Solved: Need Quick, Cheap Way to Test New Market Segment

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on testing the viability of your wiki software with smaller teams using paid ads. It sounds like you've identified a potential need to pivot, and paid advertising can definitely be a quick way to validate that demand.

We'll need to look at Google Ads...

Firstly, I'd strongly recommend starting with a targeted Google Ads campaign. I remember working with a client who initially focused on larger enterprises and found the sales cycles were very long. Adjusting their campaigns to focus on smaller businesses led to a significant increase in conversions and a quicker return on investment. The key is in the keyword selection.

You'll need to avoid broad, generic keywords that might appeal to larger organisations. Instead, brainstorm the specific phrases smaller teams would actually type into Google when searching for a solution like yours. Think along the lines of "team knowledge base software," "internal documentation tool for small business," or even something like "SOP software for startups" - very specific!

We saw some cracking conversion rates when we got super specific with the keywords like "SOP software for startups", the returns are there if you get the keywords right.

Broad keywords will use up your budget without necessarily delivering qualified leads. The more specific you are, the better you'll be able to target those smaller teams who are actively searching for a solution.

I'd say you should target the landing page...

Now, the keyword targeting is only half the battle. You need a landing page that speaks directly to the pain points of these smaller teams. Forget the enterprise jargon and focus on messaging that highlights ease of use, quick setup, and affordability. They don't want a bloated, complex system that requires a dedicated IT team to manage. They want something simple, intuitive, and ready to go right out of the box.

Highlight the key benefits that matter most to small teams: improved collaboration, streamlined documentation, and increased efficiency. Use clear, concise language and avoid technical terms that might confuse or intimidate them. A good landing page can make all the difference in converting traffic into leads. The copy really has to speak to them.

Also I can't stress this enough - make sure you've got testimonials and trust badges on the landing page, if your store looks all that trustworthy yet which means I probably wouldn't feel comfortable ordering from you. Some trust badges could help: reviews and testimonials from customers, links to social profiles, publications you've been featured in, your address and maybe more ways to contact you.

You probably should also try LinkedIn Ads...

Don't be afraid to experiment with LinkedIn Ads as well. LinkedIn's targeting options are a lifesaver when it comes to B2B advertising. You can target by company size, job title, industry, and a host of other criteria, allowing you to reach the specific decision-makers within those smaller teams. We use it a lot for B2B campaigns, and it can be highly effective if you get the targeting right.

LinkedIn can be very effective for reaching B2B decision makers. I recall that we achieved a $22 cost per lead for a software client using LinkedIn Ads. Do keep a close eye on your spend, as LinkedIn can get expensive quickly. Set a budget and monitor your results closely to ensure you're getting a good return on your investment. It's a great place to get in front of decision makers but is no good to throw money at.

You'll need to also think about the Ads themselves

Think about what you'd like to achieve. What is your main objective?

If the goal is to start conversations, then you probably need to run a conversation ad. If your objective is lead generation, you'll probably want to test LinkedIn Lead Gen Forms (opens up a popup after someone clicks on the ad and autofills their details) which usually work best with sponsored content ads. Or you can point sponsored content ads to a landing page. Depending on what your objective is, you'll want to consider what ad format will work best to achieve that and what ad formats are available for this type of campaign.

• Text ads (for conversations): Can work well to start conversations. This is like cold outreach just that you pay for it.
• Video ads: Can work well if you need more qualified leads that have seen the info in the video before submitting the lead form. Also a persuasive video can work to get leads at lower costs.
• Image ads: Works well to drive traffic. Fastest way to get the message across and get anyone interested to click.
• Carousel ads: Works well if you have more information to relay in the same ad, e.g. multiple products or services.

I've detailed my main recommendations for you below:

I hope these initial thoughts are helpful! Testing a new market with paid ads can be a really effective way to validate demand quickly. But it's important to approach it strategically and with a clear understanding of your target audience.

Now, these are just some initial thoughts, and there are many other factors to consider when developing a comprehensive paid advertising strategy. For example, we helped a software company reduce their CPA (Cost Per User Acquisition) from £100 to just £7 for a medical job matching SaaS, by using Meta Ads and Google Ads. If you'd like to discuss your specific situation in more detail and explore how we could help you achieve similar results, I'd be happy to offer you a free consultation. We can review your current approach, identify areas for improvement, and develop a tailored plan to help you reach your goals.

Good luck with your testing!

Regards, Team @ Lukas Holschuh