Using Social Media for SaaS Companies: 5 Things You Should Know

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December 1, 2016

Using Social Media for SaaS Companies: 5 Things You Should Know

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 /  Marketing Dec 1, 2016

If you’ve ever read up on how today’s brands use social media, you’ll notice a pretty big trend. Most of the success stories comes from big companies who sell to consumers.

Yep, it’s easy to find inspiring stories about how McDonald’s, DiGiorno’s Pizza, and the NFL are using social.

But SaaS companies are benefiting from social media, too. These nimble software companies are boosting brand awareness, engaging with prospects and customers, and learning how to link social with email and other areas of marketing.

Social media isn’t something you can ignore. In fact, you need to be paying attention to your presence and working to improve it.

Today, we’re dishing what we know about the social media landscape and sharing 5 things you should know about using social media for SaaS companies.

Why social matters for SaaS

SaaS companies turn to social primarily to boost brand awareness. Social media can also be used to field support questions, convert leads, and educate customers.

Here’s why social matters for SaaS:

    • Everyone’s on social — Social has taken over. More than 1 billion people are active on Facebook. Not only do people use social media to connect with friends, family, and colleagues, but they also use it as a search engine. As an SaaS company, you want interested parties to be able to find you on social sites.
    • Emergence of new channels — You don’t have to stick to Facebook and Twitter. There are many different social media types and communities to join. Other options include Quora, LinkedIn, reddit, Instagram, StackOverflow, and Snapchat.
    • Opportunities for targeting & ads — Facebook has some of the best ad targeting on the internet, and SaaS companies routinely take advantage. You can even upload a list of email addresses to Facebook and target ads to a particular list.

5 tips for social media success

Want to be successful as an SaaS company on social? Here’s how:

1. Separate social from sales

When you start a new marketing activity, it’s easy to obsess over ROI. You want to know exactly how many sales you’ll get from a new marketing campaign. When it comes to social media, it’s actually best to step back from ROI and focus on relationship building and authenticity.

Yes, you can use social ads to increase sales, but you should start by using social as a way to connect with your audience. Think of it first as a relationship-builder and communication platform. Provide content that your audience wants. Offer support when they need it. Be authentic.

2. Choose your channels wisely

Many marketers think their brand needs to be on every social media platform available. They hear about Snapchat and rush to create a presence, or focus only on Instagram because that’s what an expert suggested.

Thing is, your SaaS company is unique. It’s best to go deep on one or two channels that make sense to your company’s strategy than spread yourself too thin. Get to know a social media network inside and out– then go all in.

3. Be ready to pay for reach

Unfortunately, it’s extremely difficult to reach an audience organically, especially on Facebook. Although this has caused frustration among marketers, it’s relatively easy and inexpensive to pay to play.

Set aside some funds for promoting on social media. Facebook offers the best targeting, as well as very low costs. LinkedIn is a great option for B2B companies, but the cost-per-click can be expensive.

4. Make life easy on your audience

An SaaS company shouldn’t be on social just to make sales. Your first goal should be to make life easy for your audience. There are many activities that can help you reach this goal. Some favorites are:

  • Offering live support & answering questions
  • Sharing educational content
  • Providing content at the right time (often through targeting)

You’ll need to fuel your social media efforts with content, and it’s best to create your own. You can share inspiring images, as well as educational blog posts. Here at UpTrending, we try to help our audience with their unique needs through educational content. We share our blog posts on social media, where we know our audience will find them.

UpTrending social media share

5. Automate what you can

SaaS marketers are super busy, and running social media is a lot of work. That’s why you need to automate what you can. If you update social media manually, you’re going to waste a lot of time.

There are tons of software solutions that can help you schedule social media updates (UpTrending uses HubSpot). You can also hire a social media consultant or agency to help you create content and manage your social presence. In today’s marketing arena, automation is the name of the game.

Wrapping up

Social media offers the opportunity to connect, and SaaS companies are taking advantage. At its root, social media is meant to be social. You can think of it as an online networking event. Be yourself, provide useful information, and engage with those who follow you. If you do, you’ll be well on your way to social media success.

Need more information about how to manage social media for your SaaS company? Our team can answer any questions – just reach out.