Growth Tip of the Week!

Average SaaS company takes 5-12 months to break even on customer acquisition costs. Reducing this period is the key to scaling. ~ Liam

Btw, do you keep a track of your CAC, LTV? If not - 2023 is a good time.

Google Ads

Jackson shares how to win a new SaaS with Google Ads.

• Use video ads on the Google display network

• Target competitor search terms

You will immediately start building brand awareness and get qualified traffic to your landing page.

Another tip is to create a custom audience and plug your competitor’s URL. Drive traffic to a product comparison page.

If your product is better or has a solid value proposition, it WILL convert.

If you're looking to get results with Google Ads, Jackson continues to share 7 tips to unlock your growth for SaaS:

1. Stop optimizing for the bottom of the funnel too soon: Leverage top-of-the-funnel (TOF) campaigns to nurture leads into future SaaS subscribers.

2. Use Video Ads on the Google Display Network: This is a great way to enhance results from your Brand keywords and to build a foundation for your remarketing campaigns.

3. Competitor Targeting: Bid on your competitor's branded search terms. Generate “interested” traffic even with 0 brand awareness and funnel traffic to comparison pages.

4. Own Brand Targeting: Bid on your own branded search terms. This is an untapped source of high conversion traffic. By NOT bidding on these terms you give competitors a way to siphon attention from your brand.

5. Informational campaigns: Informational search terms are typically cheaper. Create informational campaigns to target TOF prospects.

6. Utilize Retargeting: It takes multiple touchpoints before a conversion occurs. Leverage remarketing lists to target users who showed prior interest. Run campaigns for case studies or customer testimonials.

7. Choose the Right Metric: Focus on cost-per-acquisition (CPA) and lifetime value (LTV). LTV measures the total value of a customer over time and allows you to see if your ad spend is justified. Track customer behavior and analyze customer data.

Most SaaS businesses want to move fast when it comes to PPC. But it’s crucial to understand what to first prioritize. Properly set baselines for the performance of the campaigns and allow time for your campaigns to bloom.

Related: Create Google Ads for SaaS: 32 Experts' Steps for Profits

Cold Outreach

Outreach can work great for you as a SaaS founder. Send customized conversational template messages. It has the potential to give you more than 20% conversions with the goal to give ICPs a product demo.

To increase your chances in the outreach, SHOW them how you will help them. Give them tips, and create a mockup or a short video!

Here are 4 templates you can send as a SaaS founder:

1. Message 1: Tell them where you found them and why you are reaching out. Ask a very specific question, about maybe them using a tool. Tell them how you found their profile and be genuine.

2. Message 2: Tell them what you do. The context needs to be around the tool you talked about in the first message. Ask them if they would like to know more about how you can help them with a benefit.

3. Message 3: Talk about your product here. Talk about what it does, how it improves their current process, and how it works. Ask them if they'd like to see a free demo or a short video.

4. Message 4: Send them a product demo. A personalized video shows them how it works. Then ask them if they'd like to do a free trial and provide you with their valuable feedback.

The important factor to know here is to not have any risks for your prospects. At each stage, only your prospect must be in control. It shouldn't feel like they're getting sold and your only intention is to help them do a certain task in a better way. Be genuine in your intention and you will succeed.

Email Marketing

Newsletters for a SaaS product are great for three reasons:

1. Deliver content that complements your SaaS: This provides value apart from your software. For example, a blogging tool like Blogstatic or Feather can create/curate content to help bloggers succeed. This helps bloggers with not just an amazing tool but also the know-how on how to succeed.

2. Provide software updates: Build relationships and nurture your audience with how your product is coming along. Your leads will love the effort you're putting to make the product work and succeed. Sharing these updates will build trust.

3. Provide winning case studies: Show prospects how your product is helping your customers win with testimonials and case studies. Include real humans and talk about how your product is helping them win.

Start with creating a template and create what is easy for you on a recurring basis. You don't have to reinvent a wheel.

Related: 50+ Expert Email Conversion Tactics to Exponentially Crush Your ROI

Copywriting

It's time to upgrade your SaaS landing page! New Year, New Look! 😎 Sveta shares three steps to usability tests that you can perform to optimize and help CRO on your landing page:

Step 1 Find respondents: Don’t pick your customers, they are biased. Find your users from your target audience that haven’t seen your landing page yet. Use Twitter, LinkedIn, or any other platform.

Step 2: Conduct usability tests (video calls): Have a process and structure for the call. Describe the goal -> Honest and loud feedback -> open landing page and share screen -> record the call to re-listen. Ask users follow-up questions on what they remember, what unanswered questions they have etc.

Step 3: Summarize the results: Re-listen to every interview and write down the exact phrases. Summarize learnings and revisions in one document.

Now, go update your landing page!

Related: 21+ Landing Page Mistakes You Need to Fix Today!

Growth Marketing

Your activation is not limited to onboarding. Beyond onboarding, you can create user journeys to activate users and leads for your product.

Gab says every SaaS company has a user journey and your goal is to make your email/product journey match your user journey.

This means…sending the right email - to the right users - at the right time. But how do you know...

• WHAT to send

• to WHO

• and WHEN to send it?

1: What actions do we want them to take?

2: What emails do we need to send after they’ve taken that action?

3: what emails do we need to send if they didn’t take that action?

Think about these situations...what emails should you send if a user…

• doesn’t convert from free to paid?

• stops using the app?

• cancels its subscription?

• is about to churn?

• hasn’t activated its account after signing up?

Then create your growth strategy around it!

Get your SaaS Marketing consulting session

I'm experimenting with a new way to help SaaS founders. Get my brains on how you can market your SaaS with a 30 min session (no charges). Reply to this email to set up a time. I'll help you with my perspective on how you can market and grow your SaaS.

Thanks for reading! SaaSwrites is a humble attempt to help SaaS founders and marketers grow their SaaS.

See you next Saturday.

Ricky,

SaaSwrites