A lot has changed in the world of SaaS marketing and lead generation over the past few years. While it’s important to keep up with new trends and best practices, one thing that hasn’t changed is a product’s essential need for sales. To ensure your product sells well, you should start by following some basic principles for success.
What is Lead Generation?
Lead generation is the process of finding qualified leads for your organization. When you generate a lead, it means that someone has expressed interest in learning more about your product or service. However, generating leads isn’t the same thing as selling to those leads—it’s just the first step toward making sales happen.
The best way to think about lead generation is by using the analogy of advertising: You can’t sell your product unless people know that it exists and what it does, so you have to advertise or generate awareness around it. Lead generation is the same way. You can’t make a sale unless people know what you offer and want to learn more about it, so you have to generate leads. When someone expresses interest in learning more about your product or service, they become a lead—and this is where the process begins.
Lead generation is the first step in the sales funnel. It’s not just about collecting emails or phone numbers; it’s about getting people interested in what you have to offer and moving them along the path toward becoming a customer.
Why is Lead Generation Important for a Saas Startup?
Lead generation is important for any business, but it’s especially critical for a SaaS startup. You need to find people who are interested in your product, not just anyone who might buy it.
The problem is that this isn’t easy to do—especially when you’re just starting out. If you don’t have a large marketing budget, you need to find ways to reach people without spending money. This means focusing on lead generation and building your email list from the start. It also means using organic search engine optimization (SEO) and content marketing strategies to drive traffic to your website without spending money on ads.
14 SaaS Lead Generation Strategies for More Leads in 2022
1. Set S.M.A.R.T. goals
SMART goals are a very important part of SaaS lead generation for a few reasons. One, they help you achieve your goals by setting up attainable milestones and keeping you on track. Two, they give you something to work towards—and if there’s one thing we know about salespeople, it’s that they love working towards something!
Three, they help you measure your progress and ensure that you’re on the right path. To set up SMART goals, you need to first define what success looks like for your SaaS company. Ideally, this should be measurable in some way so that it can be tracked over time. You should also think about what actions need to happen to reach these milestones.
2. Monitor the performance of your lead generation strategy
The first step in any lead generation strategy is to identify the key performance indicators (KPIs) you’ll use to track your progress. A KPI is a measurement that helps you understand how well your marketing efforts are working and how effective they can be in generating sales leads.
A good way to think about KPIs is as the “dashboard” on your car. You need it to make sure everything is working right, but you don’t want to stare at it all day long. When choosing your metrics, think about what they mean and how they can help you achieve your business goals.
Here are some common examples of KPIs:
- Number of new signups per month
- Percentage increase in website traffic from month to month
- Number of qualified leads generated by each channel
3. Have a clear buyer persona
There are a number of factors to consider when building your SaaS lead generation strategy, but there’s one you should pay special attention to – your buyer persona.
A buyer persona is a fictional representation of your ideal customer. It’s an amalgamation of all the information you have about them, including their job title, industry, company size, and location. You can also use it to determine what kind of messaging will resonate best with them.
The more specific you are about your buyer persona, the better.
It’s tempting to lump everyone who uses your SaaS app into one big bucket, but that won’t help you develop a successful lead generation strategy. Instead, break down your audience into different groups based on their specific needs and goals so that you can provide them with tailored content.
4. Build your buyer’s journey from their point of view
The first step in creating your buyer’s journey is to understand their needs, problems, and pain points. At this point in the buying process, you need to know what they are looking for in a solution and how your product or service can help them achieve their goals. Your job is to create a value proposition that addresses these needs.
Once you’ve identified your buyer personas, create a buyer’s journey map that shows how they move through the buying process. The first step is to identify the problem or need that your product or service addresses. Next, outline steps in their buying process where your solution can add value for them.
You should also get an idea of their decision-making process so that you can make sure your marketing campaigns are reaching them at the right time during that process.
If they’re just starting out with research but haven’t defined what they want yet, then don’t bombard them with features and benefits. Instead, focus on building trust through educational content and case studies until they’ve reached the next stage of their journey when they will be ready to buy something more concrete (and probably expensive).
