You can build audiences in Google Analytics based on website visitors from your highly targeted Linkedin campaigns. Since you have started to build remarketing lists based on video, special blog content and/or gated content views, you can start to demonstrate the user’s solution through the use of retargeting, and again targeting people who are similar-to your existing customers.
Messaging at this stage should not be sales-focused – instead, it should be helpful and informative. LinkedIn and Facebook are great for this because they offer ad formats with auto-populating lead-gen-forms. These offerings build awareness, authoritativeness and expertise – and can simultaneously introduce decision-makers to problems and solutions they weren’t aware of. This is the highest level of the funnel and will have the lowest attributable ROI, but it’s also a great way to expand your reach.įor advertisers who need a direct ROI from users who are problem unaware, problem aware, and solution aware, then gated content in the form of an eBook or whitepaper is more useful. Use broad(ish) audiences based on job roles, industry and also target people similar-to your existing customers. You can help your market identify a problem with videos and special blog content on display platforms, like LinkedIn and Facebook. Integration and accurate tracking are key to optimisation and proving the ROI at each stage of the funnel, so it’s vital to get this in place or you could be flying blind and wasting money. For each point in this funnel, you’ll want to carefully consider your messaging and targeting in order to maximise your ROI. If you only target lower down the funnel, you’ll have less opportunity to influence a user’s decision early in their customer journey, which could narrow your funnel further down, costing you unknown sales. But ignoring the upper funnel will cost you volume down the line. The lower down this funnel you target, the greater the ROI. For your target audience, you should consider whether or not people are:
Strategies vary depending on the level of brand-awareness associated with a business. Furthermore, SaaS typically operates on a subscription model which can cause issues with attribution, particularly if there are gaps in tracking. This is because the sale value attributed to a SaaS sale can be very high, it is a more considered purchase with a long lead-to-sale time, and it can have very specific targeting. Marketing SaaS can be quite different from marketing B2B eCommerce and other types of B2B lead generation.