What is B2B SaaS Marketing Strategy?
Nov 01, 2023
10 min read
According to Gartner, the Software as a Service (SaaS) market is valued at more than $195 billion in 2023. And it is expected to grow even more, estimating $232 billion in 2024. With the constantly evolving business world, B2B enterprises must elevate their marketing b2b saas strategies to distinguish themselves amidst a sea of competitors. This challenge is especially pronounced within the intricate domain of software services, where Business-to-Business Software-as-a-Service (B2B SaaS) marketing serves as a compass, guiding companies through the complexities of marketing strategies and execution.
In the year 2023, end-user spending on SaaS is projected to reach a staggering $208.08 billion, accounting for a substantial 35% of all end-user public cloud expenditures. With these figures leading to the immense growth potential of the SaaS sector, it becomes important for businesses to use the power of B2B SaaS marketing to make the most of this dynamic market. For this, you can hire a SaaS marketing expert who can do the job for you.
The software industry has experienced a profound shift recently, with Software-as-a-Service (SaaS) products taking precedence. Unlike the conventional model of one-time software purchases, SaaS products operate on a subscription basis, offering businesses the benefits of adaptability, scalability, and cost-efficiency. While this shift has opened up new opportunities for B2B enterprises, it has also intensified competition, making it imperative to stand out and effectively reach the right audience in this bustling market. This is where B2B SaaS marketing comes into play.
With the implementation of well-defined B2B SaaS marketing strategies and the support of a proficient team, businesses have the potential to propel their growth to new heights. However, unlocking the full potential of B2B SaaS marketing in a startup requires an in-depth understanding of its unique dynamics. It is not a one-size-fits-all approach but a tailored saas marketing strategy designed to address the distinctive challenges and opportunities of SaaS products.
This comprehensive guide to saas marketing funnel will explore more things about B2B SaaS marketing and SaaS marketing budget. We will discuss its strategies, look into the complexities of design and content creation, and showcase notable agencies that have mastered the art of this specialized field. Together, we will learn about the strategies, tactics, and insights in our Saas Marketing playbook that can empower your SaaS business to flourish in the competitive business environment.
B2B marketing goals to keep in mind
Strategic Focus Points: Crafting a roadmap for B2B success in SaaS marketing begins with understanding crucial goals. Prioritize initiatives like enhancing brand awareness, lead generation, converting prospects to customers, upselling, cross-selling, customer retention, and elevating lifetime value. Tailor your approach to align with your business needs, emphasizing lead generation for new saas b2b marketing ventures.
What is B2B Saas Marketing Strategy
SaaS marketing is focused on advertising and creating Qualified leads for subscription-based software solutions. These organisations offer their products via cloud-based apps, allowing clients to obtain services on demand. The target market approach for Software as a Service (SaaS) focuses on the unique selling characteristics of subscription models, such as scalability, flexibility, and cost effectiveness. The emphasis is on raising awareness, increasing user engagement, and encouraging lead conversion in the changing environment of cloud-based software solutions.
Some of the Saas marketing Strategies
1. Create Microsatellite Content Hubs.
- Transform your blog into a magazine for more engaging material.
- Establish microsatellite centres focused on key themes.
- Create content that appeals to multiple consumer profiles.
2. Strategically Position Product Videos
- Use YouTube for efficient video marketing.
- Make sure videos are optimised for search engine exposure.
- Add videos to sales funnels, email journeys, and PPC landing pages.
3. Build a solid community to drive growth from the start
- Encourage community participation in user-generated content.
- Consider recruiting ambassadors to lead local communities.
4. Identify Customer demands Beyond Product
- Research current user base to understand their overall demands.
- Look for ways to fulfil requirements other than those addressed by your primary offering.
- Make new offers consistent with your brand's goal and vision.
5. Become hyper-personalized through targeting
- Use tools for targeted advertising and personalised sales funnels.
- Tailor marketing efforts to particular personalities and user demands.
- Integrate efficiency, targeting, and personalisation throughout all marketing stages.
6. Determine how to assess success
- Collaborate with sales and leadership to match marketing objectives.
- Create key performance indicators (KPIs) to measure marketing success.
- Regularly evaluate the effect of material and adapt strategy accordingly.
