The best channel for SaaS paid acquisition?
Do you want high quality traffic coming to your SaaS website at dirt cheap click prices?
Do you then want all that traffic drooling over your software offer and converting straight into new trial or demo leads?
Yeah, well…. I can sympathize with your situation… I want that too.
I know you think there is one “unicorn” best channel that will solve all your SaaS lead generation problems if you just keep searching for it.
When you read an article about a software company with a headline that says… “We Spent $100k On Facebook Ads. Here’s What We Learned.” and see the great results they are getting, you start getting FOMO don’t you?
You start thinking… “maybe our software company should be investing in Facebook ads too”.
That’s the wrong thinking. Let me tell you why…
Their Best Channel ≠ Your Best Channel
It might, if they are in the same industry, target the same market vertical and have the same customer avatar as you.
But if they don’t meet those 3 criteria… be very, very careful.
The best channel for your SaaS paid acquisition is going to be unique to YOUR individual SaaS.
There is something that is going on a lot that I call “channel envy”.
This is where some startup talks about how they are “killing it with FB ads” (or change out “FB ads” for any other ad network) and so everyone thinks that this is also the best channel for them.
That is wrong.
You should pick the channel(s) and target based on cost efficiency to reach YOUR customer avatar.
If there are some big influencers in your space that your target customer follows on Twitter, Twitter ads may be your best bet.
If there are a ton of niche specific blogs that your target audience read every week, then using GDN ads with custom affinity audiences might be best for you.
If your selling software for architects, Pinterest ads may be your best channel.
If your direct competitors have been running Google paid search ads for the last 5 years, you can bet your bottom dollar they are generating leads and making sales from that channel.
Why not try to find a better strategy to beat them.
It will completely depend on your market, who your ideal target customer is and where they spend their most time online.
So identify your best channels by first putting together a comprehensive customer avatar and analysing what your top direct competitors are doing.
Then look at where you can target the characteristics of your ideal customer most cost effectively and strategies you can use to outcompete your direct competitors on their best channels.
Conclusion
I finally found it… the best channel for #SaaS paid acquisition (highlight to Tweet)
If there is any “trick” to paid advertising it is in spending more time researching your market (aka media planning), than creating ads (aka media buying)… especially when it comes to SaaS where many products are often very niche.
The way I look at it, FB/Google/LinkedIn/Twitter/Taboola… they are all just different ways to reach the same people.
It’s not like humans stay only on one section of the Internet. Despite what startup marketing case studies say, customers aren’t like grazing cattle confined to secret pockets of the web.
Too many get hyped by tools and forget to apply time proven strategies.
What You Should Do Now
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