Having an effective SaaS Social media strategy is crucial because the popularity of social media channels continues to influence consumer behavior. Consumers discover and research new SaaS products through their social platforms.
This means SaaS companies should learn how to create an effective social media strategy to increase sales and loyalty, boost their brand awareness and reach their target audience.
How To Create an Effective SaaS Social Media Strategy
SaaS businesses keep recording exponential growth. However, the competition is fierce.
Nowadays, SaaS companies face a double challenge: advertising to an overly empowered consumer and differentiating themselves from their competitors.
This is where developing a killer social media strategy comes in handy. So, why should you consider implementing a SaaS social media strategy for your business?
Why Social Media Is Important for Your SaaS Business
Here are reasons why SaaS businesses need social media marketing.
Your Target Audience Is on Social Media
Research conducted by Global Digital in 2019, revealed that internet usage is increasing at an average of 1,000,000 new users each day with social media at 3.48 billion users.
Source: We Are Social
Interestingly, the research found that B2B buyers use social media channels actively every day.
Another study revealed that 92% of B2B consumers use social media platforms to speak with industry leaders because it’s easy for them to get data on platforms they regularly use.
These statistics show that a large number of your target audience is on social media. So, you may hold back your business if you’re not using the platforms.
Social Media Supports the Long Buyer Journey
Today’s consumers spend a lot of time on social media looking for reviews and recommendations before purchasing. That’s why establishing a strong social media presence is crucial to your business.
It will help you build brand awareness and support the long buyer journey that’s usually involved in a B2B buying process.
Social Communication Is Very Effective
Social media platforms are direct channels to consumers as they involve one-on-one communication. This form of conversation is great for connecting with your target audience on a personal level.
It is also crucial to building a loyal following. For instance, you can use customer success stories to empower your audience.
Consumers Discover and Buy Products on Social Media
Social platforms have transformed marketing as a recent study shows. Over 3.8 billion people are highly engaged on social media with average daily usage being 2 hours and 25 minutes.
A reason why you should leverage social media marketing. In fact, almost half of these people discover new services and products in-app.
Social Media Is Very Collaborative
Chances are you have come across people with a large following, i.e. influencers. These people work well as brand ambassadors as they’re highly collaborative.
The good part is that collaborations allow brands to develop a solid image on social platforms without using a lot of resources.
To identify influencers that are already speaking about your brand, use social media monitoring tools.
Great for Gathering Reliable Data
Another benefit of using social media is the amount of data you can collect from each campaign. For instance, with Facebook retargeting you’ll know:
- The posts that are effective and those that aren’t
- The number of users commenting on your posts
- The influencers promoting your brand
- Number of users viewing your posts
Now that you know why creating a great SaaS social media strategy is important for your business, let’s now look at the strategies you can use to grow your SaaS company.
Saas Social Media Strategies That Work
Social media marketing is not about advertising your services or products without a plan and hoping your target audience gets to interact with what you’re offering.
It’s a strategy of leveraging your preferred channel whether Facebook or Linkedin to engage better with the users. Below are strategies you can try.
Repurpose Your Current Content
Most brands think that they need to publish new content regularly.
However, this is further from the truth. Instead, you can use your current content and transform it into other forms such as fully-fledged drip campaigns using email automation tools or infographics.
You’ll boost your marketing efforts without working longer. Plus, repurposing content gives old posts new life, which maximizes ROI and saves time by getting the most out of your current content.
Here’s an example of how Copyblogger repurposed one of its blog posts into a Slideshare presentation.
Here’s what you should consider when repurposing SaaS content:
- Add content pages such as ebooks or CRO pages to your well-performing posts for lead generation.
- Audit your customers and research the platforms they like and repurpose current content to those platforms to maximize reach.
- Convert strong blog post points into tweets to boost referral traffic to your site.
Make Your Customer Support Service Social
The overly empowered SaaS consumer loves instant support and likes fast customer support. Fortunately, social media provides a direct channel of communication for consumers and brands.
Moreover, solving customer issues on social media is cost-effective. Here are some best practices if you decided to make your customer support social.