7. Define your content marketing strategy
- Expand content categories,blog post beyond typical blogs.
- Discover podcasts, case studies, e-books, newsletters, and more.
- Align content strategy with developing technologies and sharing ways.
The Concept of B2B SaaS Marketing
B2B marketing is all about selling your products or services like Semantic SEO, SaaS marketing seo, Growth marketing and account based marketing to other businesses rather than individuals. It's a specialized field, and it operates in its own unique way.
In B2B marketing, one of the first things you'll notice is the need for precision. Businesses are not just one big monolithic entity; they're a complex mix of departments, each with its own set of needs and priorities. Incorporating SaaS Semantic SEO into your strategy becomes crucial at this point. To succeed, you've got to understand these needs and tailor your marketing efforts accordingly.
The sales cycle in B2B marketing is a bit like a slow dance. Unlike those quick transactions you might find in the world of consumer marketing, B2B products and services often take more time to sell. It’s all about building lasting relationships through strategies like account based marketing, not rushing for a quick sale. This approach involves targeting high-value accounts, understanding their unique needs, and tailoring your marketing efforts to address those requirements.
And when it comes to what you are selling, think big. B2B products and services are usually on the pricier side and packed with features. Your job as a B2B marketer is to clearly explain why these offerings are worth it, how they can solve real problems, and improve the way businesses operate.
When launching a B2B product or service, it's not just about putting it out there and hoping for the best. You have got to do your homework. Understand what those B2B customers need and what they prefer. A well-thought-out launch strategy can create buzz and excitement, leading to more sales and loyal customers.
So, that's the scoop on B2B SaaS marketing. It's all about being precise, patient, and effective in a world where businesses are your customers.
How to Build a Strong B2B SaaS Brand?
Now, let's talk about building a robust B2B SaaS brand. This isn't just about a logo or a catchy tagline – it's about creating a brand that's trusted, reliable, and innovative.
Define Your Unique Value Proposition
First things first, you need to determine what makes your B2B SaaS product stand out. What sets you apart from the competition? It could be your advanced features, exceptional customer service, or profound industry expertise. This unique value proposition forms the core of your brand identity, and it should be crystal clear to both your team and your customers.
Consistency is Key
Consistency is the name of the game in branding. It means keeping your messaging, design elements, and customer experiences consistent across all touchpoints. Whether it's your website, social media, marketing materials, or customer support – a consistent brand identity is crucial. Why? Because it helps build trust and familiarity, making your brand easily recognizable.
Content Rules
Content marketing is a mighty tool when it comes to B2B SaaS branding. Share valuable, insightful content that showcases your expertise. This could be in the form of blog posts, whitepapers, webinars, or case studies. By providing useful insights, you're positioning your brand as an authority in the field. When customers see you as an expert, they're more likely to trust and choose your solutions.
Leverage Testimonials and Case Studies
In the B2B industry, the voices of other businesses carry substantial weight. Highlight your success stories through case studies and gather testimonials from satisfied clients. This isn't just about tooting your own horn; it's about showing potential customers how your solutions have solved real problems for others. It's a powerful trust-building tool.
Nurture Customer Relationships
Building strong relationships with your B2B SaaS customers is an absolute must. Keep those lines of communication open, listen to feedback, and continually improve your product or service based on what your customers tell you. A happy customer can turn into your most powerful brand advocate. They will spread the word about your brand, which is often more persuasive than any marketing message you can create.
Adapt and Innovate
The world of B2B SaaS is ever-evolving. To keep your brand strong, you've got to stay on top of changes in technology and market trends. Innovation and a willingness to adapt are your secret weapons for long-term brand success. When your brand keeps pace with the times, it shows your customers that you're not just here for today but for the long haul.
So, there you have it – the roadmap to building a strong B2B SaaS brand. It's all about creating a trustworthy reputation that resonates with your target audience, builds trust, and sets you up for enduring success. Utilizing diverse B2B SaaS marketing channels ensures that your brand remains visible and relevant in a competitive landscape.
B2B Goals To Keep In Mind
Before we get into the B2B SaaS marketing strategies, let's first chart our course by understanding the goals that should steer your B2B marketing efforts for your marketing budget. After all, it's a bit like starting the B2B SaaS journey; you need to know your destination to plan your route effectively.
