Marketing a SaaS product can be challenging due to a lot of unexpected hurdles. High bounce rates, leaving subscribers, and poor conversion rates can become overwhelming.
You want value for your money when you invest in any growth marketing strategy. Specific marketing tailored to your business is a good start.
B2C SaaS marketing is a growing sector of marketing for business-to-consumer software as a service. Keep reading to learn about how to execute it effectively.
1. Audit to Identify and Resolve User Experience
If your website or app isn’t working for your users, the impact is often reduced traffic and poor conversation rates. 33% of customers would consider leaving a company after a poor service experience.
This is why Northpeak insists on a user experience audit before recommending changes in a B2C SaaS marketing strategy. It’s best to establish what is causing grief to your customers to develop better strategies.
A user experience audit is a quick but thorough review to find out what’s wrong with your apps and websites. It’s an essential step before tweaking your strategy, especially when offering software as a service.
Performing a user experience audit also checks user behaviors on your software with tools like web analytics and reporting. It looks at how users interact with your brand in their entire journey through your sales funnel.
Tracking users as they flow through your sales funnel is a great way to pinpoint their pain points. It’s a terrific way to learn first-hand how users perceive your brand. It can help us identify growth opportunities, experience gaps, and conversion blockers.
2. Understand Your Target Customer
Poor subscription renewal rates could be a sign of bland marketing campaigns. Your messaging must be specific to users’ emotions and needs to generate more conversions.
Knowing your ideal customer or user helps you create relevant and relatable messaging. Each customer group has unique challenges, expectations, and preferences. Aligning your messaging with your target audience enables you to save time and money.
Your target audience is usually a class or a group of customers who are more likely to use your service or product. They share attributes like age, gender, income, occupation, location, preferences, and more. It’s cheaper and easier to target them if you refine their definition.
Revisit your analytics to establish who uses your services the most and why. A peek at your loyal or renewing subscribers can give you a picture of your ideal target customer.
Use tools like heatmaps and analytics to establish what this customer likes. Identify their favorite content and how they use your apps to tailor your business to their needs.
Analytics can also help you figure out the location of your audience. Your website, software, point of sale systems (P.O.S.), and social media analytics can help you know where your customer lives.
Google and social media analytics can also feed you tons of user behavior data. You can tell a lot about your customer by looking at whom they follow, what they like and share, what ads and websites they click and view, and so on. Tools like Google Analytics and Facebook I.Q. can be a user data goldmine.
3. Keep Your Eyes on Competitors
The tech industry is synonymous with fast-paced changes. A popular software as a service business faces many challenges, including competition from new technologies.
It’s a challenge to stand out unless your B2C Saas marketing strategy is mindful of current and potential competition. Effective market and competitor research is the key to innovation, product improvement, and growth.
It may feel like you gathered much competitor data at the founding stage of your business. Yet there’s more need for up-to-date and regular competitor data in a modern growth marketing strategy.
Competitor research never stops in B2C Saas marketing. Each time you want to launch a marketing campaign, you must think about your competitors. You must think about them whenever there’s a slight change in your key performance metrics.
When you see reducing retention rates, the first question is where your customers are going. An easy guess is you could be losing them to your peers. This is why you have to stay on your toes by constantly tracking their moves.
4. Build an SEO B2C Saas Marketing Strategy
There is no B2C marketing strategy that easily beats an effective SEO strategy. Your bottom line gets a massive boost once your website ranks on the top of search engines.
SEO helps your business attract free organic traffic. It boosts your brand image and helps attract high-quality leads. Its efforts can give your business a competitive edge boosting your sales and revenues.
SEO is one of the best conversion acquisition strategies that can have a timeless brand value. Evergreen SEO content can stand in good stead for your brand for many years. Organic traffic accounts for 40% of revenues across several industries.
SEO is a tool to make your content accessible, relevant and helpful to your users. A proper B2C SaaS SEO strategy makes your site search engine user-friendly.
To improve your SEO, you first need to know its strengths, weaknesses, and potential. Take advantage of modern SEO tools to conduct a FREE in-depth SEO audit. This way, you’ll know what aspects of your SEO to change and maintain.
5. Measure the Potential of Campaigns Before Launching
A trial and error approach to a B2C SaaS marketing strategy might feel wasteful. You could spend a lot of money retargeting users with an ineffective marketing campaign.
More savvy marketers are going with data-driven approaches to refine their marketing campaigns. The focus is on ensuring every campaign has the potential of delivering the best possible outcomes.
These days, the foundation of successful SaaS marketing strategies is A/B testing. Marketers test two or more campaigns to determine which one has a higher yield potential.
A/B testing allows your marketers to rely on data and launch informed digital marketing campaigns. It removes the guesswork in marketing and reduces the risk of wasting your budget.
Digital marketing is not only vast but also dynamic. You can’t take chances with any of its strategies. To increase your R.O.I, you can conduct A/B tests on many digital marketing channels. You can A/B test text messages, emails, or social media posts to choose the best one.
6. Invest in Content Marketing
Content is the glue that bonds a business to customers. Quality content can improve customer relations, increase conversions and boost brand loyalty.
New customers are less likely to have any knowledge or affinity with your business. Content can educate, entertain and engage, helping to strengthen the bond with them. 82% of B2C marketers consider content marketing a valuable strategy.
