Why SaaS Companies Need to Go Back to Defining Their ‘Why’
SaaS companies are the creators of the world. They lead the way in solution-based technology that will make the life of a business, person, or community better.
The minds behind these products are developing and deploying game-changing tech every day. So, why don’t we hear about these giant, evolutionary steps every day?
It all comes down to this: communication.
For many SaaS organisations, finishing the product initially feels like the ‘obvious’ last step in the process. However, there are several proceeding steps that should be followed but often get overlooked by this industry, particularly concerning marketing and communicating the product.
SaaS developers are heavily feature-driven and pour most of their energy into building a product (quite rightly so) while forgetting to leave room to ask the important questions.
What’s the value of the product? What are the benefits? What pain points or challenges will the product address? The answers to these questions will establish who the product needs to be communicated to and how that communication will be carried out.
When SaaS companies leave these vital questions unanswered, it’s like throwing a birthday party but forgetting to invite the birthday person. The product will fall flat, and lives will go on, unchanged.
The most glaring issue this creates has to do with the speed at which this industry progresses. While SaaS teams are scrambling to piece together a picture of their targeted audience for their already developed product, the world is busy moving on to something else. Before they know it, all that time, energy, and brilliance has gone to waste.
Similar to SaaS, marketing moves at a pace that is difficult to keep up with if you aren’t paying attention.
The best way for SaaS companies to see the roll-out of their product be successful is to develop a strategy.
Get to know your target market, understand their pain points, create a customer journey map and establish a clearly defined buyer persona, so you know who you’re speaking to and how your product will add value to their lives.
As the product is being built behind the scenes, out in centre stage should be a thoroughly developed communication strategy that hits the target market and addresses their challenges.
While many of the larger SaaS companies have figured out communication strategies, some smaller organisations are still falling short. This often seems to come down to a team’s capability and experience in this particular area.
Leveraging the skills of marketers or marketing agencies will immensely help SaaS companies with the success of their products. In turn, this will keep businesses and individuals moving forward with valuable solution-based technology.