Here are some common B2B marketing goals for SaaS businesses:
1. Increasing Brand Awareness
This is about getting your brand's name out there and making it familiar to your target audience. The more people know about your brand, the more likely they are to consider your solutions when the need arises.
2. Generating Leads
Leads are the lifeblood of any B2B SaaS business. These are potential customers who have shown interest in your offerings. The more quality leads you generate, the more opportunities you have to convert them into paying customers.
3. Converting Leads into Customers
It's not just about gathering qualified leads; it's about turning them into loyal customers. Your goal is to convince those interested prospects that your SaaS solutions are the right fit for their needs.
4. Upselling and Cross-Selling to Existing Customers
Existing customers are a goldmine. They already trust your brand and have experienced the value of your products. Your goal here is to sell them additional services or higher-tier offerings, increasing their spend with your company.
5. Retaining Customers
It's not just about acquiring new customers; it's about keeping the ones you already have. Customer retention is vital for long-term success. Happy, satisfied customers are more likely to stay with your brand. They help you build an empire for your brand and can help you market your products better since word of mouth is among the most effective branding things.
6. Increasing Customer Lifetime Value
This ties in with upselling and cross-selling. You want to keep customers and maximize the value they bring to your business over their lifetime. This involves nurturing long-lasting relationships and ensuring they continue to find value in your services.
Each of these goals carries its own weight in the B2B saas marketing customer journey. However, which ones you prioritize should align with your unique business needs. For instance, if you're a new SaaS business, generating leads might be your top priority to establish a customer base. On the other hand, if you are an established player, your focus could be on upselling and cross-selling to make the most of your existing customer base. The key is to set the right goals that make sense for your stage and your specific objectives.
SaaS B2B Strategies
For B2B SaaS marketing, having a well-rounded strategy is the cornerstone of success. Below are some of the key strategies that can drive your SaaS business forward.
1. Demand Generation
Demand generation is the ignition switch of your marketing engine. It's about creating awareness, sparking interest, and ultimately driving potential customers to engage with your SaaS product or service. To master this strategy, combining inbound and outbound marketing techniques is crucial. On the inbound side, invest in content marketing, offering resources, blog posts, and other valuable content that educates and engages your target audience. Optimize your content for search engines (SEO) to ensure it's discoverable; you can also get semantic SEO services to get better visibility. On the outbound front, consider targeted email campaigns that reach out to potential leads directly. These campaigns should provide solutions to the pain points your audience faces. In a world where information is at our fingertips, the key is to become a trusted source of valuable insights.
2. Paid Growth Strategies
SaaS growth marketing strategies can give your B2B SaaS marketing a significant boost. You can quickly reach your target audience and generate leads by strategically investing in platforms like Google Ads and social media advertising. The key to success here lies in meticulous planning and execution. Identify your ideal customers' keywords, demographics, and interests to create laser-focused ad campaigns. A/B tests your ad creatives and landing pages to optimize results and continuously reduce your cost per acquisition. Paid growth strategies can provide a vital shot of momentum, but they must be managed carefully to ensure a positive return on investment.
3. Events and Webinars
In a world that's become increasingly digital, live events and webinars offer a unique opportunity to connect with your audience in real-time. They allow you to showcase your expertise, establish your brand as a thought leader, and connect with potential enterprise clients personally. The strategy here is to host your webinars or participate in industry-related events, conferences, or trade shows. The content of your events should offer valuable insights and solutions, addressing the pressing questions and issues your target audience faces. Use these opportunities to engage your prospects, answer their questions, and establish your brand as a credible authority in your field. The connections you make in these moments can lead to lasting, fruitful relationships.
4. Content Curation
Content curation is about offering your audience a steady stream of relevant, high-quality content. While it may not always be your own, it reinforces your position as a source of knowledge and value. To execute this strategy effectively, stay attuned to industry trends and valuable content that resonates with your audience. Share this content through your social media channels, newsletters, or blog. It keeps your audience engaged and strengthens your presence in the industry. Curated content should complement your original content, creating a balance that keeps your audience informed and engaged.
