How to do growth marketing for SaaS products in 2022
The world of marketing is changing. We see a shift from traditional advertising to focus on customer acquisition, conversion, retention, and advocacy. This change is happening across industries and even within sectors like B2C eCommerce, where we are starting to see the emergence of what I call “growth marketing.”
This new type of marketing is designed around helping businesses grow rather than acquiring customers. Instead of spending money on ads, you spend it on things that help people find out about your products, try them out and eventually convert into paying customers.
In my experience, there are three critical components to growth marketing:
- Awareness
- Evaluation
- Expansion
Awareness – Getting people to know about your brand, product, and services.
The term “growth marketing” describes a hybrid strategy that combines the long-term growth potential of traditional inbound marketing methods like blogging, social media and email campaigns clubbed with the short-term benefits of the web’s most effective growth hacks: A/B testing, split tests, and experimentation.
In practice, growth marketers can focus on awareness and conversion because they don’t have to worry about where people come from; they’re already there. They’re constantly evaluating what works and what doesn’t and making minor tweaks based on the data they collect.
This allows them to build up a solid foundation of repeat buyers without spending months creating a massive list of leads. And since they’ve already done the legwork of getting people aware of your brand, they can start focusing on expanding those leads into paying customers.
Growth marketing is a niche marketing specialization that involves growing a company’s revenue through personalized marketing designed to acquire and retain customers. This type of marketing is often used by software businesses looking to increase their revenues. It allows them to focus on building repeatable processes rather than spending resources on acquiring new customers.
An effective B2B, SaaS growth marketing campaign consists of four parts:
- Developing customer personas – Identifying what you want to achieve and how you plan to do it requires knowing your audience. This includes understanding their needs, motivations, pain points, and current behaviors. You must also understand the competition in your industry.
- Combining marketing channels for growth – A growth marketer might use several channels to reach potential customers. For example, he could advertise on social media, send emails, make phone calls, write articles, host webinars, etc. He might even partner with another company to promote his product. In each case, he wants to identify the best channel(s) for reaching his target audience and measure the effectiveness of those efforts.
- Creating content to optimize customer conversions and retention – Content is critical in every aspect of growth marketing. Everything starts with good content, from creating landing pages to optimizing email campaigns. But don’t just throw together some copy and call it a day. Make sure that your content solves problems and addresses fundamental issues people face.
- Measuring success – Once you’ve developed your strategy, implemented your tactics, produced your content, and measured the results, you’ll know whether you’re on track to meet your goals. If you don’t see the desired results, you can adjust accordingly.
About AJ&VG Media
AJ&VG Media is a leading marketing consulting firm that builds solutions based on analytical expertise, behavioral science, growth economics, and in-depth research. We provide growth marketing for various B2B as well as B2C companies. Our core objective is to drive revenue to our clients. Our marketing solutions help companies to drive thought leadership, devise customer engagement for loyalty and retention, win deals, maximize opportunities, vet prototypes, plan expansion in multiple geographies, and prepare for change.
Keywords: growth marketing, saas marketing, saas growth marketing, saas growth hacking, saas growth marketing strategies