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SaaS Marketing for B2C companies and how to make one for your company.

Unlock SaaS marketing success with our guide for B2C startups. Learn to identify your audience, craft a unique value proposition, and choose effective channels on a budget

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What and How SaaS Marketing blog 1.0

What and How SaaS Marketing blog 1.0

Welcome to the guide on SaaS marketing for B2C companies. If you are a SaaS Startup with a tight budget and need marketing knowledge, this post is for you.


They say,” Business has two things: marketing and innovation. I have talked with more than ten startup founders and looked into more than 200 Startup SaaS company profiles, and almost every company has some great innovation in their service, but in 2024, we had more than 10000 startups, and each company has more than 50 competitors and the company which markets themselves much only sustain and rest of other are just surviving with little. In this blog post, I discuss some actionable steps you need to work on. There is no perfect way to do this, but all you need to do is try and implement what works best for your company. If you don’t try, you are in the market for just surviving and unable to compete with your competitors to expand the pie. 


If you have read it so far, thank you. I hope I have done my best for this post and that you will gain some value from it.

What is SaaS Marketing?

SaaS marketing is a type of marketing that explicitly builds awareness and promotes software as a service product. It helps bring a product to market, position it, and create awareness around a SaaS organization.

Types of SaaS Market

B2B SaaS Market

If your business sells the service to other companies, it is called B2B SaaS. Usually, for this B2B, the Decision Makers are the top-level executives, including the CEO, Manager, and others. For the B2B SaaS Market, the sales cycles are longer and more complex, involving multiple-decision makers and greater emphasis on relationship building. For B2B SaaS companies, the buying behavior is much more complicated, and when they buy your service, they should look at how this software helps the business grow, that is, ROI for their business.

B2C SaaS Market

If your business sells the service to customers (end users), it is called B2C SaaS. Usually, for the B2C, the decision makers are the customers and everyday people like you and me. The B2C SaaS market’s sales cycle is minimal; sometimes, it can take minutes to days but will not go for months. For B2C SaaS companies, the buying behavior is straightforward. The customer usually looks to see if the service can help them reduce some work or give some pleasure from the pain they are going through currently; most of the time, they also emotionally connect with the service. Look at Apple as an example.

How was SaaS marketing different from Traditional Marketing?

Firstly, Marketing is hard. But what about marketing something that has no physical presence or is constantly changing?

Here are a few differences between SaaS Marketing and Traditional Marketing. (Again, the marketing changes from B2B SaaS to B2C SaaS.)

Customer Lifecycle: SaaS companies often focus on long-term customer relationships rather than one-time purchases, aiming to generate monthly recurring revenue. This is unlike traditional marketing, where companies offer one product or one-time purchases.

Look at Apple’s example. An iPhone is a one-time purchase for at least one year to a Maximum of Five years, as you wish. However, Apple services like iCloud, Music, and TV+ are SaaS products. Apple wants customers to use these services every month to earn recurring revenue, unlike buying an iPhone.

Key Metrics

SaaS Marketing key metrics in SaaS marketing include Monthly Recurring Revenue (MRR), Customer Acquisition Cost (CAC), Lifetime Value (LTV), churn rate, and Net Promoter Score (NPS). These metrics help measure long-term customer value and satisfaction.

General Marketing key metrics might focus more on sales volume, market share, brand awareness, and return on investment (ROI). These metrics are geared towards short-term performance and overall brand health.

Customer Relationship

SaaS Marketing: SaaS marketing emphasizes building long-term customer relationships, focusing on customer success, retention, and upselling. The goal is to keep customers engaged and subscribed over time.

General Marketing: While customer relationships are essential, the focus may be on broad customer acquisition and satisfaction. The strategies might only sometimes prioritize long-term engagement to the same extent as SaaS marketing.

B2C SaaS Marketing

Most B2C SaaS companies try to acquire new customers faster than retain old customers.

Some key points to notice before going into the B2C SaaS Marketing strategy

  • The lifecycle of B2C SaaS is very short. Customers can quickly move to another platform if they don’t like yours, and there are hundreds of competitors in every space of SaaS.
  • The Consumers of B2C SaaS are customers and people like you and me. But it would help to target the right people who want your service.
  • The customer acquisition time for B2C is short. Customers can subscribe to your service in minutes or even hours, but it usually takes 2–3 weeks unless your pricing is very high.
Photo by Melanie Deziel on Unsplash

How do you identify your target audience?

When you target everyone, you are selling for no one. Imagine your company is selling productivity tools like to-do lists; if you target people like my father, who is almost 60 and retired, or children or teens, you are wasting a lot of money and time on that.

So, every company needs to identify its target customers from scratch, including demographic, geographic, age, sex, profession, and many other essential things. This helps to niche down the target audience.

Once your company attracts these people, you can expand your audience. Let’s take the example of Spotify. The Spotify premium version was initially launched in the USA in July 2011. Once it saw success, it moved to more countries and launched its premium version in India around 2019. Initially, it saw success in India, but now, it is less than that of others like Amazon Music, Jio, and others.

Spotify’s mistake here was not identifying the audience’s behavior. In India, people don’t spend money on Music. (It was a pricing issue, but you understand my point.)

So, start with the basics to identify your target audience.

Create Buyer Persona

Use this technique: What is the customer’s problem? What is their pleasure? What is their roadblock? How is your service helping them to achieve their pleasure point?

Problems facing the customer. Write down the 10–15 issues that they are facing. It can be very small or big; it doesn’t matter. Once you have the list, go for the customer’s pleasure points. Again, it doesn’t matter if the pleasure is small or big.

Then, please write down the roadblocks that stop them from pain to pleasure. Once you have found all three — Pain, Pleasure, and Roadblock — now work on your product/service’s solutions to cross the roadblock for the customer from pain to pleasure.