5. Community Building
Building a community around your SaaS brand is a powerful strategy that can foster customer loyalty and trust. Online communities, such as forums, social media groups, or user communities, offer a space where customers can connect, discuss your products, and provide peer support. Engage with the community regularly, answering questions, offering insights, and encouraging discussions. A strong community can turn customers into brand advocates who passionately endorse your products to others. Building a sense of belonging and trust within your community is essential for long-term customer satisfaction and brand loyalty.
6. Affiliate Programs
Affiliate programs open doors to a broader audience. These programs allow other businesses or individuals to promote your SaaS products and, in turn, earn a commission for each successful referral. To make this strategy work, create a structured affiliate program with clear incentives for your affiliates. Equip them with marketing materials, tracking tools, and the support they need to succeed. The success of your affiliate program hinges on making it easy for partners to join and navigate. A well-executed affiliate program can be a win-win, expanding your reach and rewarding partners for their efforts.
By honing these B2B SaaS strategies, you can navigate the complexities of the market, attract and engage customers, and foster long-lasting relationships. Remember, successful execution depends on ongoing monitoring, optimization, and a deep understanding of your target audience's preferences. Each of these strategies should be customized to align with your specific business goals, and when employed with precision, they can set your SaaS business on a path to growth and success.
To Conclude
One thing that remains constant in the B2B SaaS marketing industry is the need for adaptation and innovation. As we have explored almost all the basics of B2B SaaS marketing, from understanding its unique nature to charting strategies for success, it's evident that SaaS products demand a tailored approach.
While the goals may vary, from increasing brand awareness to retaining customers and maximizing their lifetime value, the core principles stay the same. Precision in audience targeting, patience in nurturing relationships, and the ability to effectively communicate value are non-negotiable elements of success.
By weaving a strategic tapestry that includes demand generation, paid growth strategies, event participation, content curation, community building, and affiliate programs, B2B SaaS businesses can navigate the complexities of the market and drive toward growth and success.
The key takeaway is that B2B SaaS marketing isn't just about selling a product; it's about fostering enduring relationships. It's about establishing trust, delivering value, and continuously adapting to meet the evolving needs of your target audience.
So, as you start with your B2B SaaS marketing journey, remember that success lies in the interplay of knowledge, strategy, and adaptability. By staying true to your brand identity, responding to customer feedback, and keeping your finger on the pulse of industry trends, you can position your SaaS business for a future of growth and achievement.
You can get help from a B2B SaaS marketing agency like Saffron Edge to hire SaaS marketing experts, which will help you make a winning SaaS marketing team for yourself. Also, we equip your team with the best SaaS marketing automation tools and services as well as a guide for SaaS marketing funnel to help you achieve your business objectives. So, connect with our professionals to gain a competitive edge over your competitors.
Get in touch with us for more details!
Digital Economy: Consumer Behavior Trends Should be look in 2021
The world today runs on a technological state of affairs where people deal with online transactions and with the rise of more and more business platforms taking up the online networked space, the idea of a Digital Economy seems equitable. In general terms, a Digital economy is a connected place where people from various parts of the world interact, make transactions, be it, buyers or sellers. The technology provides them the opportunity to build a tech-reliant economy that includes multinational organizations, advanced machinery, trained human resources, and billions of people coordinating these elements with the internet of things. The best examples of tech-reliant economies are online platforms that interlink product availability and disposable techniques at the right time to ensure customer delight and retention. They are responsible to build a virtual space for people to look up the required product and comprehend the manufacturer’s pricing in order to initiate a successful transaction. The transformation that this digital economy has brought with itself has made lives simpler, given that a wide range of activities or errands can be well taken into account easily. The vast base of network, cloud storage, and data computation, preferences, and user history boost the digital economy to recollect and monitor online interactions to better understand the customer psyche and act accordingly. In addition to customer delight and convenience, it also plays a major role in creating new opportunities for the people and drive the offline world via a source of income and growth possibilities. The web economy also agrees with the need to digitally enhance the lives of the people so they can manage their monetary decisions by taking into consideration the numerous complexities of the online world and shift to a complete digital province. Benefits Of Digital Economy If we talk about the advantages of a digital economy, it would include ample things related to informational aspects, great pricing, availability of stock before making a purchase, and ease of work. It not really has made transactions simpler but it also has affected businesses’ working style to a more reliant and swift