Introduction

A SaaS’s product needs a marketing strategy that supports the sales efforts. The goal of our marketing will be to do just that, make getting a conversion for the sales team easier. To do this, we will work in a funnel and consciously and purposefully rollout creative that supports the stages a customer goes through to make a clear decision. SaaS’s sales never stop so marketing work will be scalable continual improvements. 

The Funnel

To make a cold call easier – we prime prospects with ads so they recognise your brand. We encourage them to read content, so they understand what you do and provide an insight into how your brand works. This way, when you make content its not a call from a stranger.

To find new prospects – We setup tags allowing us to capture data that can assist in locating similar customers to people engaging with your content and take them through a process to make them comfortable giving you their details. Additionally, we find locations online where your prospects may be; these are scrapped and emailed asking for their expert opinions in writing high-quality content. This starts the process of building trust and a more meaningful relationship with them. No, ask for money gets people to relax.

To close the deal – Once a sales call has been made, we want to be able to scale up our advertising and visibility of ads to create urgency and hopefully get them contacting us. Regardless of how long it takes to get a prospect to say “yes”, this activity will continue to run. 

Breakdown of services

Content and SEO:

  • This site needs a lot of content to help grow its online footprint. The blogs pieces we write need to be well researched and will be used in future for social media organic posts and retargeting posts to website visitors.
    • Our content process is thorough as we want to ensure what we create today continues to be adding value for a long time. Here is what it might look like:
      • Start with topic research from the SEO tools onto reading what is already doing well on the topic online
      • Once we have an understanding of what the best bits look like we have an idea of what we need to do to beat them
      • We plan out a content piece aware of sub-headings required to be considered an excellent article on topic X
      • Once written, we run the content through Grammarly pro to get the best possible score and then through an SEO tool which helps us add or adjust the piece for what google might be looking for.
      • Only then are we ready to publish

Note: We work in comments from experts aswell

  • Beyond the immediate Digital marketing opportunities for these content assets we create, in future can be used for link building and PR. 
  • We are starting from 0 here, will need to commence with keyword and topic research to create a content plan. The site should not yet have crawl issues preventing Google from finding pages on the site, but we want to be ready for when the site grows that we can monitor and action any technical issues before they become a problem.
  • A local sale is going to be easier than one further away; therefore, we do not want to be overlooking local SEO for this brand. This will also get a right-hand side panel in Google search results for the brand that over time we start appearing when searchers look for the branded terms. Hopefully, our priming marketing activity will help this often happen sooner.

Retargeting:

The sooner we can start building a retargeting engine, the better. The weakness when getting started is there are a lot of assets to build and tags to setup. This initial cost is well offset in the long term. Only second to of SEO, in my opinion, this is the most valuable part of marketing.

  • Facebook and LinkedIn
    • Create ads purposely for each channel
  • Google Ads Network Display and Search
    • Create ads intentionally for these channels
  • Gmail Ads – we want to be everywhere
    • Create ads especially for this channel

Measure and manage:

If you can’t measure something, you cant manage it. This is why I recommend setting up tags and pixels as early as possible. The data created is what we use to build strategies and tactics long term. 

Below is some of the activity we will be doing

  • Build trackable goals on site
    • Contact form submissions
    • Website phone call clicks
  • Build out on-site audiences
    • To future proof advertising setup a full suite of audiences that can be used in all retargeting platforms for retargeting and look-a-likes
  • Setup Digital Analytics
    • Google Analytics/s
    • FB Pixel/s
    • LinkedIn Pixel
    • Google Tag Manager
    • Google Ads Tags
    • Google Optimise
    • Hotjar Free (Sitemap and Session recorder)
  • Setup Hubspot free CRM
    • Connect to the companies mailbox and deploy tags on site. SaaS sales are about service we are going to want to know when a contact we have reached out to before visits the website. The optimal time to make a call is while they are interested.

Building Marketing Lists

  • Scrap Linkedin for emails and people who can get value from our product (Doctors and Practice Managers)
  • Add these lists to FB Ads for priming when we can commence this
  • Prepare an automated email drip campaign to reach out to doctors for advice on blogs we plan to write and then over time into feedback on the product and then into would you like a trial.

Priming: 

Money is tight for a startup, so we want to be smart when we undertake for priming activity and spending ad funds. I am recommending we get started slowly on Facebook and Google display ads as we have a lot of control over who we can get in front of and can keep our hands tight on the purse strings.

Facebook Activity:

  • Build out audience lists with three key themes and around five variations for each.
  • Create a variety of ads targeting the problem we help solve and an excellent offer for how we are going to do this. Initially, we will not have a video to use in demos, it would be neat if we can organise this, but in the short term, we will work with stills and build ads that are placement specific. 
  • Create invisible priming ads – this is the name I give for ads that people dont see consciously enough that they will click on them but see subconsciously. So when the time is right to hit them a call or email, they are more comfortable with the brand. There is an art to this, one of the benefits of these ads is if they are not being clicked you dont pay, but if that happens too often, Facebook stops showing them. We want to find that happy place where they are a cheap way to tell the world about your brand and facebook doesn’t cut us off. 
  • Campaign Builds – Setting up a facebook campaign requires building the ad accounts. Getting the foundation of an account build right improves the chances that your ads are going to meet their business objectives. This is when audiences and data are linked to advertisements. On completion, you will have your campaigns, ad groups and ads setup ready to turn on.

Google Display Ads:

  • Placement research – to ensure this channel is as cost-effective as possible we will manually select placements and websites where your ads should appear and also where they definitely should not. This will be done through a variety of topic, keyword and website targeting tactics.
  • Audience research (Affinity and In-market) – At the start of marketing, we are not going to have a lot of data to make choices here so we can adjust these as time goes by. We want to build out as many audiences as makes sense to allow targeted bid adjustments.
  • Ad creative – For prospecting and retargeting, we will create a significant number of different display ads to satisfy available advertising inventory space. As time goes by, we will recommend adding to this library. 
  • The campaign builds – We will take care of setup the entire Google ads account in a manner most likely to ensure success and scalability for the long term. 

Pay it forward and Transparency of work.

The coolest thing about digital marketing is how scalable it can be. This is why we want to do as much future proof work as possible and take an always-on-attitude to advertising, SEO and Content. Work we do will be keeping your ROI in front of mind and looking for ways to make long term continually improving actions. 

I think we work a little differently from your last agency when it comes to Transparency. We use a system called Asana, which is a project management system, here you can see the work we are doing. Beyond this, we have a monthly video call to go through results and talk about the work we recommend doing in the current month. While you would be on a semi-fixed retainer, you get final sign off on the task we will undertake in the next calandar month. Beyond chatting about this, I will send a follow-up email with everything as a line item so that if you want any further clarification, you can. For the most part, we will follow the work in the plan; the only time we deviate is if there is a roadblock or a valuable discovery is made. I’ll call you when this occurs. 

Costs

Digital team cost

A good quality digital team is not cheap. It is more cost-effective to have one though then not too. To help understand our costings, I wanted first to highlight what a quality in-house team would cost. 

  • Digital GM – $150K plus Super
  • Search Manager $110K plus Super
  • Search Co-Ordinator $62K plus super
  • Performance and Content Manager $94K plus super
  • Fullstack WordPress Web Developer $88K plus super

Rates based on seek.com.au research on the 1st of September 2019

By hiring an agency, you get to share this cost across a range of other business. When hiring a digital specialist, you get what you pay for. 

Our agency has a couple of ways to pay.