A Step-by-Step Guide to Marketing SaaS Tools on Social Media

Social media helps you build a relationship with your customers, shape your brand's narrative and generate valuable leads. Platforms like Facebook, Linkedin and Twitter are the most used social networks and a the best mediums for educating your audience and creating brand awareness. But social media can also be instrumental in the promotion of SaaS products, too.

Why use social media to promote your SaaS products

• Reaching your target audience: Social media sites have millions of active users. For the year 2019, statistics show Facebook had 2.3 billion active users monthly, while Twitter had 330 million monthly users and Instagram 111 million users. With these enormous numbers, you can reach out to your potential consumers effortlessly. You just need to represent your product correctly.
• Effective social communication: With social media sites, you can directly tell your story to your consumers. Share your brand success story or what differentiates you from others. One-on-one communication can generate loyal followers. Twitter's social media site is famous for client communication. You can create buzz for your brand and product.
• Source for reliable data: Social sites not only offer massive audiences but also have an abundance of data to consume. You can collect essential information from your social accounts like responses you get from your viewers, numbers of views on your posts, best and worst performing posts and influencers engaging with your brand. This data will help you create better posts and also inform and improve your marketing strategy.
• Social media is highly collaborative: Social media is full of influencers with high follower counts. Collaborating with such influences will help you reach their large audience. Choosing a relevant influencer as your brand ambassador only requires a little bit of research. To make your task easier, you can use social media monitoring tools to find out which influencers are talking about your brand.

Social media strategies 

Social marketing for SaaS isn’t the same as other products. You’ll experience a few hurdles, like advertising and explaining SaaS products to those who don't understand.

You must plan and work on a solid strategy in order to grow your revenue and reach your target audience. Strategies can be divided into two parts; pre- launch strategy and post-launch strategy.

Pre-launch strategy

Before you launch your product you need to list down your goals, for instance, how much impact you want to create from your product and the product purpose. You also need to market your product’s uniqueness by researching your competitors and finding what makes your offering different.

Here are several tips for your pre-launch strategy:

Decide launch date

Tell your audience about your product launch date to generate curiosity. Select your date wisely; make sure you can at least provide a feasible product to users.

Use a social media calendar for SaaS

Social media calendars are a fantastic internal tool that help you to timely post your content and sync all activities. You can use it to create, plan and schedule your content for any or all of your social media accounts.

Identify key social media platforms

To generate leads, you need to pitch your product to the right audience, so selecting the most appropriate social media site for your brand is crucial. You can’t waste your time and resources on numerous websites as some platforms might not have your target audience on them. Research thoroughly and select a few social media sites used by your customer base.

Create a buzz

Communicating with your audience and answering their questions can help you create a buzz about your product. To make people curious, stay active on different social portals, including question-answer sites like Quora.

Produce quality content

Quality content is what convinces the audience to choose your product. Bad quality products won’t encourage users to visit your page or buy your product.

Try and create something that your audience would find useful. If your content resolves users' problems and issues based on your product, it means you have created valuable content.

Create a social community of early adopters

These steps can be incorporated after you get some leads. Create an exclusive list for your early customers and give them extra privileges, like discounts. This can turn users to loyal customers who will trust your brand in the long run. They may even share good feedback about your brand with their friends and increase brand awareness through word of mouth.

Post-launch strategy

Happy customers are loyal customers; social media helps you deliver excellent customer service and resolve your customer's queries quickly. You risk missing out on your valuable customers if bad complaints are spread, and it’s five times more expensive to get new customers than to keep hold of existing ones. 

It’s crucial to provide excellent customer service so that your users are satisfied and happy with your product. The post-launch strategy involves effective service planning for your existing customers. Below are some essential steps to follow.

Collaborate with relevant social influencers

Many customer-based studies show that users refer to social media before buying products. According to Dell, 70% of customers view influencer posts before they buy B2B products. This proves that collaborating with excellent and relevant influencers is a beneficiary step. Do your research and look for influencers that talk about SaaS trends on Social media platforms and ask them for collaboration.

Engage with your community continuously

One of the best ways to engage with your community is through blog content. Blogs help you spread brand awareness efficiently; studies show that companies incorporating blog contents in B2B products get 70% more leads than those that don’t. Create blog content after you set and enable your website and share it on different social media sites and forums to generate vast engagement.

Put out discounts and offers on social media

The next task is to encourage customers to purchase account upgrades. Popular social media sites like Facebook and Instagram are perfect for promoting subscription plans and offers as they have the most monthly active users.

To target a specific audience and newly joined members, you can use email. Reach out to your existing audience using Facebook and Instagram and run ads promoting special offers and benefits of using your paid products.

Start small with a social media

All social media sites have their advantages but you can’t be present on all platforms if you’re just starting out. If your target customers are on Facebook it’s a great place to start, and you should create a Facebook business page and promote your product content on it.

Twitter and Linkedin are also great platforms for promoting SaaS products. Several business companies, small or big, have been incorporating these sites for social marketing, so it’s a great way to find people interested in your product. Upload posts and content about your SaaS product regularly on your business pages as well as on your personal profile. Also, join relevant groups, communicate for networking and share relevant, helpful posts.

Use ads wisely

Don't worry much about running the perfect ad, as you always have the opportunity to modify them in the future. Optimize your ads with better landing pages, sharp visuals and target a particular group of people. 

Always start with the right tools 

Complete your to-do list quickly by selecting an efficient social media tool. Below are some popular examples:

• Designing tools: Canva, Adobe photoshop 
• Document and email creation tools: Campaign Monitor, google docs, Adobe Acrobat DC 
• Storage tools: Dropbox, Drive, AppDynamics
• Team collaborations tools: Flowdock, GoToMeeting, WebEx
• Project management tools: Zoho Projects, Scara, Basecamp
• Website analytics tools: Google Analytics, Yahoo web analytics, Crazy egg hotjar, 
• Post scheduling tools: Sendible AgoraPulse, TweetDeck
• Content curation and discovery tools: Flipboard, Pocket, Feedly

Final thoughts

If you manage social media properly, you will achieve great results in less time and with minimal costs. Creating a strategy for your SaaS product marketing will help you achieve your sales and conversion targets.