The things you're going to see are not the most genius marketing strategies. But these are core SaaS marketing strategies and must-haves for a SaaS product and your brand.
Say you set up the most genius marketing strategy ever and convinced prospects to visit your website. No matter how strong your SaaS marketing strategies are, once visitors are faced with a poorly optimized website, they'll bounce back. They'll probably cross out your brand from the list, then sign a deal with your competitor.
The takeaway is: your marketing collateral should be ready to convert prospects into customers.
1. Have a clear value proposition
It takes the average user 3-5 seconds to form their opinion on a website or a social media profile. Therefore, the first impression is absolutely crucial for deciding whether or not they will continue browsing your company website. So make sure your value proposition is the first thing visitors notice.
A good value proposition is a short yet compelling summary of the primary-benefit that you offer your prospects. It's the unique identifier that solves problems in a way your competitor can't.
Now, let's pretend that you're on a speed date with your potential customer. In this situation, you want to trigger them to check out your business page immediately. The clearer your value proposition, the more this facilitates your lead generation process.
Here are our top value proposition tips:
- Don't try to fit multiple features of your SaaS product. Focus on your strongest benefit and feature.
- Less is more. Generate interest in your business in 4-6 words.
- Involve your reader, don't just throw your value proposition at them. Talk less about the product and more about its value.
- Try to emphasize the emotional benefit.
- Calls to action are great, calls to value are better.
- Don't overdo, people love genuine lines.
- Be casual in your tone and address your reader directly.
- Be specific, writing a 37.2% increase in savings is better than more savings.
- Make it sound more human and humorous.
- Make it memorable rather than likable.
- Be clear, don't complicate the originality of your business.
Want to know more on value proposition, check out the article on how to write a value proposition.
2. Show Social Proof
Ninety-two percent (92%) of people check reviews before buying from a new business. People want to know whether the company they are buying from is capable of delivering. Be proactive to showcase your work to your clients before they ask for it themselves.
The logic is simple. If you're already working with big names in your industry, your prospects will see you as a credible resource. And eventually, social proof signals comfort your potential leads and help you close them faster.
A good practice is to show your top clients’ company logos, testimonials or reviews immediately after your value proposition. Next time your visitors read your value proposition, they’ll associate it with your top clients.
Once you gain the trust of your target visitors, they will be happy to turn into leads. Moreover, you can add elements like reviews or a ‘# people are looking at it right now’ section for your SaaS product. Let your five-star reviews and thousands of live visitors speak for themselves.
3. Deploy Chatbot or Live Customer Support
Chatbot and customer support became almost compulsory for SaaS products. Without exception, every SaaS website has a chatbot, and they have it for a reason(s).
Chatbots increase conversion, customer happiness and offer many more other advantages. They are your 24/7 customer support or help people to find what they're looking for. And if you can build a smart one, it can even help you sell your SaaS product.
The major reason people bounce on websites is that they don't find what they are looking for. So, empathize and understand what your visitors are looking for and optimize your chatbot accordingly to get the best results.
4. Add dynamic CTAs, pop ups, and exit intent all over your website
We assume you already have some content on your website, such as product demos, free trials, articles, lead magnets, and so on. But do your visitors know about your content?
To let them know, you should arm your website with CTAs (Call to Actions), popups, and exit intents. As you do that, you'll see an increase in your conversion rates; furthermore, you'll start to generate leads passively.
Here are some tips over CTAs and popups
Set your CTAs shamelessly and don’t hesitate to use more than one. A webpage without a CTA is like a samurai without a sword. However, a samurai would need max two swords, one for each hand. Accordingly, only use CTAs that are relevant to the given webpage. Also, make sure your popups don't interfere with the overall experience of the visitors.
Use marketing tools such as Sumo and Optimonk to create popups for your website very easily. After you have an image of the popup you want, it takes less than 5 minutes to set one up. These marketing tools also have dozens of templates if you need inspiration.
Exit-intent popups are popups that website visitors see when they attempt to leave a particular webpage. Its purpose is to grab the visitors' attention when they are about to close their tab.
Exit-intent popups sometimes include attractive bonuses, discount codes, or other incentives to make the visitor stay for longer. Try to understand why people are leaving and provide them a value to make them stay or at least leave their details.
Example: We always make sure the offer of popup is relevant to the content of the webpage. After readers scroll 40% of the page (How to Dominate Local SEO: 6-Step SEO framework), we show them the popup below.
5. Leverage constraints: 1:1 attention ratio
Attention is the only currency you have. And you need to guide that attention to your offer, only. So you should get rid of all clickables, navigation elements, search bar, and the rest of the potential distractions.
Once upon a time, there were 22 clickables on Tentoo's (one of our favorite customer) landing page.
Eliminate distractions and help your visitors to focus on the holy goal for your brand: conversion. If your goal is to "schedule a product demo," make sure all the arrows are pointing to that call to action.
6. Show ease of use of your SaaS product
Even the most straightforward product needs a step-by-step explanation because these steps give your visitors a sense of security. Think of it as you’re placing stepping stones to help them cross the river of doubt.
Don't use more than five or six steps. Otherwise, you may accidentally make it seem harder instead of helping them.
7. Use bullet points to show your features
We know you want to showcase each feature of your SaaS product. If your brand has many features (and most SaaS products do), it's best for you to show them by using bullet points. Using bullet points will make your landing page instantly 10x less crowded and clear.
Here, I'll write an example for you:
With landing page software X, you can easily design your landing page using templates and drag-and-drop features, so no coding skill is needed. Also, you can A/B test and connect your landing pages to your favorite marketing tools to get the best out of it. If you have any problems, our customer support is on the line to help you, 24/7.
- No coding skills required.
- Design easily with a drag-and-drop feature.
- Use 100+ templates
- A/B test to find out what works best for you.
- Connect X with your favorite marketing tools.
- 7/24 fast online support.
You see, the first one is crowded and boring and the second one reads effortlessly. You know what is even better than that? Transforming the features to benefits. To do this, you can sort all of your features and try to squeeze emotional benefits from each.
- No coding skills required — You'll never be dependent on an IT guy who rarely keeps his deadlines.
- Use 100+ templates — With templates, you'll save hours, and instead, you can spend your time doing your favorite things.
This was the last SaaS marketing strategy of this chapter. However, if you want to know more about the landing page and website optimization in general, you can check these two articles:
- 8 Growth Hacks To Optimize Your Website For Lead Generation
- A 14 Point Landing Page Checklist + Infographic for Higher Conversion.
Need help implementing these prerequisites? You can schedule a discovery call with our SaaS marketing experts to get your website ready for lead generation.