Growing a SaaS Company Using Customer Pain Points For Content Creation Ideas
“It took us a few months to figure out a profitable approach to PPC ads. That can be a money hole if you don’t have a very firm grasp on it. It can easily sink your business before you’ve really even started.”
Written By Sterling Sweeney: Published Sept 1st, 2019 | Updated Sept 3rd, 2019.
Sterling Sweeney is a growth hacker and the driving force behind WhalePages, a company that offers SaaS growth boxes to help software companies grow. Today, he sits down with the team from ReputationStacker to talk about their approach to SaaS growth.
Using Customer Pain Points As Content Creation Ideas For Your SaaS’s SEO Campaign.
Today, WhalePages was fortunate enough to chat with the team at ReputationStacker about their online reputation management SaaS company. In the interview below, we’ll chat with the team about how they built ReputationStacker and how they have grown their SaaS to where it is today. So let’s jump into the interview!
Hi and thanks for joining us today. Can you begin by giving us a little bit of background about ReputationStacker and when / why it was started?
Our founders come from both the tech and retail worlds. They were frustrated with their inability to get more reviews from customers of retail businesses. No matter how happy customers are, motivating them to post reviews of their experiences on sites like Google, Facebook, TripAdvisor, Yelp, etc. had been nearly impossible. ReputationStacker was launched in late 2015 to alleviate this pain point that all retail business owners deal with. By automating the process, ReputationStacker makes it easy for businesses to get more reviews.
Now let’s talk a little bit more about how you’ve approached ReputationStacker’s funding and growth strategy. Are you backed by investors or is the company self-funded? Tell us a little bit more about the pros and cons of your funding approach.
We’re entirely self-funded and have bootstrapped our way to growth. Once we figured out the customer journey, this was an ideal approach as we haven’t had to deal with investors or boards. We run a lean, client-focused company. Our mission is to give business owners an easy-to-use system that delivers results, and we’ve been able to do that the last four years without having to divert our attention away to handling investors.
“We’re entirely self-funded and have bootstrapped our way to growth. Once we figured out the customer journey, this was an ideal approach as we haven’t had to deal with investors or boards.”
Tell us a little bit more about how you helped ReputationStacker gain its initial traction. What marketing strategies did you use to on-board your first paying customers? How have your marketing strategies changed over time? How long did gaining that first bit of traction take?
It took us a few months to figure out a profitable approach to PPC ads. That can be a money hole if you don’t have a very firm grasp on it. It can easily sink your business before you’ve really even started. Once PPC was humming along we started producing great content and sharing it. It’s not the most groundbreaking story, but if you work hard and consistently, care about your work, and talk about it in an interesting way then customers will come.
The software has too many features to list, but essentially it helps with managing and filtering reviews, identifying bad reviews before they are posted publicly, streaming reviews to third party websites, notifications and reporting to name only some of the features. Were all of these features built into your MVP when you first launched or did you add them over time? What type of feedback loops do you have built into your company which allow your customers to help guide the development of your SaaS product?
Great question. All these features were built into our MVP. It’s easy to get a case of feature creep, but we designed the system initially so that these features were all part of a logical system – a flow. When everything flows together for a reason then you don’t get bloat. Our clients are quick to speak up when they notice a bug or want a new feature. The key is listening carefully, addressing issues quickly, and rolling out new features in a limited capacity when more than a handful of unrelated clients make the same suggestion for new features. We’ve got a system that works very well for our clients, so we want to make sure that if we push out a new feature that it enhances the core functions of the product rather than distract or complicate things.
How much of a role does SEO play for for ReputationStacker Software? I notice you have a lot of good content on your blog about how to get fake negative reviews removed from websites such as TripAdvisor, Facebook, Yelp etc. What SEO and content strategies have worked best for you so far?
Listening to clients and potential clients is a huge benefit when it comes to SEO. There are only so many pain points or questions that they ask (although they come in different forms). These questions are great launching points for content creation. After all, if a few people are stepping up to ask you the same questions that means there are a lot more people searching for answers to the same questions in Google. When you answer those questions well you show up in search results. Again, not the most groundbreaking strategy, but it’s extremely effective.
“Listening to clients and potential clients is a huge benefit when it comes to SEO. There are only so many pain points or questions that they ask (although they come in different forms). These questions are great launching points for content creation.”
I 100% agree. Since we’re a SaaS growth agency (see the service here) we’ve used this strategy as well on many of our customer’s projects with great success. We’ve done a lot of experimentation around the effectiveness of different content types. We’ve also found that the better you understand the primary pain points, the more aligned you can make your content with the intent of the search. The beauty of this strategy is that potential leads enter your sales funnel further down, making them better qualified traffic. We’ve been able to convert this traffic much easier and much faster with this type of content.
Let’s move on now and talk about design experimentation. How big of a role does A/B testing and conversion rate optimization (CRO) play in your SaaS company’s growth strategy? You use a lot of video on your site. Is that something you’ve tested heavily? What are some important lessons learnt when it comes to CR optimization?
Video answers a lot of questions for potential customers. Through A/B testing we’ve learned that whether it’s video, text, or otherwise, less is often more, meaning that you want to answer your potential clients’ questions as clearly and directly as possible, but you don’t overwhelm them with too much information.
How long did it take you to hit $2000 MRR?
A couple months. Once we figured out how to make PPC work (which was an expensive exercise for the first few months) then it began to click.
Lastly, if you had to start over again and do three things differently, what would those three things be?
We don’t have a good answer to this question. There are always speed bumps along the way, but if you focus on providing your clients with exactly what they want at a good value, they’ll stick with you for the long run. We’re passionate about our product and passionate about our clients, and that’s really the secret to our success!
Thanks for taking the time to chat with us today. To our readers, if you want to learn more about ReputationStacker please head over to their website to learn more!
If you have enjoyed this interview and would like to read more just like it, then head over to our SaaS marketing blog.
Written By Sterling Sweeney: Published Sept 1st, 2019 | Updated Sept 3rd, 2019.
Sterling Sweeney is a growth hacker and the driving force behind WhalePages, a company that grows SaaS websites. So, if you have a SaaS company and you’re kinda into things like website traffic and increasing your MRR, then check out our SaaS marketing services.
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