- Create social groups like a private Facebook group to allow consumers to post their issues and get answers from the community.
- Automate standard customer support using AI-powered chatbots. However, provide an option to call a real person.
- Delegate social account management to virtual assistants for timely communication.
You can also use social media monitoring tools to predict questions and provide instant support that gets a higher engagement than other forms of customer support.
Create High-Quality Visuals
Recently, Hubspot found that visuals are highly preferred by social users as illustrated in this image.
On another note, Venngage researched visual content and found that videos, data visuals and infographics are highly engaging.
Visuals are perfect for SaaS companies because they enable them to explain complex technologies and products through compelling visuals their target audience can understand easily.
When creating your SaaS visuals:
- Use other types of media like ebooks and videos to give your campaign a new dimension.
- Create infographics that explain your SaaS value proposition like a use-case scenario infographic.
- Use Canva to create great visuals for your social platforms.
Work With Relevant Influencers
Over the past few years, SaaS businesses have recorded great success by collaborating with social influencers. It’s no wonder influencer advertising has grown to a $10 billion industry as shown below.
Source: Media Kix
Influencers are perfect for the SaaS industry where consumers rely on recommendations before purchasing. In fact, 70% of consumers trust influencers’ recommendations and opinions.
To make the most out of your influencer marketing, offer incentives such as free subscription plans and discounts.
When considering SaaS influencer marketing:
- Tell the influencer your goals to ensure you maximize the collaboration.
- Establish a collaborative relationship with influencers instead of one-off features.
- Work with influencers your users know and follow.
Run Converting Social Media Ads
Social channels have great potential for SaaS companies running social media ads.
Apart from being affordable, you can set up targeting for your ad campaigns and deliver your brand message to the right people without spending money on an audience that isn’t interested in your offer.
When executed correctly, social media ads can help your business achieve its advertising goals easily. This is because the social media audience is highly engaged and ready to discover new products.
Run a Social Media Contest
Contests drive user engagement, attracting more followers and turning them into paying customers.
For instance, you can run a giveaway encouraging your potential customers to subscribe to your product’s free trial and post their results on social media with special hashtags to win a lifetime subscription.
This approach encourages your audience to test your product, sparking interest in it and turning them into brand ambassadors by sharing it with their social networks.
Here’s is an example of how one business organized a contest.
If you decide to run a contest:
- Research your target audience and pick a good prize
- Integrate it into your SaaS content marketing strategy
A great giveaway strategy can raise your product’s awareness and also increase sales.
If your product is too costly to give away for free, create a unique content piece such as a gated video with advanced tips or an ebook and give it to contest winners.
Organize a Live Q&A Session
The best way to help your potential customer understand how your product can solve their problem is to answer their queries.
To attract more potential users, organize a Q&A session and host it live on social media. Live streaming creates an urgency that encourages people to take action faster.
You can also share valuable information to increase interest in your product as shown below:
Apart from the company speaking live about Pinterest marketing and sharing tips, they also positioned their product as the perfect solution and encouraged viewers to ask queries about it.
Show Your Audience How To Use Your Product
When users choose your product over others, they expect to find a solution to their challenges. However, speaking about your product in a space that’s crowded with several ads is not enough.
You should instead leverage SaaS social media marketing and explain to them how your product can help them. You can either share a step-by-step guide or show your SaaS product in action using an explainer video.
You can also ask experts from your company to talk about your product’s features and its benefits like in this example.
This video can help you generate B2B leads for your business. To know if your SaaS company can benefit from such videos, check out this infographic that explains the benefits of using explainer videos.
Use Social Platforms as a Storefront
Social media users discover products on platforms. So, why not try social eCommerce and improve your customer’s shopping experience?
If users can discover products and purchase them in-app, it inspires them to make the buying decision faster
To drive your business growth, use social media as your storefront. You can add product stickers and product information to convert social media followers into buying customers.
Both Facebook and Instagram have great eCommerce features like clickable links and in-app checkout. If social media shopping isn’t working for your product, use your company’s social media profile as a storefront.
