Successful SaaS Solutions Start with a Minimum Product Viability (MPV)
Achieving a successful SaaS Business starts not with a perfectly formed SaaS platform, but by achieving a Minimum Product Viability (MPV) SaaS platform. That is the essential first must have goal for any successful SaaS business. But an MPV SaaS solution is not just a working model: but one that delivers the real value proposition which your SaaS solution promises.
The ‘real SaaS MPV goal’ is not often fully understood as to what it must achieve to avoid pre-launch failure for SaaS businesses. Too often SaaS MPV’s are half hearted aspirational “nice to have features. Compared to a successful SaaS solution of ‘must have’s’ SaaS solutions. That’s what makes a successful SaaS business, they always start with a robust MPV.
Business leaders’ are often told that shifting to a SaaS model ‘build it and they will come mentality,” but they won’t come, if you don’t achieve a robust SaaS MPV. You won’t compete within your chosen market. Just being an online SaaS product does not make your business achieve success. If the SaaS MPV does not actively compete, then it will not succeed. So MPV is often a misunderstood or omitted market entry goal. MPV means your software as a service actually wins target audience customers making you a player within the market. Once you get this right then you can look at your SaaS pricing model.
Launching without a MPV
Too many companies start trading without achieving a clear MPV. They build it, launch their marketing and sales plan and start trading and hope. But their SaaS fails to deliver to their target audiences. Pressure on SaaS businesses is to get there quickly. That often leads to trials which do not convert. Channel partners do not actively resell, Uncertain customer acquisition plans and confused pipeline management. All resulting in SaaS metrics such as cost per customer acquisition continually increasing. That leads to high burn rates of cash and pressure on leaders to chase customers. Pressure to play catch-up replaces ensuring the SaaS delivers its fundamental goal, that of real tangible value to the customer.
The alternative risk in not looking to achieve a robust MPV is that effort, resources and personal energy are lost in developing the wrong elements of the SaaS business. Rushing to market, often means that the marketing and sales drivers forward leaving the core offering behind. This leads to over promising and a confused set of priorities. for the company. Resulting in leaders trying and patch together into a coherent product or service offering.
SaaS Require Robust MPV
SaaS MPV metrics must be clear. MPV must be a tangible goal with a viable product offering. If you take your service online is must do more than just exist. Now I am not saying it needs to be perfect. But a over-polishing a SaaS solution is one of those very dangerous assumptions we will come onto shortly, but simple migration of a product online is not a SaaS MPV.
For Minimum Product Viability to be achieved, a SaaS solution must successfully compete within its market(s). It must win new customers for it to achieve MPV status. Too often the model of lower cost looks good on paper, especially to the accountant, investors and banks. Which is supported by competitor analysis and trend analysis but without any evidence of actually being able to win target segment customers.
Don’t Hit and Hope with SaaS
The built and they will come mentality often leads to the knee jerk reaction from companies to offer discounts to customers to gain traction right from the start. The downside of that tactic is that the predicted customer revenue targets aren’t met if you give it away. Giving it away also means that customers do not value your SaaS offering resulting in:-
1. Poor customer quality
2. Low engagement and low retention rates.
3. Poor product development which damages the core SaaS product.
4. False success metrics driving poor service and innovation
5. A SaaS business with short term mindset
The other major challenge of giving it away on day one to gain traction is that once the opening price perception is set it is difficult to reset. Initial target audiences are typically early adopters who usually are your target premium customers, they expect certain valuable features within the MPV that tie them in, which if not immediately available mean that they will abandon the SaaS solution. It is also difficult to recover your market or premium market price unless you have large marketing budget to support the opening offer discount.
Measuring MPV requires leaders to not only check it works (and that is never a given with IT) but also that it achieves MPV as an offering. Does it do what it needs to do for the customer.? Does it meet the complete customer requirement of the value proposition? So do not just focus on the pure IT but on the whole value proposition to measure the MPV status. Test it with pilot groups, measure not only it looks good, but does it replace what they were doing? If not it needs to do more.
Over-polishing your SaaS MPV
I have worked with several SaaS start-ups and migration SaaS brands who face the eternal problem of over polishing their MPV. Failing to set a MPV goal with a timeline means that many companies keep playing and tinkering with their SaaS product rather than get it out there.
The challenge is that everyone has thoughts, features and layouts they want to see, so the more people involved the more the pull and push from 3rd parties to meet their expectations or perceptions. The nature of every increasing committees is to tinker and therefore delay. Continuing to over-polish is a major issue for many SaaS businesses. They ask too many people to review it and each has a view, but continual reviews and tweaks delay the acid test ill it work in teh real world.
