Ours is a time of access. Access to information about what is happening across the globe. In this age where information is currency, nowhere it is more apparent than digital marketing agencies trying to market their products to a target audience.
Not knowing your audience or neglecting their pain points and unique motivations in today’s digital era is almost criminal. There is an expectation of tailored and personalized customer relations nowadays. The more specific your company can be in terms of your marketing campaigns, the more likely you will be able to attract new customers through your sales funnels.
But there are SO MANY people out there, all with nuanced tastes, preferences, and experiences. How on Earth does a company even start to go about tailoring their digital marketing strategies for a specific group of people?
Before we get to the “how” of it, let us first go over some signs that point to a pattern of underwhelming marketing strategies:
- Low engagement
It’s simple, if your blogs, social media posts, paid ads, email campaigns, etc. aren’t getting the numbers and attracting enough new people, you’re likely marketing to the wrong people.
- High cost per conversion
Smart, optimized marketing strategies target the exact pain points of the customers and provide direct solutions. If a potential client needs a lot of convincing, a lot of effort, and too much capital to convert into a client, it’s another sign your strategies aren’t optimized well enough.
- High bounce rate on the website
Another straightforward metric to track. If your product/service landing pages, websites, blog posts, etc. have a high bounce rate, i.e. too many people who leave the page immediately after arriving, it means they were not interested in the product you were advertising.
Taking stock of these patterns and results will allow you to consider the scope of improvement in your SaaS marketing strategies. Here are some key steps to put yourselves in the customers’ shoes and curate your strategies as per their needs:
Understand your product inside-out and the problem it solves
You might have a world-class, state-of-the-art product, but if you only market the features, you will have a hard time holding the interest of your audience. On the other hand, a product marketed with a problem-solution ideology with its benefits being highlighted has a much higher chance of attracting new customers.
Understanding the problem your product solves is vital. It then allows you to run surveys and studies to figure out the segments of people facing that particular problem, and curate your marketing campaigns accordingly.
Understand the decision-makers
The decision-makers can differ substantially when it comes to B2B vs B2C sales journeys. For B2B, you’re targeting people like VPs all the way to junior associates who will implement your product, and so the decision is a lot more complicated.
B2C is a much more straightforward journey, where your target audience is an individual who only looks after their individual needs, and so you only need to market to that one person.
Gather insights from salespeople
Besides all the metrics, stats, and numbers on a screen, there is plenty of value to be gained from the people who regularly and directly interact with the people you’re trying to sell to.
At the same time, you can get your sales team to run surveys among focus groups as well as existing clients to get better clarity regarding their pain points, solutions, responses to SaaS marketing strategies, and a lot more.
Keep yourself updated with industry trends
Just like fashion, pop culture, and Twitter, the B2B SaaS industry also has trends. Keep an eye out for the goings-on in your industry by following relevant industry leaders and experts, attending webinars and seminars, and involving yourself in professional communities that are in a similar line of work as you.
In this fast-paced digital era, it is increasingly easy to get left behind and find yourself obsolete. Make sure you keep up with the trends in your industry and how that affects your product, your target audience, and your marketing strategies.
Understand your competitors
“Look behind to see how far you’ve come, and ahead to see how far you still have to go” – Anonymous
They were probably talking about the trials of life, but hey, if the shoe fits! In our case, studying your own customer base allows you to understand your existing audience. But researching more about your competitor can reveal who you’re missing out on. This knowledge will help you correlate and modify your existing strategies to include the newly-found segment of customers.
Use the market tools
Finding your precise target audience is a market problem in itself, and you best believe there are quite a few opportunists out there with products that help solve this problem for you. For example, a tool called AnswerThePublic allows you to find out what the internet is talking about in relation to ANY given topic- from digital marketing tools itself to herbal tea.
That’s just one, there is a whole host of services available online for you to derive key insights about your target audience, such as:
- Google keyword planner
- Facebook audience insight/Ads library
- Google analytics
Remember, despite all your efforts, some strategies may work for you and some may not, even if they work for someone else. Every company is unique with a unique customer base, and the only way to get it right is by trial and error. All you can do is maximize your chances of getting it right more often than not by gathering as much information as possible and being savvy with your SaaS marketing techniques. But it’s hard enough running your own company and dealing with a million things every day, curating precisely targeted marketing campaigns doesn’t have to be one of them.
Outsource it to a competent SaaS digital marketing agency, like Alter, where a team of dedicated, talented individuals will do it for you. Reach out to us at +91 99864 60086 or email us at [email protected] and book a FREE consult 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.