Over the past 10 years, software as a service (SaaS) has gone from being a specific niche market product category to a household name. My dad could possibly tell you what SaaS is certainly, and he’s still utilizing a Nokia 3210.
To demonstrate the point, just look exactly how search activity for the topic “software as a service” provides surged since 2004, for each Google Trends:
Unsurprisingly, all that newfound interest continues to be decidedly good for business. The global SaaS market was worth $158 billion in 2020 and is expected to almost double to $307 billion simply by 2026.
But it’s not a licence to print cash. For every big SaaS success story, there are hundreds or even thousands of failures.
The winners have built a great product for a large (and affluent) enough audience. And, just as importantly, they’ve nailed their particular messaging.
While the likes of Netflix and Spotify are among the handful of high-profile B2C SaaS products, the majority of SaaS companies target business purchasers.
That means the brands that will see the best results from their particular marketing are those that do the very best job of generating B2B engagement .
Sleeknote, a Danish SaaS start-up that helps users quickly and easily make eye-catching, impactful website popups, gets this exactly right.
It’s made LinkedIn a key part of its strategy. That is smart, because the platform is extremely popular among B2B buyers.
LinkedIn’s own figures display the network is used simply by 63 million decision makers , along with 80% of B2B advertising leads from social media coming through the platform. What’s more, LinkedIn users spend a lot of your time on the platform, which means a lot more opportunity to reach them with your own marketing. More than half use the service monthly , spending up to 10 minutes each day on the site on average.
Of course , not all SaaS marketing strategies on LinkedIn are going to succeed. If you create dull, unengaging content, it doesn’t matter to publish it –– your own audience just isn’t going to pay attention.
Sleeknote has a highly visual product; that’s the whole selling point. So it stands to reason it needs to show that product off in a visual way.
That’s why it uses video clip ads to demonstrate what its popups look like and how easy (and fast) it is to generate them:
While we are at it, let’s provide a quick word for the advertisement copy too.
It’s very clear from the first five words exactly who Sleeknote is speaking to, because it mentions them simply by name: Shopify users.
That means it’s not wasting ad cash on clicks from irrelevant users who are never going to buy.
Live streaming has been a growing trend in recent years, but it’s really taken off since the dawn of COVID-19.
Live streaming statistics show that between March and Aug 2020, the number of live loading events rose by 300%. And this isn’t just a immediate thing; there’s plenty of evidence to suggest the trend is here now to stay, with 23% of consumers saying they plan to continue watching more videos post-pandemic.
So while live loading was once seen as predominantly an web commerce social media technique, today it’s being accepted by the SaaS world as well.
One SaaS company to relish success through live loading is cloud software firm Domo.
For years, the company continues to be holding its annual Domopalooza summit in Utah, usually attracting a couple thousand participants each time.
With coronavirus preventing the 2020 event through taking place in-person, Domo required the late decision to keep it wholly online, comprising a combination of pre-recorded content plus live sessions broadcast through LinkedIn Live.
Not knowing what to anticipate, Domo set what it considered was an ambitious objective to attract 10, 1000 viewers on the day.
In reality, around 9, 000 people pre-registered for the event, and more compared to 12, 000 people wound up tuning in live –– about five times the quantity who would typically attend in-person.
As Domo’s Chief Technique Officer John Mellor noted : “We were able to have attendees from over 80 countries, which we never would have become with an in person meeting. ”
However striking your own imagery or impactful your own copy, your marketing just isn’t going to work unless you truly understand what sets you apart from the competition.
A positioning statement is pretty a lot what it sounds like: an opportunity to explain exactly how your product fulfils the needs of your audience better than all of the alternatives out there.
ClickUp, the SaaS project management platform, clearly understands the importance of effective positioning. After all, it’s up against some pretty powerful brand names –– think Asana, Monday, and Trello, to name just a few.
To help it compete, ClickUp has identified a major pain point of its audience: becoming bombarded by notifications…
For anyone who’s ever utilized a project management device, that’ll feel like a acquainted complaint! Especially if you’re dealing with multiple teams and exterior partners, all of them using different collaboration platforms. It quickly becomes impossible to keep track of all of the updates, deadlines, and jobs.
That’s why ClickUp opportunities itself as a one-stop-shop for all your work management needs, while also giving you total control of the notifications you receive.
It is a great example of understanding a vital challenge your audience is usually encountering and positioning your product as the solution.
Struggling for marketing inspiration?
One of the most effective tactics you may use is to join in with conversations that are already going on in your community. That way, you show that you’re paying attention to topics and discussions that are relevant and interesting to your target audience.
In other words, you make yourself a part of a community rather than just a faceless vendor, which is an important part of helping your customers –– current and future –– develop a connection with your brand.
The benefits of forging meaningful connections along with your customers are substantial. According to research from Sprout Social , when consumers feel connected to brands, they’re more likely to:
- Purchase them over a competitor
- Recommend that brand to a buddy
- Be faithful to that brand
Plus much more besides…
Yac, an asynchronous voice and video messaging platform, evidently understands the value of forging connections along with customers.
A key part of its social media marketing strategy is to join in with wider conversations, like this one about productivity and business conferences:
That’s a fantastic illustration, for three main reasons:
- It’s interacting with a thread that is generated a ton of likes, retweets, and comments
- It’s engaging with a believed leader that’s relevant to the industry and audience
- It’s a topic that’s directly relevant to Yac’s product
In short, it’s a geniune interaction that doesn’t feel like Yac is trying to crowbar its way into a conversation.
Unfortunately, not everyone who comes across your social media posts will be in a position to buy there and then.
In fact , the Gartner study of 506 technology buyers indicates that buying teams spend 16. 3 months on average to complete a brand new IT purchase. It’s hardly surprising, because the same study found that the average tech buyer is involved in 3 to 4 buying projects at the same time!
Therefore rather than expecting to close the offer with a single post, SaaS startups should focus on growing an audience , building up a list, nurturing prospects through the buyer cycle, and demonstrating that will they’re the right choice when those people prospects are finally in a position to make a buying decision.
That’s exactly what Prodly, a SaaS brand that helps companies create and continuously improve company applications, does. The company routinely uses social media to enhance content at the top of the advertising funnel –– the type of stuff that brings in new audiences:
Once a user downloads among those top-of-the-funnel guides, Prodly can also add their email to the marketing database, connect with them on social media, and target them with relevant content that will highlights the benefits of its item.
“Ultimate guides” are a guaranteed effective example of this sort of top-of-the-funnel content. Take a broad subject that’s relevant to your target audience and product, explain it in a way that adds real worth, package it up as an e-book or video, promote it upon social media, and offer it to potential buyers in exchange for their get in touch with details.
That way, you can start creating a relationship that will (hopefully) end with a positive buying decision.
There are no big mystery to effectively marketing a SaaS startup via social media.
It’s just the same as anything within marketing. Take the time to dig into your audience and your competitors. After that create messaging that speaks to the pain points of your potential customers, while demonstrating that will you’re able to solve individuals problems better than your rivals.
From ultimate guides to video ads and live streaming events, test as many tactics as possible. And when you find something that works for your brand, keep doing it!
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