Solved: Marketing strategy needed for SaaS validation website

Hi there,

Thanks for getting in touch. Happy to give you some initial thoughts and guidance on your SaaS validation website launch. Sounds like you've got a good idea there!

We'll need to look at your messaging...

Firstly, I'd echo what I mentioned earlier. The most important thing is to sort out your messaging. I've run quite a few campaigns for B2B SaaS, and something I noticed is that it doesn't matter what *sounds* good in your head, it matters if it resonates with your target audience. You need to figure out what they're actually searching for, and what pain points you're addressing. It might sound good in your head, but is that what potential users actually care about? For example, we had one SaaS client who was convinced that their unique selling point was X, but after testing different ad copy, it turned out that Y was what really drove sign-ups. Test some ad copy variations. Think about what the core benefits are and lead with those. Are you saving them time? Are you saving them money? Are you helping them validate ideas faster? Make it clear and concise.

I'd say you need to start with LinkedIn...

Given you're targeting solo founders and software developers for B2B SaaS, I'd say LinkedIn is probably the best platform to start on. But you'll want to work out where they are hanging out specifically, what groups they are in, what conversations are taking place? Join those groups yourself, listen to what they're talking about, and see if you can identify common pain points. Then you can tailor your messaging and targeting accordingly. Don't just blast out ads to everyone on LinkedIn. Focus on specific job titles, industries, and interests. For example, you could target people who are interested in "SaaS development", "Lean Startup", or "Minimum Viable Product". Or you could target people who work at small software companies or are self-employed software developers. The narrower you can get with your targeting, the better.

You probably should validate your website...

Honestly, I'd also spend some time validating your website. Your website is your shop window, it needs to be looking good, but also be really easy to use and understand and make people trust your product. And it needs to sell the benefits of your solution, not just the features. I took a quick look and it seems okay, but I'd get some feedback from your target audience. Ask them what they think of the design, the copy, and the overall user experience. Are they clear on what your product does and how it can help them? Is it obvious what they need to do to sign up or learn more? Maybe run some user testing sessions to see how people actually use your site. We had one B2B client that had a really slick looking website, but it was confusing to navigate and didn't clearly communicate the value proposition. After we redesigned it based on user feedback, their conversion rates went through the roof.

You'll need a good offer...

You'll need a compelling offer to entice people to try your product. What can you offer that your competitors aren't offering? Is it a free trial? A discount? A free consultation? Something unique? It needs to be something that will make people say, "Yes, I want to try this!" Think about what would be most valuable to your target audience and tailor your offer accordingly. I remember one SaaS client that was struggling to get sign-ups until they started offering a free month of access to their premium plan. That made all the difference. One option is a waitlist, and offering earlier access to the waitlist when your MVP is ready. You could collect emails for a waitlist, maybe tied with a special offer like free access once the app launches.

You want to split test creative and targeting...

When you do start running paid ads, don't blow the budget all at once. Start small, test everything, and scale up slowly. It's far better to get a few targeted leads than a load of rubbish ones. So definetly focus on split testing creative and targeting within the same campaign. This is the only way to truly optimise performance. It's really simple - just test two different versions of your ad or landing page against each other to see which one performs better. Then, use the winning version in your main campaign. Keep testing, keep optimising, and keep improving. Another thing: keep on testing until you find new winners for your target audiences. We've had several SaaS clients see really good results with UGC videos. So I'd say that there's loads of angles to test there as well.

Retargeting

Once you've got some traffic coming to your website, make sure you're retargeting them with relevant ads. People don't always convert on their first visit, so retargeting can help bring them back and nudge them towards signing up. You can retarget people who visited specific pages on your site, people who added items to their cart but didn't check out, or people who engaged with your ads on social media. Just make sure your retargeting ads are relevant and offer some kind of value. You could offer a discount, a free trial, or a free consultation. As a result of this, it can help activate more users, reduce abandoned registrations, and convert more of your website visitors. Which all works to lower your acquisition costs.

I've detailed my main recommendations for you below:

Scaling a B2B SaaS can be tricky. If you'd like some help with any of this, do feel free to book in a free consultation, we can always chat about how we can help and see if we're a good fit.

Regards,
Team @ Lukas Holschuh