phase. Since it encourages people to stay connected to the internet, they ensure that their customer is presumably retained. Having said that, it is also clear that a digital economy ensures the stay of many online businesses that completely possess an internet-dependency. Availability Of Digitally-based Stock Some people might recall purchasing data packs, movie DVDs, and music albums via offline stores. However, with the advancement in technology, the need to move out of your home for any such activity has been eliminated. An individual can fulfill these tasks by operating the internet and relevant platforms together. Further, activities such as banking, coaching, housing errands can also be taken care of in the era of the digital economy. Showing What You Possess As an online enterprise, it is crucial to maintain a transparent relationship with your target customer and ensuring that they get to know the complete process in detail. Therefore, online businesses tend to discuss their pricing policies to an extent and promote a healthy market ambiance. The transparency factor also gets affected by the transaction history of the online payments so the right amount of shares goes well to them and fill in for the government’s financial status. The Power Of Online Sector With driving the maximum sales and revenue for online businesses, the latest technology has widened up the scope for a fully independent digital economy for the near future. Various sectors of selling, distribution, marketing channels, sources of product acquisition, and creating a solid customer base has been made easy with the help of the internet. The digital economy increases the possible ways where online businesses can benefit and flourish efficiently, more than from the traditional approach. Making Lives Easier With the facility of ordering your favorite product or service at your convenience, the internet has made it trouble-free for people to work from anywhere and still complete their online transactions. The digital economy allows you to get benefitted from the great bandwidth of information available out there, reduced the need to use hard cash, find anything and everything suitable on the online platforms. On a larger scale, a digital economy invites more and more imports from foreign countries and does well in handling the export function via different modes of online sources. This leads to a better condition of the national economy and digitally enhancing the state of the nation among others across the world. Source :Unsplash Consumer Trends To Look Out For With the latest world events and unfortunate occasions, the condition of the market on a global level has been affected and the effect of consumer behavior on online businesses is immense. With the year ending, marketers and business firms tend to comprehend their target audience’s preferences and aspirations by monitoring their behavior towards the product/services taken over a period of time. By doing so, one thing that they need to be sure of is customer trends. In general terms, a customer trend refers to a particular choice or inclination towards their priorities in regards to products, shopping experience, etc. It is getting necessary to monitor and analyze these activities so as to create a mental image of the requirements of a customer. Here are a few consumer trends business firms and online platforms should take into account: Shopping Via Online Platforms By making customer convenience their topmost priority, online shopping platforms arguably have changed the shopping experience. Today, an individual can order anything through a smart device by sitting at their home. It also eliminates the need to step out, reduces standing in the queue, and avoids a larger crowd. Now it is much easier to even interact with doctors online, book e-visits, or arrange home medics, shop for clothes online, purchase a device, get insurance services done, just at a click. This has been made possible by the innovative and modern technology that helps connect people. Distant Delivery of Products/Service After the current scenario that made people realize the importance of social distance, the new and might be the biggest customer trend in the coming year could be limiting human exposure. Online firms need to ensure they adopt such a delivery approach that requires lesser human interaction and can be fulfilled by contactless acknowledgments. This can be done by replacing the touch screens device with gesture verification, or voice recognition. Interacting Via Social Media Since social media platforms acquire a large set of the population using the services, it is beneficial for businesses to set up their online presence where people can find them easily. Social commerce has led to greater revenues and re-evaluated the overall product pricing. As they say, the world is interconnected, and this is why business firms attempt to seek customers by increasing their social reach and adapting to things their target audience is interested in. User-friendly Artificial Assistance With more and more customers becoming a part of the digital economy, it is imperative to ensure a satisfactory experience at the end. People choose comfort, vast choices, a convenient communication chain, and a desired product/service. For keeping things in position, firms take the help of artificial intelligence and create automation communication channels that focus on completing a man’s work. Such technology ensures that people can easily communicate and transact in a digitized economy. If you are looking to channelize these trends into creating a robust marketing strategy and want experienced professionals to handle your business, connect with Saffron Edge now! With an elaborate experience of over 12 years and extensive base of marketing professionals, they are best suited to make your business thrive. ...
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Facebook for Law firms: How To Attract More Clients?
