A Beginner’s Guide To Social Media Marketing For SaaS Products

Parth Kathiriya
Read Time: 8 Minutes
A Beginner’s Guide To Social Media Marketing For SaaS Products

Be it physical goods or services, people prefer to check out social media before making new purchases. Therefore, social media marketing is not only limited to business-to-consumer (B2C) companies, even business-to-business (B2B) SaaS companies need to leverage it. This helps increase exposure, drive meaningful engagement, and create a new audience.

The growing cut-throat SaaS market faces more obstacles than ever, particularly in raising brand awareness and customer acquisition. Attracting a larger share of your desired demographic and increasing sales requires a certain visibility amongst the target audience. Social media can help tap into that audience and turn them into soft leads. 

 

Why do SaaS Businesses Need Social Media Marketing?

Social media marketing helps decide between a personalized, trust-building approach and a broad, business-focused content marketing strategy. You're putting your business in the spotlight and interacting with customers in real-time. Undoubtedly, your ideal customers are actively using social media, and being present on these channels drives enhanced visibility.

For example, a business selling a product management tool can turn to social media channels to drive the effectiveness of the company's other marketing efforts and expose its content to a larger, more relevant audience. You're increasing your brand's visibility while maintaining open communication channels with current and potential clients, investors, and other stakeholders.

Using social media as a part of a SaaS marketing strategy at the very top of the funnel is almost inevitable. This involves promoting content in blog articles, interviews, case studies, testimonials, videos, and other marketing content. 

This blog aims to introduce SaaS businesses to various social media marketing strategies to drive success. 

Let’s begin!

Offer Direct Channel Support

SaaS users often need support to overcome the challenges of using the product. Therefore, social media marketing also includes keeping your business available to your audience whenever they need you. A study suggests that customers who interact with a business directly via social media spend 20% to 40% more.

Use platforms like LinkedIn, Facebook, Twitter, and Instagram to let users quickly reach your support staff or coworkers with their concerns. These platforms enable creating a group of people who share an interest in your product and can help each other out when you're not there by answering frequently asked questions. You can then go ahead and compare social media tools like hootsuite vs buffer to help you out with consistent posting.

An example of how Spotify responds to customer queries on Twitter.

To begin with, agents must read their customers' emotions and frame an appropriate response. The use of cheerful faces or emojis may convey warmth and a desire to assist a delighted customer. But if the consumer is angry, you may need to use a more professional tone of sympathy or apologies.

Moreover, creating such a strong social media community also drives the feeling of camaraderie amongst the users which helps drive user-generated content on social media. 

Social Media Ads

Social media ads attract potential customers to your business. Social media ads have built-in targeting capabilities that let businesses zero in on their ideal customers. These ads yield successful results, as 49% of consumers claim they are more inclined to buy marketed products. This holds if the content is tailored to the needs and interests of the people.

 

Appcues promoting an ad on Facebook

Moreover, exploring new audiences in a certain region helps reach out to that specific audience to successfully optimize your sales funnel on social media to create leads. 

For this tactic to work, it is ideal to closely check your target demographic's behavior patterns so you can target them at optimal times. For this, create a buyer persona for your SaaS brand and match its subsequent social media profiles.

Hiring a SaaS marketing expert for social media ad planning can help narrow your focus to your ideal customer by selecting the appropriate platform for your ad campaigns.  This usually involves running social media audits to run lead generation ad campaigns aimed at better ROI that leverage offers and give discounts.

Show How Your SaaS Product Helps

Many customers are seeking solutions for their business challenges. And often, they turn to social media to spend leisure time. Offering them such solutions on such platforms requires showing how your SaaS works.

Leverage the wider reach that social media platform offer to explain how your SaaS company operates. This not only boosts brand recognition and attracts new prospective consumers but also helps current customers facing any issues with your product. 

Here are several powerful ways to show how your SaaS product works:

1. Go live

2. Educational posts

3. Conduct Q&A sessions

4. Explainer videos

While all the aforementioned SaaS product awareness strategies are useful, leveraging video offers better ROI. Videos have been shown to increase conversions and keep viewers interested for longer. Moreover, 85% of all American internet users regularly engage in online video consumption, making it a favorable option for marketers looking to reach a wider audience.

For instance, Grammarly launched a social media video campaign showcasing community-building through skilled writing. 

Drive business success by educating consumers on how to use your SaaS products and explaining why doing so is in their best interests.

Partner with Social Media Influencers

There are many "influencers" on social media, notably Instagram, but only a small percentage of them are fit for SaaS business. They are mainly experts in their field. You can follow some SaaS influencers. 

Therefore, the biggest challenge in forming partnerships with social media influencers is identifying reliable and respected influencers who are conversant with modern technology, its applications, and your product.

There are, however, certain strategies for locating and collaborating with influential figures on social media.