Everyone has an opinion and no matter how valuable it is the MPV goal must define the MINIMUM, not the optimum or the ideally would like. These should be in secondary releases onwards as upgrades and add-ons. An MPV must to have a launch deadline in place with clarity of what that SaaS will deliver and how it will be upgraded over time to meet specific needs. A soft Beta test launch to a target audience will test and validate the MPV objective, which if you have followed the classic MPV creation model (below) will enable you to get to market with a credible SaaS solution.
What makes a successful MPV? One that delivers the SaaS value propositions’ core elements. When entrepreneurs or leaderships teams are building their SaaS businesses model they must start by thinking through what are the core elements we MUST HAVE rather than those we would LIKE to HAVE. Those core elements must engage with their target audiences both directly and through whatever channels to market they intend to operate with or through.
That MPV, what you go to market with to prove the concept and launch your business with has to contain the MUST HAVE‘s that both challenge and disrupt the market your SaaS model is entering, if it is to succeed.
So the MPV must be robust, not aspirational. It must do deliver the core value proposition, not be full of we will do this at a later stage. The phrase “You never get a second chance to make a great first impression.” Defines the need for a robust SaaS solution MPV within any market. If it is not robust in delivering those core value proposition elements then it won’t challenge or disrupt the existing players whether they be physical or SaaS competitors. Lets look at how to create a Robust MPV.
Create A Successful SaaS Business
1a. Firstly identify the success criteria that will indicate whether or not the SaaS solution will be successful
1b. Then identify the business needs of the sector today and over the long-term.
2a. Map out the customer / user journey(s)
2b. Then segment the core user groups (called the actors)
2c. Clarify the journey end point (end goal)
2d. Then mark all actions the user must take to meet that end goal, and then simplify them as much as possible, less is more.
3a. Write down the action the user completes when using the product
3b. Write down the pain points for each action
3c. Write down the gains for each action
3d. Summarise the pains and gains into opportunity statements
3e. Use “How might we” statements or a similar method to summarise the pains and gains you have identified, prioritise and
4a. Use opportunity statements to finalise your core “must have” features and ensure they are built into a coherent MPV model.
4b. Provide a breakdown of the features to include in the product roadmap, identifying each feature element.
4c. Use a prioritisation matrix (or similar method) to prioritise features creating a complete MPV customer journey to build and launch with.
4d. Identify other features to be launched as 2nd phase onwards and use target customer audience or beta test launch feedback to validate these feature in subsequent launches.
4e. Identify Key SaaS metrics including UX, channel partner and disputer effect metrics to measure your MPV launch with.
Successful SaaS
Get your MPV wrong and it is difficult to make a comeback. Understanding your core audience (it may not be big but it must be defined and reachable). Many SaaS MPV are done below the radar, with soft launches to target audiences either directly or through selected or exclusive channel partners to provide validity of model and ensure MPV has been achieved.
Going big too soon is often appealing but rarely successful. Think about achieving viability then scaleability with a proven model to solve a tangible issue for a target audience and you are more likely to succeed. Research your target audiences’ specific needs and plan points and ensure that your MPV focuses on delivering the results they need, rather than trying to do too much. Add value and then keep on adding more value is what makes a successful MPV for a SaaS business.
Back in 2012, I wrote an article (on this blog) about the potential future of business in the internet age, called The Internet Tsunami. Back in 2012 as we emerged from the infancy of the internet I stated that the internet would become a major business channel for all business sectors not just music and insurance. It was no longer a passing fad. Back in late 1990’s we saw the internet emerge from having been a research tool to something which people could experience through to the dot.com boom of the early 2000’s when money flooded in to this emerging market but the infrastructure and customer engagement platforms were not ready preventing online becoming more than a side show for businesses. So here is how to create a successful SaaS strategy and pricing model for your SaaS business in 2021.
After the financial crisis of 2007/8 as the economic bounce-back accelerated change in the economy opening the door to the internet age and it began to take shape. My article in March 2012 suggested that what we were seeing the beginnings of the permanent change across all sectors and markets, it was not just Amazon replacing CD music shopping, but that the world was going to change. So lets look at how to create a successful SaaS strategy and pricing model
The SaaS Tipping Point
Now that the technology tipping point has occurred and it has become the dominant global force in driving consumer behaviour. This paradigm shift is when markets move in response to macro factor drivers. For companies going too early with any trend can lead them to commit in concrete to a technology which leaves them left behind as the internet evolves for example Friends Reunited: provided no interaction and on-going relationship creation, as Facebook found is what makes a successful online social media platform.
