Taylor Loren is aware of it higher than anybody: SaaS is a troublesome almond to take advantage of.
It’s not simply the complexity of constructing a precious product that stands out out of your rivals. The character of the software program as a service (SaaS) mannequin is that your clients have to resubscribe each month (or yr, relying). And irrespective of how nice your platform is, that’ll inevitably imply churn.
For SaaS entrepreneurs, quantity is the secret. You have to be continuously feeding extra leads into the highest of the funnel—leads that your group can nurture, demo, and convert.
We entrepreneurs know that acquisition is a complete lot simpler if you create compelling content material that will get folks all in favour of your product. A must-read e book or can’t-miss webinar (gated on a high-converting, on-brand touchdown web page) is one in every of your finest alternatives to collect extra details about your guests and begin transferring them down the funnel.
However even in the event you’ve bought wonderful, gateable sources on the prepared, SaaS merchandise eat up a ton of growth sources, frequently leaving advertising groups within the lurch relating to front-end dev. With out the capability to construct touchdown pages and gather leads by yourself, it may be a battle to show your hard-earned visitors into new subscriptions.
How Can Useful resource-Strapped SaaS Entrepreneurs Put Lead Gen Content material to Work?
Simply ask Taylor. After taking on as Head of Content material Advertising and marketing at Later (a number one Instagram advertising platform), she and her small group managed to:
- Independently create 26+ devoted touchdown pages for every of Later’s content material property.
- Generate 100,000+ leads with the intent to nurture new subscriptions for the platform.
- Preserve a median conversion charge of roughly 60% throughout all of Later’s touchdown pages.
- Decrease the model’s cost-per-acquisition by way of their Fb and Google advertisements.
How did Taylor and her group pull it off? We bought the group on the cellphone to search out out.
The Problem: Constructing Touchdown Pages for Gated Content material—With out a Developer
Taylor joined Later close to the top of 2015. As the corporate’s first advertising rent, she made content material a core pillar of Later’s acquisition technique.
From the start, Taylor and her group targeted on delivering worth: deep-dive recommendation and complete how-tos for executing an efficient Instagram advertising technique. With a gradual stream of superior content material (plus promotion on social), Taylor grew month-to-month weblog guests from thirty thousand to over one million in simply two years.
That’s a complete lotta peepers, little question—however Later wanted a method to flip these guests into leads.
Taylor knew that pointing weblog and social visitors towards touchdown pages with gated content material would assist Later gather key details about their guests and transfer them onto the nurture monitor. Like most SaaS companies, although, they’d a small advertising group and developer sources have been largely tied up within the platform. That meant Taylor’s crew needed to create touchdown pages on their very own.
We now have a small artistic group. We wanted touchdown pages for every downloadable asset, however creating and executing on each took a very long time. […] We solely had one designer on our group, and net design wasn’t our strongest ability set.
If Taylor was going to understand her imaginative and prescient for acquisition, she wanted a quick and simple method to construct touchdown pages—with none assist from builders.
The Answer: A Drag-and-Drop Builder & Fast-Begin Templates
As soon as Taylor’s group found a method to construct touchdown pages with out counting on builders, it was a complete new ball recreation.
Unbounce’s touchdown web page templates have allowed us to execute quite a bit quicker. We are able to create tens of touchdown pages shortly whereas additionally sustaining a excessive conversion charge.
This resolution solved a few issues for Taylor immediately. For one, Unbounce’s drag-and-drop builder and practical templates made it simple for her group to assemble beautiful, on-brand touchdown pages in a jiffy. Meaning Taylor can now launch a devoted web page for each new useful resource her group places collectively, like educational webinars and downloadable icon sets.
By directing guests to touchdown pages by way of calls to motion on fashionable weblog posts and throughout social channels, Taylor and her group can be taught extra about their readers (like their trade and following dimension) and get them into the suitable nurture monitor.
Right here’s an instance of how Later turns their weblog guests into leads utilizing gated content material:
Unbounce has additionally made life approach simpler for Later’s Lead Communication Designer, Chin Tan.
The very best factor about Unbounce is that I can shortly see what’s working and what isn’t working, and tweak it on the spot as an alternative of getting to write down one other line of code or planning one thing utterly completely different.
The Outcomes: 100k+ New Leads and 60%+ Conversion Charges
With touchdown pages in-built Unbounce, Later has collected greater than 100,000 leads (and counting) from their gated sources. That most likely has one thing to do with their conversion charges, which common round 60%—effectively over any industry benchmark.
And since touchdown pages have made Later’s Google and Fb advertisements simpler, Taylor says that she’s decreased the price of nabbing these leads, too.
Our designers have created a whole lot of ad-specific touchdown pages in Unbounce, which has helped us decrease the cost-per-acquisition of latest leads.
Take a look at this latest instance of Later changing on their big social following with a easy (however precious) gated asset:
That’s not all. Unbounce has given Taylor’s group far more perception into the effectiveness of their touchdown pages, serving to them hold a pulse on their marketing campaign efficiency.
The dashboard to see conversions is without doubt one of the greatest enhancements we’ve seen since implementing Unbounce. Now, we will simply A/B check two pages and see at a look which is performing higher.
SaaS Manufacturers Develop with Unbounce
In only a few quick years, Taylor constructed a content material ecosystem that established Later as an trade thought chief with a monster on-line following. By including touchdown pages constructed with Unbounce, she kicked her content material technique into overdrive and picked up tens of 1000’s of latest leads for the SaaS platform.
(Wipe your mouths, fellow SaaS entrepreneurs. You’re drooling.)
If we’ve discovered one factor from Taylor, it’s that having the liberty to execute in your advertising initiatives is vital. As a result of they’ve eliminated the necessity for a front-end developer and brought management of the constructing course of, Taylor and her group are capable of launch new touchdown pages quicker. Meaning each new piece of content material they create is one other alternative to generate leads.
Need the identical form of outcomes for your online business? Step one is to supply some actually superior content material. Then you definitely’re going to want an incredible touchdown web page.
