Use this checklist to refine and revamp your marketing strategy after the launch of your SaaS product. This checklist is designed for use shortly after launch and as an ongoing resource.
1. Evaluate Launch Performance
- Assess whether your launch met your performance expectations.
- Identify which ideas and tactics exceeded your expectations and which ones fell short.
- Analyze how users are using your SaaS differently from your expectations.
- Reevaluate which metrics are more indicative of your success and which ones are less meaningful.
2. Identify Lead Journey Bottlenecks
- Identify web pages with high exit rates in the customer journey.
- Determine which pages are distracting and need to be optimized.
- Investigate reasons for exits, such as failing to overcome objections or not highlighting your Unique Selling Proposition (USP).
- Implement A/B tests to address exit issues and validate proposed solutions.
3. Customer Retention Analysis
- Identify when customers are most likely to churn.
- Compare customer journeys between those leaving before and after free trials.
- Conduct surveys with churned customers to understand their reasons.
- Analyze the correlation between feature usage and customer lifetime value.
- Explore connections between content consumption and customer retention.
4. Build an Analytics-Based Predictive Model
- Create a model to predict revenue and costs for various marketing efforts.
- Estimate the impact of pre-purchase and post-purchase content on revenue.
- Consider different modeling approaches, including statistical and speculative models.
5. Understand Customer Usage
- Survey customers to determine feature usage and problem-solving purposes.
- Identify features strongly linked to high customer retention.
- Conduct user testing to enhance user satisfaction through interface improvements.
6. Address Customer Problems
- Identify your customer demographics and psychographics.
- Analyze content interests before signup and their impact on retention.
7. Streamline Interface
- Remove or relocate underused features to simplify the interface.
8. Refine Growth-Hacking Process
- Schedule brainstorming sessions for new ideas.
- Enhance your process for testing ideas efficiently.
- Assign roles for evaluating past idea performance.
- Continuously assess successful ideas for scalability.
- Define criteria for success and measure accordingly.
9. Construct a Link Building Strategy
- Determine methods for building, earning, and attracting quality backlinks.
- Focus on links that generate referral traffic.
- Prioritize ethical and user-friendly link-building methods.
10. Hone Your Outreach Strategy
- Develop a repeatable process for identifying marketing outreach targets.
- Establish metrics to measure the effectiveness of outreach methods.
- Maintain a comprehensive record of past outreach efforts.
- Continuously review, refine, and evaluate outreach strategies.
11. Develop an Influencer Marketing Strategy
- Identify influential individuals within your target audience.
- Create mutually beneficial partnerships with influencers.
- Implement processes for collaboration and performance evaluation.
12. Maintain Existing Marketing Relationships
- Catalog successful contacts for ongoing relationships.
- Identify projects for future collaboration with influencers.
- Create reasons for reaching out to maintain mutually beneficial relationships.
13. Create an Information Gap Marketing Strategy
- Develop attention-grabbing questions and statements for your target audience.
- Test the effectiveness of these questions and statements.
- Focus on clicks that lead to long-term results.
14. Implement a Video Marketing Strategy
- Identify SaaS features and challenges best communicated visually.
- Evaluate the effectiveness of product-focused and information-focused content.
15. Utilize Newsjacking
- Leverage current events for media attention.
- Set brand guidelines for responses to current events.
- Take actions aligned with brand values in response to current events.
16. Implement a Remarketing Strategy
- Consider audience comfort with remarketing methods.
- Explore non-advertising remarketing options, like lead magnets and email marketing.
- Tailor messages and personalization for recapturing previous site visitors.
17. Evaluate Traffic Sources
- Identify high-traffic and high-conversion keywords and topics.
- Analyze sources of referral and social media traffic.
- Factor in long-term conversion rates and strategize accordingly.
18. Prioritize Traffic Growth Strategies
- Prioritize traffic sources and content subjects based on performance.
- Regularly reevaluate priorities for adaptation.
19. Weigh Acquisition vs. Retention
- Estimate the impact of investments on revenue and customer lifetime value.
- Identify the most promising leads and focus on their needs.
- Invest in targeted acquisition or onboarding based on user behavior.
20. Discover Low-Hanging Fruit Keywords
- Identify unexpected keywords driving traffic.
- Prioritize keywords for content creation.
- Organize keywords into topics for various content types.
21. Develop Post-Onboarding Content Marketing Goals
- Highlight features associated with extended customer lifetime value.
- Encourage users to share unique ways to use the SaaS.
- Determine content promotion strategies for existing users.
22. Choose Post-Onboarding Topics and Keywords
- Define goals for pre-onboarding content marketing.
- Consider audience size and conversion rate balance.
- Plan for diverse messaging for different audience segments.
23. Develop Pre-Onboarding Content Marketing Goals
- Decide on your audience size and conversion rate strategy.
- Balance audience size against brand clarity.
- Create messages that resonate with diverse audiences.
24. Choose Pre-Onboarding Topics and Keywords
- Identify platforms suitable for long-form content marketing.
- Consider guest contributions, podcasts, and interviews.
- Leverage various platforms for content distribution.
25. Identify Short-Form Content Platforms
- Determine where your target audience consumes short-form content.
- Create short-form content aligned with your brand.
- Promote short-form content within your long-form content.
26. Integrate Social and Long-Form Content Marketing
- Embed short-form content for easy sharing within long-form content.
- Design short-form content for shareability and link it to long-form content.
- Promote short-form content to loyal long-form content audiences.
27. Develop Lead Magnets
- Identify lead magnet properties that attract signups.
- Determine keyword intent for lead magnet promotion.
- Integrate lead magnets into your content strategy.
28. Integrate Social, Long-Form, and Lead Magnet Processes
- Encourage lead magnet downloads within your content.
- Ensure seamless promotion of lead magnets.
29. Implement Customer Segmentation and Personalization
- Base segmentation on data and A/B test strategies.
- Utilize appropriate tools for segmentation.
- Avoid feedback loops in your segmentation process.
30. Reevaluate Fundamental Goals
- Periodically review your business goals and product offerings.
- Consider adjustments to brand values and mission statements.
31. Reevaluate Target Audiences
- Identify segments responding more or less to your SaaS.
- Explore the potential for power-user segments.
- Assess the viability of a consumer-oriented SaaS version.
- Investigate expansion into new markets and industries.
32. Monitor New Competitors
- Differentiate your SaaS from new competitors beyond pricing.
- Adapt to competition in new industries or market gaps.
33. Assess Customer Service and Satisfaction
- Evaluate customer satisfaction across various channels.
- Continuously improve customer service quality.
34. Conduct Technical SEO Audits
- Address internal links, duplicate content, and HTML errors.
- Maintain a clean technical SEO profile.
35. Split Test Landing Pages
- Set up A/B tests to validate strategic principles.
- Optimize landing pages for maximum impact and learning.
This revised checklist organizes your post-launch marketing tasks more clearly and concisely, making it easier to follow and implement your strategies effectively.