Leveraging Zuberance for SaaS Brand Advocacy

The SaaS niche moves fast. New software is created every day, and competition is stiff, so the ability to leverage a team of customer advocates provides the nimbleness these brands need. 

A brand advocacy platform like Zuberance can help SaaS companies turn common challenges into opportunities, providing the type of agile market response required to succeed. Take a look at five challenges that Zuberance can help with: 

Challenge 1: Ensuring a positive customer experience

SaaS companies must find a balance between functionality and ease of use. For instance, small business accounting software needs to manage payroll but be easy enough for a manager to set it up for each employee, make necessary changes, and schedule deposits.

If customers find your software challenging to use, hard to navigate, or too slow to be effective, these issues all impact a customer’s experience. Poor experiences lead to higher churn. 

As a result, the customer’s experience should be consistently evaluated. With a brand advocacy platform, loyal customers join the platform and can serve as an on-demand focus group of sorts. You can ask customers about their experiences and gather feedback to make churn-preventing improvements as needed.

Challenge 2: User education

One of the biggest and often overlooked challenges for SaaS companies is their ability to teach customers how to use their software. While your brand will likely need to create tutorials and build a knowledge library, you can ask loyal users to help. 

Through an advocacy marketing platform, you can create a challenge for advocates, like asking them to explain the most helpful feature. A loyal subscriber to an email marketing provider could show users how to make a segmented list of contacts and share the video on YouTube, for example. 

You could take a more strategic approach, too, and ask advocates to highlight features that customers often have questions about. 

Challenge 3: Encourage new users to try it

To succeed, SaaS companies need people to adopt their software. While the company’s sales team is likely hard at work on this very task, there are marketing efforts that can offer support. 

By mobilizing a team of brand advocates, you can task them with creating and sharing content that not only intrigues potential customers but offers a promo code to begin a free trial. 

Let’s say your company offers project management software, and you’d like to drive subscriptions. Ask your most loyal customers to share how the software streamlines their projects. Request video testimonials from these advocates and ask them to share the content on YouTube, for instance. 

Encourage the advocates to share a promo code that gives followers a chance to try the software for free for 15 days. 

To show your appreciation, the customer advocacy platform can reward content creators with points that can be redeemed for free products, subscriptions or gift cards.

Challenge 4: Setting and auditing the pricing structure

Most SaaS companies offer a subscription-based model. Some of the most popular pricing structures include flat rate, freemium, tired, and usage-based, but no matter which one your company uses, they can easily confuse customers. 

To ensure complex pricing structures aren’t driving customers away, check in with your loyal subscribers for feedback. Through your brand advocacy platform, you can conduct a quick poll and ask if the pricing structure is self-explanatory or too complex, for example. 

If you’re looking for more in-depth feedback, send a survey to customers to ask questions like: 

• Is the pricing structure easy to understand?
• Do you believe the pricing structure is a fair price for the features offered? 
• If you could make changes to the structure, what would they be? 

By collecting feedback from existing customers, you can ensure your pricing is clear and fair compared to others on the market.

Challenge 5: Retain subscribers

Subscriber retention is the lifeblood of a SaaS company. Success equates to happy customers willing to pay a recurring (usually monthly) fee to use your software. To keep existing customers happy, a customer advocacy platform can reward these loyal users for taking supportive actions. 

For instance, when a customer completes a content creation challenge, shares a review, or responds to a survey, he or she can earn brand-based perks, like a monthly discount or access to a new feature in beta testing.  

You show existing customers how much you value their input by offering rewards. As a result, you build trust and loyalty with a core group of loyal customers.