5. Do your keyword research
Another strategy to generate leads in SaaS is to do your keyword research. This is a process that helps you identify which words people are using to search for solutions like yours. Then, you make sure your marketing campaigns are using those words so that when someone searches for them, they’ll see your ads first.
This can be an effective way to build your brand and generate leads because it allows you to reach more people who are actively looking for what you have to offer. To find the right keywords, you’ll need to know what people are searching for online and how they describe their problems.
Keyword research helps you figure out which words prospective customers use when they search online, allowing you to create more relevant content that speaks directly to their needs and interests.
You can find these terms by using a keyword research tool like Google’s Keyword Planner or SEMrush. These tools will give you an idea of how many people are searching for those words each month, so you can see which ones have the most potential. If you want to create more targeted content that resonates with your audience, then this is the first step.
6. Perform On-Page SEO
When you’re trying to drive more leads, you want everything to be as streamlined as possible. One way of doing that is through on-page SEO. On-page SEO is what you do on your website to make it more search engine friendly. In other words, it’s all about making sure your site is easy for search engines (and potential customers) to read and understand.
You can think of this as the building blocks of a website, like its foundation or frame. When it comes to lead generation and conversion, this is one of the most important things you can do because it helps Google understand what your page is about. That may not sound like a big deal at first glance—but once you start adding up all the benefits of good on-page SEO, it becomes clear why this strategy deserves your attention.
7. Make sure your website loads quickly
As you may know, the speed of your website is important to how well it ranks in search results. If a page takes too long to load, users will likely give up and leave. This is called a “bounce rate”; when a user visits the site but leaves without performing any other action (such as converting), they are said to have “bounced” from the site. It can also be caused by slow servers or poor-quality content that take longer than average for pages to load.
In addition to improving your rankings with Google and other search engines, faster loading times can help increase conversions because users are more likely to stay on your site if pages load quickly enough for them not to get frustrated with waiting for something that doesn’t seem worth waiting for!
With a fast website, you can be confident that your users will stick around for longer and ultimately convert. This is especially important for eCommerce sites or any site where the goal is to get users to make a purchase.
8. Make your website compatible with all mobile devices
The last thing you want to do is make a user squint at your website on their phone, so make sure your website is mobile-friendly. Not only is this more likely to convert, but it’s also more likely to be found and shared on social media. If you do have a mobile-friendly website, consider testing it on a variety of devices.
Make sure your users get the best experience possible, and that means testing your website across all platforms. In addition, mobile-friendly websites are accessed by users on multiple devices (and therefore across multiple browsers), which means there’s no reason not to optimize for all devices!
Once you’ve made sure your website is mobile-friendly, make sure it’s fast! Studies have shown that a slow website can be detrimental to conversions, so make sure your website loads quickly. It’s no secret that the internet is constantly growing, and with more traffic comes more competition. This means you need to keep up with the times by updating your website regularly.
9. Create a video to promote your product
There’s a reason that video marketing has become so popular – it’s one of the most effective ways to convey information. And when you’re trying to explain how your product works, what you can do for customers, and why they should buy from you instead of your competitors, nothing conveys those messages better than a well-made video.
Whether you’re creating a video for your website or for social media, make sure it’s professional-looking and easy to follow. Make use of simple graphics, animation, and music to keep viewers engaged.
A good SaaS lead generation strategy will also include an explainer or demo video that explains how your product works and what sets it apart from others in its category. This can be used on your website as well as in emails and other digital advertising campaigns.
In addition to a high-quality video that conveys your message in an effective way, you should make sure it’s optimized for search. That means including relevant keywords and tailoring the description of your video to include those keywords. When you’re ready to launch your video, be sure it has a clear call-to-action (CTA) that drives viewers back to your website. This can be as simple as asking them to visit a landing page where they can sign up for an account or download an ebook about your product.
10. Write high-quality blog posts
You can make your SaaS sales process more effective by writing quality blog posts. Blog posts that are useful to your target audience, relevant to your product, and interesting to them will drive more traffic and leads. In addition, the content should be easy-to-read, interesting, and shareable. It’s important that you generate quality content on a regular basis because it will establish you as an authority in your niche, which translates into more opportunities for marketing campaigns like PPC ads or email marketing campaigns for lead generation.