Go too late, and you miss the market shift and find you have been left behind with disastrous consequences. Comet sold electrical white goods and collapsed with over 20% of the UK market share through its 200 stores, but refused to see the move online for these goods by younger consumers, while Amazon at the time had already achieved 8% of the white goods market with no physical shops.
If you can see a trend you have already missed it. Once the tipping point in a sector then you are playing catch-up. So over the last 9 years the internet has not just become another channel to market for many goods, it has become the dominant channel for many sectors most noticeably in retail, but is now almost ubiquitous, impacting upon every market.
The ability to take products and services online is now in full force with organisations inventing themselves, reinventing themselves as online (SaaS) business models. For many this is a result of a number of key factors, not least is about keeping up with your customers and the competition. But, other key factors such as the reduction in cost of developing online services, as well as the ability to upgrade services quickly in response to rapidly changing or evolving customer demands are other positive drivers of moving online.
Shifting to a SaaS Business Model
Making the shift to go to a SaaS solution is a strategic one, it should be based upon a clear strategic assessment of the market and customer needs and carefully planned out in a detailed business plan. SaaS is not just moving your products online, going digital. That is an important step but moving to a SaaS solution model it is completely new way of thinking about you deliver, to whom and how.
SaaS solutions start by working out what the future will look like and if you can do more online than as you are today. From that strategic assessment if SaaS solution is the way of delivering real underlying value to your future (and current) customers then you need to develop your Minimum Product Viability model to move your business into the SaaS world. Click here to learn more about how to set up a Minimum Product Viability (MPV) by clicking this link here.
Software As A Service – SaaS Solution
Software as a Service (SaaS) solutions are now common across all sectors replacing manually made service offerings. For many businesses replacing, upgrading and being able to compete within their sector requires companies to move to SaaS offerings. Either bespoke designed SaaS from scratch using in-house or outsourced technicians or tailored from white label sector providers. Offering a SaaS solution to a market is not just a shift change in what an organisation offers but a whole new way of thinking.
First: Create A Successful SaaS Strategy
SaaS though is more than just simple a move online. It requires a different way of thinking from traditional models. The changing nature of customer engagement, moves from the physical meeting to the online engagement, that requires companies to think and act differently. The nature of the service also changes as it becomes totally arms length customer centric. Customers choose when and what they want to use of the service (for example over 2,700 UK people did their tax returns on Christmas day in 2019, with over 30,000 doing them over the Christmas holiday period in 2019), this requires companies to resource supporting users when they need it not when you are open.
Business to consumer SaaS models need to support consumers with planned engagement and support channels as well as developing SaaS loyalty strategies in place to retain and develop customer segments. For B2B SaaS models working across partner channels puts a set of different requirements in place in accessing target audiences through integrated service offerings through integrated software .
SaaS behaviours also require business to measure very different metrics to be successful, many of which are new to companies not used to SaaS solutions, but if you do not measure them SaaS will fail to deliver the results you expect. Here are some of the key areas for SaaS businesses to monitor and drive decision making from.
SaaS Solutions: Being a Disrupter
Disrupting any market requires your SaaS offering to target and penetrate precise target segments and disrupt the existing market. Focus on measuring the disruption your new offering is causing. Are you reaching your core target audience with your new offering and taking customers from the competition, or protecting your vulnerable customers with you new offering. Disruption is about changing people’s perception and behaviour patterns. So it is important to measure the existing behaviours and their new behaviours using the SaaS solution.
Just shifting your existing customers online maybe a strong defensive strategy if your are the last to move into SaaS, but that is not a disrupter. To disrupt a market you have to do something which changes the game. Changes the structure, the dynamics and the value proposition within the target audience.
SaaS solutions MUST do MORE than just Match Your Off line Offering
SaaS solution need to offer more to customers within their sector. Providing a genuine value-added solution must be designed and built into the SaaS solution. Either at the start or as a planned upgrading rollout plan. If your Minimum Product Viability (MPV) assessment provides compelling evidence of the potential to move online, just migrating offline to online business activities will not succeed. SaaS businesses must find, connect and engage with customers in a completely different way than their offline equivalents, even if they are the same customer base being migrated across by the company. That customer experience must reflect the culture and value which the audiences has and wants to experience for it to be successful. SO SaaS businesses must actively drive engagement, create direct and indirect communities, offer advice and support and actively monitor audience segments value experiences to enable SaaS to add real value to target segments.
