Blog

Establish Your Authority 

Sharing high-quality educational content is an excellent way to establish your brand authority, position your company as a thought leader, and stay on top of your customers’ minds to build recall value.

Zoho, for instance, shares informative Instagram guides on business and thought leadership—enhancing its brand authority on the platform. 

12 Steps To Build A Stellar SaaS Social Media Presence 

Now that you know how a social media presence can benefit you, here’s a step-by-step plan to build a credible presence on socials, and drive product sign-ups and awareness:

Strategy

For your SaaS business, creating a social media strategy means being crystal clear on your messaging, tone, branding, and key KPIs so each piece of social media interaction takes you closer to your goals.

Here’s a checklist to create a SaaS social media strategy:

Perform Market Research And Competitor Analysis

The first step in creating the strategy is understanding your customers so you have a clear idea about who you’re targeting with your marketing efforts and what kind of content you can develop to trigger an action from them.

Begin by defining your audience demographics and creating a social media persona—a semi-fictional representation of your ideal user that will validate each social media action you take.

Next, spy on your competitors and analyse to understand who they’re targeting, what type of content they’re creating, how the audience interacts with their content, and what you can do to one-up them. Analysing won’t do much good if you don’t document it. Here’s a handy template to get started:

Analyse each channel and define your audience

We’ve gone past the days when B2B was restricted to Twitter and LinkedIn, and B2C belonged on Instagram and Facebook. However, many other platforms have entered the social media arena since then, like Twitch and Discord. 

But truth be told—you can’t be on all social media platforms and spread yourself thin. It’s best to analyse where your audience lies and choose a social media channel accordingly.

Here are the top social platforms and their use cases: 

• LinkedIn is a professional business platform where you can target display ads, share professional knowledge, and position yourself as an industry expert. 
• Instagram is a visual-focused channel with engaging elements to build an audience. 
• Facebook is best to share a mix of customer-oriented and business-specific content—especially to run awareness and conversion-focused ads. 
• Twitter is best for sharing news and announcements or stirring meaningful conversations with your audience to make your brand more discoverable. 
• YouTube is excellent for creating marketing, product, or promotional videos to build an audience base and encourage viewers to try your product.

Define Your Brand Voice And Create A Brand Style Guide

Whether you’re creating a blog post, writing a tweet, creating an Instagram guide, or refreshing content on your website—you need to have a consistent and professional tone throughout all channels to make your messaging on-brand and help customers relate better with you. 

As a SaaS company, it’s best to maintain a professional brand voice and establish clear guidelines for your teams to refer to whenever they create any social media content, from the captions they write to the colours they use while writing ad copy.

For example, Paperflite—a sales content management software, maintains the same colours, logo, and terms across each page and channel. 

Here’s how their website looks: 

Here’s how their Twitter profile looks: 

Set Up A Social Media Calendar For Seamless Collaboration

The last stage in the strategy is to create a social media calendar using a tool like Asana to plan, create, schedule, and assign content for all your social media platforms. 

This will help you strategise your content better, allow your design, copywriting, and marketing teams to collaborate efficiently, and ensure you don’t miss out on important campaigns or struggle with consistency.

Execution 

Now that you’ve done your research, identified the right platform for your marketing efforts, defined your brand voice, and gathered the necessary tools, assemble these resources and put them into action. 

Here’s a checklist to start building your social media presence:

Optimise Your Profile On Each Channel

The basics of a good social media profile are:

• A clear profile picture, preferably your company logo.
• An optimised bio that clearly explains your SaaS offering or which problem you help customers solve—using keywords your potential customers are likely to use to find you.
• A CTA (Call To Action) link (preferably a UTM (Urchin Tracking Module) link you can track for clicks and conversions) that takes your customers to your website or a registration page as per your social media goals.

Playtonia does a great job optimising its Twitter profile through an attractive cover picture, short and crisp bio, relevant and popular industry hashtags, and a social media reference landing page with multiple links.