Software-As-A-Service Demand Generation : Position a Single Call to Action (6/7) and Measure, Refine, Repeat (7/7)

You have chosen and defined the personna of a Single Customer you would like to attract.

You have found that single customer online.
You have answered one burning question that single customer asks.
You have made a landing page where you speak as the customer listens.

You have engaged in a web conversation.

 

It is now time to position a single call-to-action.
Usually this call-to-action is a Trial proposal which is what best value a SaaS solution, or a Buy proposal if you are not offering a SaaS solution.

You must now Measure, Refine and Repeat:
The beauty of this 7 steps walk is that you can monitor the customer through the steps.
Your monitoring must be checked daily and used to refine the needed steps if not enough conversion ration is measured. You can revise the vocabulary, the value proposal, the impression selling positioning, the learn and learn-more processes.

You can and should repeat these steps with an other single customer, wether it may be an other target for the same offering or a new and different solution.

Software-As-A-Service Demand Generation : Engage in a Web Conversation (5/7)

You have chosen and defined the personna of a Single Customer you would like to attract.
You have found that single customer online.
You have answered one burning question that single customer asks.
You have made a landing page where you speak as the customer listens.

You must now engage in a web conversation which will drive that customer through your pre-sales process.
Remember that you speak with a web-centric customer, but that not all of them are pure web-centrics and so some of them would need either a live chat, or a phone call-back with someone during that engaged conversation.

The focus if to keep the customer's focus on your offer, and use impression-selling techniques to let him/her learn :

• the key and differenciating benefits of your solution;
• a price per user per month which will filter those customers seeking for a free AND great solution;
• all the informations which could prevent the customer to keep going;

You must engage the customer's trust so that he/she will enventually go to the next step.

Software-As-A-Service Demand Generation : Speak How the Customer Listens (4/7)

You have chosen and defined the personna of a Single Customer you would like to attract.
You have found that single customer online.
You have answered one burning question that single customer asks.

You should now have had that single customer landed on your dedicated micro-site web page.
You have 20 seconds to convince that customer that you are the one and best to be able to answer that burning question. Your landing page must use a graphics style, vocabulary, impressions selling techniques to exactly match the personna of your customer. The exact same way than a usual good sales people would do when facing the customer.

You should offer a moto, two or three value added arguments, examples of these arguments, and a matching testimonial. That single landing page will convince the customer that he/she should engage a conversation with you, preventing him/her to go back to the search engine results page.

Software-As-A-Service Demand Generation : Answer 1 Burning Question (3/7)

You have chosen and defined the personna of a Single Customer you would like to attract.
You have found that single customer online.

Now that this single customer has landed on your micro-site you should engage a conversation with him/her.
You have a maximum of 25 seconds to attract his/her attentation.

So you must answer One Burning Customer that single customer is asking himself/herself. One among the list of top ten daily critical questions you had listed when defining its personna.

That single customer must read a single message and understand that you will aim at answering its question in the best way possible - wich gets you back to your Blue Ocean Strategy work, differenciating from your competitors in the way you will answer to that burning question.

Software-As-A-Service Demand Generation : find that customer online (2/7)

Once you have chosen a Single Customer you must find that Customer Online.
 Remember that you should have focused on web-centric customers.

Those web-centric customers search for answers to their daily business needs through the web.
They type key words that match their personna, the one you shoudl have defined in step 1.
Rather than buying generic PPC keywords you should list all the sentences that Single Customer would use when searching for its answers, and buy those cheap - because very specific - lists of keywords. Looking at this recent survey you may want to concentrate on 4 words long sentences.
You should also think about offline media taht may be used to catch the attention of this single customer and bring him/her to your web site. An add in a vertically focused printed magazine, a dedicated visit card you may give during a trading fair are ways to help that single attention pay attention to your web messaging.
Do not spend time in evangelisating web-agnostic customers.

Optimize the conversion rates toward your web pages

• Appear On the first page

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   Do concentrate on Search Engine Optimization
  
  
  

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  Use 4 words key phrases
  
  
  

• Use multimedia marketing strategies