Problem: How to grow without spending money on ads
Aaron Krall shares his expertise on growing and scaling your SaaS company by building partnerships with other companies, and growing your community.
The Steps to Growing Your Business
Aaron Krall talks about the key to finding, maintaining, and developing a good business partnership.
Step 1: How to build and maintain a healthy professional partnership
Good partners don’t partner up for money
The reason they partner up with someone else is to add more value to their client-base. Their clients should be one of the most important things to them. It takes years to build a loyal and trustworthy client-base and it can take only seconds to destroy it, if they bring in the wrong partner.
Not only will it add more value to them, it will make them look like a hero.
The first step is to build trust
Instead of focusing on making sales and swapping information, just focus on building trust during the beginning stages of a partnership. This is akin to going on a first date. When you first meet someone, you don’t immediately get engaged. Just like that personal relationship, you have to build and work on professional relationships. Some great “first dates” for these professional relationships could include:
- Sharing a good system or framework around your product
- Collaborate on a show or podcast
- Something that doesn’t require much effort from your partner but delivers value
Integrations is the secret keyword to partnerships in SaaS.
The “Product Integration Holy Grail”
The next step would be:
- Sharing products
- Integrating your product with someone else’s product
- Coming with a new product together and sharing that with your audiences
You only need one or two great partnerships to elevate your business.
Different tiers of partnerships
You shouldn’t treat all of your partnerships the same and you shouldn’t give them the same offer. Each partnership should be unique to:
- The value you give to each other
- The level of partnership you have with each other
Remember to vary the type of partners you have in order to maximize the value for everyone involved.
Step 2: How do you build a thriving Facebook community?
The more clear you are with the market you are looking into, the easier you’ll find congregation points (where they hang out). As long as you know where they hang out, you can target them. When you contact them make sure you:
- Make them feel special
- Talk about what value you can bring to them
- Give them a VIP experience when they join the group
- Reach out to them (or delegate a welcome committee for this) to welcome and thank them for joining the group
- Help members connect with one another by highlighting the expertise of the members and connecting them by interests
- Ask to add email addresses for tools and other value
Remember that the rules will evolve over time as the group gets bigger. Also keep in mind that your best and most effective marketing tool is still word-of-mouth.
Communities aren’t going anywhere. They are more necessary now then they were pre-COVID.