My business is having a tough time. We provide automation solutions to small businesses. Over the last few months, we’ve lost a lot of revenue due to a high rate of churn.
There are two problems:
Churn: We’re losing our current clients because there’s a big gap between how our leads understand our service and what we actually deliver.
Lead generation: Our lead gen tactics, like Google Ads and outbound email campaigns, aren’t working as well anymore. We’re spending a lot on ads, and our organic traffic has flatlined. The quality of leads has really dropped.
Our team is small but good and operates on a tight budget. Does anyone have advice or has anyone been in a similar situation? I’d love to know what worked for you when it comes to finding great leads.
Also, make sure your ads are truthful. If someone signs up and doesn’t get what the ad promised, your messaging could be the problem. People really dislike being misled. Be clear and solve a real problem.
Churn: It sounds like there’s a mismatch between how your leads perceive your service and what you’re offering.
You should check your targeting and probably rethink your website and landing pages to make sure your message is clear. Fixing this will help improve alignment, conversion rates, reduce cost per lead, and increase total leads. Many SaaS websites don’t do a great job of this. They can often be confusing and not convert well. You need to make sure you’re targeting the right person with the right message.
@Kiran
Exactly! Fixing churn from paying clients should be your top priority. Churn from free trials isn’t as urgent. Analytics should tell you where poor leads are coming from and help you target better.
@Kiran
Thanks! I’ve tried doing that, but the bosses don’t see the value in investing the money for something detailed. They want a quick and cheap solution that tells them exactly what to do
Take a close look at the search terms triggering your Google ads and add negative keywords for anything irrelevant. Ads can waste a lot of money if not set up properly.
Automation solutions can sound vague, so try using a keyword planner to see how many people are actually searching for what you offer.
Churn: Make sure the prospective clients can clearly understand your services from your ads and sales pages. Be transparent and show the benefits on the sales page.
You might be in a saturated industry, or you need different ad creatives. Get rid of expensive or poorly performing keywords. Consider trying other platforms like Meta Ads, X, and LinkedIn.
If your lead quality is low, your messaging might be confusing people. Work on making it clearer, and make sure your content matches your audience’s needs. Also, start focusing on SEO along with paid marketing.
Have you noticed any patterns in your churn rate based on client profiles? Maybe it’s time to focus on a specific industry or company size that’s been more successful with your product.
What are you doing for organic right now? Paid ads and outbound marketing are tricky these days, and they can be a waste of resources if you don’t already have solid organic traffic in place.
Maybe revisit your site and landing pages. Make sure they’re clear about what your product does, who it’s for, and how it helps them. Misaligned messaging is often the cause of churn.
Since you’re in B2B SaaS, try focusing on LinkedIn or X. Join relevant LinkedIn groups, share helpful posts about your audience’s challenges, and show how your product helps solve them.
Don’t go overboard with sales pitches. If you join groups, focus on offering value and insights, and only subtly mention your product. Don’t just drop your website link. Make sure your posts are valuable enough for admins to approve. You can go all in with promotions on your own profile and even add lead magnets like checklists or guides at the end of your posts to turn interest into leads.
