The What, Why, and How of SaaS Social Media Marketing
Many B2B organizations mistakenly believe that social media marketing is solely reserved for a B2C business model. Contrary to popular belief, social media marketing should have a fixed place in your SaaS company’s marketing strategy.
The sheer amount of people using social media represents immense potential for you to grow your business. As of July 2022, 59% of the world’s population–4.7 billion people–use social media. B2B companies have started to recognize how important social media marketing is for any business.
There’s no lack of suitable social media platforms for your business, either. Twitter, LinkedIn, Facebook, and various other platforms are all great tools to leverage for SaaS social media marketing.
If your SaaS organization is only just starting to use social media to market its services, it’s likely you’re overwhelmed by where to begin. We at HockeyStack believe in finding the right digital marketing strategy that’s tailored for your organization. We’re here to make it easy for you.
Why is SaaS social media marketing important?
Gone are the days when businesses would have to shell out the big bucks to advertise on television or through billboards. Social media has made it more cost-effective to advertise your services, while also helping you target businesses that are likely to require them.
Social media helps you break the binary of having to choose between a one-to-one, trust-building strategy or a business-to-audience content creation plan. You’re doing both simultaneously by engaging interactively with existing and potential clients while putting your business at the forefront. There’s no doubt that your target audience is out there on social media platforms.
Utilizing social media in this way enables you to reinforce other forms of marketing your business has invested in, and allows a wide, relevant audience to view the content you create. You’re building brand awareness while remaining accessible to your customers, prospects, and stakeholders.
All of that is only the beginning of what social media marketing can do for your brand. You can utilize SaaS social media marketing to:
- Increase your website traffic through paid or organic means
- Create a community of clients who use your services
- Understand the ideal customer persona and be among the first to innovate and lead within your industry
- Take your business to new levels by increasing the visibility of your services to previously untapped markets and audiences
- Utilize outbound and inbound marketing campaigns fully
- Create continuous engagement with prospects and clients
- Generate awareness about the SaaS products your company offers
- Educate your audience on how they can use your services effectively
- Find influencers that are relevant for your niche and form relationships with them
- Create a social media storefront.
Currently, there’s nothing like social media platforms to form connections and interact with industry leaders and core audiences alike. In order to use social media effectively, you need to understand why your audience uses social media in the first place. Your clients are on social media to:
- Remain in the loop
Social media informs people of new trends in business, innovative methods of marketing, and helps them remain up to date on topics that interest them. A SaaS business utilizing social media to market its products can create relevant content that adds value and addresses your audience’s pain points.
The accessibility of social media makes it an ideal tool for networking and engaging with clients and prospects. Your SaaS organization is readily available for your audiences, no matter the distance or time. 75% of B2B clients utilize social media to make purchasing decisions.
- Be entertained
No matter who your clients and prospects are, they’re going to engage with ideas and information that they can easily relate to. Social media marketing is your opportunity to create the kind of content they want to consume. From polls to infographics, the versatility of social media marketing ensures that your audience will be constantly engaged.
What makes a SaaS social marketing strategy different?
It’s true that SaaS social media marketing definitely needs to be tweaked, but there’s no lack of avenues. An average social media user jumps back and forth between seven different platforms every month.
SaaS organizations are versatile, and therefore need marketing strategies that are unique to them. This openness to experimentation enables them to be at the forefront of trends on social media platforms if they utilize data-driven strategies.
It’s imperative that you promote your SaaS product on the social media platform that’s right for your business. This means understanding which platforms your target audience uses so you can achieve business goals quickly. SaaS businesses often find that promoting their services on LinkedIn, Twitter, Facebook, Quora, Instagram, TikTok or YouTube is most effective.
LinkedIn was created for business networking, and helps you target prospects through advertisements on the basis of industry or job title. The platform also allows you to publish blogs about your services, thereby enabling you to become an industry thought leader through the professional knowledge you’ve gathered.
Twitter is used by businesses and institutions all around the world to start conversations. It allows you to interact with prospects and competitors on their posts, and thereby increase your brand’s visibility. Hashtags are also a great, catchy way to address prospects’ pain points while offering bite-sized content.
