SaaS Social Marketing Guidelines: Best Practices
and Mistakes To Avoid

SaaS Social Marketing Guidelines


When it comes to social media marketing, there are a few best practices that all SaaS businesses should adhere to. 

In this blog post, we’ll discuss some of the most important guidelines to follow, as well as mistakes to avoid.

By following these tips, you’ll be able to create a successful SaaS social media marketing campaign that will help you grow your business.


Creating a Brand Persona for your SaaS Company


When it comes to social media, your brand is what you make of it. Here are a few things to keep in mind when creating a SaaS brand persona:

  • A brand persona is the face that your company presents to the world. It’s the personality and tone you use in your marketing materials and communications with customers and potential clients.
  • Your social media persona should mirror that of your overall brand in order to reinforce positive associations with customers who have interacted with you before.
  • Establish a strong SaaS brand image and voice. People will eventually learn to appreciate your brand as they gain new experiences with it and with your SaaS tool.


Use Social Media to Plug Your Expertise


One great way to use social media is to plug your expertise. You can do this by sharing articles or blog posts that educate the audience on a topic related to what you offer.

For example, if you’re a SaaS marketing automation software company, share posts about marketing automation best practices, tips, and tricks that are relevant to your audience and help them get more leads.

Making sure that the content you share is relevant will help you reach people within your target market as well as those outside of it because they’ll see how knowledgeable you are in that particular field.


Use Social Media to Answer Questions


Social media is also a great place to answer questions. If you see someone asking a question related to your industry or SaaS product, take the time to answer it.

This will not only help that person, but it will also show others that are following the conversation that you’re an expert in your field.

Answering questions is a great way to build trust with potential customers and convert them into leads.

To answer questions, you can either search for relevant hashtags or keywords related to your industry, or you can set up Google Alerts so that you’re notified any time someone mentions a relevant keyword or phrase.


Use Social Media to Define the Purchase Journey


The first step in defining the purchase journey is to figure out what it is. 

This can be tricky if you’re new to the concept, but a good way to think about it is as a sequence of steps that customers and prospects go through before they make a purchase.

The next step is to look at social media as part of this process-not as an end goal, but as part of the overall journey. It’s important not to define your social media strategy based solely on your SaaS business’ goals. Instead, focus on how social media can help you achieve those goals by influencing people along their purchase journeys and ultimately driving them towards buying something from you.

Once you have these two pieces in place (your definition and understanding of the purchase journey), then it’s time to think about how social media fits into all this! How does it fit? What do we want our audience members’ experiences with us online to look like?


Use Social Media to Solve Customer Problems


Social media is a great place to find both problems and solutions. But it can be easy to get caught up in the day-to-day grind of running your SaaS business that you forget how important it is to regularly look outwards, beyond your own walls and into the world around you.

The best way to learn about your customers’ needs and wants is through social listening. It is the process of monitoring public conversations on channels like Twitter in order to gain insights into what people are talking about. 

You can use tools like Hootsuite or Google Alerts to set up alerts for specific keywords or phrases, or even set up monitoring dashboards that display all mentions of certain topics over time.

But when it comes down to it, any good SaaS marketing strategy should also include human interaction as well as a digital interaction. So next time a new customer reaches out via email with a question or concern-or even just compliments-take advantage of the opportunity by creating an open line of communication between yourself and them. You can do this by responding quickly with personalized customer service content that addresses their concerns head-on (and shows off how awesome you are!).


Build a SaaS Community with Content Marketing


Content marketing is the process of creating, distributing, and promoting content to attract and retain a clearly defined audience. It’s a long-term strategy, not a short-term tactic. The goal of SaaS content marketing strategy is to generate leads and build trust with your audience.

So why do SaaS companies need content marketing?

Content helps you build trust with your target audience by giving them useful information about your SaaS products. 

By continually sharing valuable insights on industry trends, you can position yourself as an expert in the field-and attract new clients who have the same pain points you’re helping others solve with your SaaS product or offerings.


Use Social Media to Drive Results (not Vanity Metrics)


Social media is not a marketing channel, it’s a customer service tool.

Social media isn’t just for sharing cute pictures of your pets or the weather forecast for your city. It should be used to engage with customers, drive them back to your website, and ultimately help you close deals.

But when it comes to getting results from social media, many SaaS businesses are making mistakes by focusing on vanity metrics like impressions, clicks and likes instead of focusing on driving results.

Vanity metrics are great benchmarks but don’t help you achieve long-term goals.

So how can you turn social media into a sales tool?

