The Software as a Service (SaaS) business model is maturing into one of the most sustainable. It offers companies a way to reduce or eliminate upfront costs like software licensing.
From 2012 to 2018, subscription services saw a 300% growth rate – that’s five times faster than S&P-500 companies, according to the Harvard Business Review.
However, SaaS brands face unique challenges when it comes to marketing. Social media is a critical tool for B2C customers but is more challenging to leverage for B2B.
This article will cover some social media marketing strategies that work for SaaS B2B.
Why Social Media Matters for B2B SaaS: Debunking Common Myths
There is a lot of misinformation about the effectiveness of social media for the B2B sector. A practical place to start this discussion is by debunking some of those myths.
Social media isn’t measurable for B2B
Social media is about brand awareness. So, even if a SaaS B2B company is less likely to get shares and likes, anything you do can be a lead. If you look at the profile of those who respond to a post, you might find a current or potential customer.
Also, the proper social media monitoring app, such as Hootsuite, will show mentions. That is how many people mention your brand on various social media platforms. This is essential because it allows you to respond to mentions.
If they are positive, you can thank them. If they are negative, you need to put out that fire.
Social media is only effective for B2C companies
One of the most significant benefits of social media marketing is the ability to target your audience. B2B SaaS brands can use that to ensure the right people see their content.
Behind many of those who use social media for personal reasons is a business that might be looking for your product. Company CEOs, employees, and decision-makers of all kinds are there.
You can find them with the tools on platforms like Facebook and Instagram. When you do, introduce your brand using ads or posts.
Building Trust and Authority: The Power of SaaS Social Media
Even though the SaaS model has been around for years, this industry is still a mystery to many. The other problem is trust. There are so many SaaS services out there that those who understand the concept don’t know who to trust.
SaaS brands can use social media to cut through noise, create authority, and earn trust. Establishing your brand as an industry leader gives you an edge over the competition, but how can you use social media to get there?
Find B2B influencers
Finding the right B2B influencers adds power to your brand. For example, a vendor or valued customer who follows your business page can show trust by introducing your brand to their followers.
Create communication opportunities
Social media is all about sharing. If that isn’t easy for you, you might have to create some opportunities. Watch trends, for instance, and jump into a conversation when you can.
Create posts that will get your followers talking, too. The ultimate goal of social media is to create shareable content. Consider what topics interest your target audience and find an innovative way to get them talking.
Starting conversations doesn’t have to be complicated. You could make how-to videos related to your product or industry. You might offer interviews with recognizable influencers, as well. If you post consistently, eventually, people will talk about your brand and product, giving you even more opportunities to communicate.
Ask employees for help
Loyal employees give businesses strength. Use them to help you develop a social media following for the brand. Ask them what would appeal to customers and provide them with a voice with video introductions and interviews.
Organic vs. Paid: Crafting a Balanced Social Media Marketing Mix
There are pros and cons behind both organic social media marketing and paid ads. In this article, you can find the key differences between organic and paid campaigns.
How SaaS businesses can make social media work for them is finding that balance. Organic activity on mainstream social media platforms is critical to building relationships. Paid ads will put you on the map for platform algorithms that help create relevancy for the brand.
LinkedIn Domination: A Deep Dive Into B2B SaaS Marketing
Of course, when it comes to B2B social media marketing, the primary platform is LinkedIn. LinkedIn is a dedicated ecosystem for B2B brands of all kinds. It is where businesses network with businesses for their mutual benefit.
Update your profile
An effective marketing strategy with LinkedIn starts with a brilliant profile. Make it innovative, informative, and professional. Create pages for the company, major stakeholders, and employees.
Get familiar with LinkedIn tools
Next, use LinkedIn’s tools to help identify your audience. The platform has some dynamic tools worth exploring.
Create consistent posts
Do regular status updates and post content marketing articles. Consistency matters on all social media platforms, so set up a schedule for posts and follow it.
In B2B marketing, Gyanda Sachdeva, LinkedIn’s VP of Product Management, emphasizes the importance of creative formats tailored to support clients’ unique purchasing journeys.
Despite B2B buyers valuing impactful and memorable creative content, 71% of B2B ads currently lack creative effectiveness.
Research highlights that engaging creativity significantly contributes to sales success, with the potential for a 10-20X increase. LinkedIn’s internal data reveals that emotionally resonant creative boosts campaign results, with brands adopting such strategies acquiring an average of 198X more followers this year.
Data-Driven Success: Leveraging Analytics and KPIs in Your Social Strategy
Success in social media is as much science as it is marketing. Start with determining what your goals are for each campaign.
Once you identify your objectives, you can choose key performance indicators (KPIs) to help you get there. You will make data-driven decisions to build your brand presence and increase engagement by tracking KPIs on social media platforms.
One of the most helpful analytics to monitor is competitive analysis. This is a picture of what the competition is doing. It allows you to look for trends in your industry and see what they are doing better than you.
Fuel your B2B SaaS journey with the transformative force of social media, unlocking new avenues for growth and brand resonance.
Writer access can help you scale your content production. You can get a 14-day Writer access trial to get the feel of it.