About a quarter of all digital ad spending is carried out on Facebook. Facebook Messenger is now also a viable advertising space for your business. Since there are so many advertisers on Facebook, you may be worried about how much of your audience will get to see your content. However, if your social media strategy involves a good mix of customer-oriented and business-specific content, you’ll reach your target audience.
Quora is an immensely useful platform to keep track of specific topics that are relevant to your industry. Prospects often ask questions related to their pain points on Quora, and it’s an opportunity for you to display how experienced you are about a given topic by answering these questions. If a prospect is satisfied with your expertise, you may have a new client.
YouTube is an ideal platform to showcase marketing material such as short explainer videos or information about how your SaaS product can help specific businesses. You can target audiences watching videos that are relevant to your business, and use remarketing ads to help them through the sales funnel.
TikTok is quickly becoming popular among SaaS businesses due to its format, which allows you to post bite-sized videos about your products. It’s also incredibly easy to use–you can conveniently layer trending sounds and music over your videos to make them more engaging. It’s an ideal social media platform to showcase the “behind the scenes” of your SaaS organization.
Although Instagram is a popular social media marketing platform with 78% of marketers favoring it, it may not be an ideal choice for SaaS organizations. However, it does help to use Instagram in tandem with other social media marketing channels for audience building. Many B2B organizations utilize Instagram to show the inner workings of their companies for branding.
Are there any proven social media strategies for SaaS?
There are a number of social media strategies that increase your organization’s visibility across all channels and have been proven to yield results. Here’s what you can do to market your SaaS products on social media.
- TOffer quick highlights of your SaaS products
The average person spends 2 hours and 27 minutes everyday on social media. Social media isn’t just for catching up with friends and family anymore–it’s where people get their news, discover products, and interact with businesses for their needs.
Using social media to market your SaaS products involves you reaching your target audience through repeated encouragement. They need to understand the services and products you offer. A SaaS social media marketing strategy has to incorporate vital information about your products and branding. When someone clicks on an ad and it brings them to your organization’s social media page, they should see valuable content.
Most social media platforms allow you to add a bio to your business’s profile that you can utilize to tell your audience about your organization in a quick, snappy way. Twitter, Facebook, and Instagram are all platforms where you can add imagery such as infographics to explain your SaaS company and its values further.
Most people don’t want to be overwhelmed with content that’s overly technical or difficult to understand. A quick scan of your social media profiles are enough for them to make a quick, instinctive decision about whether to follow you or not. Include relevant hashtags, a website link, and the most significant benefits of using your products.
- Find relevant niche influencers and collaborate with them
It’s the era of influencers, so it comes as no surprise that brands find success through collaborations with them. The industry of influencer marketing is now valued at 16.4 billion dollars, and this amount is steadily increasing.
SaaS organizations can use the hype that influencers create to promote their products. The SaaS industry is heavily reliant on recommendations from influencers who are experts in their respective niches.
Here’s what you should do when it comes to influencer marketing for your SaaS company:
- Collaborate with influencers that your target audience already follows and trusts
- Build your collaborations over time instead of creating just one feature for an influencer
- Make sure that you’re honest with the influencer about the goals your organization is looking to achieve so you can maximize the campaign’s effectiveness.
- Create visual content
Social media users are partial to high-quality visual content. Videos, images, and infographics are more engaging than simple text. Within the context of SaaS, visual content becomes all the more useful to explain complicated, technical tools and services in an interactive, easy manner.
Here are a few practices you should keep in mind when you’re creating visual content:
- Use Adobe Spark or Canva for high-quality visual content creation
- Allow prospects and clients to visualize your SaaS organization’s value propositions through infographics
- Don’t limit yourself to just one form of media. Integrate your visual content with eBooks and videos for greater dimension.
- Use social media for customer support
Social media enables you to be quick with your customer support, which is an incredible upside; there’s nothing that clients hate more than slow responses from a business. Immediate, interactive, direct customer support is the name of the game in 2022. Leveraging social media in this manner is also more cost-effective than using a dedicated customer support hotline.
