Facebook Marketing Campaigns That You Can Apply for Your SaaS Company

Marketing your company’s SaaS products isn’t like marketing any other product.

While there are some similarities, especially in the first parts of setting up a marketing campaign, there might be plenty of differences execution-wise.

Depending on the type of SaaS product you offer, you might want to know first if you’re better off targeting end-consumers or business consumers.

Unlike companies that target end-consumers, B2B companies are usually more careful and direct in how they market. They would rather hire a person with plenty of connections in the industry they are in. That way, they can establish relationships with potential business clients that are more likely to be interested in what they have to offer.

However, not all companies have the resources to establish these connections. Depending on the industry a business operates in, there can only be a handful of talents that are open to working as salespersons.

Despite this, wouldn’t it be great if there were other avenues SaaS companies could use to market their products and services that would ensure a consistent flow of clients?

Some companies may even tap a SaaS marketing agency to do this, but some startups might find it easier to do their marketing in-house. If you think you can do your SaaS company’s marketing on your own, using Facebook might be a great start.

Marketing on Facebook allows you to hyper-target your potential customers and place them in a marketing funnel. This will help you create ads and use techniques specifically designed to lead them into conversion.

Check out these Facebook marketing techniques that could be helpful in promoting your SaaS company in social media:

Identify Several Audience Segments

When marketing your SaaS product, one of the most crucial aspects is to know your target market.

Create buyer personas in order to paint a clearer picture of who your target audience would be. Doing this will help you identify their interests, preferences and browsing behavior, making it easier for you to convey your message.

Once you’ve identified your audience, you should create several audience segments. With this, your target audience will be more engaged and responsive to the ads you serve them, and they’ll be more likely to convert as customers.

For example, if you’re offering a social media marketing tool, you might want to separately target people who handle e-commerce Facebook Pages and those who handle media websites. These two segments are most likely to be heavy Facebook for Business users but might use your tool differently.

In addition, you might also want to consider segmenting your audience based on where they are in your sales funnel. People who have already visited your website are more likely to be warm leads, while those who still haven’t seen any content from your company might need to be targeted based on awareness.


Match Each Segment with the Right Ads

Now that you’re able to identify your audience segments properly, you can proceed to create ads that will be applicable for each audience segment. If you consider perspective from your customers, there might be a number of appropriate messages for each of them based on where they are in your marketing funnel.

People who are in the awareness stage might need to see more of your blog articles and case studies so that they can be aware of your brand. Prospective customers might need a little nudge to sign-up, so try to offer free product demos and feature customer reviews.

Now that some people are in the trial stage, the next part of your ads should lead your new prospective customers into staying on with a paid subscription. Existing customers, on the other hand, can be potentially approached with an upsell opportunity.

However, there can also be risks should you fail to deliver on their expectations. See to it that you’re constantly checking for their feedback and addressing their concerns.

Use Interest Targeting

When using interest targeting in Facebook Ads, there are a couple of targeting parameters you should be knowledgeable in:

  • Your competitors
  • Other services/software that your existing customers use
  • Professional organizations that your service can benefit
  • Job titles of your target audience

By knowing at least some of these, you’ll be able to leverage the power of Interest Targeting on Facebook Ads to provide better results. Keep in mind that the goal in interest-based targeting is to stay relevant and focus your messaging in each target audience segment.

Always Provide High-Value Content

You don’t want to leave people who are already interested in your product searching frantically for information about your product. Keep churning out quality content to maintain a relevant presence in your industry.

By creating a quality content marketing initiative, you’ll be able to establish your brand as an expert in the industry. This is very important for any SaaS business where companies tend to release tools that are closely related to each other and compete in a hyper niche market.

Your high-value content will help differentiate your brand from your competitors. In addition, you’re also setting your company up for better performance in terms of SEO, as well as in Facebook Ads.

Offer a Free Trial or Demo

For new SaaS companies, one of the most effective ways to get prospects to like your product or service is to provide them with free product trials.

Free trials are likely to be the key to better conversions as it allows SaaS brands to create the first impression to their prospective customers. It also helps your prospective customers to find value in your tool even before they pay for your service.

When things go right for them, they’ll be more than eager to put their money in your business.

Generate Leads Through Remarketing

Facebook Remarketing is an essential aspect of any business, especially so for SaaS companies.

As time goes by, people who are shopping for a SaaS product will most likely visit your website. If you’re not doing remarketing, you’re just letting these people pass by without any follow-up.

Through Facebook Remarketing, you can reach out to the same people who have already visited your website and perhaps convince them to a product trial, putting them higher up your marketing funnel.


Standing out among the competition can be very hard for most businesses. But with just a few Facebook marketing tricks, your business can set-up a spectacular marketing ecosystem that will be vital for your business’ success and future growth.

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Kevin Urrutia
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