Building more into a SaaS solution can be undertaken at low (or no cost) if planned in at the design stage. `Good forward thinking strategically thought out SaaS solutions can design in actual and anticipated customer needs at low or no cost. Building into the SaaS platform forward evolution so that they can evolve in response to customer evolving and emerging demand, overcome competition short-term and long-term responses and to life-time evolution needs.
Being able to add in and evolve a SaaS solution to a complete solution is essential so it offers a complete long-term solution, not just a quick fix. That requires several micro launches, (evolutions) to meet theses needs and to enable the SaaS solution to add more value (value proposition).
Measuring why, where and who is using the site for what as well as forums and associated features will tell you the full value you could, should and must offer. Often support functions such as help desks, brochures, technical information, upgrading options and associated activities are always areas where doing more can be seen, but only if you measure them! What about training and certification of users and channel partners, and the whole range of other activities which these intranet offerings can also provide?
SaaS Success: Target the Right Segments.
Moving to SaaS is not a straight line. Build it and then just sit back and watch customers come onboard, is how SaaS is sold to CEO’s in shifting their business to a SaaS solution. But that is not how SaaS adoption works. Adoption curves matter. So identifying who, why and when segments will move over to a SaaS offering is vital for success. Being able to anticipate and plan around customer acquisition by customer target segment must be planned out and executed in dissectible phases.
One major challenge is that the key drivers of a SaaS solution within an organisation may well come from specific user segment(s) within an organisation. Identifying the pain points within a target audience is therefore vital. Who will adopt your technology when is an important element in designing your market entry strategy.
Saas Adoption Curve Modelling
Who are the core target segments that SaaS solution should be targeted at? This central question is often lost in the generic answer everyone! But it is not. SaaS solutions must add value to everyone, but they must be focused on converting target businesses strategic target audience. That focus must be at the heart of the SaaS solution design and implementation, if you win more great but your focus is to move the brand’s customer base.
For success SaaS solution moves the brand’s position, its profitability and its performance by acquiring new higher value customers. Higher value customers in both B2B and B2C environments for mainstream players are usually found higher up the adoption stream. So laggards find growth in volume and value in the late majority (see below for market adoption curve and total market size modelling). Late majority players can already win downstream laggards but need to expand by either growing with their sector or by moving into early majority customer segments, and likewise early majority customers look at high value (but smaller total volume) early adopters.
Adoption Curve and Total Market Segmentation
The key measurements here are to identify the precise target segments you intend to win, and measure that as your metrics of success. Do not just measure total customers as this can inflate your SaaS success. While measuring total numbers always looks good. It may not be profitable growth and can often lead to SaaS platforms being pulled into chasing total numbers not focusing on developing profitable long-term customers. This is typically seen when a new SaaS platform has to buy its customer growth, so people see the growth as success, but it can be burning through their cash reserves as they have focused on the wrong metrics.
Profitable target customers support growth of a SaaS solution. This must be measured to see if the strategic goal is being achieved.
SaaS Strategic Pricing Models
For a SaaS business to succeed it needs to get its pricing right, there is no bigger strategic decision to take. There are several ways to price your SaaS solution which we can break down into 6 key models and a couple of common variants. Choosing your pricing model will reflect the market you are in, your strategic business objective, the nature of the solution you’re providing and the designed rollout of your SaaS value proposition solution you are offering.
1. SaaS Flat Rate Pricing
The most common and simple, often replacing a previous non-SaaS solution. It is simple and effective, easy to use price to incentives by allowing target audiences to compare the value proposition. The difficulty in this model is that it is difficult to add value to target audiences, such as high-use or high-value customers.
Some SaaS pricing models then try to add premium models to this, by adding a second solution to enable extra features and pricing to the offering, but this often creates technical challenges and is difficult to migrate customers across to.
2. SaaS Usage Based Pricing
Usage based pricing is popular and provides an ideal way to price your SaaS solution. It enables pricing scaling, the more your company use, the more you value you consume, the more you pay. It allows low cost acquisition and then scale-up in pricing towards target audiences. Ideal for B2B solutions, usage based pricing works well as disrupter within a business service sector.
