Everyone wants a marketing hack — or another get-rich-quick scheme. Honestly, it amazes me how often companies give up on a solid marketing strategy in favor of other marketing channels.
With the siren song of AI, it’s even worse. Who knows what security issues come up with vibe coded solutions? Or AI WordPress plugins because Claude can read open source code. Does Claude escape the code? Is your GitHub repo secure with GitGuardian?
Are your API keys just laying out in the open for any AI agent to steal?
And this doesn’t even mention poorly-written, bland, soulless articles and website copy masquerading as copywriting.
“Ms Skidd spent about 20 hours rewriting the copy, charging $100 (£74) an hour. Rather than making small changes, she ‘had to redo the whole thing’.” BBC
Copywriting is just like any other trade. You can attempt to do it — like attempting to install a door yourself. Mess it up, likely do more damage, and then still have to hire a door guy to install the door and frame properly at $150/hour.
That is why the best marketing hack for your SaaS business (or any business, really) is time, budget, and patience.
Marketing Takes Time
Everyone wants to trade a cow for magic beans. GenX had the Sea Monkey advertisements plastered in every comic book and the box of every sugar-filled cereal. Instant Success! Overnight Success! Build it and they will come.
Unfortunately, it just doesn’t work that way.
Life doesn’t work that way.
People don’t work that way.
To be successful at any business, it takes time. Whether that is 10,000 hours mastering your skill or the cumulative effect of building websites in your area for over 10 years, it takes time. Success takes time. Marketing takes time.
“Most small businesses take two to three years to become profitable.” FreshBooks
Ask yourself this: do you have a minimum of two years to dedicate to your business?
In my marketing agency, I don’t have contracts. I have quotes and invoices. The terms are clear and customers are free to hire me for a month or four years – billed one month at a time.
Many people think this is a foolish move. It’s a test. How long are you willing to participate in your own business? How well will we work together? Do you have the initiative to do the sales outreach based on the marketing efforts?
If I’ve said it once, I’ve said it a thousand times: I can’t care more about your business than you do. (This inspired a free eBook, btw.)
The time we spend collaborating and working on your business on a month-to-month basis ensures that you’re engaged, I’m engaged, and you’re enjoying the process. We learn from the strategies and adjust the tactics to meet the marketing goal – which, by the way, should match the business goal.
Marketing Takes Budget
When I was at ThoughtHouse, a San Diego marketing agency that focused on Franchise Development (FranDev), we always told our customers that they should budget 15% of their gross revenue for marketing. That included SEO (where we billed social media, content creation, and technical SEO) as well as ad spend.
That rule of thumb stands true. You can’t grow your business without spending money on marketing. Marketing is communicating with your future customers (outreach), current customers (sales), and even your stakeholders (investors, employees, board members).
Going by 15% of your gross revenue of $500,000 a year, your marketing budget should be $75,000.
That sounds like a lot of money until you factor in building a website (and are you selling on the website?), content creation (articles, videos), event attendance (tickets, lodging), social media (X, LinkedIn, Facebook, Instagram), swag (tee-shirts, stickers), and ad spend (Google Ads, YouTube Ads, Billboards, Radio).
The median Marketing Manager’s Salary is 107,000 a year. So that 15% doesn’t even include their salary or the labor burden.
This is why most marketing strategies are rolled out in phases. Because if you don’t have the budget to go hard, you have to take the time to get to where you want to be.
This is a great place to mention that you can’t just pour good money after bad. Last minute budget increases don’t cut it.
“You can’t just pour more money into a campaign and get more results. If you get 200 clicks on an ad for $500, that doesn’t mean you’ll get 400 clicks for $1,000.
People’s attention is not for sale, and the point of diminishing returns is a lot lower than you think.
You usually don’t need a bigger budget to make your marketing more successful.
You need better strategy.” Kitty Solbrig
Marketing Takes Patience
If you’re in business with a get-rich-quick mentality, you’re in for a rude awakening. I’ve worked with quite a few customers in my marketing career from various industries – from a junk yard to a travel agent, multi-million dollar franchisors and product companies, and the only “overnight success” is the one that happens after years of elbow grease.
We already know the average small business needs two to three years. If you’re a SaaS, you need even longer. Do you have a decade budgeted to be where you want to be as a SaaS founder? Or will you get bored and vibe code something new?
“Everyone in the old days used to talk about 7 years to an IPO, when IPO’s were smaller. Now, with SaaS IPOs at $500m+ ARR, it takes 12 years on average. “ SaaStr
Get Marketing That Works
I’m sad to be the bearer of bummer news but someone has to be straight with you. Most founders seem to surround themselves with affirmations and “yes men/humans.” You don’t grow if you never have to fight to shape your dream into a reality.
I’d love to help you get to where you need to be. I’m always open for a quick sales call or you can just book a paid consult.
Marketing that works takes time, budget, and patience. I’ve got the time to work on your business? Do you?