Social Media Strategies for SaaS Startups

social media strategies SaaS

The use of social media in B2B SaaS is often hurdled with misconceptions; we hear phrases like, “Social media is for B2C,” or “Why would we use social media? Only millennials use that.” but these couldn’t be further from the truth. Social media marketing is a crucial component of your B2B SaaS digital marketing strategy.

Let’s address these misconceptions head-on. Social media is not exclusive to the B2C world, and it’s not reserved solely for millennials. In fact, it’s a thriving hub for professionals, decision-makers, and thought leaders in the B2B arena. To grasp the significance of social media in B2B SaaS, consider this:

In an age where businesses are rapidly shifting their marketing efforts online, social media marketing is moving at a similar speed. In this article, you’ll discover that not only is it accessible and essential, but it’s also an entry to reaching your target audience and securing your place in the digital marketing race.

Why Use Social Media Marketing in B2B SaaS?

Levelling the Playing Field for All Businesses

Gone are the days when only large enterprises could afford the spotlight of billboards and TV advertising. Social media marketing is the great equaliser in the digital age, offering businesses of all sizes the chance to make their mark. It provides a platform where startups and industry giants can compete on the same stage, share their unique stories, and engage with their audience on a global scale.

Expanding Beyond Traditional Advertising

Traditional advertising has its place, but it’s no longer the sole option for showcasing your products and services. Social media marketing is not just another avenue for promotion; it’s a powerful way to create and distribute content that resonates with your audience. It goes beyond the one-way communication of traditional methods, offering you the opportunity to forge lasting connections and build a loyal following.

Building Brand Awareness

Brand awareness is the cornerstone of success in the digital world. Social media allows you to place your brand squarely in the sights of your prospects, partners, and customers. By consistently showing up on their feeds, you become familiar and accessible, which is key in an era where trust and recognition play a pivotal role in purchase decisions.

Here are some advantages to using social media marketing for your SaaS startup:

  • Trust-Building: Establish trust with your ideal customer persona and solidify your position as a thought leader in your industry.
  • Community Building: Create a community of engaged advocates and users of your software.
  • Website Traffic:  Drive organic or paid social traffic to your website, boosting your online presence.
  • Visibility: Increase your software’s visibility to new audiences and untapped markets.
  • Marketing Campaigns: Execute inbound and outbound marketing campaigns with precision.
  • Engagement: Engage and interact with your audience and prospects in meaningful ways.
  • Partnerships: Forge partnerships with niche influencers and industry thought leaders.
  • Product Awareness: Raise awareness around your SaaS product(s), making them household names in your target market.
  • Social Storefront: Use social media as a digital storefront to showcase your solutions and capabilities.

Key Reasons Why People Use Social Media

Forming Connections and Networking

Social media has transformed the way we connect and network. Think of it as a digital networking event where you can mingle, introduce yourself, and make meaningful connections. Whether you’re reaching out to professionals, potential clients, or industry peers, social media bridges the gap and lowers the barriers to communication. From commenting on posts to instant messaging, it’s a platform where you can engage with those active on social media instantly, no matter where you are.

An example of an informational/educational social media marketing campaign from Salesforce.

Staying Informed and Educated

In an age where information is power, social media acts as a news source and a hub for education. People use social media to stay informed, learn new ways of doing things, and keep up with the latest trends and discussions. As a B2B SaaS business, this offers you the opportunity to create valuable and relevant content that addresses your audience’s pain points, fears, and aspirations. By sharing insights, tips, and educational content, you can position your startup as a trusted source of knowledge in your industry.

Being Entertained and Engaged

People are drawn to content that resonates with them on an emotional level. They want to be entertained, and to consume information in various engaging forms. Whether sharing infographics, gifs, images, polls, or thought-provoking articles, B2B social media marketing opens the door to creating a wide range of content formats that keep your audience captivated and coming back for more. The key here is to strike the right balance between providing valuable information and entertainment.

Spotify’s ‘Wrapped’ campaign, a yearly trend

How SaaS Startups Can Tap into These Reasons?

How can SaaS startups harness these key reasons people use social media to their advantage? Here’s the playbook:

  1. Actively engage with your target audience, industry influencers, and potential partners. Respond promptly to comments, participate in discussions, and reach out to individuals who align with your business goals.
  2. Keep your finger on the pulse of industry trends and news. Share valuable insights, market updates, and thought leadership content that educates and informs your audience.
  3. Balance the informative with the entertaining. Create content that adds a touch of personality to your brand, whether it’s through humour, creative visuals, or relatable stories.

By tapping into these core reasons, you can craft a social media strategy that not only showcases your SaaS solutions but also fosters meaningful connections, keeps your audience well-informed, and provides them with engaging content that keeps them coming back for more.

Getting Started with SaaS Social Media Marketing

Your Company’s Objectives, Goals, and Ideal Customer Profile

Getting started with social media marketing begins with a clear understanding of your company’s objectives, goals, and, perhaps most importantly, your ideal customer profile. This stage requires diligent research. Dive deep into your company’s mission and vision, dissect your short-term and long-term goals, and identify the customer persona you aim to serve. 