Almost 81% of the total law firms and lawyers who exist on the internet say they have at least one social media account on which they frequently post. According to a study published in 2019 by Sprout Social, 35% of lawyers use social media platforms to drive potential clients. One such powerful social media platform is Facebook that provides an interesting interface for marketers and advertisers to place their ads in front of a highly targeted audience. With high audience reach and customizations, Facebook also provides a low Cost-per-click advertising model when compared to other PPC platforms. So what is the benefit of a low PPC model? It simply allows you to get more website clicks and higher website traffic within your social media marketing budget. Then what is the problem? Although Facebook Paid ads are highly effective in terms of boosting traffic on landing pages, the main cause of concern is poor ad Facebook strategies, furious market competition, and therefore low returns. Generating quality leads through paid Facebook Ads is not as easy a task as it seems to be. If you want exceptional results for your law firm then here are the top Facebook Ad Strategies that your Law firm must implement to attract more clients within your ad spend so that you can achieve all your business objectives. 1. Ad Optimization Adjustments and optimization can create a huge difference. The motive is to make your Facebook Ad look as appealing as it can be for the viewers. There are three things that we must discuss - Testing Multiple Images, Testing Landing Page, and Mobile Optimization. Testing Multiple Images - You must use multiple pictures on your law firm’s ads to ensure getting maximum clicks. With thumb-stopping images on your ad, you can stop the users from scrolling further and encourage them to interact with the ad. How to check which image is performing the best? We would suggest you run multiple ads with different pictures. You should only scale your campaign’s ad budget once you have tracked the best ad in terms of performance. You can track your Facebook Ad conversions by looking at the number of clicks it is receiving, what actions are the users taking on your website, etc. Testing Landing Pages - You should run two multiple ads on two multiple landing pages of your law firm’s website to see how the number of clicks, landing page views and leads each ad is fetching. Make sure your ads have custom call-to-action buttons for mobile devices, contact details, etc. Mobile Optimization - According to a report published by DataReportal in 2019, 96% of the active Facebook users prefer using Facebook via smart devices like smartphones and tablets. This means that almost everyone on Facebook comes across Facebook PPC ads on their smartphones. You shouldn’t limit your ad’s reach by not optimizing them according to mobile devices because then you would be losing a major proportion of mobile traffic who might be looking for law services on their smartphones. 2. Retargeting Ads What are retargeting ads? These are ads that show up on a user’s feed who have interacted with your ads earlier. Facebook ads are very popular for their remarketing or retargeting abilities. It is an effective method to convince your potential clients to visit your law firm’s website again and helps in converting them into your new customers. You should use Facebook Pixel that is located in Facebook Ad manager as it helps you in tracking codes. How? Facebook Pixel marks those users who have visited your website earlier and segregates them into different categories like - How long ago did they visited your law firm’s website, what was their reaction on your landing page, which webpage did they visit, etc. Based on these classifications you can choose your remarketing ads so that you can drive highly-qualified leads to your law firm’s website and fetch the most out of your ad campaign. 3. Develop A Retargeting Video Ad Funnel As we discussed earlier, 27% of the law firms having 10 to 49 lawyers engage in video marketing. 23% of the smaller law firms with a team size of 2 to 9 lawyers prefer using videos for marketing their ads on Facebook as well. To maximize your Facebook Ad’s reach you must focus on creating video content. Video ads are a powerful way to retarget your potential clients due to their ability to deliver high-engagement ads. You must develop a retargeting ad funnel to drive a high intent audience to your law firm’s website. For the same purpose, you must create an ad that is 8-10 minutes long. A large portion of the audience would ignore this ad or tune out early because they might be the ones who aren’t looking for a law firm. However, there would be some individuals who would watch the video till the end. These are the ones who might be looking for online legal services. Based on your ad’s retention rate, you’ll be able to figure out a decent portion of the audience whom you can target in your next ad. As they watch more and more ad content from your law firm, you can easily pitch them an ad that encourages them to take an action like filling out a simple form or asking them to enter their email ID to book an appointment with your lawyers. This is the best way to reduce your retargeting funnel and reach an audience with high purchase intent. 