The 7 Deadly Sins of SaaS Marketing – Sloth
Sin number seven is sloth. It’s easy to market to prospects, it’s hard to market to highly targeted segments. If you’ve noticed the customer-first trend in SaaS marketing, we’ve done our job. Marketing techniques are beginning to shift from focusing on the product to focusing on the customer buying the product or service a company is selling.
With using a more buyer and user-based approach to marketing, SaaS companies can better segment their marketing efforts to different buyers, increasing personalization and specificity in communication with different client groups. The more relevant your messaging is to a specific segment of your audience, the more you will speak to them and better market your product.
When segmenting in marketing, focus on the most valuable segments of your audience for building your business, and then direct your content and messaging efforts towards these segments (like your buyer personas).
Utilize those handy-dandy marketing personas again to begin segmenting your buyer audiences. Take the same data you collected for your personas, and analyze the market research and customer feedback to identify different customer needs and segment them into groups.
When creating your segments, use the work you conduct for your ideal buyer personas. Look at demographics, and think about what features might appeal to a certain age group or an employee with a specific job role. Demographics tell you the background of your buyer.
Psychographics provide insight into why your buyer purchases your product. With psychographics, you learn more about your buyer’s personality, behavior, and interests. You can learn about potential buyers’ emotions, attitudes, hobbies, and much more. The qualitative and quantitative data options here are endless.
What’s their lifestyle? What hobbies do they pursue, what do they do for fun and recreation, what forms of entertainment are they fans of, and what sports do they enjoy? Who are they outside of work?
What are their beliefs and values? Are they religious, are they political? What are their cultural views? What is their life stage–are they young, a recent grad, a parent, or a senior retiree?
What is their specific region like, and do they live in a city or small town? Consider geography, thinking about localization within different countries.
What are your segments’ buying behaviors? How often do they use your service, and how did they purchase your product? Are they newbies, regulars or occasional purchasers?
Consider the buyer’s journey. At which phase are you reaching them: awareness, consideration or decision?
What are the benefits of your product or service to your customers? When communicating with your individual segments, highlight the benefits and features that would be most helpful to this group of buyers and users.
You can then explore further into search intent with keywords with the products or services your groups are interested in purchasing. You can incorporate interest-based targeting on social media platforms such as Facebook, where members list their hobbies and interests in their profiles. You can also target customers with email personalization, as well as personalization on your website through specific content and data on their behavior patterns.
To collect this information, use methods similar to your buyer persona data building. Try interviewing some customers. This provides in-depth insight and qualitative data. However, this feedback is also highly specific, and may not be representative of your whole segment.
Surveys are easier for users to complete than interviews, and will likely give you much more data. Though the answers may be less descriptive in terms of qualitative data, you will likely see a broader range of feedback which is more representative of overarching trends in your segments’ behavior.
You can also utilize your customer’s purchase and sales data. How did they make their purchase, how long did they take, what was their life cycle, and how did they respond to your pricing? Were they more active when you offered sales or promotions or were the steady fans from the beginning, already knowing your value? Do they make small purchases regularly, or big purchases rarely? Each of your segment’s style of buying may be different, which goes back to the Eisenberg modality theory we discussed in developing buyer personas.
Applying the Data
Before segmenting further, consider the size of your potential segment. Is this niche of buyers in your market large enough, or would dividing them further make them into even smaller, less reachable niches?
To best segment, ensure there are concrete, measurable differences between your groups. Highlight the different benefits for your different segments. Also, search for gaps in your market. Use a positioning map with a matrix (and at least two variables), to see where there may be opportunities for you to develop new niches. Don’t have too many segments, but a few groups that will reach the buyer personas of your customer base.
Once you have your segments, talk to them and let them know what your business is up to! But don’t try to produce content that will broadly appeal to all of your buyers. Use your insights to segment your content too. You want your content to relate and resonate, not generic copy. People want to feel like you are speaking to them.
With segmentation, you cut through the noise. Your audience is no longer one crowd but grouped into niches with specific needs. You can use this segmentation to and deliver more focused and effective marketing messages to your loyal customers, and to even acquire potential new fans.
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