Hi there,
Really happy to give you some initial thoughts and guidance on finding beta testers for your subscription billing platform. It sounds like you've already recognised the need to pivot and focus on smaller businesses, which is a good start. Launching a SaaS can feel daunting, so I hope that I can point you in the right direction, especially with a limited budget.
Let's get right into it...
You probably should focus on LinkedIn first...
Given your target audience is now smaller businesses, LinkedIn is probably going to be your best bet for finding those initial beta testers. I know Meta Ads is a good option as well, especially for software, where we achieved 5082 software trials at $7 cost per trial, however, LinkedIn lets you get really granular with job titles and company sizes, which is what you need right now. Think about the people who would actually *use* your platform in these smaller businesses: bookkeepers, office managers, even the business owners themselves. Target them directly. It might cost a bit more per click than other platforms, but you'll be reaching people who are much more likely to be genuinely interested in what you're offering and who are able to give you helpful insight.
I recall one campaign we ran for a B2B software firm where we managed to reach decision makers at $22 CPL (cost per lead). So it can really pay off to hone in on a specific professional demographic.
I'd say you need to "sell" the beta testing opportunity...
Don't just ask people to test your platform. Make it an offer they can't refuse! Think about the value you can provide to those early adopters. This could be:
-> A free, extended trial of the full product, not just a limited version.
-> Direct access to your development team so they can influence the future features of the platform. This is a big one for getting people invested.
-> Exclusive discounts on a paid plan once they've finished the beta testing.
-> Even a small gift voucher as a thank you for their time and feedback.
Make the benefits clear in your ad copy and on the landing page. People are busy, so you need to give them a compelling reason to spend their time helping you out. I remember one situation where a client didn't even consider that beta-testing can provide you with early feedback. So it is important to clearly explain why the beta-testing program is beneficial for them too!
You'll need a really laser-focused landing page...
Your landing page needs to be all about recruiting beta testers. No generic product information, no long-winded explanations of all the features. Just a clear, concise explanation of:
-> What you're looking for in a beta tester.
-> What they'll get in return for their time and feedback.
-> A simple signup form. Make it as easy as possible for people to apply. The less friction, the better.
Make sure your forms are working properly! We've seen issues with forms breaking or not submitting data properly. That's a sure-fire way to lose potential beta testers, and you don't want that. Invest in some professional sales copy. It can work wonders.
We'll need to look at the targeting for the landing page...
On the targeting, it is important to bear in mind that we managed to drive 4,622 registrations at just $2.38 cost per registration for a B2B software client recently, and this was all because of well focused targeting. Therefore, here are some tips for better targeting:
Location Targeting: Since you're focusing on smaller businesses, think about targeting specific geographic areas where these businesses are concentrated. This could be cities, regions, or even specific business parks or industrial areas.
Demographic Targeting: Focus on the age range and education level of the decision-makers or users of your platform. For example, if your platform is designed for younger, tech-savvy users, you'll want to target a different demographic than if it's designed for older, more traditional users.
Interest-Based Targeting: Target users based on their interests and hobbies. This can be a good way to reach people who are passionate about certain topics or activities that are related to your platform.
Behavioral Targeting: Target users based on their online behavior, such as the websites they visit, the apps they use, and the products they buy. This can be a good way to reach people who are actively looking for solutions like yours.
I've detailed my main recommendations for you below:
| Area | Recommendation | Reason |
|---|---|---|
| Platform | Focus on LinkedIn Ads | Granular B2B targeting is crucial for reaching the right decision-makers in smaller businesses. |
| Offer | "Sell" the beta testing opportunity | Provide compelling benefits like extended free trials, direct access to the dev team, or exclusive discounts. |
| Landing Page | Laser-focus on beta tester recruitment | Ensure the landing page clearly explains the beta program, the benefits, and has a simple signup form. |
| Ads | Persuasive sales copy | Get in some professional sales copy on the ads to make the offer stand out. |
| Targeting | Hone in on ideal personas | Carefully target location, demographics, interests and behaviours based on your software's ideal user. |
This sounds like it could work really well, it did for us when we reduced £100 CPA (Cost Per User Acquisition) to £7 CPA (Cost Per User Acquisition) for a Medical Job Matching SaaS using well-structured B2B focused paid advertising. B2B is usually more difficult, as the sales cycles are much longer. I would always advise speaking to a paid advertising expert to make sure you get the best results.
If you are struggling, a few adjustments can make a big difference to the campaigns. You might want to consider getting some outside expertise to make sure you don't waste your limited budget. We offer a free initial consultation where we review accounts and strategies, which might be helpful. There's no obligation, but it could give you a clearer path forward.
Hope that helps!
Regards,
Team @ Lukas Holschuh