The best way to create high-quality blog posts is by understanding what goals your website visitors have when they visit your site. This means knowing who they are and what their pain points are before writing any content at all. Once you know these things, it’s time to start writing!
There are a few key things to keep in mind as you’re writing your blog content. First, make sure that the topic has been covered before. If not, it could be something worth covering on your website. Second, make sure that it’s interesting to read and easy to understand. Third, make sure that it’s shareable – if people can’t share what they just read with their friends or colleagues then there won’t be much point in publishing it in the first place!
11. Write guest blog posts
By writing guest blog posts for other websites, you can build your brand, get links to your website and drive traffic. The best way to do this is by approaching bloggers that are in your niche but may not know about you yet. It’s also important to choose a topic that’s relevant to their audience.
Think about how you can contribute to the conversation, and offer something of value to readers. Make sure that your content is well-written, high-quality and easy for others to share. For example, if you write a piece about SEO then don’t just list ten ways to get higher rankings – instead, explain how each one works and why it’s important.
People will also read your content and share it with others on social media platforms like Twitter, Facebook, and LinkedIn. The more shares you have for a particular piece of content, the more exposure it will receive in Google’s search results.
In addition to all these benefits, when people click on the link from a social media platform, they go directly to your site – which increases the chances they will sign up as a lead or become a paying customer.
12. Create gated content
Gated content is a type of content that requires the visitor to perform an action before they can access it. These actions might be as simple as filling out a form or clicking on a button, but they’re often more elaborate and involve more than one step. The purpose of gated content is to build an email list. You can then use that list to send out more promotional emails and drive traffic back to your site. The more people who sign up for your list, the better!
One example would be having readers complete a questionnaire before downloading an ebook. Another could be having them sign up for your email list in order to watch a webinar recording, or filling in their details on the page where you host your videos. The key here is that gated content gives you an opportunity to dig deeper with your audience—which can only help you build trust with them (and possibly convert them into leads).
13. Run a free trial to attract new customers for your SaaS startup
A free trial is the best way to generate leads for your SaaS startup. And it’s not just because you’ll be able to build trust with potential customers, sell more, or generate more leads. It’s also because it helps you get more customers. In fact, a free trial can help you get more than 30% of new customers.
That’s because people only make the decision to buy something when they feel confident that it will work for them—and often, that means trying it out. So let’s say you’re selling a productivity app like Asana or Basecamp. You could offer your users a free trial and then follow up with them at some point during their trial period to ask if they have any questions about how the tool works or how it might be able to help them do their jobs better (which is what those tools are meant to do).
When someone signs up for your free trial, they’re actually strongly considering buying into your product (and not just as a one-time thing). That means that when that person does make their decision about whether or not to purchase from you, it will be much easier for them—because they’ve already gotten used to using what it feels like using the actual product itself.
14. Host webinars
Hosting webinars is a great way to generate leads for your SaaS startup, especially if you’re launching a new product. A webinar allows you to give away a free gift (like a PDF guide or checklist) in exchange for people’s email addresses. You can then use those email addresses to send out more valuable content and continue building your relationship with them over time.
For example, if you’re launching a new product, host a webinar that gives people an exclusive walkthrough and demonstration of the new features. You can also use this time to explain how their lives will be easier with your SaaS product than without it. After all, nothing sells like proof and real-life examples!
Webinars are a great way to introduce your product or service to potential customers, as well as answer any questions they may have about how it works. You can also use this time to explain how their lives will be easier with your SaaS product than without it. After all, nothing sells like proof and real-life examples!
If you follow these strategies, you can expect to see more leads for your SaaS startup in 2022. The key is to make sure you’re targeting the right audience. That means knowing what your potential customers want and need, not just what they say they want. And once you do that, it will be much easier to generate leads for your SaaS startup.
You should also make sure you’re providing value to your leads. If not, no amount of cold calling or emailing will help you get any results! And lastly, make sure that your conversion rate from lead to a customer is as high as possible. This means making it easy for your customers to sign up and use your product, which can be done by offering free trials or other incentives.