A human being has to learn how to walk before they learn how to run, right?
In a SaaS company, strengthening your business’ foundation is critical before you pour time, effort and resource into marketing. There’s no point in generating a lot of noise and hype if you’re sending prospects to a website that hasn’t been optimized to capture them and begin the relationship-building process.
Before you look to scale rapidly, here are a few things that I recommend you take a look at.
1. Your Website
While we could write an entire series on optimizing your website, we’re going to focus on a few pieces that should be in place before you push heavy traffic to it. The first should be a compelling and easy way to opt-in to your e-mail marketing list. A website visitor is a bit of a loss if you aren’t capturing them through an opt-in box, a free trial or through a demo, so take a look at your website and ensure that this is prominent and frictionless.
Freshbooks’ website is a great example of this as they have the “Enter Your Email” option right on the homepage, above the fold, and they have a “Try It Free” green button in the menu, which appears on every page of the website. Both of these call-to-action (CTA) elements will encourage people to become part of the Freshbooks’ ecosystem and will therefore be able to be marketed to on an on-going basis.