If you choose to go in this direction :
- Show interested followers and visitors how to use your product
- Promote a product demo
- Include product information
Create Awareness for Your Product
Do you know you can acquire more potential customers if more users know about your product?
That’s why having a presence where your audience hangs is crucial as it will help you deliver your product message during the awareness stage.
Most social media channels allow businesses to include product information in the bio section above their profile. It helps followers and visitors learn more about your services or products, values and business.
Here’s how this business uses its Linkedin company page to inform visitors about its solution.
The company uses the bio section to explain their solution. They have also filled the “About” section and added information about their values, mission, prices and a link to their website.
If you use Instagram or Facebook, you can use the “About” and bio sections to speak about your product and spark interest.
Use Social Media Calendar
A social media calendar is a tool that allows you to plan, create and schedule the content you’ll be publishing to different social media networks.
The calendar also helps you sync your social media marketing tools. However, do not post everywhere. Only focus on those platforms where your audience spends time and are ideal for your product.
What Are the Best Social Media Platforms for SaaS Businesses?
While having a great SaaS social media strategy is essential, it’s impossible to use all the social platforms to promote your business, especially if you’re on a tight budget.
To make the right decision, research the most popular networks. Here’s an image showing commonly used social media networks.
Source: Pew Research Center
According to the research, here are the top 7 social media platforms for SaaS:
YouTube is a powerful channel for SaaS businesses. If you have any promotional videos for your business, they should be live on your YouTube channel.
Additionally, you can upload training courses or software education videos as series and use them as your marketing materials. Once you begin posting videos, promote them on your other social platforms.
Facebook is ideal for marketing SaaS products and remarketing those products. While the platform may look like a cluttered marketplace, you can reap the benefits of marketing your product once you define your audience.
As one of the most popular channels, there’s a good chance most of your users are there. What’s more, Facebook algorithms can help you find people who may engage with your product and promote it.
Through a mix of content pieces, you can establish your market and bring in more followers while creating more brand awareness.
Instagram is for sharing images. So, depending on your creativity, you can build your brand and express your company’s culture. As we’ve already seen above, posts that include videos and images get more engagement.
Although images can include charts and infographics, Instagram focuses on photography. Even if you don’t use Instagram, you should still add visual marketing to your social media strategy.
Like Instagram, Pinterest’s main focus is photos. So, if you have a Pinterest account, consider designing themed boards and pin other users’ pictures plus your own to create awareness for your business.
If your SaaS product caters to businesses, Linkedin is a great place for marketing.
While the content on the above platforms can be entertaining and fun, the content you post on Linkedin can only perform well if it’s written and designed to add value to professional audiences.
The good thing about Linkedin’s writing feature is that it allows you to post your insights regarding industry trends. In turn, this gives you a chance to position yourself as an authority in your industry.
You can also use Linkedin’s networking feature to create a large network of followers and contacts to whom you can send marketing material.
You can also use your Linkedin’s contacts or email marketing feature for your email marketing campaigns.
Snapchat is excellent for reaching younger audiences. If you’re targeting the younger population with your SaaS product, you may want to use this platform.
Note that Snapchat is great for sharing pictures and short videos. Your posts should also be fun and casual.
You can utilize the short-lived videos to let your followers learn about your company’s culture or give them data about new developments in your product.
This platform is ideal for branding. So, use it to build brand awareness, accumulate followers and get more visitors to your website.
Before you begin tweeting, follow some industry influencers to keep track of their tweets, engage with them and retweet. Bear in mind that the key to effective Twitter marketing is tweeting often.
Ready To Create Your SaaS Social Media Strategy?
Remember when creating your strategy, the ultimate goal is to increase your ROI and boost sales. So, analyze the channels that are benefiting you the most and do away with those that are draining you financially with no results.
Maclean is a SaaS Copywriter & SaaS SEO Consultant with over 7 years of experience in the industry. She’s also the founder of SaaS Thrive, a blog focused on helping SaaS startups and large enterprises improve their search visibility and grow their organic traffic plus ROI. Connect with her on Facebook and Linkedin