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The challenges of SaaS marketing
If you run a SaaS company or are responsible for its marketing operations, you’re sure to understand the unique challenges SaaS social media marketing presents:
- SaaS products/services aren’t easy to market and advertise on every platform.
- The digital nature of the product makes explaining SaaS to people who are not familiar with it is a daunting task.
- SaaS now accounts for 25% of all software, meaning that there are many SaaS products on the market and some seriously stiff competition.
Given these unique challenges, your SaaS company needs to adopt a unique SaaS social media marketing strategy. One that will emphasize the value that your products provide and gain the desired traction from social media. In today’s blog post, we will be dishing out some helpful tips on how to grow your SaaS business and show you why social media marketing can prove indispensable in the process.
Tips for SaaS social media marketing
1. Learn the social media platform
Today, there are dozens of social media sites (if not hundreds) that crop up every single day, however by spreading your resources thin on diverse platforms you could incur financial losses. Instead choose only the key social media platforms and join existing conversations to find leads. Ultimately, transitioning to email subscription should be your main objective.
2. Know your target audiences
It’s important to know who you’re targeting, so make time to take part in meetups and online discussions connected to your product and the industry as a whole. You could even talk to competitors’ customers to learn what they perceive as the pros and cons of the respective product.
3. Invest in high-quality visuals
No matter which platform you use, visuals are important. Infographics need to be detailed, and the statistics need to be verified. Pictures should be high definition and gifs need to be visible on the platform—not a link that takes you to a third-party website.
4. Create partnerships
The very nature of social media is that it is collaborative, so it makes sense that creating partnerships with complementary businesses will only benefit your SaaS company.
5. Utilize paid ads
When it comes to social media SaaS marketing, paid ads are hard to beat. By harvesting and sharing important demographic data, social media platforms allow you to enter communities that you wouldn’t be able to reach otherwise. The aim of the game is to develop an audience that you can communicate with consistently, then retarget them with offers for your products and services.
6. Stop gating all of your content
Many SaaS companies “gate” their content in order to collect user’s contact information. It’s an effective lead generation strategy, however it can create another roadblock for users to pass through, ultimately hampering their interest and hurting your conversions. Why not try a bolder approach of providing some information outright: Transparency goes a long way in establishing credibility.
7. Offer a free trial to new consumers
A free trial is a fantastic way to showcase what your software has to offer. With a free trial, prospects can use your software in their day-to-day work lives and see just how much it helps them, giving them an opportunity to decide if they need your software or not.
8. Build an effective referral program
Referrals in SaaS are huge. They help win over new customers by offering existing consumers rewards when they refer someone new to the company, building a consistent source of traffic for your SaaS business. Just think, maximum reach, minimal effort.
9. Focus on keyword research
SaaS keyword research is the backbone of all SEO efforts. Without researching relevant keywords, your online marketing will be unfocussed and you’ll be doing no more than guesswork when it comes to the needs of your customers.
10. Create a SaaS social media calendar
By creating an internal tool on which you can plan, create, assign, and schedule content, you’ll be able to keep all of your social media marketing activities in sync in a timely manner. Remember, don’t post everywhere! Try to focus solely on the social platforms that are suitable for your SaaS product.
Over to us?
Competition is tough for SaaS businesses, which is why your digital marketing requires a multi-faceted approach (have you read our SaaS Digital Marketing Guide?) When you partner with Prism, you’ll get access to the hard-fought wisdom of our social media marketing consultants. They can tell you what does or doesn’t work based on their experiences with other SaaS companies and deliver meaningful and actionable insights to get the best bang for your buck!