This also enables additional levels to be added and funded through growth as usage drives demand. Usage based pricing also reduces and often removes barrier to entry as the SaaS platform accounts for a wide-range of customer segments, from new entrants through to high demand heavy user groups.
Usage based pricing does have some limitations. The moving up levels (and down) can be challenging for customers to see what they get for the price they pay. The key area of concern for a SaaS Solution using this model is that monthly revenue, a key metric will vary and is therefore not popular within the sector as predictable revenue is often a core demand for investors.
3. SaaS Multiple Tiered Pricing Models
One of the most effective models as it allows the SaaS platform to be priced to target audiences using tiered pricing. Tailoring different packages around target audiences enables the SaaS platform you can appeal to multiple audiences. This has a key secondary advantage in revenue generation as you maximise revenue across all channels to market. It also allows simple clear and honest upselling opportunities as well as add-on pricing with new features/levels being added in response to changing demands.
Key factors to be be aware of here is having too many pricing levels. Just because you can does not mean you should. 3 is optimum and 5 is often seen as maximum, the more you add the higher the abandonment rates and the lower the effective of marketing campaigns.
The idea of dynamic pricing, too many tiers leads towards a platform that looks like usage pricing which dilutes and degrades the tiered pricing focus on key target segments, vital for strategic success of a SaaS solution. The other downsides of too many packages is that trying to over target segments damages the focus on the tiered model, confusing customers through too many choices and damaging price effectiveness by not reflecting tiered pricing to deal with heavy use customer groups.
4a. SaaS User Pricing
The fourth pricing model moves away form company wide pricing to the end user. This model is ideal for many sectors where simple pricing wins customers over. Wether that is a fixed annual or monthly fee, its simplicity and logic engages with SaaS platforms whose offering of a direct pricing model allows customers to sign-up as individuals.
User pricing is popular as it is predictable in income and scales easily with numbers. This predictability makes it popular but needs to be internally measured by usage by individuals to see what value they generate from the platform.
While simplicity makes it popular it is also its major limitation as a pricing model. Per user charges means that there is little opportunity to get group buy-in as one person can use the platform and share the results. The inability to signup whole teams as one limits routes to market through channel partners. It also means that churn becomes a major factor as it is harder to control churn as people relate use to value as an individual.
4b. SaaS Active User Pricing
Is a variant of of user pricing but works by charging for people actually using the SaaS platform. It is seen as excellent value for money as it removes risk for purchasers as sign-up does not cost. This drives engagement and adoption as it is only usage which is charged. People can sign-up but do not pay until they actually use the platform, it is ideal for enterprise business models.
The downside of active user pricing is that it is difficult to grow outside specialist enterprise areas. Often premium priced as a live service it is difficult to encourage widespread adoption with teams or across sectors. For example accounting software is great in the finance department but off limited value elsewhere in a business.
5. SaaS Per Feature Pricing
A more recently developed and currently popular variation on the user based pricing model theme is called per feature pricing. Customers of businesses pay a subscription fee, a base fee with limited functionality which achieves MPV and adds real value and then differing premium priced add-on features which either replace the need for multiple upgrade options or allow a SaaS solution to adapt with its own specialist feature cost model expansion.
This model encourages customers to upgrade to unlock additional functionality which allows segment specialisation and directly relates those functions to direct costs. Think about gaming models where users buy the core game but then trade up by buying additional features. This per feature pricing model allows sites to know their operating cost models and revenues of the base model, and enables cost scaling for bespoke areas that may take significant resources to develop. Sub-segmentation by feature is popular as it allows cost to value to be direct and then reverse rolled back into the SaaS site as it evolves as a cost-free upgrade.
The key challenges of cost per feature pricing is that SaaS solutions can be pulled by small segments away from their core model to meet these minority groups. The other challenge of per feature pricing is that of customer frustration as key features are at a premium.
6. SaaS Freemium Pricing
Saving one of the most popular and misunderstood to last is the freemium model. This model allows customers limited functionality the SaaS solution platform for free. This enables mass adoption through any market of the SaaS platform with a clear level of functionality which buys users in. It is ideal for large volume platforms such as social media channels as the model removes the key hurdle to volume customer acquisition.
Freemium gets customers bought in for nothing as there are no barriers to entry and this supports rapid expansion through and across channels, but it does limit value adding at the freemium level. Encouraging customers to trade up and use the additional chargeable features is teh real challenge
Predicated revenue planning is the real looser here for companies. This makes it less popular with funding parties (and accounts departments) as conversion to revenue is undefined within this model. To fund freemium SaaS models multiple funding systems are often adopted, such as smart algorithm advertising which is an ideal way to fund expansion.
