Paid vs Organic To Grow Your Saas

I thought today we'll talk about how to use your social media platforms to grow your userbase. Many of you reading this will have either an Instagram, Youtube or a Twitter account. In this email I want to cover the basics of funnel marketing and how you can use this to leverage more traffic for your. app. So make sure you read on, and vote what you want to see in our next email.

Introduction to Tailored Marketing Strategies

When I launched my software company, I was determined not to spend any money on advertising. From my background of growing businesses through organic marketing on YouTube and Instagram, as well as through advertising for e-commerce brands, I've learned that different strategies work, but they must be tailored to your current situation.

Understanding Marketing Funnels

Top of the Funnel Strategy

Directly advertising a software's landing page is often ineffective in gaining users or increasing Monthly Recurring Revenue (MRR) when you are starting out. Why? Well, paid advertising requires a lot of testing and not an insignificant budget to find an effective ad and start to see results. In a matter of weeks you can blow thousands of dollars.

To help me illustrate this, consider my approach on Twitter. Each post I make is essentially an advert test, designed to understand what resonates with the algorithm and achieves the most reach. By posting frequently, I can research my audience, target bottom-of-funnel users, and reach a broader audience all for free, and quickly.

Building a Funnel Through Social Media

The goal is to create a funnel starting from my Twitter account. Posts with high reach attract new followers and visitors to my website and brand, but they may not immediately convert into customers. Over time, these followers gain a deeper understanding of my product and me, building trust. Then, I focus on bottom-of-funnel content designed not for massive views, but for converting businesses into using my product.

I can do all of this at the same time, this way I ensure my feed isnt just 1 huge advert for my product, there’s actually stuff that helps people, and only 10-20% of my content is an advert. But because I’m growing my socials every day by targeting top of funnel audience, I’m still building my potential customer base, indirectly.

Common Pitfalls

A common mistake among newcomers is to create content that exclusively advertises their product. I experienced this myself when starting on TikTok. But it's vital to understand that your business is not just your app; it's your customer, user, and follower. The more you help and satisfy them for free, the more likely they are to reciprocate.

How do I grow my socials then?

Well, to begin, identify your most niche bottom of funnel (BOF) audience. This is your target customer, the ideal user for your product. Then work your way up, this is much easier to do by looking at what else your BOF user is interested in. Find the broader audience.

These individuals might not be the primary target of most of your posts, but understanding them helps in getting more views, and in turn, this larger audience will also contain more of your BOF users.

Make sense?

If not, lets work backwards up the funnel

For instance, if your ideal customer is someone aspiring to start a business, target a broader audience like students or college students interested in side hustles. This audience is larger than established entrepreneurs, making it easier to create content that gets views. Remember, within this larger group, there will still be a significant number of your target audience.

What would you like me to share next?

In my next email, I'll delve deeper into these strategies. If you're interested, please fill out the survey below to let me know what specific topics you'd like me to cover in future emails.

And finally make sure you follow me on all my socials:
YouTube: https://www.youtube.com/@Bastianvolkis2
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