How Software & Internet Brands Win at Social: The 7 Step SaaS Marketing Guide
Software as a service (SaaS) companies begin with a product and then build their teams around it. A smooth workflow, seamless integration, and easy cross-team communication are all important attributes for making SaaS marketing work.
In this guide, we’ll walk through specific SaaS marketing strategies for your company. This is written with an assumption that your software is established and all you need is a little marketing magic to reach more customers.
Here are the seven steps to SaaS marketing:
1. Make SaaS Marketing & Sales Integration Seamless
There are no tangible products for SaaS companies, which makes marketing a little riskier. Oftentimes, you will find that marketing departments are closely working with sales and service departments.
The social media team will need to be trained in basic sales and customer service skills. No customer gets missed and lost in the workflow through skills training and integration.
2. Excellent Content is Worth the Investment
According to recent research, most of the Consumer before making a purchase engage with 11.4 pieces of content. By creating educational content like case studies and whitepapers will help to boost your company’s expertise. After created educational content, you can repurpose it to be shared on social media. Ideally, your content is evergreen and can be deemed useful even after a year.
A well-designed landing page is another type of content to think about. Landing pages designed for social media referrals and content that is free with a provided email can be a good way to reach potential customers.
Once a potential customer has spent some time looking through your site, you can utilize retargeting ads to serve up even more useful content.
3. Invest in Customer Service
A good customer service department is a crucial investment for a SaaS company. When your software suddenly stops working for a customer, do they know where to go for help?
During your marketing research, you likely created customer profiles. Make sure that you’re present where your customers are. Your help and contact pages should give all the avenues for customer service inquiries.
Social media has ranked as second (47%) only to get in touch with the consumer as a channel for consumer complaints. SaaS companies considering to exist online, it’s possible that social media could be the main channel for the complaints.
Go a Step Further for Your Customers
- In addition to your website help pages, noting help options in your social media profiles will go a long way. Some common approaches include:
- Setting up Twitter customer service hours
- Creating Twitter Direct Message bots and Facebook Messenger bots for common questions
- Making the “Send Message” call-to-action button prominent on your Facebook Page
- Listing customer service hours in your bio
- Incorporating common customer questions in your social media posts
On social media we can contact our customer through different social networking sites like Twitter, Instagram, facebook etc etc. The Twitter account is set up to indicate a responsiveness time of 7 a.m. to 4 p.m. Their replies come quickly and while they may not have all the answers, the support team makes an effort for every Tweet. And on facebook account, Evernote set up an easy Messenger bot that helps a customer through common contact points.
4. Use Social Media to Inform Your SaaS Product Development
Social listening takes your customer’s talk and incorporates it into developing your product. If social media is how some of your customers are communicating with you, it makes sense that they would use it to give feedback.
Listening to what customer wants is also the part of marketing. Incoming requests need to be recorded and filtered through to your engineering team. Social media listening gives you a more holistic picture of what people are doing with the app. Your customers may be using your software in ways you haven’t initially envisioned. They can help you find pain points, bugs and even new customer bases.
5. Make Signing Up & Learning Painless
Many SaaS companies go the route of a “freemium” model, which is offering a free tier service with paid upgrade options. Other companies also offer the paid options as free trials. But how do customers find your services? Do they arrive through landing pages or buttons embedded in blog posts?
Most of forums provide guides for various use-case scenarios like Slack’s help centre. By clicking through each one, you can easily envision how it could be used for your marketing team or your executive team. The top bar floats with easily accessed contact and setup buttons.
Once you’ve secured a new customer or free trial sign up, the marketing shouldn’t end there. According to a survey for SaaS companies, it is 9 times cheaper to retain an existing customer than to acquire a new one.
6. Activate Reviews & Customer Stories
Peer reviews are one of the strongest recommendations for making a purchase decision. Turn on reviews for Facebook and create web stories from current customers. Strong testimonials can convince a customer to give your software a try.
Once you have reviews on, you’ll want to incorporate how you should respond to them in your marketing strategy. You should respond to every review, even when they’re negative.
To make sure your reviews aren’t too old, ask for reviews every so often. Your software has likely changed in the last year; your customers will hopefully be feeling even more positive about it.
7. Use Reports to Better Your Marketing
SaaS companies should invest in reports that can provide information on customer sentiment and brand interactions. What is most commonly discussed when your brand is mentioned online? How quickly are posts and reviews responded to?
In a support case, more replies per conversation mean that the issue isn’t being resolved as quickly as it could be. Utilizing a bot helped with this, but Evernote wouldn’t have known had a report not been created.
Having clear metrics, goals and easy reporting is an excellent way to get ahead on social media marketing. Since SaaS companies operate in a digital space, their metrics for success can be easily tracked through clicks, referrals and other recordable interactions.
SaaS marketing can be tricky for some companies. But with careful planning and the right team, you’ll find the right combination of strategy that sells your service.