With freemium sites high churn rates and low loyalty rates are major drain factors to this model, both of which make traction and the ability to encourage customers to upgrade difficult. Funding to support the core functionality is often under pressure to keep it developing and engaging with the volume of its core customer base.
Summary: Successful SaaS Strategy Business Looks Like Today
SaaS solutions are now mainstream to nearly all business and customer segments. Being mainstream though does not mean that the risks have disappeared, in many ways they have increased as expectations have accelerated as audiences demands have risen.
Whichever SaaS pricing model you adopt understand that they all come with risks which need to be understood and actively managed within your planning.
SaaS solutions must be part of a strategic process for leaders to understand and deal with. One area that many leaders do not fully appreciate is that building an experienced SaaS team around them is a prerequisite for success.
Learn more read further blogs or get in touch to see how I can assist you.
The future of marketing is all about inbound marketing: Content strategy
If you can see a trend you have missed it!
In a world of continual change seeing what is happening is often difficult to understand until the paradigm shift has occurred. Many companies are struggling to stay ahead or even in the game of online marketing. Many companies are moving towards online marketing content strategy or as marketing people call it inbound marketing. This major shift in culture and one needs to be fully understood.
I have just had an old-fashioned marketing communication from a well-known brand, asking me to make an immediate purchase offering me a FREE upgrade for a new phone, my automatic response is not to be interested, at all because they have not demonstrated that they understand my specific needs. That made me thinks and write this article to explain why in today’s online world that old marketing technique is now as un-effective as a double glazing salesman offering me 50% off!
It’s a complete shift not just an add-on
In a world where everyone is online all the time, the amount of information is drowning people, from Linkedin to Facebook and Twitter the rise of smart phone connectivity has promised much change to marketing but until recently only early adopters, high value and niche players could see what it meant to the marketing process.
Like many changes, it is not until the change becomes tangible does its impact become visual to many marketing departments that enables them to successfully influence a company’s marketing policy. This is considerably harder to convey when there is no tangible evidence of marketing results attributable to hard to track invisible marketing shift. Unlike the shift to direct marketing where direct connectivity between outcome and result can be seen through a transparent return on investment, online inbound marketing is struggling to demonstrate its effectiveness.
Pace is outstripping understanding
Currently content marketing relies heavily upon invisible and poorly understood online activities. Simply put, the rate of change is outstripping the knowledge base of the marketing industry, creating a gap between the understandings of marketing by decision makers. The routes causes of this is that not only are customers sourcing information in newer ways but the platform they are using, the Internet indexing is also changing ever faster, Goggle will make over 600 changes to way it scores content. Rapidly changing customer preferences, coupled with changing technologies and an ever changing platform results in the lack of certainty of what is working and why. By the time you’ve worked out what works it has already changed.
That speed is creating problems for social media to be able to convert this rate of change to make money. This continual change, both step and continual upgrading, makes it difficult for the industry to understand how to build sustainable pipelines of business.
Content Strategy also creates confusion.
Content strategy marketing process, one that now focuses on creating online and open platform engagement, online PULL; rather than internally controlled PUSH marketing methods, traditional marketers often struggle to understand the process let alone feel uncomfortable with the concept. This is not unreasonable, given the history of marketing in the last 50 years has always focused on the traditional pipeline of generating and then controlling customer decision-making, content marketing turns that on its head. People investing in inbound marketing are asked to spend money on losing control of the potential customer by letting them make an open decision about how and when they engage with your brand.
In the mid 1990’s I remember designing a website to support a brand. No one was interested until it was live and people could see something online. A director then said, “That’s great let’s print it off and send it to all our customers”
Dialogue NOT monologue
The inbound marketing process is about generating an open dialogue, rather than a structured marketing process. It lets potentials, prospects and suspects move in and out of your control while they select you, rather than being controlled by you.
Traditional marketing models of developing engagement such as AIDA are still highly valid but instead of just focusing on a immediate winning proposition through a grabbing hook, attach a liner and sink them in a simple linear model for winning customers. Content strategy marketing demands multiple engagement tools which include cross referencing other parties creating competitive collaborative working to generate awareness, giving away FREE content in white papers coupled with fast and slow acquisition tools in decision making.
