No leads equal no sales. That’s all there is to it. Lead creation is perhaps the top objective for SaaS companies.
But why does digital marketing for SaaS companies fall short?
You’d assume that most B2B SaaS providers would be equipped to respond to this question. They’d be aware of the most common causes of drops and have a strategy in place to explore the source of these problems.
But contrary to popular belief, most SaaS companies, like you, may not be equipped to deal with such technical issues. Many businesses are entirely in the dark and don’t know where to begin generating leads.
And that’s where WE come in.
We’ve curated this list of 7 possible reasons why your SaaS lead generation isn’t going as planned, or even as well as it used to. Let’s get right to it!
Product/Service intros aren’t up to the mark
All client experiences begin with a product offering – a problem statement and a description of how your company intends to solve it. Many businesses continue to make ambiguous descriptions that provide no useful information. Don’t join their ranks.
The difficult aspect is not explaining what your product does, but rather figuring out how to introduce it so that prospects can see the value of your solution.
Your website is not mobile-friendly
Don’t you think CEOs, CXOs, marketing managers, etc. open emails, blogs, ads or any other marketing content on their smartphones? When these marketing tools redirect them to your website, it needs to be optimized to open on their smartphones without a glitch.
But what exactly is a website that is mobile-friendly?
The text appears fine, the images are scale-optimized, and everything is clickable. Additionally, having a mobile-friendly website makes a strong first impression on a consumer searching for a SaaS product, reducing the chance that these potential customers would see you in a negative light.
Lack of/negative social proof
SaaS case studies are the most effective marketing tool for increasing sales.
In February 2022, a survey of 121 SaaS marketers discovered that case studies were the most efficient marketing approach for increasing sales, surpassing website content, SEO, blog posts, social media, and other marketing tactics.
Case studies have the potential to attract more recent potential clients or persuade clients who aren’t sure about your product.
However, while positive reviews and feedback are great, negative reviews can be just as detrimental. Be careful to rectify situations that lead to negative social proof, and address the complaint as soon as possible.
Underperforming lead channels
Okay, your website content is flawless, and customers are interested in your product. What should they do next? They need to get in touch with you. But alas! You neglected to include contact forms on your website. Or maybe, you did not create a “call to action” (CTA) prompt clear enough for them to know how to reach you.
Make contacting you as simple as possible and provide a number of ways for aspiring customers to do so. Mention clear-cut CTAs on your web pages, lead forms, chatbots, and everywhere else your clients can find you.
And don’t forget customer-friendly service. It will be a shame if you turn away potential clients because your forms are excessively lengthy, broken, or not mobile and desktop compatible.
No distinction between channels
Are you emailing your potential customer so much that it takes forever for them to respond? The issue might be that they are simply getting lost in a sea of other emails.
Keep in mind that every user is unique. This idea also holds true for the channels that they feel most at ease connecting to you on. Each channel, whether it’s Facebook, LinkedIn, Instagram, or email, has its own distinct way of communication and technique that needs to be precisely curated. Start with figuring out where most of your target audience resides, and go from there.
Under-par paid media
Paid media is a crucial source of traffic and leads, especially if you want to stand out in the increasingly saturated internet space. However, this does not imply that you can start a campaign without any planning and get results right away. Strategy is a must.
There can be a number of mistakes you could be making with paid media from misleading messaging, failure to optimize ads, and failing to scale your campaigns, all the way to not tracking your ROIs and reiterating your processes.
Put an ROI tracker in place and find out where exactly you’re going wrong, so you can start putting it right!
Drop in keyword positions
Now, losing positions with your organic keywords will of course lead to a drop in brand visibility, ultimately leading to a drop in organic leads. But the reason behind the initial drop in keyword positions? There can be a number of them, actually.
From unoptimized inbound marketing and webpages to underwhelming SEO strategies, or even an update in Google’s search engine algorithms, can all lead to being in this unfortunate position.
There is no one-size-fits-all solution here. You need to figure out the root cause of this drop, and start from there.
Are you looking to diagnose the reason for your SaaS company’s leads dropping and need help with it? Here at Alter, we provide complete marketing solutions that your company deserves to figure out the underlying mechanisms behind your marketing efforts with our team of expert SaaS digital marketing strategists. Reach out to us at +91 99864 60086or email us at [email protected] to start your SaaS marketing journey today.
Bonus! Want to learn more about creating the perfect growth plan for your SaaS product?
GET FREE ACCESS To Our SaaS Growth Plan Ebook
An experienced Marketer with a demonstrated history of working in the digital marketing and advertising industry. Aravind is skilled in building ROI driven marketing strategy, digital strategy planning, Search Engine Optimization (SEO), Social media marketing, Search engine marketing, Landing Page Optimization, Web development, Media planning Google certified analytics and PPC expert.