront any issues you might have head-on, but in a diplomatic, empathetic and open manner. How you approach some of these disagreements will determine how well you will relate with the colleague or the boss. Some of the strongest relationships and friendships out there started out with a challenge or a disagreement.

Lend a Hand or Ear to Someone or Even a Colleague

Although most people walk with their heads held high, many of these are hurting inside. Lending a listening ear or a helping hand can help put a smile on their faces. Positive energy can be transmitted from one person to another, doing something nice for a friend, colleague, or even your boss will not only light up their hearts but also give you a gratifying feeling. This trick works wonders in helping you remain focused and energized through the day.

SaaS Branding

6 Unique Strategies for SaaS Marketing Success

Providing software as a service rather than an installation package has great advantages; it allows clients to use your software from any remote location without expensive hardware. However, there are so many SaaS providers available online that it is vital to have an effective branding strategy to differentiate yourself from the crowd.

Here are some useful tips that can help you to brand your SaaS business communications:

1.      Create a Distinctive Logo

How you design your company logo says a lot about your firm. It acts as your brand identity and builds loyalty amongst your customers. To create a distinctive logo, keep the following in mind.

  • Focus on the message you want to communicate. If your SaaS application is targeted towards small businesses, your message could be focused towards entrepreneurs.
  • A good logo is scalable and easy to reproduce. It should be able to fit on a business card or extrapolated on a large poster without disrupting the picture quality.
  • Your logo can also be used to express the major benefits of using your application. For example, if the main feature of your software service is speed, then a lightning bolt can promote this feature.

Photo credit https://unsplash.com/photos/G9_Euqxpu4k 

2.      Choose Your Brand Colors Carefully

The next step in building a strong brand is to choose the right colors. You don’t need many colors to impress your audience. In fact, some of the world’s strongest brands such as Google and McDonald’s use simple and fewer colors in their business communications. Notice how Salesforce, for instance, uses a logo with just one blue color.

People react differently to different colors. Each color has its own personality and it can help you build an emotional connection with your target audience. The color red captures attention, while yellow, resonates happiness. Hence, a combination of two or three essential colors can help you build a strong brand image.

3.      Focus On What Makes You Unique

Adding a tagline below your logo or on top of your brochure can make your SaaS application more attractive. However, your tagline should be closely related to your business model and reflect every aspect of your service. Always focus on what sets you apart from your competition.

An essential element of creating a unique brand is to focus your business communication towards your target market. You need to be well aware of how your target audience will respond to your branding strategy and choose your themes accordingly.

4.      Use Engaging Imagery

Adding engaging imagery in business communication can help SaaS providers in many ways, including building an emotional connection with clients and helping users retain information for longer periods. Consider making use of infographics; these allow you to communicate complicated information in a way that’s easy to digest. When creating printed marketing collateral, try making use of full-color photography to give audiences a better look at your product or the people who represent your brand. This is especially important for collateral that packages other, less visually engaging materials, such as branded marketing binders. CompanyFolders.com showcases how creative you can be with your design, featuring the large variety of print design options available these days. Taking advantage of different print materials and imprint selections will surely help in crafting the best end result.

5.      Be Straightforward and Honest

One thing your clientele might not tolerate in your SaaS marketing is over-commitment. If your customer feels that your software is not able to deliver what you initially promised them, you might lose them to your competitors. Therefore, it is very important that you are straightforward and upfront about your software service while promoting your brand.

6.      Ensure Consistency Across All Mediums

Ensuring consistency in all mediums of business communication promotes brand recognition. As a SaaS provider, you need to make sure that your logo, color scheme, and taglines are the same across the board. This reflects professionalism and strong business practices—and helps with customer retention, as well.

Having a strong brand is vital for remaining ahead of your completion in the 21st century online marketplace. Apart from developing quality software, SaaS providers can build long-lasting client relationships by implementing these effective business communication strategies.

 

SaaS Branding

5 SaaS Product Trial Strategies to Put in Place

Guest author: Molly Gibson Kirby

You know your SaaS company has a really good free trial, but are enough people converting to paying customers after the trial?

Probably not.

Typical trial conversion rates from a visitor to a customer in SaaS are 2%. This means if you have 10,000 web visitors, 200 will become free trial users and 30 of those users will become paying customers. Increasing these numbers are one of the biggest pain points for SaaS marketing departments.

In order to get your trial users to become paying customers, you need to make your free demo something these prospects can’t live without.

If you want to better your SaaS free trial, you need to change your strategy. It is possible to upgrade your conversion rate from 2% and that’s where this article comes into play.

In this article, we’re sharing 5 effective SaaS product trial strategies you can start using today to acquire more paying customers.

Two Types of SaaS Trials

For the majority of software products, the question isn’t – should I have a free trial? The question is – what sort of free trial should I have?

When creating a SaaS product trial, it’s important to note which type of trial your company is offering. Below are the two different types to decide between.

