If you are doing marketing for your
Software as a Service (SaaS) company, then you probably thought about running
Without a doubt, Facebook Ads is one
of the most effective marketing campaigns that you could do promote your SaaS
business. But also remember that not all businesses are the same, so you still
have to test everything.
In this post, we will talk about some
of the Facebook Ad strategies that will help you garner amazing results for
your SaaS business:
Target the right audience
One of the biggest mistakes a lot of
SaaS marketers commit when starting their Facebook ads is targeting their audience.
When segmenting your audience and
picking different behaviors and interests, you have to think carefully.
Sometimes, you might find yourself targeting users on the platform that are not
interested. Meaning you have to focus on finding the real interests your
For starters, a lot of users express their interest on Facebook. You could utilize this public information to your advantage.
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Create your Facebook ads funnel
Behind every highly successful
campaign is a solid marketing funnel. In a nutshell, a funnel is made up of a
series of steps that prospects go through before they ultimately make a
transaction with you.
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The goal here is to turn a person
who does not know your brand that well into a loyal customer.
For most SaaS startups, the ideal
funnel is made up of four parts:
- Awareness. This refers to when a prospect has first heard of your business.
- Interest. This is the stage wherein prospects would want to know more about you and your service.
- Evaluation. This is when a prospect starts considering you as a service provider, as well as compare your business from your competitors.
- Sale. This is where the ultimate conversion happens.
Pick a great ad placement
The placement of Facebook includes
- Facebook feeds (both desktop and mobile)
- Facebook right-hand column
- Audience network
- In-Stream Video
When it comes to marketing your SaaS
product, your ad placement plays a key role in the overall results of your
Hence, it is advisable to always
track your Facebook campaign’s cost-per-acquisition, at the same time, measure
whether or not your product experiences can convert leads into paying customers
at the same rates.
Perform A/B testing on your ads
Unless you have the power to read
your target audience’s minds, it is quite impossible to figure out what they
think or prefer.
Would they pick lighter or darker
images? Will your ad headlines be in the form of a question or statement? What
is your offer that outperforms that rest?
Is your ad delivery optimized in the most efficient way possible? Are you even targeting the right audience?
Split testing your ads allows you to answer these
questions. It prevents your gut feeling from having too much say in the whole
ad creation process.
Take advantage of the Facebook Pixel
One of the best things about
Facebook marketing in the SaaS industry is that everything happens online. It
means that you could virtuallytrack
While it might take some work to set
up an ad conversion tracking like Facebook Pixel on your site, it is worth it!
After the initial set up, you can
now track actions and conversions like:
- The cost-per-click on your landing page
- The cost for every new lead
- The cost for every install of your mobile app
- The cost for a free trial sign-up
- All the other options are practically endless
Run retargeting ads
Remember that when a user signs up
for a free trial of your product or software, you are only half-way there.
During the initial trial period, you
must do everything to make your users excited about your product so that they
will be compelled enough to use it in the long term.
That’s where retargeting comes in.
You are probably aware that
retargeting is one of the best promotional campaigns out there. However, what
you might not know is that you may run retargeting campaigns on Facebook
through their native ad platform.
You could set up your Retargeting as unique campaigns instead of separate Ad Sets. That way, it is quite easy tracking the results that are retargeted, as compared to other top-funnel campaigns.
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Produce video ads to improve click-through rate
Videos are gaining more and more
popularity on Facebook’s news feed, compelling millions of brands to use it
into their own marketing campaign.
So, Facebook video ads are not just
a trend. It is an excellent strategy that attracts your audience, drives
engagement, and generate leads.
It is also a great platform to
promote your SaaS product or service. If you have a great SaaS product that you
want to show in action, then video ads on Facebook are one of the best ways to
Most SaaS companies are aware of the
value of content marketing. But only a few realize that it could be an
excellent tool for growing your brand and promoting your content online.
If done the right way, your blog
posts can even serve as native content that can help you bring more leads and
free trial sign-ups.
You can promote your content to the
- Your Facebook fans
- Lookalike audiences
- Fans and followers of your competitors
It is Time to Grow Your Business
Once you start knowing the ropes in
Facebook advertising, you will discover a world of perks, challenges, and
execution strategies that are highly specific.
Who knows? You might even overtake
your toughest competitors by trying out fresh and unique strategies of refining
your Facebook Ads.
Kevin Urrutia is the founder of Voy
Media, a SaaS Marketing Agency based in New York. He
helps people promote their SaaS business by creating digital marketing, demand
and lead generation, content, and web design and strategies.