Insights, Marketing

From likes to leads: Our guide to social media marketing for SaaS

by Ryan James

Are you posting regularly on your social media pages but getting little to no traction for your SaaS business? This is a story we see all the time; SaaS companies spending a ton of time, money, and resources on social media marketing but not seeing any results.

The reason? Well there are many reasons, actually. Posting the wrong kind of SaaS content, not leveraging all the tools that different social media platforms have to offer, and failing to measure your social media marketing results properly to name a few.

So, how can you avoid these common pitfalls when it comes to social media marketing for SaaS and ensure you’re making the most of all that social media has to offer?

Well, buckle up, because our SaaS social media marketing experts are revealing their top tips, strategies, and insights on how to achieve inbound SaaS marketing success with social media.

Let’s go!

Be selective with your social media platforms

Not all social media platforms are created equal, and not all of them may be suitable for your SaaS business.

So, make sure you analyse different social media platforms and their demographics to determine which platforms align with your SaaS business goals.

For example, if you’re targeting professionals and businesses, LinkedIn may be a better platform for you than Instagram. If you’re after Gen Z or Millennials – Tik Tok might be your best bet.

Optimise your social media profiles

You’ve no idea how many SaaS social media profiles we come across that don’t even have the basics complete. This can really deter your audience, so make sure to optimise your social media profiles on the chosen platforms for maximum impact by doing the following:

• Use keywords relevant to your SaaS company in your profile description
• Fill out every area of your social media about section/bios, etc.
• Add hashtags that are relevant to your SaaS business in each post
• Use consistent brand graphics across all your social media platforms
• Ensuring social media users clearly see your profile photo (this is usually your logo!)
• Add contact information to every profile and links back to your website

Create content that connects with your audience

According to ProfitWell, SaaS businesses that prioritise content marketing see much higher growth rates than those that don’t.

But to drive inbound SaaS marketing success, you need to create compelling social media content that really resonates with your audience – posts they’ll actually be interested in (not just generic posts that don’t really “do” anything!)

So, how do you make your SaaS content stand out?

• Share truly valuable content: Your social media content should provide value to your audience. So make sure to share helpful content, like industry insights, tips and tricks, tutorials, and best practices related to your SaaS product or service.
• Keep it fresh with different formats: Use a mix of formats, like blog articles, videos, infographics, and industry news, to keep your social platforms easy on the eyes, interactive, and engaging.
• Use visuals to grab attention: Make sure you post high-quality images, videos, GIFs, and memes to encourage them to engage with your content and stay on-brand with the design to reflect your SaaS business’s personality and values.

Amplify your SaaS marketing efforts with social media advertising

Organic social media marketing efforts can only take you so far. To boost your SaaS marketing strategy, consider using social media advertising.

According to SaaSpartners, 67% of online users have bought a product or service after seeing an ad on social media – so it’s definitely worth trying!

Paid advertising on social media platforms can help you reach a wider target audience, generate more SaaS leads, and increase conversions. Here are some tips for successful social media ad campaigns:

• Define your goals: Before launching social media ad campaigns, define your goals. Do you want to drive website traffic, generate leads, or promote a specific product or service? Clearly define your objectives, as they will guide your ad campaign strategy and targeting.
• Create compelling ads: Your ad creative should be visually appealing, engaging, and relevant to your target audience. Use eye-catching visuals, compelling headlines, and clear call-to-actions (CTAs) in your ad creative.
• Test and optimise: No successful SaaS ad campaign got there without proper testing, tweaking, and testing again. You need to A/B test your social media ads to make sure you’re consistently improving results and not pumping money into ads that aren’t working!

Build relationships with your audience

Social media isn’t just about broadcasting your content and talking at your followers; it’s also about connecting with your current prospective customers. Here are some tips for improving engagement on your social media channels.

• Monitor your social media accounts regularly
• Respond to comments, messages, and mentions promptly
• Answer your audience’s questions and address concerns
• Ask questions, run polls, and host Q&A sessions
• Respond in a conversational tone
• Be authentic and on-brand in your interactions
• Share user-generated content (testimonials, posts, etc.)
• Run regular SaaS contests and giveaways

Love what you’re learning? Great! Keep boosting that knowledge by checking out our other blog, “10 SaaS marketing best practices to skyrocket conversion rates.”

Measure your SaaS social media success

If you don’t know what’s working and what isn’t – how can you expect to grow your social media channels and drive inbound marketing leads to your SaaS company? Don’t neglect those social media analytics, as these will be crucial to your social media strategy success.

• Set measurable goals: Define clear and measurable goals for your social media marketing efforts. This can include setting KPIs for metrics like engagement rate, click-through rate, conversion rate, and customer acquisition cost.
• Use social media analytics tools: Every social media platform comes with free analytics tools – so use them! These user-friendly tools can provide valuable data and insights to help you measure the success of your social media efforts.
• Adjust your strategy: Based on your data analysis, make adjustments to your social media strategy as needed. If certain types of content or platforms are performing well, double down on those efforts. If certain strategies aren’t giving great results, make changes!

Stay up-to-date with changing social media trends

Social media is an ever-evolving landscape, so it’s vital you stay up-to-date with the latest trends and changes. As algorithms, user behaviour, and platform features evolve, your social media strategy may need to adapt as well.

Here’s how you can stay ahead of the game with social media trends:

• Follow industry influencers: Follow social media influencers and SaaS thought leaders to stay informed about the latest trends, best practices, and platform updates.
• Watch for platform updates: Social media platforms frequently roll out new features, algorithms, and policies that can impact your strategy. Stay updated by following their official blogs, social media accounts, and staying engaged in relevant communities and forums.
• Stay in touch with your audience: Listen to your audience to understand their changing preferences and expectations. Conduct surveys, polls, and focus groups to gather feedback and insights. This can help you tailor your social media strategy to meet their needs.

Get ready to fly like the SaaS social butterfly you are!

We hope this blog has left you feeling a little more confident that you’re doing all the right for your SaaS business social media-wise. Remember: these things take time. So don’t be disheartened if you don’t see amazing results straight away.

If you stay consistent, implement our social media best practices above, and keep pushing quality content – we know you’ll notice a difference in your inbound SaaS marketing results.

Don’t have time to develop your social media strategy and boost your social media presence? As SaaS social media marketing experts; we’ve got you covered.

With rolling monthly price plans starting from just £3,000 per month, we join or become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites.

Get in touch with us today to get the ball rolling or apply for your free marketing strategy call.