User Acquisition and Engagement Strategies for Internet SaaS Companies
Last week, TiE Chennai organised a panel on user acquisition strategies for Internet SaaS companies. The panel contained participants from four of the top Internet SaaS companies in India: Rajaraman from Chargbee, Peter from Unmetric, Vikram from Freshdesk and Ashwin from ContractIQ. Moderating the panel was Dorai from iMorph. This was a very useful session for Indian companies who are reaching for a global audience, as the panelists explained what worked and didn’t work from an Indian context.
Here are some of my notes and videos from the event. Photographs from the event can be found here. First, the videos.
How do you get your first few users?
Left to Right: Rajaraman, Peter, Vikram, Ashwin, Dorai
Some of the techniques mentioned in the video above on how they got their first few users:
- Google Ads
- Pre-marketing landing pages: Before you start development, create a landing page with the vision and a box for interested users to give their email
- Personal networking
- PR / media coverage
- Social media – Twitter, LinkedIn, Quora
How do you improve conversion rate of trial users to paid customers?
Some of the methods mentioned in the video:
- Tour My App In case you are curious, here is a small video showing Tour My App running in Freshdesk.
- Analytics / Metrics to know how the user is using the product
- Sending information to the user based on what stage of the trial they are in
Two types of markets
- A mature market where many users know that they have the problem that you solve, and are actively looking for a solution. In this market, SEO or keyword trigger ads (eg: Adwords) can drive users to your product.
- A new market, where users, even though they have a problem, are unaware of the problem or of potential solutions. These users do not actively search for solutions and search or keyword techniques are not as useful. A more “push” oriented method might be needed.
Apart from the techniques for getting initial users mentioned in the first video, Content Marketing was mentioned in detail. Both Unmetric and Freshdesk do a lot of content marketing. Unmetric focuses on infographics, where they mine their social media metrics for interesting patterns, create an infographic out of it, then hand it over to their PR agency to pitch it to media outlets like Mashable, TechCrunch and others. Here is an example of that. Freshdesk uses content in conjunction with email newsletters and social media to reach potential users and get leads. Here is one of their pieces of content.
Three ways to use email
- Newsletters for email marketing
- Signup drip campaigns : These are emails that are sent out in a sequence for a new user sign up. Eg: a welcome mail, then another mail after two days, then another a few days after that and so on.
- Trigger based drip emails: These are emails sent out based on certain actions that a user takes (or does not take) in the product.
Some of the tools / techniques that they use
In no particular order:
- Scribe SEO
- Tour My App
- Zoho CRM
- Google Analytics