Smart Marketing Idea 5: Nurture your prospects
14th June 2016
Our recently published white paper: 7 Smart Ideas to Market your SaaS Business contains leading edge information on how to market your SaaS business. Here we look at one of the ideas:
Smart Idea 5: Nurture your prospects
SaaS products can take time to sell. They are not impulse buys; some of your prospects may come to the website many times before they contact your company or sign up. It’s highly likely that they are also regular visitors to competitor sites, so you need to keep your site moving forward – evaluating and updating as necessary – in terms of content, look and feel. Familiarity, open dialogues and trust levels – cornerstones of relationships – all develop over time.
To capture contact details, your site needs to have a lot of engaging content, from case studies and white papers to videos and industry news that demonstrates your connection with your marketplace.
Really we’re continuing on from point 2 – nurture doesn’t happen overnight, and therefore you need to understand the average buying cycle in order to build the correct length and depth of marketing campaign strategy.
Don’t try to rush things either. It takes time to build a stack of compelling content, and time to build a significant database of engaged prospects. Once you’ve got that database, send them regular emails with free information and special offers – continually add value. Look after the database because it is possibly the most valuable marketing asset you possess.
At this stage, your role is to inform and impress prospective customers, and there are
a number of content marketing techniques you can use to achieve this – including:
- Instructional videos
- User guides
- Industry whitepapers
Experiment with different content formats until you can find the right piece of collateral for each stage of the journey, to help you optimise conversions.
Also, when a prospect is verging on purchasing your technology, don’t forget they will need
knowledgeable one-to-one customer support.