4. Exclude Low Intent Users From Your Ad Funnel On one hand, a law firm can include audiences into their ad campaigns who have high-intent and on the other hand, they can also exclude the ones who are not interested in watching your ads. This exclusion feature helps you in targeting as many relevant clients as possible. Your audience is further divided into different sections such as audiences who have visited your law firm’s website, or the ones who have watched your videos till the end. There is also a provision to exclude those users from your Facebook Ad campaign who have already visited a particular webpage on your law firm’s website. You can also exclude those users who haven’t watched your videos till the last few minutes. This is an effective approach to gather unique impressions on your ads and maximize their audience reach. 5. Use Facebook’s Demographic And Geographic Data Facebook Ads Manager provides you the ability to target audiences based on their geographical location. You can also target those audiences who have recently been to a particular place. The majority of lawyers practice law in a specific jurisdiction, in a specific city or place. Facebook has loads of valuable data of their users in-store such as their age, location, gender, etc. Combine this data with your ad campaigns to run highly-targeted ads on Facebook. 6. Don’t Sell Them! Inform Engage Them As we mentioned earlier, there is a lot of competition in the digital space, especially in the legal market. There are way too many law firm ads that are desperately trying to sell their services. Stop pitching them, start delivering them some useful content instead. Your online viewers aren’t interested in watching video ads that have the same monotonous formula of selling their brand. Provide them ads that are highly useful for them so that they add some value to their lives, ads that with a higher value for viewers are the ads that have high shareability too. When your Facebook paid ad gets re-shares then it reaches a wider audience on its own. It’ll fetch more likes and more comments too. This will not only give you higher impressions on your ad but it’ll also help Facebook’s algorithm in understanding that your content is relevant and positive for the users. Facebook will further push your video ahead to new audiences which will help you to reap even more ad impressions, cheaper clicks, and views. How to make video ads that are highly shareable and informative? Imagine a situation where the state government or the court has announced a new law regarding Motor-Vehicle laws. You can create a high-value video ad explaining how these new amendments will affect the working-class people who drive their cars to their offices or MNCs who employ transport companies. You can explain what precautions they must take to avoid paying a hefty fine. In the end, you can make a subtle pitch with the help of a strong CTA and a short description of your law firm. If they need any legal services regarding the new laws, they’ll surely fill the form and contact you through your landing page. 7. The Art Of Writing Strong Call-To-Action What does a CTA button do? You might have seen several CTA buttons on ads where once you finish watching/reading the ad and you click on the ‘learn more’ button. What to write in the CTA section of your ads? Let’s consider the same example we took earlier for Motor-Vehicle laws - “Need Legal help for your transportation company to avoid paying hefty fines on highways due to the new motor laws? Here’s a simple way to avoid it.” After clicking the CTA button your potential clients (leads) can be redirected to your landing page so that they can provide you some further details. It has to be an organic progression! You can quote a specific problem in your CTA and ask them whether they need your help with the same. If your ad is a video ad, introduce a small CTA in the first 10-15 seconds of your video and ask them to click on the learn more button in the end. 8. Enhance The Quality Of Your Video Ads For shooting Facebook Video ads, you don’t have to hire an expensive camera person, editor, or director. With the latest video smartphone apps, you can edit, shoot and publish high-quality without spending a dime on expensive resources. Use a tripod or gorilla stand for your smartphone’s stability while recording. You can use portable LED lights or natural sunlight to get that extra brightness. You can order a simple, budget-friendly collar mic that can record your sound. You must prepare a script so that you start shooting the video when you are ready. You must test your video by sending it to your close friends and family members. Even after posting a normal video, you can always promote via ‘Boost Post’. Remember! Don’t sell them directly. Humanize the video and be creative. Start your ad by narrating a very short story so that users find it relatable. We have mentioned these eight different strategies through which your law firm can enhance its Facebook Paid ads. Facebook is a great platform for advertisers because it provides a plethora of useful tools and analytics which can help you in building engaging, rich, and impactful Facebook ads campaigns at a budget-friendly cost. An important reminder - your current Facebook Ads campaign can’t have the same old tactics as your previous ones. You need to find out the best combinations and test them to figure out what’s best for your law firm. These social media legal marketing strategies can help you in optimizing your Facebook Ad campaigns such that you’ll be able to drive more clients and generate more leads for your law firm. You must also focus on optimizing the landing pages on your website so that, in the end, you are also able to convert those leads into real client calls and appointments ...
