Almost 5.17 billion people on the planet are using social media. Now, what does this have to do with learning about B2B SaaS social media marketing strategies?
Image via Statista
I’ll explain why shortly.
Social media helps B2B SaaS brands boost brand awareness, engage directly with potential clients, generate high-quality leads, and more.
However, its massive user base presents a challenge for B2B marketers. With social media being flooded with content, B2B SaaS companies struggle to stand out on social media. Connecting with their ideal customers isn’t easy because their messages get lost in the noise.
B2B SaaS marketers need new strategies to tackle these challenges. That’s what I’ll be covering in this post. I’ll reveal my 11 top B2B SaaS social media marketing strategies to help you make a lasting impact and drive results.
Top 11 B2B SaaS Social Media Marketing Strategies
Social media is considered the most effective channel for driving revenue for B2B SaaS brands, according to 60% of B2B marketers.
Image via Wpromote
To fully harness its power, here are 11 B2B SaaS social media marketing strategies to help you expand your reach and keep your audience engaged.
1. Know Your Ideal Customer Profile (ICP)
The first B2B SaaS strategy on my list is knowing your ICP. This is a detailed description of the type of business that would benefit most from your SaaS products. It provides a detailed view of your ideal customer, including demographic details, business size, industry, and specific pain points.
Here’s how to identify your ICP:
- Gather data on your best clients, including their demographics, business size, industry, and key challenges.
- Build a detailed profile that reflects their needs and characteristics.
Knowing your ICP will serve as a guide for your B2B SaaS social media strategy, allowing you to connect with the right audience who are most likely to buy your offerings. Plus, it’ll help you focus your email marketing efforts on more effective strategies and avoid wasting resources.
2. Leverage LinkedIn for Lead Generation
According to Attrock, LinkedIn is among the top platforms for B2B SaaS lead generation. It’s filled with professionals actively seeking solutions to business challenges, making it one of the most effective B2B SaaS social media marketing tools.
To make the most out of the platform, you must:
- Post valuable content that showcases your expertise, such as blog posts, case studies, and white papers.
- Join relevant LinkedIn groups and actively participate in discussions.
- Use LinkedIn Ads to target decision-makers based on their job title, company size, and industry.
- Leverage LinkedIn Sales Navigator to find and connect with potential leads.
- Use LinkedIn Events to promote webinars or virtual events directly to your network.
- Monitor competitors and industry trends.
LinkedIn has 1 billion+ active users, so you can’t afford to not use it in your B2B SaaS social media marketing efforts.
Image via LinkedIn
3. Partner with Influencers
Did you know that 81% of consumers have bought or considered buying something because an influencer talked about it?
Partnering with influencers is a game-changing B2B SaaS social media marketing strategy. Influencers aren’t just the celebrities of the social media space; they can be industry experts and thought leaders.
When they talk about your product, it brings credibility and trust to your brand. It helps you build trust with a more engaged audience while amplifying your brand’s presence.
To begin with influencer marketing, identify influencers in your industry whose audience matches your ICP. Reach out to them with collaboration ideas that offer value to both sides.
For instance, Shopify partnered with Mr. Beast to tap into his massive following. In this video, for instance, he explains the simple process of starting a business on Shopify. He even starts one himself where he sells all the stock in under a few minutes!
Image via Facebook
4. Repurpose Existing Content for Social Media
Not everyone has the time in the world to go through a 4,000-word blog post. But that doesn’t mean the content should go to waste!
Repurposing existing content for social media is one of the smartest B2B SaaS social media marketing strategies.
Take your valuable long-form content, such as blog posts, whitepapers, or case studies, and break it down into bite-sized pieces. These are great for sharing key takeaways as quick tips, creating infographics from data points, or turning how-to guides into short video tutorials.
For instance, Semrush repurposed their long-form blog post into an easy-to-digest, 10-page LinkedIn carousel.
Image via LinkedIn
Content repurposing helps you save time, reach a broader audience, keep your social channels active, and drive traffic back to your site.
5. Utilize Video Marketing
Videos are one of the most engaging types of content on social media that can help B2B SaaS brands stand out. It’s no wonder 93% of marketers consider video an essential component of their marketing strategy.
Image via Wistia
Videos are great for simplifying complex ideas and showcasing your product in action. That’s why they’re a powerful component of your B2B SaaS social media marketing strategy.
Think of product demos to highlight key features, customer testimonials to build trust, or how-to videos to educate. A mix of short explainer videos for quick insights and longer webinars for deeper dives can meet varied audience needs.
Videos grab attention fast and deliver a lot of information in a short time, which is perfect for busy decision-makers.
6. Build a Strong Content Calendar
Staying active on social media isn’t just a “nice to have” for a B2B SaaS brand; it’s a must!
