Inbound Marketing for SaaS: Top Strategies - Part II

Are you interested in learning more about Inbound Marketing for your SaaS company? The second part of Top Inbound Marketing Strategies for SaaS is here! We'll explain which Social Media Channels to use to increase engagement and brand awareness. 


And we'll also talk about setting up Landing Pages to generate more high-quality leads. Finally, the last part will be dedicated to Email Marketing - a powerful tool in your digital marketing strategy.


So without further ado, let's get to it!


Tip: If you missed the first article explaining the rapid growth of SaaS and why is customer retention so important for Software as a Service company, check it out here.


Social Media Channels

As we said in the previous article, different social media platforms offer various opportunities. But one thing is sure: it pays to be there. You get to share your content to build authority and raise brand awareness. And you also have a chance to communicate directly with your clients to show how good your customer service is.


Finally, it's a fantastic way to generate engagement. This raises your chances of getting more referrals and it also boosts your website traffic.


Marketing your SaaS product on social media may not be easy and the results aren't guaranteed, especially in the beginning. Still, there are companies doing an exceptional job of being creative and educational at the same time. Let's name a few of them.


Tip: Knowing your target audience comes way before implementing a successful social media strategy. Learn more about Buyer Personas here!




Wistia is a video software company that isn't afraid to stand out. They use Twitter, LinkedIn and YouTube. Their content is engaging and shows what's going on behind the scenes. Wistia strives to do things differently and this marketing campaign proves it:


It's simply a great example of humanising content marketing to develop a brand personality!





InVision’s social media strategy focuses on design—providing consistently useful and educational content across all of their channels which include Twitter, LinkedIn or YouTube. Their content is easy to read and aimed at potential customers as well as the current ones.




If there is Software as a Service company that knows how to do marketing on social networks, it's MailChimp. As you will quickly realise from their catchy twitter headline, they provide a universal marketing platform for growing businesses.


Their campaigns are incredibly entertaining and colourful. And the content they share ranges from podcasts to blog posts and business promotions.


And unlike some of their industry competitors, MailChimp also has a pretty strong Instagram fanbase.


These examples speak for themselves, don't they? By now, you probably have a better idea of what social media channels are the most suitable for SaaS marketers. We'll now describe them one by one.


Best Social Media Channels For SaaS



According to the LinkedIn Sophisticated Marketer Guide 2019, LinkedIn is the most effective channel for achieving content marketing objectives for 82% B2B Marketers. 


“With LinkedIn, you’re reaching a quality audience in a professional context. And, you can engage them in a very meaningful way: by sharing valuable content with products tailored to how professionals engage. By doing so, you become part of your audience’s conversations and education on the platform.”


Your goal is to approach LinkedIn more seriously and make an effort to produce professional and high-quality content. You can post not only on your brand page but also in LinkedIn groups. These groups are a great chance to find answers, post and view jobs or make contracts.


As a SaaS marketer, LinkedIn is your number one social media channel to focus on.




A very useful platform for providing excellent customer service. Many customers come here to voice their opinions about your company and services. Just remember, your content on Twitter “gets lost” much quicker than on Facebook.


What are some of the top tactics you could use to deliver a great Twitter experience?


Connect with audiences emotionally. According to the Harvard Business Review, the most effective way to maximise customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level.” How can you address the deeper needs of your customers in a meaningful way?


Know your brand's story and your customers. What are the main values of your business? Where do you see your brand in the next few years? These goals are also tied to the degree you understand your target audience. Make sure you communicate this.


Join the conversation! Don't just tweet company updates. Instead, try to use polls, ask questions or respond to your followers content.





The biggest social media channel with 2.23 billion monthly active users (as of 2019). In 2018, there were 80 million business pages on Facebook. In short, it is a top platform for both B2B and B2C businesses.


Consider Facebook as the social home for your business. Customers can browse through your photos and services. And they can chat with you online to ask about anything. Make sure you are available.


As for the content, strive for a variety of different formats. Videos, images, blog posts or infographics all prove to be useful on Facebook. And don't be afraid to share industry content. Many times, that's where lies a lot of good value for your prospects.


Although Facebook should play a part in your social media strategy, it's worth noting that it usually isn't the most important platform for SaaS business.




Starting on YouTube is challenging in and of itself. And with 50 million content creators, your content has to stand out. Reaching your target audience is another challenge you will have to face early on. 


Here are a few top tips to make the most out of YouTube!


Optimise your channel. Write a bio that's full of relevant keywords and use an eye-catching banner image. Provide contact information and the location of your services. And don't forget to include links to your web page and other social media accounts. 


And the same applies to your content. Make sure to pick the right title, include keywords and write a compelling video description. All of this will help you to get the most value out of your videos.


Tip: Remember, your goal with Inbound Marketing is to always be helpful. Try adding a list of featured channels to give your subscribers access to other content they may find interesting.


