Marketing for a SaaS service is more demanding than a traditional product or service. SaaS products tend to have a tough-to-define product and an irregular target base, not to mention the high customer churn rates and short sales cycles.
With social media—specifically Facebook and its 2.9 billion monthly active users—you have the tools you need to cut through the noise and spotlight your brand.
Today, we’ll discuss how you can utilize Facebook marketing to its fullest potential.
Build Buyer Personas
Even the flashiest Facebook messaging will fall flat when directed toward the wrong audience. To identify a receptive audience and then craft messaging that resonates, you must understand their mindset, behavioral drivers, and potential purchasing obstacles.
Creating detailed buyer personas can help you uncover a Facebook user’s behaviors and motivations. These fictitious representations will broadly represent your ideal customer according to a number of key touchpoints, including their demographics, aspirations, values, problems, and daily life.
With the persona built, you now have a person to speak to, rather than crafting messaging more generally around a service.
Create Ads for Buyers at Every Stage
The best way to leverage the powers of Facebook marketing is to create ads that target consumers at every stage of the sales funnel, including:
- Awareness stage
- Prospecting stage
- Lead stage
- Purchase stage
Facebook ads will only deliver results if they target the right audience, at the ideal time, and with the proper message. Tailoring messaging to match audience intent will increase the likelihood that it lands.
Retarget with Facebook Ads
One of the major challenges of SaaS is that the marketing and brand relations process is never finished. Unlike other traditional products, it’s not a one-and-done sale. Rather, it’s cyclical. You must convince them to re-up their subscription.
For that, Facebook ads are an easy way to retarget existing customers and tend to be more effective than email. By segmenting users according to activity levels, you can build ads that speak directly to their pain points and motivations.
Participate with the Community
Direct interaction with existing and potential customers plays a fundamental role in community building—Facebook is a social networking platform after all. So, it’s important that you establish a presence in the places where your target personas will operate online. That means:
- Joining or creating groups relevant to your industry
- Sharing insightful articles and posts
- Commenting and engaging with your community
- Networking
- Offering incentives, referrals, and free trials
There’s no substitute for organic and authentic engagement. Audiences prefer this to calculated content release schedules.
Semgeeks, a Social Media Agency in New Jersey
Facebook is a powerful tool SaaS companies can leverage to increase brand visibility and drive sales. But to be effective, you must have a content strategy, clear goals, and the commitment necessary to optimize your efforts over time.
Because this is inherently difficult and time-intensive, many SaaS businesses rely on digital marketing agencies like Semgeeks to take charge of content creation, content scheduling, automations, and analytics.
Ready to give your SaaS Facebook marketing a lift? Let’s talk.
Sources:
Statista. Number of monthly active Facebook users worldwide as of 4th quarter 2021. https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/#:~:text=How%20many%20users%20does%20Facebook,years%20to%20reach%20this%20milestone.
Forbes. Why Buyer Personas Are More Important Than Ever For Facebook Advertisers. https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/?sh=10f4c2a7423c
