Reece is the founder and CEO of SendPilot. Built using Bubble. You can connect with Reece on Linkedin.

Here’s the truth—no matter how innovative a company’s on-demand solutions may be, it will fail to make an impact if it can’t reach its intended audience. In fact, many software-as-a-service (SaaS) startups are facing that particular dilemma.

The good thing is, even though their approach to licensing and delivery are quite new, these firms don’t have to come up with never-before-seen marketing techniques to become relevant in their chosen niche. Much like other business, they’ll just have to tap into social media.

If you’re running an SaaS startup and you’d like a few ideas on how to establish and expand your brand on sites like Facebook, this article has you covered. The suggestions you’ll find here should be good enough even if you’re planning to do marketing primarily through social media.

Make Use of Facebook Ads

One of the easiest ways of reaching your audience online is by using Facebook’s own Ads Manager. Accessing it is as simple as logging in to your account, accessing the dropdown menu (top-right corner), and clicking on “Create Ads”.

Don’t be intimidated by the number of options. Once you’ve familiarized yourself with the basics of creating an ad, you’ll begin to appreciate the sheer flexibility of this platform. By the way, posting a simple advert can be done by following these steps:

  • Click “Create Ad”
  • Choose a marketing objective Define an audience
  • Pick among four ad formats (Carousel, Single image, Single video, Slideshow)
  • Key in the text
  • Indicate the target URL
  • Set the call-to-action button
  • Review and confirm

That may seem like a long list, but with Facebook’s intuitive and simplified interface, you’ll be able to publish your very first marketing material within a matter of minutes. As for the matter of cost, you will have the chance to set your budget as you finalize your advertisement.

Here’s one last tip regarding Facebook’s Ads Manager—in defining your audience, start with the most specific parameters. For example, if you’re offering a business-class cloud storage solution, you could key in “people who buy cloud storage for business” for your first ad.

Once you’ve gathered data through the ad’s metrics, it’s time to broaden your reach. Access the Audience Insights tab and check for any interesting patterns (demographics, likes, income, location, etc.) that may reveal new potential targets for your advertising.

Work on Post Engagement

Whether you’re trying to do marketing on Facebook, YouTube, LinkedIn, or any other social media platform, you’ll have to work on engagement so as not to waste your efforts. Simply put, engagement is a measure of interaction, which includes comments, shares, and likes.

There are various ways of boosting engagement, many of which will work regardless of your platform of choice. If you’re concerned about the lack of responses that you’re getting from your posts, you should consider following these tips:

Interact with your audience

Say you’re following a company page on Facebook and you’ve been leaving comments on certain posts, would you appreciate it if those behind the business take their time to respond to you? Of course, you would—and you’d be more likely to leave comments in the future.

Driving engagement through these conversations is often as easy as listening and responding, whether to praise or to criticism. In fact, comments that criticize or outright attempt to ruin your brand’s reputation are more beneficial. How exactly?

Well, you get the chance to show the world that you react properly and constructively towards such things. You can prove that you take customer satisfaction seriously. Don’t just acknowledge complaints— take the necessary steps to solve the issue at hand.

Be consistent with your posts

Following a schedule in publishing posts actually does wonders in boosting engagement. By posting at a certain time each day, your audience will know when to check for updates. They won’t end up visiting your page only to find nothing.

Aside from avoiding frustration among your followers, having a posting schedule should make it easier to reach those who don’t really spend time browsing your page. In other words, you could publish content whenever the majority of your audience is online.

Identifying peaks of activity isn’t hard. On Facebook, for example, you’ll just have to access your company page’s admin panel and click on “Page Insights”. If you’re more focused on YouTube, this can also be done through the Analytics Dashboard’s real-time reporting feature.

Do contests from time to time

Nothing attracts people more than winning, especially if there are prizes involved. Contests done through social media shouldn’t be overly complicated though—it may be something as simple as leaving a comment, with the winner being chosen at random.

And, this is actually where being an SaaS startup works to your advantage. Conventional companies may have to send prizes through courier, adding to the cost of the marketing endeavor. Besides, they may find it difficult to give away freebies that truly represent them.

In your case, you could offer subscriptions. Not only would it seem that you’re generous, but you’d have the chance to show them how good your services are. You might even get a boost from the winners themselves through positive reviews, shares, and word of mouth.

Share Worthwhile Content

Regardless of your specific marketing strategy, as long as you rely on social media, you must post out valuable posts. So, aside from the usual adverts

and self promotion, it is key to publish tutorials and guides—ideally in the form of images and videos (text isn’t captivating enough). The idea here is to provide as much valuable as possible for your audience and show them how they can achieve their goals in their business. Remember, no one cares what you do, they only care what you’ll do for them! A great way to automate the content curation and blog article promotion on social media is to use SendPilot - a SaaS platform developed entirely on Bubble that has over 2000 users automating their social media marketing with their intelligent AI powered software.

If you manage to do this properly, you won’t just drive engagement—you’ll also keep support costs and negative reviews to a minimum. This is especially true if your startup only offers self-supported solutions, where troubleshooting depends greatly on customer knowledge.

Success from Social Media

There are many ways to improve your business through social media marketing. What’s really important though, isn’t the number of strategies you’re carrying out. It’s how serious you are about establishing and strengthening your online presence.

In fact, for most businesses new to this pursuit, it would be best to focus on one or two platforms. That way, they won’t feel overwhelmed by the learning curve associated with each site, leading to better, more targeted ads as well as consistently engaging content.