The strategy needs to be explained better
Moving to a content strategy is about moving from PUSH to PULL, not about the Internet platform, it is about understanding the importance of open unrestricted dialogue rather than material generation and in reality it is not just about the Internet although this is where its impact is being seen today, but equally will encompass every marketing platform and process. The growth of mobile technology will further the pace and realisation of content strategy.
Richard Gourlay services: business planning, strategic planning, business development, strategic marketing, Return on Investment, director development, director mentoring.
Cowden is based in Galloway, Scotland and works with businesses throughout the UK.
In a world of continual change seeing what is happening is often difficult to understand until the paradigm shift has occurred. Many companies are struggling to stay ahead or even in the game of online marketing. Many companies are moving towards online marketing content strategy or as marketing people call it inbound marketing. This major shift in culture and one needs to be fully understood. The importance of content as a strategy is the future of marketing.
Content Matters
I have just had an old-fashioned marketing communication from a well-known brand, asking me to make an immediate purchase offering me a FREE upgrade for a new phone. My automatic response is not to be interested, at all because they have not demonstrated that they understand my specific needs. That made me thinks and write this article to explain why in today’s online world that old marketing technique is now as un-effective as a double glazing salesman offering me 50% off!
Content Strategy: It’s a complete shift not just an add-on
In a world where everyone is online all the time, the amount of information is drowning people, from Linkedin to Facebook and Twitter the rise of smart phone connectivity has promised much change to marketing but until recently only early adopters, high value and niche players could see what it meant to the marketing process.
Like many changes, it is not until the change becomes tangible does its impact become visual to many marketing departments that enables them to successfully influence a company’s marketing policy. This is considerably harder to convey when there is no tangible evidence of marketing results attributable to hard to track invisible marketing shift. Unlike the shift to direct marketing where direct connectivity between outcome and result can be seen through a transparent return on investment, online inbound marketing is struggling to demonstrate its effectiveness.
Content Marketing: Pace of change is outstripping current understanding
Currently content marketing relies heavily upon invisible and poorly understood online activities. Simply put, the rate of change is outstripping the knowledge base of the marketing industry, creating a gap between the understandings of marketing by decision makers. The routes causes of this is that not only are customers sourcing information in newer ways but the platform they are using, the Internet indexing is also changing ever faster, Goggle will make over 600 changes to way it scores content. Rapidly changing customer preferences, coupled with changing technologies and an ever changing platform results in the lack of certainty of what is working and why. By the time you’ve worked out what works it has already changed.
Content Strategy can create confusion.
Content strategy marketing process, one that now focuses on creating online and open platform engagement, online PULL; rather than internally controlled PUSH marketing methods, traditional marketers often struggle to understand the process let alone feel uncomfortable with the concept. This is not unreasonable, given the history of marketing in the last 50 years has always focused on the traditional pipeline of generating and then controlling customer decision-making, content marketing turns that on its head. People investing in inbound marketing are asked to spend money on losing control of the potential customer by letting them make an open decision about how and when they engage with your brand.
In the mid 1990’s I remember designing a website to support a brand. No one was interested until it was live and people could see something online. A director then said, “That’s great let’s print it off and send it to all our customers”
Dialogue NOT monologue
The inbound marketing process is about generating an open dialogue, rather than a structured marketing process. It lets potentials, prospects and suspects move in and out of your control while they select you, rather than being controlled by you.
Traditional marketing models of developing engagement such as AIDA are still highly valid but instead of just focusing on a immediate winning proposition through a grabbing hook, attach a liner and sink them in a simple linear model for winning customers. Content strategy marketing demands multiple engagement tools which include cross referencing other parties creating competitive collaborative working to generate awareness, giving away FREE content in white papers coupled with fast and slow acquisition tools in decision making.
Content strategy needs to be explained better
Moving to a content strategy is about moving from PUSH to PULL, not about the Internet platform, it is about understanding the importance of open unrestricted dialogue rather than material generation and in reality it is not just about the Internet although this is where its impact is being seen today, but equally will encompass every marketing platform and process. The growth of mobile technology will further the pace and realisation of content strategy.
Has the world moved for you, or did you miss it? The world of business has shifted but many businesses don’t seem to have noticed the great shift in power away from companies to the customer. The internet is not a fixed service, it is growing and evolving rapidly and with it so are the tools and uses it delivers. What was once a way to replace your Yellow Pages has become the most powerful source of information the world has ever seen. Have you felt the full power of the internet tsunami yet?
