Marketing is the easiest but the scariest aspect of a product journey. The instructions are simple but no one wants to do it, just like public speaking. For simple SaaS products marketing is easier than ever. With the amount of tools and community support available it is just a matter of how much are you willing to pay. Which could be as low as zero.
Before we dive in, remember that successful and result oriented marketing is a bit misleading. None of the marketing campaigners guarantees a fixed conversion rate and revenue. Success, in most cases, comes from a decent and useful product. So don’t get intimidated by the marketing related tasks ahead and failures. You only have to succeed once.
You might have heard this sentence before:
“If you build it, they will come”
Let’s rephrase it to:
“If you build something and put it in front of enough people some of them will come.”
Building something could be a live product, a coming soon page or a social handle.
Putting it in front of enough people is the marketing part. I’m dividing them in three groups from hardest to easiest: Engage, Announce and Publish.
Engage: Find communities that could enjoy your product and engage in conversation and submit posts. Try not to promote your product, but listen, understand and validate your product.
Announce: Submit promotional content and launch posts to communities that welcome this kind of content.
Publish: Submit your product to listing sites and app exchanges.
And when they come, be ready to measure the performance of your marketing strategies and improvise. There are several analytical and feedback tools available for this very specific task.
Let the product speak through you, using its own social handles and facades, and don’t worry about the marketing failures because you get infinite chances to showcase the same product.
This was a primer for more posts to follow as I myself embark on a marketing journey. I’ll share a curated list of communities, tools and sample posts in future posts.