1.  Use platforms like Quora, Reddit, Trendspotter, and others to learn who the influential people are in your field, and then reach out to them.

2.  Another tactic involves searching for #hashtags on social media sites like Instagram and Twitter. Read their posts, and know the engagement and consistency of such content to analyze their profile better. If they are driving high engagement and generating audience interest, they can meet the criteria for influencer status.

3.  Lastly, consider thought leaders endorsing your competitors’ SaaS offerings. Even if you do not hire them, they can still help you access a network of influential people interested in hearing from you. 

Create and Publish Quality Visuals

A HubSpot research revealed that people prefer visual content when interacting with brands on social media. Almost 60% of those polled on this wanted to see more social media content from companies. Moreover, data visualizations, infographics, and videos were shown to have the highest levels of engagement in a study conducted by Venngage. This is why many businesses outsource to experts in infographics, data visualizations, or video production services to help them create video content that customers find helpful and interesting. Such professionals know what is trending in the market and how to use it to benefit your company.

You can start by creating infographics and publishing them on social platforms. Ensure that they are clear and accurate in all data presentations. You can share a complete picture or create a downloadable link in exchange for a customer email. There are other ideas for you to produce graphic content for your social media as well. For instance, you can create a flyer online.

On the other hand, B2B SaaS prefers video over photographs. More specifically, real-time video is incredibly efficient when you offer Q&A, a product demonstration, and a panel discussion with industry experts. This is a great way to highlight the pros and cons of your brand.

Using social media to drive visual messages helps SaaS brands simplify complex products and technologies. With social media scheduling tools, it is easy to manage & schedule facebook posts to grab user's attention.

Consider the following tips while creating designs for SaaS social media posts:

  • Create professional-looking images for your social media accounts using convenient tools like Canva and Figma.
  • Ensure that the overall themes of your image stay aligned with the logo design and brand color that stays consistent.
  • Consider using a product management tool to frequently create infographics that illustrate your products and the way they're used. Additionally, reflect on the consideration of crafting infographics for use-case situations.
  • Leverage different mixes of media to push out visuals for social media. Think of ebooks, case study PDFs and their images, charts, etc. You can also utilize various social media templates for the swift creation of graphics.

In addition to these strategies, it's crucial to understand the importance of storytelling in your visuals. A compelling narrative can make your content more relatable and memorable. When creating videos or infographics, try to tell a story that resonates with your audience's needs and challenges. This approach not only enhances engagement but also builds a stronger emotional connection with your brand.

Also, pay attention to the analytics of your social media platforms. Monitoring which types of visuals generate the most engagement can provide valuable insights into your audience's preferences. Use this data to refine your strategy and focus on creating content that resonates the most

with your audience. This data-driven approach ensures that your visual content is not just creative but also effective in reaching your target market.

Furthermore, integrating user-generated content can add authenticity to your social media presence. Encourage your customers to share their experiences with your product or service. Reposting their content not only shows appreciation for their engagement but also provides real-life testimonials for your brand.

Remember, consistency is key in social media marketing. Regularly posting high-quality visuals keeps your audience engaged and helps maintain your brand's presence in their minds. However, avoid over-saturating your feed with too much content, as this can lead to audience fatigue. Find a balance that keeps your audience informed and interested without overwhelming them.

Remarketing

SaaS businesses often adopt remarketing as an inbound marketing strategy to increase sign-ups. The social media remarketing campaign for SaaS targets those who have opted for free trials and is a good prospect for remarketing. You already have contact details, they just need to be tracked down and shown new ads.

Remarketing on social media works best when you offer these potential customers free resources like how-to guides, case studies, eBooks, etc. The goal is to get them used to seeing your product packaging and treat them as if they are valuable users. Tailoring the remarketing content to ease their transition to your SaaS and address any problems. Remarketing also works to draw back visitors who didn't sign up, and this group is directly targeted on social media.

For instance, using the Facebook remarketing pixel enables you to show your site's visitors the targeted ads on Facebook after they've left your site. This is an effort to entice them back and encourage them to sign up.

Here’s a Pipedrive example:

This ad is targeted at real estate agents and business owners.

The image above shows the SaaS product and a copy with social proof of how the product works. 

Conclusion

Social media marketing for SaaS requires blending different content and strategies to improve customer awareness, drive leads, and boost signups. While Instagram and Tik Tok are useful for product-based companies, SaaS firms can use Facebook, Twitter, and LinkedIn to implement the aforementioned strategies.

Link your social media profiles to your web advertising campaigns to analyze results and ensure that you hit the right KPIs. Use social media monitoring tools and rework your plans based on the results achieved while adopting different social platforms for marketing your SaaS products.

Social media presents a tremendous potential for business-to-business (B2B) SaaS businesses looking to break through a new market or capture the lion’s share in an existing one.

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