SaaS User Acquisition - Digital Marketing Case Study
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Digital Marketing Case Study reviewing strategy behind user acquisition of a SaaS product.
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SaaS User Acquisition - Digital Marketing Case Study
- 1. Ryan Ruud // Portfolio Digital Strategy Marketing PR
- 3. Situation • New SaaS offering from Minneapolis software company, Four51 • Social media-publishing suite for small businesses • Being marketed and sold with inside and outside sales activity Goal • Board of Directors set a goal for FanTools to acquire 1,000+ users Methodology • Keyword research, primary research captured from sales force and user experience testing FanTools Acquisition Strategy
- 4. FanTools Acquisition Strategy Key findings: • Small business owners preferred to discover and engage a social media tool online. • Sign up and online experience frustrating/confusing. • Plenty of affordable online channels to leverage in campaigns. • SMBs were put off by words like platform, seemed like work and still didn’t entirely understand what the benefit.
- 5. FanTools Acquisition Strategy The Strategy • Refocus sales & marketing strategy to online lead/acquisition. • Simplify website and sign up process. • Multichannel paid, owned, earned and shared approach. • Change positioning from “Social Promotion Platform” to “Your Social Media Guide”. • Campaign core around a new mascot, “Joe the Pizza Guy”, to introduce product. • http://bit.ly/VTKPKM
- 6. FanTools Acquisition Strategy Web Update from flash enabled, no CTA, unclear message difficult user experience and hard to update to new site with CMS, Strong CTA, Customer reinforcement, Clear message
- 8. FanTools Acquisition Strategy Media Take “Your Social Media Guide” theme into a multichannel, paid, owned, earned and shared media effort. Strategy Focus on industry verticals ( ex. hospitality, retail, restaurant) and functional areas ( ex. management, monitoring, promotions) to align messaging and content for all media to industry or function for relevance.
- 9. PPC targeted by verticals and function via Facebook and Google in U.S., Canada and U.K.
- 10. More than a dozen earned media opportunities during the campaign including: • Social Media Explorer • Ragan Communications • Business2Community • Business Journals • SmallBizTrends
- 11. Dozens of owned media, keyword rich, posts to drive organic growth to domain and capture leads/users.
- 12. Focus social media on engaging in conversations to provide helpful social media marketing content and humanizing the software and FanTools team.
- 13. FanTools Acquisition Strategy Results 45 days after launching, exceeded the goal of achieving 1,000 sign ups. Prior to, cost of acquisition ~ $250 per sign up. Following campaign: • SEM CPA: $53.97 • Facebook: CPA: $72.71 Blended CPA: $54.55 Campaign generated more than 63,000,000 digital media impressions at a nominal cost to the traditional sales channel
- 14. About Ryan Ruud Ryan Ruud is a Minneapolis, MN based digital strategy, marketing and PR business leader and consultant. For more visit http://ryanruud.com