We all see the impact of the Internet in every market sector. We see the growth of online shopping or the growth of smart phones and the online move of insurance and music online. That shift and the corresponding growths of new consumers are just beginning to be understood, this is just the proverbial tip of the iceberg. The next stage of the internet revolution has yet to be felt.
The Great Paradigm Shift: Internet Tsunami
As our understanding of this shifting paradigm slowly emerges and evolves. It takes time for its impact to be fully understood and its impacts to be really appreciated. In the same way as the impact of the introduction of domestic electricity which subsequently facilitated the introduction of the radio, which spread communication did in previous generations. So the rise in power of the Internet is more than just our ability to look stuff up and buy consumer goods online.
This paradigm shift has certain key features, which makes the rise of the Internet generation far more dramatic in its impact to business today.
Unlike many previous innovations, the move online has been done in an infinitely scalable way. Making markets financially accessible to company’s of any size and dimension using low cost everyday technology. The whole plethora of internet software platforms provide total engagement opportunities for businesses to reach specialist or global markets. Rather than being a premium service only open to the super rich, such as the introduction of the car, airline or a global consumer product range. A good idea, service or product can now be provided through the internet instantly. The availability of multiple open software technology platforms, has lowered cost and created universal access by braking down barriers across all areas of a global market.
The Internet is a Global Movement
This global shift, supported by governments and industry to reach and penetrate all and every strata of society and on an almost global reach is a new global phenomenon creating a universal shift.
Whether in New Guinea or Newfoundland, you can get a 3G signal. Many countries like India and China just leapfrogged the copper wire landline systems of the 20th century through large parts of their country’s moving straight into the 21st century, avoiding unnecessary cost and rapidly accelerating progress throughout their country. The Arab spring was not achieved by any three letter acronym news agency or Rupert Murdock’s media empire, but by new young mobile online generation who created, sustained and drove the rolling revolutions.
The POWER of the Internet Tsunami
The result of the internet revolution is that the world has made a huge step forward almost overnight. That has changed more than just the way we buy some products, it has in fact changed the way we think, and act. This universal overnight movement has also solved the adoption dilemma for new technology. For companies to achieve a launch of a new product or service they had to achieve a critical volume and this can now be achieved without geographic boundaries. The internet creates multiple new routes to market, bypassing traditional routes to market, achieving profit without having to invest huge amounts of capital in awareness marketing.
Internet Empowered Intelligence
This paradigm shift has moved the way we think to such an extent that everything has changed. When in 1906 Admiral Sir John Fisher invented the Dreadnought battleship in 1906, he changed naval world overnight. At the time the Royal navy had 1,000 ships of the line, the introduction of the Dreadnought made them all redundant overnight. Suddenly, to be a superpower it was not the number of ships you had but how many Dreadnoughts you had and a new arms race had begun as every other battleship become redundant.
In the same way, the introduction of always available high speed broadband has made so much of business thinking redundant, not just in the collapse of use of directories such as yellow pages, dictionaries or our communication. Today people have empowered intelligence, the ability to become informed by scanning a QR code, or connecting to a highly rated source they can become more than informed, they can become actively empowered.
Internet Tsunami Continually Evolves
The internet is now driving people to think and do things in different ways across many age and economic cohorts. Its not just the young buying music or consumers doing their shopping online, although both have delivered huge shifts in culture to these markets. People’s first mental response to knowledge and decision making is now to click, look-up and become informed.
No-longer relying on our embedded historical mental heritage or through experts’ advice, people are now researching and networking their knowledge and our learning, widening knowledge and creating expert communities on almost every subject matter possible. For example to become an expert on social media you could do an online course or you could click onto Mashable and become an expert within hours. Anyone and everyone can become an expert, exposing consumer and business choice to new forces and opportunities.
You may have heard the old adage that there is more computer power in a simple watch today than on the Apollo 11 spacecraft which took man to the moon. People have at their finger tips more knowledge about companies than even the most informed company is aware off. Users groups, expert forums and review sites empower and drive decisions, in a far more effective way than traditional marketing channels can persuade customers.
In just in the same way that the Arctic Monkeys pioneered the music online community following, rather than through the plugging and playlist approval to get on the radio. Today the same today is true of consumer both in consumer and business markets.
The power of the internet is yet to be fully understood. For some it has been like a Tsunami, just as a record shop or an insurance salesman. To many others though it is an unseen force, they know its there but not what or how it operates and effects their business. But it is and it will. The sooner business wakes up to these changes the better placed they will be to compete without feeling they have one hand behind their back.
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