SaaS Social Media Strategy: Promoting Your Content

Written by Patrick Socha

Patrick Socha is the founder and managing director of Sonan Digital Inc. He is a seasoned business growth professional with a background in B2B Sales.

December 5, 2021

In our earlier blog posts, we discussed how to create a content strategy. Once you have decided on the strategy, target, and format of your content, how you will distribute it is a major factor in ensuring success. In today’s post, we will discuss which social media channels are most relevant in B2B SaaS, and how to go about best utilizing them to grow your business. With the right SaaS social media strategy, you can maximize your growth rate and chances of success.

Part of The Founder’s Guide to B2B SaaS Content Marketing. Available as a PDF and Video Series.

Selecting Your Social Media Channels

As the world of B2B has continued to develop, more and more B2B decision-makers are using platforms such as LinkedIn, Youtube, and even Tik Tok on a daily basis. While it may be tempting to pursue all of these channels at once, a focused strategy is often recommended to develop a dedicated following on a single platform first. Evaluate your options carefully, as it will be a major investment of time and energy.

A Comparison of Organic B2B Content Marketing Platforms

LinkedIn: A Hub For Entrepreneurs and Business Leaders

LinkedIn, with its specific focus on business-minded professionals, has developed a massive following. It is an attractive option due to the amount of decision-makers present. Its users tend to be career or business-minded with lots of senior executives. Furthermore, it supports a wide variety of media formats. Both users and business accounts can share anything from short text blurbs to images, and videos. Developing a following on LinkedIn can also be very valuable with its strong organic reach. As a company, you can also create private groups for your customer communities, run paid ads, and even host events.

Due to all of the factors mentioned above, it remains one of the top options we recommend considering. With so many aspects that are attractive for B2B, Linkedin is hard to ignore.

Twitter: Get Involved in Conversations

Another mature platform that has a wide following of dedicated users, especially in the US, Twitter can be a great tool to share short posts and content. Focusing on journalists and celebrities primarily, it can serve as a helpful tool to understand what is new and trending in your vertical. Furthermore, you can listen to users who mention your industry and start a conversation with them, generating valuable exposure.

Many companies use Twitter to test which content topics will resonate well with their audience. By posting bite-sized snippets that resemble blog and video titles, you can measure the number of retweets and likes that each receives. From there you can generate full-length content on those topics.

Facebook: The Wide Reaching Behemoth

Facebook, with its billion-plus users, extends its reach to all corners of the globe. Serving as the dominant social media platform for personal use, it offers amazing reach. Due to this and its well-developed display ad platform, many companies see value in using it. Facebook groups can also be valuable in hosting your community. That being said, unlike LinkedIn, developing an organic following on Facebook as a business profile can be very difficult. That being said, if you are willing to pay to promote your content, it can serve as a viable option.

Facebook, or Meta, also owns Instagram. Since B2B content is typically less visual in nature compared to B2C, we typically suggest only considering Instagram if you are willing to invest in original visual content.

YouTube: Great for Informational Content

As an established platform, owned by Google/Alphabet, Youtube serves a unique niche. If you are planning extensive video content, YouTube is a top option. Viewers typically come to YouTube to view content on a specific topic. How-to videos through their search analytics perform very well. By carefully targetting this search traffic through keyword research you can develop a following.

If you provide content in a specific niche, such as accounting software, creating complementary content can be a great way to boost exposure. Due to its mature state, and the number of full-time content creators, developing an organic following can be slow going at first, but worth the effort.

Tik Tok: A New Entrant

Tik Tok, with its younger audience of followers, can be helpful in generating a following on a budget. Offering very strong organic reach and relatively little competition, it is worth considering. If you can produce a pipeline of short videos for your topic, the viewers are there. Given that many B2B SaaS products solve more complex problems, this might not be an easy task for your vertical.

Executing On Your SaaS Social Media Strategy

Once your cornerstone social media channel has been selected, it’s time to start sharing. Take the time and effort to create helpful and original content. You can begin by sharing your posts with attention-grabbing blurbs once they’ve been produced. Beyond that, you can also mix things up through the creation of infographics, webinars, and snippets from your past posts. You first want to take the time to create great content, and then repurpose it by changing formats, lengths, and so on. While creativity is often the hardest part, be sure to follow top brands such as HubSpot, Salesforce, and this resource on 11 Best Small Business Linkedin Pages. While you are at it, be sure to follow us on LinkedIn for more great content and inspiration.

Consistency + Excellence = Money

At the end of the day, social media comes down to two things, either entertainment or education. By focusing on delivering value in one way or another you have a chance of developing a following. There are many examples of companies using social media poorly. While a “Happy Thanksgiving” post is great, it won’t get you very far. Take the time to develop an understanding of what your audience might find useful. Offer a data science tool? Share posts and insights about data science that your audience will enjoy. As HubSpot suggests, produce content that helps your readers get promoted and see the results.

If you are looking for inspiration on how to build your B2B SaaS marketing strategy, including content creation and social media, be sure to check out the podcast, How to Win with Peep Laja. A helpful resource to learn from leaders in their respective verticals.

SaaS Social Media Strategy Simplified: Scheduling Your Posts

With frequency and consistency being one of the most important factors of success with social media, using a tool such as Buffer, Later, or SEMRush can help you stay regular. Often as founders or marketing leaders, producing and posting content can be overwhelming. By investing in one of these automation tools, you can create your posts in advance and have them published at optimal times.

Getting Started on Your SaaS Social Media Strategy

While it may seem daunting at first, perfection is often the enemy of progress. Through trial and error, you can begin to share and promote your content on social media developing a following. Using analytic tools, such as the ones built into the platforms mentioned above, you can begin to identify the type of content that performs well. Oftentimes, it is a great idea to work with other related influencers and complementary companies to build your presence. If you would like to collaborate with our team, be sure to do by contacting us at [email protected] or by booking a time to speak with our team.

Part of The Founder’s Guide to B2B SaaS Content Marketing. Available as a PDF and Video Series.

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