Here’s how you can ensure your organization offers the best customer support on social media:
- Hire virtual assistants who can take care of managing your social media accounts and respond to clients in a timely manner.
- Automate the process by introducing a chatbot. For complex problems, however, ensure that a real customer support agent can assist your clients.
- Build a dedicated community–such as groups on social media–where clients can ask questions and have them answered by other users.
An analytics and attribution software like HockeyStack can integrate information about a single client across multiple platforms on a single dashboard. This means you’ll be able to understand clients’ pain points and how to address them effectively every time.
Examples of SaaS social media marketing done right
SaaS businesses around the world are recognizing the massive part that social media has to play in their marketing campaigns. Here are some SaaS companies that took their business to the next level by leveraging the best practices of social media marketing.
- Chili Piper on TikTok
Chili Piper is a lead scheduling app that relies on social media to showcase its products. Their short videos on everything from technology to leadership have helped them gather 15,000 followers on TikTok.
- Lavender AI’s LinkedIn
Lavender is a sales email assistant that automates businesses’ email marketing capabilities. Their LinkedIn profile features various short videos that offer quick explanations of how Lavender AI can help a business, and has nearly 15,000 followers.
- Intercom’s Twitter
Intercom is a business messaging service that streamlines communications between organizations. Its Twitter account has over 42,000 followers. They post links to their blogs with engaging captions, ensuring that their audience has access to valuable, relevant content.
Measure the results of your social media strategy with HockeyStack
Social media marketing enables you to gather high-quality data about your prospects and clients. Free analytics tools may offer you some important insights into the people visiting your website through clickable links on your social media, but inaccuracies are common. If you utilize this glitchy data standalone, you’ll end up with marketing and sales strategies that are full of errors.
Here’s how a CDP caA dedicated analytics and attribution tool can help you understand and use the results of your social media marketing efforts. You can eliminate the guesswork and inaccuracies through a single dashboard that collates your marketing and customer data. A software like HockeyStack enables you to:
Integrate client data
HockeyStack helps you understand the ways in which new and recurring customers engage with your organization. It lessens or eliminates any potential glitches by integrating data from all your social media accounts. These integrations help you gain invaluable insight into each customer’s journey and see trends that lead to greater customer satisfaction. You’ll have data about how they found your business, the materials they interact with, and the products they use.
Figure out immediately whether a social media campaign is working
Social media marketing campaigns require a lot of money, manpower, and time to create. Nearly 50% of organizations state that it can take over a week to figure out whether a given campaign is working or not. It takes too much time to optimize your marketing strategy.
HockeyStack automatically collects data about your social media marketing activity and instantly organizes it so you can check whether the strategy is effective immediately. You’ll be able to identify exactly which touchpoints leads interact with, so there’s no need for guesswork.
HockeyStack’s services also allow you to gain deep insight into your advertisements. You’ll be able to see which ads audiences respond to best, thereby helping you increase your ROI.
Identify client touchpoints
You can use HockeyStack to identify how many times a client or prospect viewed your social media pages before making a purchase or reaching out to you. You’ll get a complete breakdown of their entire customer journey, from the beginning of the sales funnel right to the point they’re at. HockeyStack also enables you to keep tabs on each interaction with a prospect or client, so you’ll always be aware of their needs and pain points.
SaaS companies can benefit just as much from social media marketing as B2C businesses–as long as you tweak the strategy a little. Using an analytics and attribution software like HockeyStack helps you take your marketing efforts to the next level by offering clients personalized customer support. It also enables you to understand the client’s journey holistically, instead of in pieces.
If you want to see how HockeyStack can help you understand your clients and their wants, try out the live demo.
Is social media marketing profitable?
The sheer amount of social media users make marketing on these platforms immensely profitable. Given the right social media marketing strategy, your business could increase its ad ROI by targeting high-value leads and catering to their needs.
How can social media marketing boost your SEO efforts?
Your SEO efforts will also be stronger due to the brand awareness and partnership building that social media marketing offers. Content marketing, social media, and SEO are all part of a strong marketing strategy. Integrating these efforts helps you reach your target audience efficiently and effectively.