It is easy to get comfortable with your marketing efforts.
Your old reliable campaigns might bring in enough new clients to keep things ticking over, but they don’t give the boost you need to get to the next level.
What is the difference between you and the SaaS companies out there making it big?
The answer is probably not a wildly better product or offering.
It’s probably all about how you’re selling it.
Maybe you don’t want to mess with your advertising campaigns that are already working for you.
But when you optimize your campaigns correctly you can see huge results.
(Check out this SaaS company that increased sales calls by 269% in 90 days without increasing their ad budget)
With a few tweaks to existing advertising and a few new strategies, you can scale your customer acquisition campaigns profitably.
Table of Contents
Create New Offers
One of the first things you should do if you feel like your SaaS company’s growth is hitting an invisible ceiling is to create some new offers.
You already know your target market, so it’s time to bring them something new and interesting.
Some offers that have proven successful include:
- New or updated lead magnets, such as case studies or white papers.
- New demos and guides.
- Free consultations to learn more about the software.
- Short training webinars.
You would be amazed at just how effective a refreshed offer can be.
Some SaaS companies have seen triple figure sales call growth, while simultaneously reducing per click ad spend.
The big part of making this strategy successful is finding the offer that really speaks to your ideal customer and not some generic download that could be interesting to anyone.
A/B Test New Creatives
New offers need new creatives.
If you want to offer something different and potentially better than what you already have, you will need to try out some new creatives.
You will learn over time the creative angles and messaging that work best for your audience, but you can always test out new options.
Having new creatives and new ideas allows you to A/B test your existing ad copy and offers.
You never know what interesting ideas or creative visuals will resonate with your audience and really move the needle to improve your customer acquisition campaigns.
Testing new offers alongside the old ones ensures that you only ever switch over your spend to a new strategy when it is a proven winner at increasing click through.
Having an iterative process like this stops you getting stuck in a rut and keeps your campaigns working at maximum efficiency.
The great thing about A/B testing is it also allows you to build up strong analytics on what your target audience best responds to, and makes targeting them with your campaigns that much easier.
Micro-Target Audiences
Launching campaigns that micro-target audiences can be an insanely powerful way to scale your campaigns.
If you have been advertising for a while then you have a list and know a fair bit about your customers.
One way to start launching more specific “micro-targeted” campaigns is to start coming up with subpopulations of your best customers and launching campaigns with language specifically to them.
These ticro-targeted campaigns allow you to be super specific with your copy and offers and give specific audience EXACTLY what they are looking for.
Here’s an example for you:
Let’s say you’ve been having some success promoting your product generally to B2B customers who are using a big name CRM to track and manage their sales process.
You find that Saleforce, HubSpot and Pipedrive users are often your best customers.
You can launch campaigns specifically targeting those users, calling them out in the campaigns and telling them exactly what benefits they will get using your software.
If you have get your targeting and offer just right you will get a higher conversion rate by running these micro-targeted campaigns and speaking to these specific audiences.
Use Retargeting Platforms
Retargeting is hands down the most underused strategies out there, yet it is one of the easiest ways to get fast results.
The basics of this strategy involve tracking who has been to your website or viewed your marketing materials and then marketing to them across various other platforms.
Once someone comes to your website to learn more about your product you can stay top of mind and show them more lead magnets, whitepapers and demo videos and help move them through the sales process.
Studies show that it takes on average 5 – 7 touch points before someone is primed to buy from you. Which is why it’s most effective to have multiple advertisements running on multiple platforms like Facebook, Instagram, Google, YouTube.
You can set all of these campaigns up on each platform individually or you can use a platform like AdRoll to help you manage retargeting across multiple platforms.
Expand Your Budget
There is always a catch.
If you don’t know what you’re doing, sites like Facebook and Google will happily take your hard earned dollars and give you back nothing in return.
New offers, hiring new creatives, A/B testing campaigns and micro-targeted targeted social ads all cost money.
Allocating more of your budget to advertising is not always the highest priority, but if you want to grow profitably you should be considering it.
The key is expanding the budget while getting better value and closely tracking costs to prevent wastage.
Processes like A/B testing and micro-targeting audiences move you in the direction of more efficient advertising.
As long as you are doing it correctly, you should be consistently seeing better ROI on your ad spend.
Retargeting is a well known way of making the most of a limited budget, as clickthrough and sales from retargeted audiences are typically quite high.
At the end of the day, the most cost effective solution can be to bring in an expert to set up your new advertising campaigns.
Yes, it is an investment, but the right help and advice can gain you thousands of new customers in the long run.
Start Growing Your Sales Today
There is no reason why you can’t scale your SaaS product profitably with digital advertising.
These platforms work because you are able to take your solution and get it out in front of the right people.
The key is getting the right message in front of the right people and expanding your advertising in a sustainable, cost effective way.
You already have a great product and some loyal customers, now it is time to take your solution to the world.
The best thing you can do is get started with some of the cost effective advertising methods mentioned here and see the results for yourself.
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