How to Market Your SaaS Business Using Social Media?
The Software as a Service (SaaS) industry has witnessed rapid growth since the past few years, and is expected to double the end-user spending worldwide with $171.9B in 2022 from $85.7B in 2018.
On the other hand, more than half of the human beings in the world are internet users, with almost all of them having a social media presence in one or the other platform. This simply means that no matter what your business is, the universal set of your audience is on social media from where you have to acquire your customer set.
It was a prolonged misconception that social media was not as effective for B2B, as it was for B2C marketing. Thanks to the report by IDC that claims 75% B2B buyers and 84% C-level executives make purchasing decisions through social media channels.
For SaaS businesses, social media is a significant procurement influencer residing on top of the sales funnel. In other words, social media strikes at the preliminary stages of purchasing when businesses are in quest of solutions for their pain points.
It is, however, also true that social media marketing for SaaS business is not a uniform playground, and can be tricky since the product which was once procured with a one-time license is now offered with subscription as a service. There are no rules carved on stone to succeed, only a few tried and tested ways that have been found to be conducive for SaaS businesses by industry practitioners.
7 Ways to Leverage Social Media to Market your SaaS Business:
1. Showcase your SaaS business and explain how it works
All the social media channels allow you to make your profile that has the ‘Bio’ section, an ‘About us’ section, and other sections for ‘Description’, ‘Company size’, etc. SaaS businesses must utilize these sections with clear and concise content to showcase their products, services, deliverables, and the overall business.
An important factor to note down is that the attention span of people nowadays is on a consistent decline. Besides, people, especially the young who are often fickle minded and the professionals who are perennially busy, have to be targeted within a smaller time frame. They usually browse through social media profiles at a go and require strong reasons to take a glance back.
In a few words, Hubspot has showcased its unique value proposition.
2. Focus on delivering resources besides promoting
For SaaS businesses, social media is a great place of learning besides commercial pursuits. Exploring posts, industry trends and news can widen your horizons to accommodate invaluable knowledge, which you can implement in your business. With the heap of information, expertise, and experience gained, you can create your own resources and showcase them.
So, in addition to promoting your SaaS business for lead generation, you must also leverage social media to establish your brand’s identity by delivering resources to your customers. These resources can range from industry-specific blogs and articles to informative videos, service tutorials to product descriptions, and customer-generated queries to virtual events and seminars. Implementing digital asset management software allows small businesses to save time and money, increase effectiveness, and ensure brand loyalty, among other benefits.
Resources help in establishing your brand’s authority in your industry. In the early stages of the buyer journey, it helps in spreading awareness about your products and services, along with creating your image of not just a service provider but a thought leader.
AppInstitute, a SaaS company, leverages Instagram to post resources that are useful for its customers and also help in establishing their brand identity.
3. Partner with relevant influencers
Influencer marketing is one of the most successful strategies to grow your business. In the SaaS industry as well, recommendations play a significant role in influencing buying decisions. Influencers or brand advocates can accelerate your customer acquisition process by delivering testimonials, in your favor, to your target audience. Influencers are the people with great following on social media channels.
So your outreach spreads like forest fire with them sponsoring your product or service.
ake the example of one of the best virtual private network providers, Nord VPN
Nord VPN partnered with Liverpool FC.
Now, it is important to note that not every SaaS business can collaborate with soccer stars or celebrities. You can also find niche influencers with small but loyal following in your own industry. You can even encourage your employees to be your brand advocate. This strategy is quite conducive for small, mid-sized SaaS companies and start-ups.
4. Take your customer support to Social Media
Two factors that encourage taking customer support to social media are: time and cost. A substantial chunk of young internet users will not put up with any delay in customer support. With customer support on social media channels, both service providers and the consumers can take advantage of the direct line of communication that is neither slow nor difficult to use.
Traditional call centers handling consumer grievances are an expensive investment. Social media provides a cost-effective alternative.
SaaS business consumers are commonly troubled with technical difficulties for which it is advisable to incorporate an AI-based chatbot that is quite handy when It comes to step-by-step troubleshooting. However, always make sure to back it up with assistance from a real person to give it a more human touch.
To build a strong community of users, you may also create dedicated discussion groups on social media platforms. It will not only enable consumers to connect with support executives, but also among each other to resolve minor issues and bugs.
5. Emphasize on high quality visuals
Hubspot, in a recent study, claimed that about 60% of its respondents prefer social images from brands and service providers. Visuals are easy to interpret in less time compared to the same message propagated in plain text. Users, therefore, prefer visuals over other forms of communication. In short, visuals generate more engagement.
For SaaS businesses, visuals are quite substantial since they help in elucidating technical complexity for the target audience in easy to consume statistical graphs, diagrams, how-to-do videos, etc.
Visuals also help in enhancing the brand persona. An impressive design leaves a lasting impact on the minds of your audience. Besides remembering you, they will share your images on their own social media handles for others to see and remember you, as well.
6. Listen to your customer and respond aptly
On social media platforms, users are generally less apprehensive in giving honest feedback to the brand or the service provider, as compared to giving the same feedback on the service provider’s customer care portal.
SaaS businesses must leverage this honesty and know about their customers as comprehensively as possible. Listen to them and collect their feedback to better understand what they want, and then utilize the feedback to improve your products and services.
Studies show that 53% of the customers expect a response for their review within a week. And 45% consumers have greater chances to procure services from a business that responds to the negative review.
No matter how good your services are there will always be some negative feedback and reviews. You must know how to handle them. Just like the true grit and grace of a person is determined by how well they handle failure, rather than handling success.
For a mistake, acknowledge and apologize offline keeping the conversation short. Sometimes, a bad review is exactly the opposite of what the customer was looking for. Feedback on social media build trust and substantiates your business. It also enhances the reach and visibility of your service.
7. Keep enriching your content
With all of the good things in place, your social media marketing of SaaS business will crash down if your content marketing is not right. Most of the brands and service providers, including SaaS businesses, make the mistake of being over promotional instead of being equally resourceful. The mantra is to attract the user, not obligate them.
Start off by publishing quality content regularly. Make your content diversified in terms of topic and type. A potential customer must find value in your business through your content. Address their problems in FAQs, guide them with blogs, whitepapers, and infographics, and showcase your expertise and experience through case studies. When your social media handle allows users to your website, it must offer value to them.
Many of the SaaS companies like Shopify, Zendesk, Moz, etc. have robust content strategies in place. Take the example of Moz, for instance:
Wrapping It Up
The SaaS industry is growing rapidly and in no time it may completely replace the traditional sale of software. The competition, therefore, will also rise and to stay relevant and churn out sustainable revenue, SaaS companies will have to leave no stone unturned.
The popularity of social media, on the other hand, has caused a paradigm shift in the marketing sector with social media marketing being one of the most prominent channels to sell and upscale profit.
Combine the two and you get social media marketing for SaaS business. And we have already discussed 7 of the ways in which you can leverage social media to market your SaaS business. These strategies have been tested by big names in the industry and if implemented well, their impact will be reflected positively on your profit margin.
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