Opt-out Free

Opt-out trials are the free trials that require a credit card to begin. The free trial will turn over into a subscription at the end of the trial if the prospect does not opt-out.  If a free trial requires a credit card, the average visitor to retained customer conversion rate is around 0.6%.

This type of trial needs to have hard work behind it in order to get people to give out their credit card information before the trial even begins.

Opt-in Free

The Opt-in trials are the free trials that can be started without a credit card. Prospects will need to opt-in to a subscription by providing payment details during or after the trial is finished.

According to Totango, if a credit card is not required, the visitor to retained customer conversion rate increases to approximately 1.2%.

This type of trial needs to have hard work behind it to get people to become customers once the trial is up.

Now that you understand the types of free SaaS product trials, let’s get started on the strategies we know that help boost product trial ROI.

Make Sign Up Simple

The fewer barriers that you put in the way, the more likely it is that people will sign up and opt-in for your SaaS trial.

Consider what information your SaaS company needs for the free trial. This goes back to the two types of trial sign-ups. Are you going to do an opt-in or an opt-out free demo? This will determine if credit card information is needed in the form.

Keep the signup short, don’t ask for a separate username, simply use their email as a username.

Also, consider using social logins for account creation. This has become a popular feature for many SaaS companies and makes it easier for people to get started on their free trial without wasting time inputting all their information.

Create Engaging Content

In addition to having a free trial, creating content that relates to the SaaS demo is pivotal.

Users may have questions or concerns about the trial. Having the content that answers these questions will allow them to feel like your SaaS company is credible and authoritative. Start by creating a landing page for your free trial. Include an FAQ section on this page and a how-to guide on using the software, so people see it right when they sign up. Then make sure you have content regarding the free trial and how it can solve a customer’s problem on your blog.

Once you have these key pieces of content, get creative and begin to think of other ways to add valuable and educational content where it fits.

Show Your Value

However good your SaaS product is, the simple truth is that no-one will buy it if they don’t believe they need it. You need to show people what your product can do for them.

Articulate your value proposition on your website, landing page, content and in all marketing campaigns. Once you do that, any visitor should be able to tell what you offer, who needs it, what they will gain having it and finally, why they should choose your company.

Take Salesforce for example.

On their 30-day free trial landing page, they provide everything we just mentioned above.

Value Proposition: Sell Faster. Sell Smarter. Sell the way you want.

What’s offered: Sales Cloud

Who needs it: Canadian companies with a focus on sales managers

What they gain: lead management, opportunity management, sales forecasting and a mobile sales office.

Why choose Salesforce: Trusted by thousands of Canadian customers.

Salesforce does an incredible job at showing their value without sounding too preachy. When creating your SaaS free trial landing page, be sure to include these five sections we just mentioned.

Fix Your CTA

The effectiveness of your Call to Action (CTA) can make or break your marketing. It is the one piece that actually gets your visitors to take action – hence the name. A CTA should make visitors want your product, it should create an urgency for signing up and it should be an easy-to-use form!

Make your CTA visible on the homepage. This allows new visitors to see the CTA, hook them into thinking they need to try the free trial and have them easily sign up right then and there.

Exit Survey

On the same note as engagement, it’s imperative that you conduct an exit survey once someone is finished their free SaaS trial. If a user doesn’t move to a paid plan, it’s valuable to know why. After a week of not upgrading, an email should be sent out to ask why they cancelled.

Sometimes they leave because it wasn’t what they were looking for, but sometimes they’re not fans of a specific part of the trial/software. The latter reason usually can be fixed with needed changes or upgrades to the software.

As you may have noticed, user feedback is key when bettering your SaaS trial.

In the End

In the end, if you apply these strategies and tips, your SaaS trial should perform better. It’s possible for the conversion rate from a trial user to a paying customer to increase from 2%. It will just take time, commitment, user feedback and a handful of a/b tests.

Are you ready to better your SaaS product Trial ROI?

 

Author’s Bio 

Molly Gibson Kirby is a writer and marketing strategist at Roketto, an inbound marketing agency in British Columbia. She dives deep into the world of inbound marketing on a daily basis and writes about this fundamental shift in business on Roketto’s blog. When not writing, she’s either on her yoga mat or getting lost in a new book.

Local BrandingSaaS Branding

Journalistic Ethics in Social Media

Modern realities and the development of technologies give impetus to the new challenges that confront the representatives of public professions. This is relevant for journalists and the ways of use of information. The journalist is responsible by his own name for the content of the materials under which his signature stands, and before issuing a new product, he should check the reliability and objectivity of information.

The journalist always works for the audience. He should be aware that in any, even informal, setting, the audience can associate him with the media in which he works. It can position his personal views as the editorial culture. Being active in social networks, a journalist should understand that the social utilities themselves are not a mass media tool, but he is also responsible for the information disseminated in them.

Social Networks Changes the Communication Model

The issue of reassessing and supplementing professional ethical standards of a journalist became relevant in the early 2000s in connection with the beginning of the development of public utilities on the Internet. Now, this issue is complicated with the widespread of research paper services as well. Ethical conflicts associated with the activities of journalists and ordinary users in public utilities began to appear in the global media sphere.

