Shedding some light on my own SaaS marketing plan
Hi!
I wanted to break up the usual topic of startup marketing by providing an update on my SaaS tool, UTM Link Manager.
Some context
In February 2022, I acquired UTM Link Manager through Microacquire. I really wanted to try scaling a SaaS that was a solid product and just needed some marketing love. Realistically, it would only take up 30% of my time at most. I could dedicate more but with my consulting work and some other more lucrative projects, it just wasn’t/isn’t financially viable.
If you’re interested in learning about how I decided on this tool, I did a little breakdown here.
I have never built a scalable marketing machine in SaaS before(though I've done it at a couple B2B businesses). It's been an incredible, fun challenge so far.
So I figured I will share a channel-by-channel update on how things are going with UTM Link Manager!
If you’re working in SaaS, you might find this breakdown a bit simple. That’s the point! In its simplicity, I hope you can find some good nuggets of information that can help in your own role.
SEO
One of the most foundational aspects of a strong, scalable marketing organization is the ability to easily generate eyeballs. SEO and backlinks will help get you there.
Overall, this is in pretty good shape! Published some more content around GA4 and a cool case study with a customer - FITMEDIA.
My most trafficked webpage, besides the homepage, is a guide on UTM Tracking. This gives a pretty length summary on anything you would need to know about UTMs and implementing them into your marketing efforts.
Organic social
Consistency is the number 1 key to success…and I’m not great with it.
Even on my personal accounts, I haven’t talked about UTM as much. I should get back into it! Mostly focusing on Twitter and LinkedIn when I do post...
The easiest way for me to produce social content for UTM is by pulling from my blog. Grabbing a snippet and posting it takes barely any time. However, that is not going to grow my audience significantly any time soon. Not a priority right now anyway.
Paid social
I had some ad credits so I ran a few campaigns - free trial signup, a boosted post for the free course signup, and a boosted post of a twitter screenshot (I know, they’re controversial!) from my personal twitter.
Overall, LinkedIn is not the right ad platform for my tool (way too expensive) but it was fun to experiment. Got a couple course signups and a free trial out of it!
I’ve been sending monthly emails to current customers and others who opt-in. The content is simply an update like this: what’s been going on with UTM, new content, and engaging the group on what they have going on.
Deliverability, open, and clickthrough rates are great!
Starting to experiment with reengagement campaigns for people who tried the product but never converted to a paid customer. We'll see how that goes!
I’ll get back to the regularly scheduled startup marketing content in the next edition. Which brings me to this question: HOW IS WORK GOING?
With a mixture of layoffs, hiring frenzies, and marketers doing their own thing, I’m curious on how work is going for you. What are you working on? Any challenges your marketing team is facing you want to share? I’d love to learn more.
See you in a couple weeks. 🤘