Let’s take Spotify as an example. Here is the diagram. I recommend using such a diagram for better visual understanding.

Develop a Unique Value Proposition

Clearly define what makes your product unique and why customers should choose it over competitors. This will be the core of your marketing messages.

It would help if you defined why you rather than others. If there is no USP, then the scenarios will be different. But the USP can be the pricing, extra features, design, or anything else you can see.

For example, Spotify’s USP when it started was listening to Music via the internet without downloading it, having a fast-speed music experience, having millions of songs in your pocket, not needing to pay for CDs, and many more. In 2024, some USPs are Audiobooks, Exclusive Podcasts, Party Shares, Multi-Device sync, Good UI/UX, and many more.

So, write down your USP for your product or service.

Choose the right marketing channel.

In the previous stage, it was all about internal work that you and your team could see, but now you need to work on what people need to see.

There are many marketing channels in 2024, from Digital Marketing, Paid Advertising, Influencer Marketing, and many more.

Digital Marketing: SEO, Social Media, Email Marketing, Content Marketing and others

Paid Marketing: Google Ads, Social Media Ads, Retargeting Campaigns and others

Influencer Marketing: Partnering with influencers who can authentically promote your product to their followers.

If you are a Start-Up company with little or no budget and less marketing knowledge, I recommend splitting some money with Digital marketing with 60–70% and 30% for Paid Advertising.

Again, the budget is up to your company.

However, for organic digital marketing, there is no budget need, or a little less than $200 per month, depending on your preferred tools.

SEO:

An SEO audit analyzes how well your web presence relates to best practices — it is the first step to creating an implementation plan with measurable results.

(I provide free and comprehensive Digital marketing audit that helps with the current state of marketing, Social Media Marketing, and actionable strategies that you can do with no budget needed) (Book a Call 📆)

Social Media:

There are 10 Social Media channels in this decade, and the number is increasing yearly. That means you can choose some of the channels from day one.

Read this article to learn more about choosing the proper social media channels. (No tips or direct answers are given; it is all about reading and implementing what works for you.)

One way to choose the right Social Media channel is to see where your customers spend their most time and decide where your competitor’s brand is actively engaging with them. Then, select those two channels as your primary social media channel and work on them.

Email Marketing:

This is the best way after SEO, but this was simultaneously harder.

Email marketing helps brands to go into your customers’ inboxes directly; this allows them to keep up with current updates about your product. If you are doing email marketing for lead generation, then it can become spammy. I recommend using something other than email marketing for lead generation because people don’t spend time or even open emails with which they need to become more familiar. Let’s see how many times you opened an email you didn’t subscribe to…

Content Marketing:

Content Marketing is the technique of producing content about your product or service; again, it is not about selling. It’s all about getting your target audience to know about your company and its services. Content Marketing should primarily be about educating, building awareness, and selling.

Let’s get deeper into the content.

Photo by Austin Distel on Unsplash

Create High-Quality Content

Become a content expert.

If you are selling coffee, you must prove you are an expert. You need to know the number of coffees available and the number of styles and flavors.

You must use content marketing to become an expert in the SaaS Market. If your company sells a to-do list app, you must create content that your audience is looking for and then prove that your company is the best.

This helps build your webpage’s authority score. Authority Scores help Google and other search engines know you are the best, and when people search for similar keywords, these search engines will push your page to the top of the search results.

Don’t focus on selling.

Content marketing is about helping your audience, not selling. The goal is to provide helpful information and gain your audience’s attention, respect, and trust.

Only 1.3% of people click on some ads. Here, the Ads include the content that sells the product instead of providing information.

We live in 2024. People should be more careful when buying a product based on the ads they see on Google or Social media.

Coca-Cola uses 70:20:10. The last 10% of their content is precarious, including selling through content.

More personalized target

As said earlier, if you sell to everyone, you are not selling to anyone. Niche down to hundreds or thousands of audiences and create content for them.

Create content for a small audience. Let’s say your product is a productivity app, like a to-do list. Then, after breaking down your target audience, go for the low keywords and create content so that a small group of people specifically looking for it can see it. Instead of writing the best to-do list app, try the best one for personal task management; in the second one, the audience could be higher, but your company will pop up for people looking for specific queries.

Try using low-density Keywords; use tools like SEMRush to get that. (We can help you with that. Book a call with us, and we will help you find the best personalized content marketing for your company.)(Book a Call 📆)

Optimize your website for conversions.

According to Google, the search went from informational to transnational and commercial. As a SaaS company, you sell something to people, so your webpage should be user-friendly, mobile-optimized, fast, and easy to navigate.

People looking online and doing 100 searches daily can’t wait even 5 seconds for a page to load. Instead, they move to another website.

Use clear calls to action (CTA) and compelling copy to guide visitors toward purchasing or signing up. The CTA can be the free trial, sign-ups, login, book a call, demo, or whatever you want, but it needs to be precise.

How to create content?

Now comes the final step of reading: creating content for your channels. As read earlier, focus on a few channels you have narrowed down.

If you are a beginner, use some stats, like one blog post per week, one piece of Social media content, and others. All you need to do is use the trial-and-error method.

There is no perfect way or right way. If someone says that, then they are fooling you and trying to give you wrong hopes.

I am working on a blog to help you understand how to create content for your brand for 10–15 hours per week that you can use and reuse across multiple channels. This post was for beginners who need no experience or marketing team. In that blog post, I discuss creating a content system and tools that help. Stay tuned.

Photo by Maxime Horlaville on Unsplash

Beginning not conclusion

You have only read up to now; it’s time to act. You need to sit with pen and paper and work on each step I discussed earlier. Again, there are other correct or perfect ways; you need trial and error.

Zero is better than Nothing.

Thanks for reading. Bye.

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