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How Negative Online Reputation On Social Media Can Ruin Your Business?
"Social networks are a great place to rebuild the reputation" - Mr Knott One of the most widespread marketing tools in the digital age is social media. It is where we can reach out to the huge amount of public just in a single minute. One can do wonders for building their business and establish a strong brand presence in the market. On the opposite hand, social media can also kick-back and destroy a brand reputation in a matter of minutes if not done correctly. This is one of the main reasons why top businesses often take the help of reputation management professionals who are well versed in the ins and outs of managing a brand reputation online. Social media is the most immediate threat to your company's reputation," says Pete Knott, digital consultant at reputation management consultancy Lansons. Remember this 4th of July, when NIKE had to release its Air Max 1 with Betsy Ross Flag on it, to celebrate an American history week. But sportswear behemoth canceled on the distribution of the special edition shoe when Colin Kaepernick advised the company not to do it. Colin Kaepernick had an issue with sneakers design, which features 13 white stars in a circle known as Betsy Ross Flag. He referred this as Revolutionary War-era Version of the American flag, which is associated with the era of slavery. Shortly after Nike announced pulling off the shoes, right-wing politicians, including Ted Cruz and Herman Cain, vocally opposed the decision. It was Arizona governor's tweet that weighed most. He took the twitter not only announcing “embarrassed for Nike” but also step back from the funding for the establishment of Nike facility in the state of Arizona which could have employed 500 people. Source After the tweets, various users started posting about the videos of burning Nike shoes all over the social media platform. This kind of event and incidents can hamper the online reputation of any brand severely. How Your Social Media handles can hurt you Hackers Hackers can cause considerable damage to the social media campaign of the company; it is given that if they manage to break into the account of the company. Imagine if they manage to break in the account of your account and post something that appreciates the terrorist groups. One can’t think of the damage that has been by this to the brand. If it was picked up by other users over social media, then present in the market is negligible. Creative crooks Oh! They are more creative than hackers, but they don’t use the tech that hackers are using. Instead of that, they are willing to take a shorter and easier road for creating damage. They make a fake account of the company and start posting stuff and interact with the audience to gain valuable links under your brand name (as they are disguised as yourself) and run the potential for blocking or creating severe reputation damage to your brand. Internet trolls An Internet troll is a person who says something purposely controversial to gain intention over the big world of the internet. Either they do it for fun or target some individuals or businesses. Trolls only succeed in your reaction. Every time you’re responding to a troll you’re giving them what they want, and this is usually affecting their reach and negatively affect your business. Unhappy customer In recent years customers have released the power of social media. Now they often put their frustration and complaints about products over social media to gain a faster response from the companies. But business has to release; if someone is putting negative comments about their products, this will lead to degradation of the brand presence in the market. Businesses have to make sure that it will provide a proper platform for the complaints and make it public. The ill-advised social media campaign Experience comes in hand will planning a proper social media campaign. Even with this we cant assure you the smooth going for the campaign. But experience will always give you an edge over the other or amateur marketers. Make sure you check regularly social media campaigns so that nothing wrong could take place, which can impact your brand presence in the market. The solution Handling negative comments Unhappy customers are the ones who could ruin your brand reputation over the social media world. They are the ones who put up negative comments about the product and services. Dealing with them is a bit trickier but not that big a deal. Respond to comments as quickly as possible and try to solve their problems. Make sure your tone of using the words won't harm the person as well. Find out where the problem is why the people are posting negative comments publicly. Or provide them a platform to register their complaints so that they won't post it publicly. Cybersecurity Make sure your account id and password is well secured. There should be no loopholes from where hackers can get access to your private information. Mind your words While posting something, keep in mind your words or tone of the language you're using in your post. It should not harm any sentiments of the public from which you can get backlash. Precaution is always better than cure, in this fast-moving world, it is not possible, if post something and then delete it and thinks that no one will see it. Then, my friend, you are wrong. Keep your profile up-to-date. The key to the success of the social media platform is to keep your profile up-to-date on every social media platform. Rather than posting everything on every single platform, go for a different approach for each different platform. Take advantage of the social media management tool If you take help to manage social media platforms from one site or program. I'll suggest you use some of the available programs or you can outsource your social media program. To learn more about reputation management on social media, give us a call today! ...
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