It doesn’t take long for funnels to come up in most marketing tactic discussions. But what are they? A marketing funnel is a set of steps designed to take users from awareness to purchase. Building SaaS marketing funnels for your product can help guide specific types of buyers (or personas) in a more personalized way.
How SaaS Marketing Funnels Work
A funnel is basically a list of steps you want your future users to take to get to their purchasing decision. A SaaS marketing funnel might go something like this:
- View landing page,
- View features page,
- Sign up for the email list,
- View pricing,
- Sign up!
You’ll notice a trend with funnels – as people move down the funnels, fewer and fewer people will see each step. For example, if 1,000 people hit one of your landing pages, only 700 might click the CTA. Of those 700, only 200 might sign up for your email list, and only 10 of them might convert into actual users. This is normal.
Funnels will help you identify the audience members that need your product the most. For example, you know that people who download your content are more interested than people who visit your landing page and then bounce. Don’t fall into the trap of trying to please everyone – your product isn’t a perfect fit for everyone. Save your time and money by focusing on the people closest to converting.
The first step to developing SaaS marketing funnels for your product is identifying your customer. There should be a few concrete identifiable use cases for your SaaS product, so imagine primary users for each one. What problem or problems do they have? And how does your product solve them?
Start at the top of the funnel and build a landing page for each use case. Keep the copy and design solution-focused, addressing the problem in a positive way. Make sure there’s a call-to-action (CTA) button like “Sign Up” or “View Pricing” so it’s easy for people to take the next step.
A SaaS product’s first landing page is often their homepage, but funnel-based landing pages take things a step further. The call-to-action should lead people to the next logical step. This could be subscribing to your email list, viewing pricing, or downloading content. The next step doesn’t have to be as customized as the landing page, but it should push the user closer to the buying phase.
There are hundreds of ways to entice your audience, and whatever you’re offering should be unique to their situation. For instance, in the HireMe example above, you could direct the user to view pricing, sign up for a newsletter, or offer an onboarding report or process template. A piece of content that users can download or consume online is called a lead magnet. These generate leads and build trust – in your product and your brand’s competence.
Once you’ve laid out your funnel steps, it’s time to build the content and connect the dots! Each landing page’s CTA should link to the next step, and each step after that should link to their next step, and so on. If you’re going with a newsletter, include CTAs in your email flows. Directing people to the features page? Include buttons that link to the pricing page. If you send people to the pricing page, make the “Subscribe” buttons loud and clear.
Funnels are a ground-level marketing tactic that only cost as much as your hosting fees and the time it takes to put them together. Don’t go overboard with them – just a few is a great start. Identify your buyer personas and treat them to a customized experience that will build trust and end with a happy, educated user.