Chapter 5: Let’s get strategical
One of the saddest things I've witnessed in B2B SaaS is when a company has great brand awareness & presence...but most people have no idea what their product does.
Frankly, it is super impressive anytime a company can get that level of brand awareness, especially in a world of bite-sized attention spans. But brand awareness without brand recall is like a peanut butter & jelly sandwich without the jelly.
It’s still filling, but not ✨complete✨, ya know what I mean?
Some wires got crossed if the people who know your name don't automatically associate you with something of substance.
My strategic approach leans more towards the tortoise than the hare -- slow and steady win the race.
🐢 Use language that speaks to the right audience, not everyone. Even if it means slower growth.
🐢 Go deep into understanding what makes your users and potential buyers tick.
🐢 Show off the product - isn't that why we're all here anyway?
🐢 Build trust, not just a following.
And don't worry if your organic following isn't growing exponentially! Look at the data that matters most. Is your strategy helping the company meet its revenue goals?