Social Media Checklist for SaaS Businesses

Nowadays it's easier to get insight into marketing efforts, even small businesses have access to a wealth of data. The only thing that distinguishes an ok campaign from a great campaign is knowing what social data to look at and how to interpret it.

Social media is also one of the most powerful ways to connect with potential buyers, as a SaaS business. By replying to comments and direct messages, your business can build meaningful one-on-one relationships with customers who meet buyers midway through their journey.

A quality social media strategy does this by improving brand awareness, brand loyalty, and inbound traffic, and providing customer insights. However, it takes time for a successful social media strategy to work. You can measure progress with this social media checklist:

Reach and impressions

This is the total number of people who saw your social media post. Social media algorithms (most widely discussed being Instagram) can have a negative or positive impact on your reach. The more people you reach, the more engagement you can get and the more quality leads you can gather for your business.

In other words, reach is the number of unique views your content receives. In most cases, impressions are higher than reach. Reach and impressions can indicate how many viewers your content is reaching, and may reflect whether certain strategies, such as using hashtags, are increasing the size of that audience.

Followers

By tracking how your followers are growing over time, you can determine strategies for growing your audience in the future. It gives you a good idea of ​​whether or not you're attracting the attention of new people. On social media, followers are essentially a list of people interested in you as a brand and can potentially become leads for your business. The more followers you have, the more potential leads you have. Gain followers by posting relevant and valuable content regularly.

Take one of our client's follower growth on LinkedIn for example:

Engagement

Follower count is important, but the percentage of followers you engage is your top priority. On Instagram, the average engagement rate an account receives is 4.7%, and on LinkedIn, the average engagement rate content shared receives is 0.09%. So, to make sure your content receives above the average, it needs to answer the following questions:

‘Does my content answer my target audience’s questions?’

‘Is it easy to understand, and is it offering value?’

‘Is my content relevant to my target audience?’

Conversions

Conversion rate is the percentage of the total number of website visitors who reach the desired goal (conversion). A high conversion rate is an indicator of successful marketing and web design. This means that people want your offer and can easily get it. All your social media efforts should lead to increasing website conversions. The content you’re sharing on social media should direct your potential customers to the website and buy from you.

Take these great results as examples:

The conversion rate doesn't necessarily have to be about clicks. It can also refer to conversion events further down the funnel. For example, you can calculate the percentage of users who installed your app or performed an in-app action. This is important as it helps you identify valuable users. This information can be fed back into your funnel to aid in targeting and optimise campaign performance.

Social media plays many roles for your business, from brand awareness and engagement to sales and customer retention. By setting goals in each of these areas and linking them to relevant KPIs, you can track growth and ultimately create audience-centric content, prioritize customer needs, allocate revenue, and escalate your business. Need more help on how to use these metrics to pinpoint your social media strategy? Let’s have a call:

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