Now, let’s break down the fundamentals of SaaS social media marketing, which encompasses both organic and paid strategies:

Organic Social Media Marketing

Organic social media marketing is all about sharing free, engaging content on social media platforms with your followers, groups, and potential prospects. The primary goals include:

  • Building brand awareness by establishing your company’s brand identity, voice, and tone
  •  Engaging and supporting customers and your industry’s social community throughout the buyer’s journey
  • Educating your audience by sharing content that informs, entertains, and connects
Sample Instagram 9-grid of Escape Haven, a Digital Squad client

The key value of organic content marketing is that it’s intentional and cost-effective. Instead of paying for visibility, you create a network of engaged advocates by consistently posting high-quality, relevant content for your ideal customer profile (ICP). Over time, this approach builds brand awareness, trust, and engagement that snowballs.

Consistency is also the lifeblood of organic social media success. Regular, high-quality posts that align with your brand voice and the interests of your audience keep the engagement rolling.

Paid Social Media Marketing

Paid social media marketing involves investing monetary resources to boost your posts’ visibility to a targeted audience that matches your ideal customer profile. Goals here include:

  • Amplifying brand awareness and attracting new, highly relevant audiences
  • Generating leads and demand by leveraging paid advertising
  • Promoting new content, events, and products

Paid social media marketing allows you to pinpoint your ideal audience based on demographics, interests, behaviors, and other criteria. This level of precision is invaluable, as it ensures that your content reaches the right people at the right time.

More case studies here:

Organic + Paid Strategies = Maximum Impact

For CEOs, Founders, and CMOs of B2B SaaS startups, the combination of organic and paid social media marketing efforts can be a game-changer. While paid social delivers quick wins, organic social is the long-term strategy that builds engagement and trust over time. The two complement each other strategically.

For SaaS startups with limited marketing teams, Digital Squad recommends initially focusing your efforts on one platform. This allows you to establish your presence and rhythm before venturing into other social media channels.

Why LinkedIn is Ideal for SaaS Startups

When it comes to navigating the dynamic landscape of social media, one platform stands tall for B2B SaaS startups – LinkedIn. The reasons are plenty: LinkedIn is a bustling network with more than 630 million monthly active members. It’s where B2B marketers connect and offer value to industry leaders, influencers, and decision-makers in real time.

To put it in perspective, consider these compelling statistics and insights:

LinkedIn has truly evolved into a powerhouse for B2B SaaS marketing, both for organic and paid social purposes. But, before you dive in, you need to get your profile right.

Build and Optimise Your LinkedIn Profile

Setting up your LinkedIn profile for the right target audience is your initial step. Ensure your profile reflects your brand’s image and your SaaS startup’s mission. Your LinkedIn presence should be a reflection of your business ethos.

Auditing Your LinkedIn Business Pages

Now, let’s take a closer look at how to audit your LinkedIn presence, which includes your company profile, product page, and analytics data.

Company Profile

Your company profile is the digital face of your SaaS startup. It’s where prospects, customers, and partners come to learn about you. Ensure that:

  • Your company name mirrors your brand’s website
  • Your URL is unique to your name and brand
  • The profile accurately represents your industry
  • The company description is complete, consistent with your B2B SaaS positioning, and packed with relevant keywords for your ideal customer profile
  • The specialties section is brimming with keywords, indicating the services you provide
  • Your logo and cover image are on-brand, high-resolution, and convey your service offerings
  • The call-to-action button directs visitors to your website

Products Page

LinkedIn’s products page is a feature that allows B2B software-based companies like yours to showcase their solutions. It’s an excellent opportunity for marketing at the bottom of the funnel, improving the visibility of your products on social media. When creating your products page:

  • Include keywords in the product description to enhance visibility
  • Add a product logo or your company’s logo if a dedicated product logo doesn’t exist
  • Specify your product’s category.
  • Include job titles relevant to your ideal customer profile in the product user category
  • Incorporate videos or images of your product, with short video tutorials being particularly effective
  • Highlight customers who use your product to offer social proof

Analytics Data

As you audit your business page, don’t forget to examine your analytics dashboard. Analyse the following social media key performance indicators (KPIs):

  1. Visitor data: Identify who’s visiting your LinkedIn page and their location, industry, seniority, and device preferences.
  2. Follower data: Determine the month when you gained the most new followers and analyse the factors that contributed to this increase.
  3. Engagement data: Identify your most engaging posts, click-through rates (CTR), and the content format that garnered the most attention.
  4. Hashtag performance: Discover which hashtags generated the highest number of impressions.

If you haven’t already created a LinkedIn business page, consider checking LinkedIn to see if you can claim one. And if not, it’s time to start building one from scratch.

Whether you’re a SaaS startup kickstarting your social media journey or a seasoned player looking to fine-tune your strategy, there’s always room for growth. Get started, experiment, and engage your audience in meaningful ways. Social media is a dynamic platform, and the sooner you jump in, the sooner you’ll reap the rewards.

Digital Squad’s expertise, tools, and insights can help you identify gaps in your strategy, fine-tune your approach, and maximise your social media impact. To learn more about how we can help, contact our team today.

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