Photo credit https://www.flickr.com/photos/rosauraochoa/3256859352/

Public utilities are a great way to keep in touch with the audience with limited resources. They provide an opportunity to:

  • moderate comments and improve their quality;
  • instantly respond to changes in the behavior of the audience and adjust the activities of the media;
  • conduct surveys and competitions;
  • react quickly to news;
  • receive news from the audience and keep in touch with newsmakers; convert news feeds to a source of information (the social network functions as a news aggregator);
  • draw attention to the main site of the publication (analysis of the number of transitions from the publication page to the mainstream Internet media);
  • develop a personal brand of a journalist;
  • study the interests of the audience by the number of likes to each specific material,
  • promote journalistic texts and the media;
  • form a system of incentives for journalistic work, depending on the number of likes and reposts.

However, there is the problem of artificial increase in likes – promotion of this or that news, informational outfit. This is also one of the problematic aspects of journalistic ethics in public utilities.

Ethics in Public Networks

Communications within public utilities are initially presented as mixed. A person registering an account on a social network is declared as his “owner”. He is given the right to disclose his personal data, establish links with other users of the service, distribute information for individual users (groups of users), and for an unlimited number of persons. Services allow the simultaneous use of various types of communication, including mass one.

Thus, users of the social network get the opportunity to broadcast mass information without the help of the media, which acted as an “ethical filter” and allowed only information that met the requirements of professional ethics in the sphere of mass communication. In other words, there are no previous mechanisms of corporate self-regulation.

For a professional journalist who uses public utilities for personal purposes, the situation is complicated by the “bifurcation” of his communication role. He faces a double representation. First, the journalist, within the scope of his job duties, is a professional communicator who identifies himself with the editorial staff of the media. Secondly, he is a private person who has the right to distribute in public utilities any information within the framework of current legislation and service rules. At the same time, a journalist can designate his profession, position, place of work in public utilities, and talk about his professional activities. This is not prohibited by law and professional ethical codes.

In this case, for the remaining participants of the social network, he is already beginning to act not so much as an individual, but as a member of a specific media, a priori representing the editorial position. In this field, conflicts arise for a person in a “public” profession, implying increased ethical demands on the part of society (officials, judges, politicians, police, journalists, etc.). In these conflicts, corporate ethical demands and personal judgments may contradict each other.

However, there is a positive side as well. The rapid development of public networks in many ways facilitated the work of a journalist to find information about the heroes of the publication. Social networks do not replace traditional methods of journalism. But they can be a help in solving complex journalistic problems. In addition, it is necessary to comply with the norms of professional ethics in the use and dissemination of personal information of users. In social networks, biographical information is easily accessible, as well as photos that journalists use for publication in the newspaper without obtaining the consent of the hero. A journalist does not always check the validity of the data specified in the account and uses them as reliable facts.

What are the Possible Conflicts?

Conflicts of interest in social networks are a certain complexity. If professional journalism declares the desire for objectivity, covering conflicts from different sides, then users of social networks do not aspire to this. Moreover, in social networks, “guerrilla” methods have become increasingly used. The participants in the conflict themselves are included in the dissemination of biased information, disguised as ordinary uninterested users of the network. A separate ethical problem is a distribution through the social networks of images (photographs, video recordings).

Photo credit https://www.flickr.com/photos/alborotadores/5082214184/ 

Here there is a whole complex of issues, which is connected with copyright, interference with privacy, with the lack of permission of persons photographed or videotaped, with the publication of materials of shocking, offensive character and other undesirable information.

In Search of Decisions

The above-mentioned ethical issues are already discussed in the literature. There are already research projects devoted to the problem under discussion. Many editions of the world’s leading media included requirements for the behavior of employees in social networks in their corporate standards.

Conclusion

  1. New challenges in the field of journalistic ethics are connected:
  • with the peculiarity of a double representation of the subject of communication in social networks (public and the private person at the same time);
  • with a lack of social responsibility for disseminating information from users of social networks;
  • with the inability in some cases to verify the reliability of the information disseminated;
  • with the technical features of social networks.
  1. New ethical problems fall into two directions:
  • ethical regulation of information behavior of ordinary users;
  • professional ethics of journalists in social networks.
  1. The solution of the problem of the ethical activity of ordinary users lies in the sphere of self-regulation of a particular social network according to previously announced rules. In the event that information from social networks is used by professional journalists, they must take care of filtering, editing information and verifying its reliability.

4. The decision of a question of a parity of the private and public (corporate) element in personal blogs and pages of journalists practically dares at a level inside the editorial policy. In this regard, there has been a tendency to restrict freedom of expression to journalists who claim to belong to a particular media in a social network. These restrictions relate, as a rule, to statements of political preferences, the dissemination of confidential information, links to commercial structures and harsh expressions that can offend or degrade one’s reputation.