According to Google, quality content meets the E.A.T. threshold. Content should demonstrate expertise, have proof of authority, and be trustworthy.
Conduct proper research to understand user intent. Make sure your content is easy to find and value-adding. You will get revisits if your content addresses user pain points.
Above that, ensure your content isn’t deceiving. Avoid tricks like keyword stuffing that try to fool Google. Make your website engaging, valuable, and unique.
7. Run a P.P.C. Campaign
A quicker way to market software as a service business would be by using P.P.C. ads. P.P.C. ads can reach your users in no time and help you improve your marketing results.
P.P.C. ads are heavily reliant on data, making them practical for B2C SaaS marketing. P.P.C. platforms provide tons of user insights to show the impact of campaigns. You can use the data to fine-tune your organic campaigns as a marketer.
P.P.C. ads can also be impactful on your conversion rates. 75% of users click on ads as they find them a quicker way of finding information. And businesses can earn up to $2 for every $1 spent on Google ads.
Creating and launching a P.P.C. campaign is also simple if you have a working SEO strategy. P.P.C. campaigns target the exact keywords in your SEO campaign. You can use these ads to measure the relevancy of your keywords.
8. Run Facebook Ads
Facebook is one of the most effective ways to boost traffic and boost brand awareness. With 2.9 billion monthly users, Facebook has the most significant social following globally.
But B2C marketing is no longer the same on social media. It was easy to engage users and grow an audience with organic strategies in the early years. With increased competition and changes in Facebook algorithms, Facebook ads are the way.
For instance, Mark Zuckerberg recently announced switching to a social-friendly algorithm. Meaning their algorithm will favor posts by friends and families over those from our businesses.
Facebook ads are sure to help you reach your audience. Facebook micro-targeting capabilities are on a different level in terms of granularity. Facebook ads can help you reach a specific and engaged audience with amazing targeting features.
Your Facebook marketing efforts are a sure way to increase engagement, traffic, and renewals in your SaaS business. With Facebook remarketing, you can reach people who have shown a high interest in your products. Remarketed ads will appear to people who have used or dropped from your apps.
Audience quality is crucial in a B2C SaaS marketing strategy. You want to ensure you’re increasing traffic and renewal rates at the lowest costs. Get expert help if you’re not sure how to optimize Facebook for high conversion rates.
9. Nurture and Engage Leads with Email Marketing
As a software as a service business, lacking an email marketing strategy is shooting yourself in the foot. Email is the ultimate lead nurturing and engagement tool.
Email helps you to reach out to users without spending a dime continually. It delivers real value to users by allowing you to educate your customers and connect with them. You can use it to share newsletters, blog posts, product updates, company, and industry news.
Email marketing is a popular and effective marketing tool. 90% of the U.S. people above 15 years use email as a communication tool. Email marketing contributes to 20% of sales transactions and has a 4400% return on investment.
Get an email marketing software and create different types of email content to share with your audience. Take advantage of email segmentation and personalization strategies to increase the power of your emails.
10. Tell Your Brand’s Story With Video Marketing
Two B2C SaaS marketing strategies that can go together are storytelling and video marketing. These two strategies, when combined, can help you build a powerful emotional connection with customers.
Brand stories are a captivating tool to help your brand connect with customers on a personal level. Sharing your values and mission enables you to attract many purpose-driven customers.
You can share your brand story using different mediums. But when you want a more remarkable impact, use videos. Videos can engage several senses to ease the grasp and memorability of your messages.
Video brand storytelling helps to show customers why you’re in business. It helps capture their attention and enables you to show them your desire to address their pain points. People buying into your story are likely to become loyal subscribers.
11. Retarget Unengaged Leads
Marketing plays a tremendous role in helping you grow your revenues. But no matter the level of marketing you do for your subscription product, there’ll be users who’ll sometimes stay dormant.
Sometimes, these users leave after their free trial or first year of subscription. 97% of those who visit your apps and websites for the first time may leave without buying anything and never return.
Know that subscribers leave for a good reason. Some of these reasons are of your cause─ it could be that your site loads slow or your CTAs aren’t clear. Customers may also leave because they were sick, traveling, moved, or closed business.
In short, you can never know the intention of leaving customers unless you re-engage with them. Please keep track of any inactive and follow them up with a custom or retargeted ad.
Retargeting helps to reconnect with inactive customers and remind them about your product. It allows you to show relevant ads and emails based on their search history.
Some of the best retargeting tools include Google ads, Facebook ads, and emails. These tools can store user data and help you create relevant retargeted advertisements.
12. Track User and Experience Issues
One last thing to remember before we wrap up is B2C SaaS marketing is a non-stop game. You must keep your customers engaged to meet or surpass your subscription targets.
One strategy that you’ll find priceless is tracking user experience issues. You need to be agile and responsive to maintain high customer satisfaction levels.
Tracking user experience brings a sense of proactiveness to your marketing strategy. You can identify and resolve user issues before escalation, or it’s too late. 38% of customers would stop doing business with a company after a bad customer experience.
What’s the Secret to Success in B2C SaaS Marketing?
Our tips here can get you started on a long journey to boosting your retention rates. But before anything, you must bulletproof your B2C SaaS marketing strategy for smooth growth.
Let seasoned conversion rate optimization services help you through your journey. Get a free assessment and ensure every dollar into your marketing budget pays off.