Last Updated on May 18, 2022 by misbah
The SaaS industry is expected to experience the best growth period in 2022, reaching $171.9 billion by the end of the year.
With more than 3.6 billion users worldwide, social media marketing for SaaS businesses is a mighty opportunity to grow their customer base and find new prospects where they are actively online.
Why use social media for SaaS?
It doesn’t matter if you’re running a content marketing agency like The Nomad Digital, an e-commerce store, or an established corporation. Social media platforms have leveled the playing field for businesses from all industries to perform through organic or paid marketing efforts.
Here are the major reasons your SaaS business should consider pursuing social media marketing in 2022.
B2B buyers are active on social media
Around 92% of B2B buyers use social media to connect and engage with industry leaders and niches. Apparently, it’s comfortable acquiring direct information at the platform of their choice.
People browse and purchase products on social media
With more than 3.8 billion active users on social media worldwide, there is a high chance your target segment is discovering products and services in-app.
Social media supports the buyer journey’s marathon
As modern target audiences spend a considerable amount of time scrolling through social platforms, you need to have a strong brand awareness on social platforms which will eventually support the buyer’s lengthy decision-making journey.
Even though SaaS social media marketing is non-negotiable, at the same time, it doesn’t make sense for you to be present on all platforms, but only on where your audience primarily resides.
Social media marketing practices for SaaS companies
Posting about your SaaS products and business on social media and hoping that the audience will get back to you on their own is a false assumption.
You need an actual strategy of leveraging the platform to better engage with people and make them listen.
Collaborate with social media influencers
The influencer marketing space has grown to a staggering $10 billion industry, given the fact that brands have experienced massive success by working with social media influencers.
Influencers are particularly useful for SaaS companies as visitors and prospects need reliable recommendations from individuals and businesses before finalizing their buying decision.
Partner with individuals your audience is aware of and follows, avoid making one-off deals, instead focus on creating a collaborative relationship, and clearly communicate your goals to the influencer you wish to accomplish after each meeting or campaign.
Create top-quality visuals
According to a study by HubSpot, 60% of social media users demand more social images from brands. In short, quality visuals are greatly preferred by social media users.
Consider the example of Venngage, a professional infographic SaaS tool. The tool conducted a study on visual content marketing, or which types of visuals registered the highest engagement.
41.6% of marketers stated that infographics and other graphic visuals were most sought, 20.2% said that presentations and videos worked best, and so on for different visuals.
Visuals perform best for SaaS brands as they break down tedious, complex processes, instructions manuals, tools, and technologies into easy, understandable chunks for the audience.
You may use simple tools like Canva to create infographics to demonstrate your SaaS propositions. Moreover, using graphics in eBooks and documentation can surely give your social media campaigns an extra mile for audience preference.
Socialize with your customer support
With most SaaS companies promising empowered businesses and individuals, slow customer support is suicidal.
Customers today want instant (again, prompt) customer support for their queries. Fortunately, social media allows companies to leverage direct communication channels for the cause.
According to Social Media Today, customers spend 30 to 40% more when companies enable a swift, engaging social media account for their convenience.
When creating social media practices for your support team, ask them to incorporate AI-driven chatbots to answer routine, common customer queries, form social groups, and encourage users to share their complex queries, allowing the community to solve and provide appropriate suggestions.
In addition to that, companies can even utilize smart social media tools which predict queries and respond with the proper support. In doing so, you’re going to acknowledge a higher engagement rate over other modes of customer support.
Repurpose your existing content assets
Seemingly, a tip straight out of an article on acquiring more traffic from old content, the case with social media marketing for SaaS is no different.
Often brands fall under the pressure of regularly churning out new content pieces, but as the old saying goes, less is more, so is this tip.
Dig out old content pieces and repurpose them into different formats like infographics or even full-quipped drip campaigns through email automation tools.
The idea is to make the most out of your content library without putting in the extra effort. Here is what you can do:
- Pick out strong points from your blog posts, cluster content, eBooks, etc., and use them as tweets to increase referral traffic to your website.
- Conduct an audit on your customers and understand what platforms they prefer, and convert existing pieces into different formats to those mediums for optimum reach.
- Add content upgrades to your top-performing pieces for lead generation purposes.
Use customer testimonials as stepping stones
B2B customers use social media for more than simply browsing for the best edge computing platform, keyword research tool, etc. Instead, they often know what they want to see and use from your product.
Hence, collect feedback and act accordingly, which will turn them into brand advocates and help in your quest for product engagement.
One of the best things about social media is that customers aren’t shy in expressing their experiences, and they genuinely want to help others in the space looking for recommendations.
This is where your customer testimonials help you to add that added trust for both new visitors and existing customers to your website.
Avoid asking customers a generic video testimonial; instead, send a template with all the questions you want them to answer. Add sections for user benefits, share a success story, process improvement, etc., and product specifics on how it helped the client’s business.
Social media isn’t going anywhere!
It doesn’t matter if you use the above tips or devise a custom B2B social media strategy of your own for your SaaS business. But, one thing is for sure.
Social media isn’t going anywhere, but don’t expect the benefits to come easy.
Tons of data connect social media with lucrative ROI and numerous success stories, and with the right strategy, your SaaS business can be a part of that success.