Use these best practices when doing SaaS social media marketing:

  • Have an integrated content strategy across all channels: Make sure your social media posts are in line with the content you’re sharing on your website and blog. This way, you can drive traffic back to your site and increase the chances of conversion.
  • Use calls-to-action (CTAs): include a CTA in every social media post. This could be a link to your SaaS website, a PDF, or even a landing page. The goal is to make it easy for your audience to take the next step with you.
  • Track conversions: Use Google Analytics or another similar tool to track how many people are clicking on your CTAs and converting into leads or customers. This will help you determine which social media channels are driving results so you can focus your efforts on those platforms.
  • Get personal with your customers on Twitter and Instagram: Take advantage of the fact that social media is a two-way street. Respond to customers’ tweets and Instagram comments in a way that shows you’re paying attention and care about what they have to say.
  • Use hashtags: Hashtags are a great way to reach a larger audience on social media. But don’t go overboard-a few strategic hashtags are all you need.
  • Utilize key messaging across all channels: Every touchpoint is an opportunity to reinforce your key messages. Make sure your social media posts, website copy, and even email signature line up with the messaging you want your audience to remember.


You have different goals for social media than other companies


Social media has become an important tool for B2B SaaS companies to promote their SaaS . But when it comes to SaaS social media marketing, you have different goals than other companies.

  • You are not a retailer or service provider. Your customers may be purchasing software or consulting services, but they aren’t buying a physical product like they would at Best Buy. They’re also paying on a monthly basis rather than making one-time purchases in person or online (for example, buying groceries).
  • You are not a B2C company (or at least not just that). Your customers interact with your SaaS brand through email, phone calls and webinars before ever seeing your social pages. Even if they end up visiting your page later on down the line, most of the engagement will still happen in other ways-through other channels such as email or even phone calls if necessary. The point is: people who buy from you don’t necessarily use Facebook all day long (so why would you?). So keep that in mind when creating content for those platforms!


SaaS Social Media Marketing Mistakes to Avoid


When using social media for SaaS marketing, there are some common pitfalls that SaaS companies fall into. Here are three SaaS social media marketing mistakes to avoid:

  • Not having a plan: Without a plan, your social media efforts will likely be scattered and won’t result in any real ROI. Define your goals, target audience, and what platforms you will use to reach those goals.
  • Focusing on the wrong metrics: As we mentioned before, don’t get too caught up in vanity metrics. Impressions and clicks are great, but if they aren’t leading to conversions, then they aren’t doing their job.
  • Not being consistent: Consistency is key when it comes to SaaS social media marketing. Posting irregularly or infrequently will not only make it harder to achieve your goals, but it will also make it harder to build a following. Stick to a posting schedule and make sure your content is high quality.

If you can avoid these SaaS social media marketing mistakes, you’ll be well on your way to achieving your goals.


What to Do With Each Social Media Platform


Now that we’ve gone over some general tips and tricks for SaaS social media marketing, let’s take a look at what you should be doing on social platforms.


Twitter and Facebook


Twitter and Facebook are all about real-time engagement. Users are constantly scrolling through their feed, looking for the latest news and updates. As a result, Twitter is the perfect platform for promoting blog posts, articles, and other pieces of content.

You should also be using Twitter to build relationships with potential and current customers. By engaging with them in conversation, you’ll be able to build trust and show that you care about more than just selling them SaaS products.




As a professional networking site, LinkedIn is a great platform for promoting content that is relevant to your SaaS product. By sharing blog posts, articles, and other pieces of content on LinkedIn, you can reach a wide audience of potential clients and customers within your target market. 

In addition, LinkedIn provides an opportunity to connect with other professionals and build relationships that can lead to business opportunities. As a result, LinkedIn can be a valuable tool for promoting your content and growing your SaaS business.




Instagram is all about visuals. This is the perfect platform for promoting beautiful product photos, stunning infographics, and other visually-appealing content. If your SaaS product specializes in enhancing visual media, then you may want to showcase what your SaaS product can do on Instagram.

Like with the previous social media platforms mentioned above, you can also use Instagram to build relationships with potential and current customers. 




Pinterest is very similar to Instagram as they provide the excellent platform to display what your SaaS product can do on a grid interface. Your visitors will have an easy time of viewing what your SaaS product is capable of and that may win you some new customers if done right.

And because Pinterest is a social media platform, it can drive traffic to your website or blog. When you add a pin to your board, you can include a link back to your site. This is an effective way to get more people to visit your site and learn about your SaaS brand or business.




Snapchat is a great option for SaaS businesses that want to share behind-the-scenes content, product photos, and other visual content. 

The platform’s ephemeral nature means that your content will only be available for a limited time, which can create a sense of urgency and encourage people to check back often.

In addition, Snapchat’s Stories feature allows you to string together multiple pieces of content into a cohesive narrative. As a result, Snapchat can be an effective tool for promoting your SaaS brand and connecting with customers.


Final Thoughts


SaaS social media marketing can be a great way to promote your SaaS brand or business. However, it’s important to avoid some common mistakes, such as posting irregularly or failing to engage with your audience. Additionally, each social media platform has its own strengths and weaknesses, so you’ll need to tailor your content and strategies accordingly.

By following these tips, you’ll be on your way to social media success.

Still have questions about social media marketing for saas companies? Feel free to reach out, we’re happy to help! Check out also our blog for more helpful SaaS marketing tips.

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Ken Moo