And scrambling for last-minute content ideas is nobody’s idea of fun.
A social media content calendar can help.
This schedule can help you plan, track, and coordinate your content across different platforms. It’s especially useful when managing multiple social media accounts.
Here are the steps to create one:
- Select your main social platforms.
- Audit your current profiles.
- Decide what metrics to track.
- Schedule your posts based on previous data and audience behavior patterns.
- Set a content review process.
- Monitor past posts and analyze their performance to help improve your social media calendar.
A content calendar helps you keep a consistent posting schedule and maintain your brand voice. Plus, it ensures that your B2B SaaS social media marketing strategies match your goals by giving you a clear overview of your planned posts.
7. Run Paid Social Media Ads
Ever spotted a social media ad marked “sponsored,” “promotion,” or simply “ad”?
Those are paid social ads that boost your B2B SaaS social media marketing strategies.
Unlike organic posts that might get lost in the shuffle, paid ads allow you to precisely target your ICP. And with platforms like LinkedIn, Facebook, and Twitter offering advanced targeting options, you can focus on audiences with specific job titles, industries, or company sizes.
This means your ads are shown to people who are genuinely interested in your product, a fact that Zendesk has capitalized on this sponsored ad.
Image via Facebook
Reaching the right audience boosts your chances of converting viewers into leads. And paid social media ads can make that happen!
8. Engage with User-Generated Content (UGC)
Sometimes, your followers and customers can become your best promoters!
UGC is all about showcasing the amazing content your customers create about your brand or product. It’s a fantastic way to highlight the real-world benefits of your solutions and personally connect with your audience.
Plus, it builds trust with potential customers because it’s often seen as more genuine and relatable than traditional ads. In fact, 81% of consumers trust user-generated videos more than professional content. Plus, 85% rely on UGC before making a purchase.
Take this video shared by Canva. It shows how Joe Moruzzi used their app to create a logo for his brand, “Pleesecakes.”
Image via YouTube
You can kickstart UGC by running campaigns that encourage customers to share their stories. Alternatively, you can leverage branded hashtags.
9. Embrace AI Tools
Adding AI tools into your B2B SaaS social media marketing strategies can change how you approach your marketing efforts.
A recent study revealed that 87% of B2B marketers are using or testing AI in marketing tasks ranging from creating promotional content to analytics and more.
Image via ON24
So, how exactly can AI help you?
- Automate routine tasks, such as scheduling posts and responding to common inquiries using AI-powered chatbots.
- Analyze data to provide insights into audience behavior, engagement patterns, and content and competitor performance.
- Suggest personalized content for your audience based on their preferences and previous interactions.
- Optimize your social media ads by analyzing performance metrics and adjusting campaigns in real-time.
- Forecast emerging trends by analyzing current social media discussions and patterns.
In other words, AI helps ensure that your social media marketing efforts are data-driven and efficient.
10. Use Analytics to Refine Your Strategy
Social media marketing doesn’t take a “set-it-and-relax” approach. You must actively monitor certain social media metrics to help you refine your efforts.
You can use tools like Google Analytics, Hootsuite, and Sprout Social to help you track the most common metrics, such as:
- Engagement rates
- Impressions
- Reach
- Click-Through Rate (CTR)
- Conversion rates
- Follower growth
- Audience sentiment
- Mentions
Besides ensuring that your B2B SaaS social media marketing strategies align with your business goals, why else should you track these metrics?
Well, as the image below shows, the reasons range from building a strong brand and customer trust and knowing your customer better to forecasting future trends and more.
Image via Sprout Social
Most importantly, it’ll help you measure the impact of social media marketing on your business.
11. Hire a Social Media Marketing Assistant
One thing I found tedious and time-consuming is managing and maintaining a consistent social media presence.
B2B SaaS companies need to stay consistent and engaging. But that can be challenging when you have a gazillion tasks to juggle.
An easy yet effective B2B SaaS social media marketing strategy is to hire a professional to help you. Social media marketing assistants handle all tasks from creating content and managing content calendars to engaging with followers and monitoring trends.
They handle all these tasks so you can focus on other important aspects of your business. Just be sure to create a detailed social media marketing assistant job description so you can hire the right talent.
Final Thoughts on B2B SaaS Social Media Marketing
The truth is that social media is a crowded space due to its many active users. That’s why mastering these B2B SaaS social media marketing strategies has become necessary. They can lead to increased brand visibility and awareness, better connections with potential leads, and a competitive edge.
Remember, B2B SaaS marketing is always changing. So keep up with current tactics and trends, and be adaptable and responsive.
Here’s to turning your social media marketing into a success story.
Happy strategizing!