SaaS Marketing Agency Function: Digital Campaigns for SaaS Marketing

As a SaaS provider, you have an amazing product. You knock your current customers’ socks off with every new release. But you don’t want to stop at just impressing existing customers; you’re looking to find more. 

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You have growth on your mind and are looking to digital campaigns to drive leads. So let’s dive into what it means to launch digital campaigns and what steps are needed to get you there. 

An Overview of Digital Campaigns

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Digital campaigns for SaaS are online marketing initiatives to drive awareness, traffic, conversions and/or engagement. This can be done across a number of channels, including popular ones like Facebook, LinkedIn, Twitter, and Instagram as well as smaller industry-specific, niche or directories that speak directly to a small, targeted audience.  

By tapping into multiple channels, you’re able to bridge a channel gaps and reinforce your brand, as your audience moves from channel to channel. This multi-touch approach helps better reach your target audience rather than relying on a single-channel approach. As a result, you’ll see more conversions and engaged users. 

From Ideation to Optimization

Now that we’ve covered where you can use digital campaigns, let’s go over the steps you need to take to get them live: 

Ideation:

With your main goal (target ARR, number of leads, etc.) in mind, it’s time to brainstorm on how you can achieve that goal using the digital channels (LinkedIn, Google Ads, Facebook, Capterra, etc.) of your choice. Think through what your campaign would be about and offer site visitors that would help you reach your goal(s). This brainstorming session would be identifying what the call to action would be (CTA), what keywords users use to talk about what you’re offering, what visuals best represent your offer and copy that supports your CTA.

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Audience Identification:

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In addition to what message you want to pair with your offering, you need to build your target audience. Figure out what the audience’s interests, demographics, job titles, experience levels, education levels and more are. Then, using the digital channels at hand, recreate your target audience using the tools available. Keep in mind, that depending on the channel, you may not be able to build your audience exactly as you intend. For instance, you are unable to upload a custom audience list (i.e.: a list of email addresses of your target customers) into Google until you’ve spent at least $50,000 in ads. 

Message Building:

Now that you have your idea and audience set, the next step you would take would be to build out the detailed and final messages that resonate with your target audience. Your messages will change based on where the audience is in their customer journey and what your offer is. 

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Ad/Campaign Creation:

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Next comes building your campaigns. The structure of campaigns generally goes as follows: campaign, ad group, ad. Campaign is the broadest level and ad, the most detailed.  

eBook Preparation:

If you are offering a downloadable piece of content, you will work on building it as you’re fleshing out campaign details. The process of building an ebook is similar to creating a campaign, specifically you’ll 

  • Ideate on a topic 
  • Build out a skeleton/summary 
  • Fill in the gaps and finalize the ebook message
  • Design the ebook 
  • Build a landing page to house the ebook 
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Landing Page Creation:

All ads need to lead somewhere. And unless you’re creating a lead gen ad, you will want to take users directly to a customized landing page, which expands on your messages that enticed users to click on your ads. The landing page will continue the same message as the ad – as well as other parts of the campaign, like the keywords targeted – and provided additional details as to why a user should download your ebook, report or other downloadable content. 

Campaign Execution:

By tying together all of the items above, you will be able to house all your campaign items in one place and launch your campaign. 

QA:

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Your campaign is all set, but it needs an extra set of eyes on it to make sure it adhered to all the best practices, ad copy through ad settings. 

Performance Measurement and Campaign Optimization:

Even though you have already launched your campaign, your work is not over with. Reviewing a campaign from a high level (campaign level) all the way down to the ad and keyword level will allow you to adjust your budgets, ad copy, landing page experience and more to optimize the account for your overall goal (traffic, impressions, conversions).