INBOUND TECHNIQUES TO ATTRACT CUSTOMERS FOR SAAS COMPANIES
Inbound marketing is widely used for its ability to connect businesses worldwide to the customers who are best suited for their offerings. It contrasts the traditional approach of outbound marketing, which often uses commercials, print ads, and radio ads to blast out information to anyone and everyone. Inbound is a much more tailored approach. Inbound helps connect your company with the customers specifically seeking your software’s capabilities and your company’s strengths, making them much better fit for your company and more likely to stay as long-term customer.
Goals help you company know whether it is on track to cover costs, make a profit, and facilitate growth. Your sales and marketing team need to work together to develop these goals because this will allow your marketing team to target and nurture people into being qualified for your software as well as informed and comfortable with making their purchase.
These goals should align with the SMART methodology as well. They should be as specific with numbers and not vague words like ‘higher sales’, measurable so that these goals can be checked and analyzed for completion, attainable within your business model, realistic of what your business is capable of, and timely in that it has a specific due date or time frame to be completed.
Use Buyer Personas to Segment Your Customers
Now that you have goals in mind, most of them would probably benefit from improving your customer retention. For example, one of your goals should probably deal with covering the cost of acquiring your customers. To do this, you need a less costly approach to finding customers, while raising your ability to connect with the right customers who will be more loyal to your business. This is where buyer personas come in.
Buyer personas are basically a model representation of your ideal customer gathered through research, interviews, CRM software and surveys. Buyer personas provide you valuable information about your customers: their personality type, their interest in your software, their goals and challenges in using your software as well as in their industry, and their personal aspirations. This kind of knowledge will help your team with developing its marketing approach, improving customer service and experiences, and also provide your team with ideas for future software development.
One business can have one or more buyer personas. You can use these different buyer personas to create distinct groupings of your customer base. These segments will allow your marketing team engage in more personalized campaigns geared towards each persona that will resonate more deeply with their specific needs.