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When is the right time to acquire new users of our SaaS product through online advertising? This is a question that every business owner whose core product is a cloud service or SaaS (Software as a Service) asks themselves.

Maybe you're convinced that your product is so good that it just needs to be spread the word – and how can you do that better or faster than with online ads?

But before advertising, you must meet certain conditions.

In today's post, we will review the necessary steps you need to take before entrusting the fate of your SaaS product to online advertising ("in-house" or with the help of an agency), while also best preparing your product for successful growth.

1. Make sure there is a need in the market
Is there a market need for your product or is it just your guess? Your ideal users will be the best judge of this, and they will also be your best source of feedback in the beginning. Talk to your initial users, ask open-ended questions, and above all, listen to them. This will help you quickly uncover shortcomings and advantages that you may not have even thought of.

Marketing won't fix a bad product
Any investment in marketing activities is a waste of money if there is no need for the product in the market.

Investing in online advertising at this stage will be pointless, as the costs of acquiring new potential users will be high, and they will ultimately not make a purchase because they china telegram data will not recognize the value in the product. Over time, the business model will no longer be sustainable, and a product that may have had a chance to succeed will fail due to investing in growth too quickly.

Aim to achieve product-market fit as early as possible in the initial phase.

2. Who is your ideal customer?
This could be a specific person, with a specific problem:

Example 1: CFO of a company with more than 1,000 employees who wants to have control over the use of financial resources for subscriptions the company pays for cloud services.

There can be several ideal customers:

Example 2: Marketing agencies looking to simplify Facebook ad creation.

Example 3: A startup that wants to manage Facebook advertising itself.

What are his needs?
For successful sales, it is necessary to know the problems and needs of each potential customer.

In the first case, it will certainly be the time the CFO will save by automated subscription verification and the money the company will save on inactive subscriptions.

In the second and third cases, we are addressing two different target audiences with specific problems.

The marketing agency will save time due to a simpler and faster user interface, and the startup company will save money that would otherwise have to be spent on advertising on Facebook by an external contractor.

Knowing your target audience well makes online advertising easier.
Paid advertising will be more effective if we know the problems and needs of the ideal customer, because that way we will reach specific people and, instead of general advertisements, address them with advertisements that they will respond to, because they will recognize in them the solution to their problem.