There is no one-size-fits-all recipe for magical growth. There are plenty of tools, tactics and strategies out there that work wonderfully for some, and catastrophically for others.
What’s more, today’s fast-paced society is fertile breeding ground for trends that spread like wildfire but have the lifespan of a fruit fly. What is popular today will be dead tomorrow, and every marketer facing this conundrum must stay two steps ahead of the game in order to keep their company relevant.
Are we to constantly evolve our strategies and adapt to the changing times? Yes. Are we going to have to reinvent marketing? Not really, because marketing and growth, at their very core, are all about the human element and finding out what makes people tick, establishing a relationship and encouraging it to grow. That will never go out of style.
Here are three easy growth hacks that have very real human emotions to back them up that any SaaS company can use yesterday, today or tomorrow:
1. “I want to get to know you.”
Every relationship has to start somewhere and first impressions matter. For a company, that’s your website. Are you putting your best foot forward? Can people even find you? You need to be a rockstar at SEO, use long tail keywords that drive the right people to your site, setup a blog that gives you the excuse to share more about your brand and establish yourself as a thought leader in the community. Get people to turn around and notice you.
Once they do, get them to want to know more. People ask for phone numbers, SaaS companies should be asking for emails. Give your audience every opportunity to share their contact information with you via popups, smart bars and scroll boxes that encourage visitors to share their information with you so you can keep the line of communication open. The last thing you want is for a visitor to be searching your site desperately for your contact information or a form where they can signup for more information. Make it easy and accessible for them to opt-in.
2. “What am I getting out of this relationship?”
Every relationship is a two-way street, and when we pass up making plans with one friend over another, we are really evaluating the significance of our relationships. For companies, this translates into a single word: value.
When your audience opens up the door of communication, always provide them with value. This can be done with a simple lead nurturing or drip campaign, and the most common method being email. Your best excuse for getting in touch with your contacts is by offering them value, share useful tips, insights, videos, how to’s, or breaking news.
You don’t want to be too aggressive and scare away a new friend, so try abstaining from being to salesy or self-promotional, rather show off your knowledge and expertise in the area, how you are at the forefront of the industry and want to share all those great secrets with your new friend. Share resources from a third-party or articles from the news, and tie it all neatly with a bow by adding your own perspective or interpretation on the subject and how your company has an opinion on these matters.
3. “You’re kinda cool. I think you’d fit in well with my circle of friends.”
Now you’ve made a new friend, but you want more. Get your new friend to introduce you to other like-minded people through a referral program. Wise companies find ways to multiply their network using their existing reach and give them opportunities to help you tap into their own network of friends.
The best way to help your network refer you to their friends is to give them a little encouragement via an unbeatable gift. Nobody feels good about selling out their friends, but everybody feels good about introducing a friend to a good deal and getting a good deal out of it themselves. Every referral program should offer an extra bonus to both the referee and their friend.
Also, make the introduction as convenient and effortless as possible. Make the process simple, one-step, like a button. Keep your new friend in the loop and make them feel like they are in control by allowing them to see what exactly you’d be sending their friends and make it easy for them to edit the message to their liking.
by Veronica French @veronicafrenchy