Saas Marketer - the journey

the journey

(your audience)

Mar 23

Your customer is on a journey.

The success of your business (and marketing function) will be defined by your ability to help your customers on their journey.

There are two ways you can do this:

1️⃣ With your SaaS product or service
2️⃣ With information

We will leave the first one to the engineering and operational experts.

The second one?

This sits with us.

This sits with marketing.

To build the trust of our customers we must add value first, without a thought of our own goals.

We must map out the journey that our ideal customer is going on, list out the core challenges they are facing and then help customers navigate these with information.

Now ideally, you have the expertise in house to create the information that will help your ideal customer break these barriers, if not, you need to find someone who does and pay them.

(Don't worry, the budget can be moved from your current, wasted paid spend ;))

So first you create the content, then you get some eyeballs on it and look for qualitative feedback that this content is making a difference.

This could be:

👉 A meaningful Linkedin comment
👉 A reply to an email
👉 A backlink from a respected influencer

Once these things start to happen, we can move to Step 2.

Now Step 2 is really simple...

We take all the ad spend that was going to interrupt people, driving them to CTA's and invest it into getting more of our ideal customer to consume this transformational content.

Things will start slow, but with every transformation you help facilitate, brand affinity and word of mouth will grow. And in a year or two, your acquisition costs will start to drop and rapid growth will follow 🤓

Going back to the start of this email, those marketing teams that facilitate the journey of the ideal customer, instead of interrupting them... will win in the long term.

These marketers will build brands that people love. A brand whose customer acquisition costs will trend down over time as word of mouth spreads.

So this is my challenge to you:

👉 Can you hire or work with a true expert in your niche to create content that will help your customers transform regardless of whether they pay you?

👉 Can you divert all your paid spend away from "interrupting CTAs" directing to a CTA and towards non-gated content that will transform?

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Saas Marketer - the journey

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