Use analytics. The analytics tab gives you quantitative insights on your channel and your audience’s behaviour, including your view counts or average watch time. Watch time and demographics are going to be the most important metrics to gain insights about your customers. Once you know whether you are reaching your target audience, things become much easier.


Tip: Read the comments! It may not always be the most productive thing you can do, but this is the kind of qualitative metric that could be very useful.


Research your competition and learn from it. Competitive analysis is necessary if you want to get ahead. Browse your competitors' channels to know what's trending. See what type of content your audience likes to watch and read competing video descriptions. You'll get a better sense of what keywords they are using and what's their presentation like.


Lead Generation

You hear a lot about the importance of generating high-quality leads these days. But what does Lead Generation mean in practice? 


According to HubSpot, “Lead Generation is the process of attracting and converting strangers and prospects into someone who has indicated an interest in your company's product or service.”


The problem with attracting new prospects is that up to 80% of all searches are just informational queries. This means that the visitors are not even considering buying anything from you at that stage.


Bombarding people with CTA buttons or sign up forms during the first few seconds of their visit is most probably not going to result in lead capturing.


So, what to do? You have to take a different approach.



Marketer and client enjoying the success of Inbound Marketing campaign. Inbound Marketing attracts people to your website through helpful and relevant content.



The goal is to create an experience that's positive and meaningful for you AND your customers. It uses tools that provide value for the visitors in exchange for their contact information.


We call them Lead Magnets. What are they?


Free Trials are some of the best lead magnets for SaaS firms. Why? Customers get to try your product without risking anything. Make sure they get to see the full benefit of your software during that time.


Ebooks offer extensive guides and in-depth material about what you do. And webinars can provide valuable information to many prospects at the same time.


What's the main purpose of Lead Magnets? Creating a win-win situation where you'll get visitors' contact information while promoting your software! And ideally, the prospects will be happy that they got to try something new or learned something useful and will be ready to buy soon.


Landing Pages


This is the next step in converting visitors into leads. Landing Pages should always target a specific audience. For example, traffic coming from an email newsletter promoting your latest eBook.


How to create an effective Landing Page?


Let's talk about the must-have components of every high-converting Landing Page.


Clear Headline is the first thing your visitors get to see. It should explain what it does and what problems it tries to fix. Ideally, it creates curiosity so the visitors don't leave in the first minute, not going beyond the Landing Page.


Body Copy should be short and easy to understand. Describe the main benefits of your product and the results it brings.


Use Keywords in the page title, headlines and in the text! Basic Search Engine Optimisation (SEO) is necessary if you want to get found.


Calls To Action should always be visible and focused on fixing the problem.


Design is functional, easy to use and visually attractive. Make sure your loading speed is fast and the page is optimised for mobile.


Lead Generation Strategy


In conclusion, you should think about lead generation strategy in these three simple steps:


  1. Capture The Lead by providing value first.
  2. Create Lead Magnets with content that converts visitors into leads.
  3. Use effective Landing Pages with Calls to Action that generate interest.



Tip: Are you interested in more information on setting up a perfect Landing Page? Read about the best SaaS Landing Page examples here!



The purpose of this article is to bring light to Lead Generation as a part of your Inbound Marketing strategy. Given the complexity of the topic and the length of this post, we only covered the basics.


With that in mind, let's move on to the final part - Email Marketing.


Email Marketing

Emails have the potential to be one of the most cost-effective marketing strategies. They increase brand awareness and traffic. And they also build credibility and boost sales. Need more reasons to invest in Email Marketing?



When it comes to successfully executing email marketing campaigns, you always need to focus on your customers. Do it by respecting their trust. Create quality content that's targeted and personalised. But know when to stop if your efforts go unnoticed. 


Here are some of the best tips to maximise the return on investment of SaaS marketing emails.


Be clear about the goal of your email. Is it to increase content engagement? Or to encourage qualified leads to try your product? Segment emails by Buyer Persona.


This helps you to address the individual needs of your customers and have several email lists. In 2019, the one-for-all strategy simply won't win you any points. 


This is why you need to personalise your subject line and copy. Showing empathy and crafting a compelling story goes a long way towards making your email newsletters stand out. Tie emails with your landing pages.


They should be similar in content and overall feel. Finally, work out your ideal frequency to send emails. This allows you to fit the email strategy around the buyer’s journey of your prospects.



We went through the best examples of B2B companies that nailed their Social Media Marketing by being educational and engaging at the same time. And we showed what Social Media Channels are useful if you work in the SaaS industry.


We also talked about Lead Generation and the tools that help you to generate quality leads - Lead Magnets. We explained the main rules of creating a perfect Landing Page and why it should target a specific audience.


And we finished the article by describing the important benefits of Email Marketing and provided a few useful tips.


Do you work in SaaS and want to learn more? Are you interested in Inbound Marketing and the options for your business? Talk to BIAS now and book a free consultation!


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BY Paul Sullivan



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