I posted this on Linkedin a while ago and wanted to share it over here. I've been running campaigns for B2B and B2C SaaS companies and have found that whilst SaaS companies tend to do really good market research they also quite often fail to tie the benefits of that research into their marketing.
So here are 5 things I've learned (mainly from paid ad campaigns) that can help improve your CPA.
This mainly applies to landing pages, if you have loads of options on one page such as: 'free trial', 'demo', 'whitepaper guide', 'sign up for our mailing list', 'learn more', 'contact us'.
You'll see less success on that page than if you just picked one (or at most two).
This is best deployed at the point someone needs to fill out the form for their free trial or demo.
Have the form to one side and next to it list all the benefits someone is going to see if they complete the form. Sell the next step (the demo or free trial) rather than the entire solution.
Additionally adding bonuses at this step increases conversions. So add in a free bonus eBook which would be useful to your target audience if they complete the form.
This appears to be in contradiction to the first point but the way it's executed means you're still only pushing one CTA. You just value stack that single CTA where it counts.
Inform - 40%
Entertain - 40%
Promote - 20%
Don't just promote. It'll work but it'll result in a higher Cost Per Acquisition.
Most companies when they run an ad campaign make the ads very bland; very features focused and try to offer a demo to a cold audience and it doesn't work.
If your ads are entirely focused on yourself
This is why LinkedIn lead forms that pre-fill data give better results.
For B2B SaaS LinkedIn is the king. A lot of people run ads so that the prospect has to click through to a landing page, then they have to click a button to take them to another page with a form on it, then they have to fill out the form, which itself is sometimes several steps.
We've seen identical ads utilising a LinkedIn lead form instead of sending people to a landing page perform at half the cost per lead.
This is really strange for SaaS as you won't have a limit to availability, that's the joy of the business model!
But you can limit offers to a certain time period. Or you can limit spaces on webinars, or limit demo slots.
We've found offering whitepaper guides at an early funnel strategy works well and if the whitepapers are only available for a short period of time (and we tell the audience that) the ads can perform at about 1/3 the cost per lead.
Any questions about these just ask
Source: We run ad campaigns for tech and SaaS companies