Be intentional about your communication and marketing campaigns. Define your audience, aligning your SaaS brand and product messages with its needs and requirements.
Creating an impactful communication or marketing campaign is almost impossible when having multiple or less-defined target groups.
Imagine talking about your product to:
How do you address and personalize your messages according to each audience?
Your product may suit everyone, but you can’t launch a one-size-fits-all message, thinking it will substantially impact everyone.
After all, SaaS marketers and NGO representatives use different terminology and have different needs. And your message should reflect the profile and the characteristics of a specific target group.
► Quick note: You can launch a hyper-personalization campaign, talking to multiple target groups and aligning your messages to their needs. However, this requires many resources.
A one-size-fits-all approach to marketing and communication will dilute your message. People expect companies to address their detailed profile, interests, and needs. That’s impossible when you don’t have a well-defined niche.
Your SaaS product may be suitable for different target groups. However, to ensure the impact of your communication and marketing campaigns, narrow down your focus by choosing a specific audience.
Go from broad to niche, and then ultra-niche in terms of your target group.
Being clear about your niche audience will give you the necessary insights to launch communication and marketing campaigns that:
► Quick note: You can offer the same product as your competitor. But you can improve its perceived value by crafting ultra-niche messages for a specific target group. By doing so, you’ll align your offer with the same pain points your niche has, boosting the perceived value of your product.
Compared to Swapcard, which offers a product for a broad audience, aka people who run events, Bevy went niche and focused on talking to community managers and people who plan events for communities.
The niching exercise helps Bevy to launch specific communication and marketing campaigns. Subsequently, Bevy’s messaging is 100% aligned with the needs and the requirements of community managers or leaders.
📓 Perceived Value: The way people evaluate the benefits/merits of your SaaS product and its capacity to meet their needs and expectations.
📓 Personalization: Building a communication or marketing campaign that talks the language of your niche audience, tackling its specific needs and requirements.
Imagine developing an email automation tool. This solution works for marketing and customer success teams. However, the needs of each audience are different. The same is true for the messages you’ll launch for them.
You can go broad and talk about email marketing having a weaker impact. Or you can go niche and speak to a specific audience (marketers or customer success reps), discussing their needs and aligning with their wants. By doing so, your communication or marketing campaign will have a greater impact.
📓 Hyper-personalization: According to Deloitte, “Hyper-personalization is the most advanced way brands can tailor their marketing to individual customers. It’s done by creating custom and targeted experiences through the use of data, analytics, AI, and automation.”
Hyper-personalization is an excellent solution for SaaS companies that have the resources to nurture multiple niche audiences.
► Quick note: In some cases, SaaS companies narrow down their audience based on job-to-be-done (JTBD). For example, we see companies, such as Asana, Hopin, and Notion talking to professionals who:
Multiple thriving companies deploy this widespread practice. However, message clarity is crucial to connecting with an audience for smaller SaaS companies. And you can’t achieve this level of clarity when talking to different audiences based on their JTBD.
Imagine you’ve developed a webinar software, which can be used by marketing, sales, and customer support teams. What messaging is more impactful?
Countless event management platforms are promoting their solutions to professionals who run events. And although it’s a platform that suits the needs of multiple target groups, Banzai decided to focus on marketers who run events.
This decision transformed the company’s messaging from broad to narrow. Banzai also built an entire content strategy based on the marketers’ needs, tackling subjects such as:
Moreover, the company launched an entire movement called “Engagement marketing,” which aims to change the way marketers do marketing.
Although it’s an events platform, Banzai is heavily focused on talking and connecting with marketers, basically owning the niche.
Similar to Banzai, Demio is a solution that fits the needs of multiple target groups.
However, the company decided to focus specifically on marketers from its inception.
As a result, Demio built the entire website copy, content strategy, and marketing campaigns around marketers.
ConvertKit is specifically centered on creators interested in:
The company grew, adding different niches of creators, such as:
The company’s messaging and marketing campaigns are laser-focused on creators interested in building an online audience.
Moreover, the company launched media products, such as:
✅ Talk to representatives of different target groups.
✅ Identify the JBTD of each target group and its perceived importance. For example, a solopreneur may run webinars to increase brand awareness in time. On the other hand, SaaS marketers run weekly webinars to generate leads and grow the opportunity pipeline. In this case, the perceived importance of webinars is higher in the case of SaaS marketers (whose job is in the line) than of a solopreneur.
✅ Learn how much different target groups are willing to invest in getting the job done. According to the previous examples, SaaS marketers may be willing to invest more than a solopreneur. And all that because of the perceived importance of the JTBD.
✅ Choose an audience niche that is actively seeking to achieve a specific result, has a recurring interest in using your product consistently, and is willing to invest great resources.
Let’s say you’ve launched your product, but your communication and marketing campaigns are a mess. You know you can have a more significant impact by narrowing down your audience. However, you have multiple target groups and customers, and you don’t know which audience niche to choose.
In this case, let the data speak.
✅ Make a list of your customers.
✅ Identify your customers’ profiles based on their industry, job role, or attribute.
✅ Check the revenue each target group brought into the pipeline.
✅ Focus on the audience niche that contributed to your profit the most.
For example, you may discover that you’re customers are marketers from industries such as:
However, after running the data, you realize that most of your customers are from the SaaS industry, generating the biggest chunk of your revenue. As a result, you can choose to narrow down and focus your communication and marketing campaigns on SaaS marketers only.