In this article, you’ll discover 3 powerful ways in which paid social media advertising can help your SaaS or tech company increase your subscribers and scale your business.
Software companies need to get as many users (or subscribers) as possible to use their website or platform, make those users love their product, and eventually convince them to pay for it. It sounds simple, really, but accomplishing all of those is definitely easier said than done.
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Challenges in Advertising SaaS or Tech Products
Competition in the tech and software industry is extremely tough: According to a Forbes article, there were already 8.9 million mobile apps as of February 2020. Again, that’s just for mobile.
For desktop apps, it was revealed way back in 2018 that there are more than 35 million apps on the Microsoft platform. Even without adding the new apps that have been created since then and the apps that are available exclusively on Mac or Linux desktops, it’s as clear as day that competition in the SaaS and tech industries are becoming fiercer and fiercer.
Even though desktops, laptops, and mobile devices have all been increasing their storage capacities year after year, the number of Internet users that tech and SaaS companies are trying to win over doesn’t seem to be growing as quickly as the number of apps being added to the marketplace.
Besides fierce competition in this booming market, SaaS companies also face a unique marketing challenge that traditional brick-and-mortar businesses don’t: the products they offer are intangible. This makes it more challenging to communicate the value of their products to their target customers.
In addition, developments in the IT and software industry are so rapid, with changes happening virtually every day. This makes it all the more important for your SaaS or tech company to innovate not just in your product development but also in your marketing strategies. You need to stay on top of the most recent techniques in marketing to ensure that your firm is known and then trusted by your target audience.
If your SaaS or tech company wants to stand out in the digital marketplace, you need to be doing more than your usual marketing tactics to get your business seen more often and more closely by users who match your ideal customer profile. One of the best ways to accomplish this at present is through paid social media.
The Role of Paid Social Media Ads in SaaS and Tech Marketing
Paid social media—or simply paid social—is a potent and modern marketing tool that tech and SaaS companies can leverage to find their target audience, increase brand visibility, drive conversion, and increase subscriptions and sales.
Paid social is simply the use of ads on social media platforms or sites, where more than 4.74 billion people all over the world and over 93% of Internet users spend an average of 147 minutes every day.
Paid social media ads bring your digital products and services to where people are and maximize the power of popular social media platforms like Meta (Previously Facebook), Instagram, Twitter, LinkedIn, Reddit, and more. Using highly-targeted and engaging ads, your company can create advertising campaigns that give outstanding returns by enabling your tech or SaaS company to target select groups of people to see your digital ads on social media platforms.
Your SaaS or tech company can use paid social campaigns for a variety of objectives. You may use them for top-funnel objectives like driving traffic to your website and increasing brand awareness. You may also use them for mid- and bottom-funnel objectives, such as to generate leads, get signups for your trial or beta test, and—ultimately—boost sales (typically in the form of paid subscriptions). The exact objectives of your paid social campaign should depend on your specific industry, overall marketing objectives, target audience, and other relevant factors.
Whatever your goals may be, paid social media ads can be a very effective and cost-effective way to achieve them… if used correctly. Paid ads on social media can empower you to promote your tech products to a ginormous number of Internet users that you consider your preferred or target customers. And the best part is that paid social campaigns are easy to set up and much cheaper than traditional marketing campaigns.
3 Ways That Paid Social Media Helps to Scale SaaS and Tech Companies
Here are the top 3 ways in which paid social media advertising helps in scaling SaaS and tech companies:
It encourages lead generation, which ultimately leads to higher sales.
The ultimate goal of every SaaS and tech company is to increase sales. Paid social media helps achieve this by helping you generate leads. Because social media ads are targeted, your firm can drive higher quality traffic to your website, which leads to a better chance of generating leads.
In addition to that, social media platforms offer several ad formats that encourage users to take immediate action (also called direct response). Examples of this are ads that encourage them to register for a 1-month trial of your app, click-to-book-a-call buttons that let them schedule a meeting with your sales team, and so on. All of this makes it easier for your potential customers to take the next step in the buyer’s journey, thus bringing them closer to a sale.
It lets you target in fine detail who will see your ads.
As mentioned above, paid social lets you create and reach a highly targeted audience, which is traditionally difficult—if not impossible—to do using conventional marketing methods such as print ads and TV commercials.
You can set a very specific audience based on what you believe are your ideal customers’ demographics (where they live, how old they are, how much they earn, what work they do, and so on), interests (what hobbies they have, what pages they follow, and so on), and behaviors (the device they’re using, their purchase behaviors, and so on). This amazing targeting feature makes your advertising efforts more efficient and effective. It’s efficient because it takes just a few minutes to set up an ad and get it running to be seen by your target audience. It’s effective because you can customize your messaging and creatives to meet the unique needs and preferences of your target customers. By doing so, you can get better engagement and, eventually, better conversions.
It gives you access to detailed insights and valuable analytics.
This is another major advantage of paid social that ads in conventional channels (like television, radio, newspapers, magazines, etc.) don’t offer.
Social media platforms offer a wealth of powerful analytics and detailed insights that you can use to assess your social media advertising campaign’s performance. Having access to this data—in real-time—will give you a better understanding of your target audience, including their online behavior and preferences. Data-driven insights into your target customers are crucial in effective marketing, whether on social media or anywhere else.
Also, having access to that knowledge will enable you to adjust your ads to improve their performance, and even guide you in testing different versions to see which one brings the best results—even while the campaign is ongoing. We recommend regularly analyzing the performance of your paid social ads and looking for clear trends and patterns that will guide you in optimizing your campaign for optimal results.
How to Leverage Paid Social Media Ads For SaaS or Tech Marketing
Paid social advertising offers three major benefits that can help your tech or SaaS company increase sales without incurring more costs. In fact, you’re more likely to actually end up spending less on paid social than you would normally spend on traditional ads.
Armed with paid social’s incredible targeting capabilities, detailed analytics and insights, and conversion-friendly features, your SaaS or tech company can grow your subscribers and boost your sales with minimal spending.
Although creating ad campaigns for social media is not that difficult, a reliable social media advertising agency like Zero Company has the experience and expertise in creating paid social campaigns that bring the best return on ad spend. Our experts in paid social are updated with the latest trends in social media advertising and use paid social on a daily basis, so you can rest assured that we know exactly how to set up the most effective campaigns for your industry.
Book a free consultation with our experts in paid social media ads who can help you scale your business in no time!