Facts tell but stories sell. Sell your SaaS better.
Jane loved hats so much, that when she would buy a hat from a store, she’d take it home and add some pom poms, feathers or beading. She’d get stopped in the streets by strangers wanting to know where she got her hat from. It didn’t take long for Jane to decide to see if she could make a small business out of it.
She started selling her hats on Etsy, the world’s largest marketplace for unique goods. It took a few months but eventually, she was selling almost twenty hats a day. It became hard to keep up with not just selling the hats, but trying to re-sell to existing customers or keep up with her social media channels. Sometimes, she’d wake up to find out she sold out of all her items during the night and would have to manually go renew the listings. Her kids complained that she was never around and she started wondering if she should just quit her hat business.
She was telling her friend about it when he suggested Etsy Marketing Tool (EMT), which automates recurring actions in Etsy shops, helping sellers not only boost exposure but also increase bottom line sales. Jane told her friend that she wished every Etsy seller knew about EMT! That was the problem. EMT could solve so many Etsy sellers’ problems but they had a hard time gaining exposure among Etsy sellers and converting subscribers who signed up for their free trial.
EMT reached out us to develop a comprehensive marketing strategy. Plexus had worked with other SaaS companies with great results, which they could see from the case studies and stories on their website. When they reached out to Plexus, there were three things that Plexus did that other marketing companies didn’t:
- Developed a pricing strategy – Plexus helped EMT determine its USP (unique selling proposition), its competitive advantage to gradually increase its subscription rate and offering
- Perfected each marketing channel, one at a time – When you have limited resources and plenty of ideas between the CEO and the marketers, you have to analyze what works, choose a direction and perfect it rather than trying to do everything all at once
- Focused on the channels that would matter most – Plexus chose PPC, email nurturing, and more to give EMT the results they were looking for
In a short period of time, the new marketing strategy resulted in a 450% increase in monthly revenue and a 270% increase in monthly sign-ups of EMT.
But what if that story went differently?
What if instead of telling you about Jane and her hat-making business, I told you this “story” instead?
Etsy Marketing Tool (EMT) is a marketing automation suite for Etsy sellers. It helps automate tasks for Etsy sellers so they can increase sales and repeat purchases. However, EMT struggled with bringing awareness of their product to other Etsy sellers and converting their free trial subscribers into paid customers. They turned to Plexus Media, a company that works with small and mid-sized clients to revamp their marketing strategies. Plexus helped them develop marketing initiatives focusing on increasing signups and conversion rates while decreasing the subscription cancellation rate.
By creating email nurture programs and other activities, Plexus converted EMT leads into customers and educated subscribers about the opportunities and features.
The results? 270%+ increase in signups and 450% increase in monthly revenue, to name a few.
Which version compels you?
In Jane’s story, I told you about a real-live human who had a common issue that others can relate to. I told you about her passion and her struggles and how EMT helped her. Then, I showed you how EMT wanted to help more sellers like Jane and used Plexus Media to do so, to great result. This story reaffirmed that EMT was the right choice for Jane and that Plexus was the right company for EMT, or for any SaaS companies that struggle with awareness, lead nurturing and conversions
In the second story, I just told you about EMT and Plexus. I didn’t use a story to reaffirm why it was the right choice for you. I didn’t build an emotional connection by telling you about a person you could relate to. And I didn’t differentiate Plexus. I could’ve been talking about any company.
How this story ends
There’s so much competition in today’s digital world. Competition for your product. Competition for content consumption. Competition over social media channels. It never ends.
The one thing that stands out is a story. Remember, facts tell but stories sell. It’s only through the power of storytelling that you can exceed your SaaS goals. The next time you sit down to analyze how you can bring in more leads or convert more subscribers, ask yourself if you’re telling a story that you would believe in.
4 things that stories do
The time for SaaS companies to tell a better story is now – not only can it help you sign up more customers, but it will help you preserve them longer because of four things:
- Stories reaffirm – they will reaffirm to your customers that they made the right choice in purchasing your product
- Stories provide emotional connections – they show your customers the value this product will make in their lives (not just what it does but how it will make them feel)
- Stories differentiate – what’s the difference between Coke and Pepsi? The best way to differentiate yourself from the competition, especially when your products are similar or the same (no offense to die-hard Coke/Pepsi lovers), is with a story
- Stories target – the Twilight series was written primarily for pre-teen females. Stories show your audience you’re talking specifically to them
What’s an example of a memorable story you could tell about your business that would powerfully present a fact about the benefits your business offers?
If you don’t have one, contact us to figure out your story together.