Gone are the days when SaaS companies solely relied on traditional advertising methods. The rise of social media has propelled influencer marketing to the forefront, making it a go-to tactic for SaaS brands aiming to enhance product visibility and customer engagement.
Users on TikTok are 1.8 times more likely to discover new topics that they didn’t even know they liked, compared to traditional social media platforms (46% on TikTok vs. 17% on other platforms). This underscores TikTok’s unique ability to introduce brands to audiences in unexpected and engaging ways.
Influencer marketing for SaaS offers a unique advantage, particularly in building brand awareness and driving growth. Around 44% of TikTok users find things they didn’t intend to discover, making the platform a potent discovery engine for brands to leverage.
Here’s why it’s an essential strategy:
- Building Trust with Consumers – Nearly 46%, trust what their favourite influencers say online, as per Nielsen’s Global Trust Report. This high level of trust in influencers’ recommendations and opinions is a valuable asset for SaaS companies looking to establish credibility.
- Boosting SEO and Online Visibility – Influencer content, including links to your website and brand mentions, can significantly enhance your SaaS company’s SEO. This improved online presence can lead to more website visits and higher search engine rankings, boosting your visibility and perceived trustworthiness.
- Influencing B2B Buyers’ Decisions – According to World Business Research, 68% of B2B buyers prefer to research vendors by reading blogs, and 80% favour getting information from articles over advertising. Influencer marketing, especially through blogs and informative articles, aligns perfectly with these preferences.
- Cost-Effective Marketing Strategy – The study by Influencer Marketing Hub reveals varied investment levels in influencer marketing among brands, with 43% spending less than $10,000. This indicates the accessibility of influencer marketing as a strategy, even for SaaS companies with limited budgets. Remember, every $1 invested in influencer marketing has a ROI of $6.50.
- Greater Engagement and Conversion Rates – Data from Mediakix shows that 89% of marketers find ROI from influencer marketing comparable to or better than other marketing channels. For SaaS companies, this means influencer marketing isn’t just about awareness; it’s also a powerful tool for conversion.
Influencer marketing offers a unique combination of trust-building, improved SEO, and effective B2B engagement, making it an essential strategy for SaaS companies aiming to expand their reach and influence in the digital landscape. By leveraging influencer marketing, SaaS companies can effectively navigate the challenges of complex products, niche markets, and lengthy decision-making processes, turning these into opportunities for substantial growth and market penetration.
Let’s explore the strategies and best practices that make influencer marketing an indispensable part of the SaaS marketing ecosystem in 2024 and beyond.
Influencer Marketing Trends for 2024 by House of Marketers
House of Marketers is a leading TikTok Agency. We work with brands across a variety of niches including lifestyle, health and entertainment to name a few. We also help Saas and AI brands gain visibility through TikTok and other social media platforms.
Let’s take a look at key influencer marketing trends that SaaS companies should be prepared for in 2024. These insights reflect their deep understanding of the evolving digital landscape and their commitment to keeping clients ahead of the curve.
1. Authentic, Mindful, Transparent Marketing
We expect a greater focus on genuine, transparent content. Influencers who authentically engage with SaaS products will drive more meaningful interactions.
Consumers overwhelmingly prefer genuine content, with 90% expressing a preference for authenticity over polished, prepackaged content. This trend is especially important for Millennials and Gen Z audiences.
2. Growing Impact of Micro and Nano-Influencers
House of Marketers predicts a surge in collaborations with smaller influencers. Their niche, highly engaged audiences offer targeted and effective reach, especially for specialised SaaS products.
3. Video Content will Dominate the Market
Platforms like TikTok and Instagram Reels are reshaping content consumption. House of Marketers foresees these platforms becoming crucial for creative and impactful demonstrations of SaaS offerings.
4. Commitment to Long-Term Influencer Partnerships
Moving away from one-off campaigns, long-term collaborations will become the norm, ensuring consistent and evolving promotion of SaaS brands.
5. Diversify Platforms for Greater Reach
House of Marketers encourages expanding beyond traditional social media to include podcasts, webinars, and new platforms, broadening the scope for SaaS marketing.
6. Integrated Marketing Strategies
Seamlessly blending influencer marketing with other digital strategies will create more cohesive and impactful campaigns.
Viewing ads on TikTok can significantly boost brand perception. After seeing an ad, there’s a 108% increase in trust towards the brand, a 31% increase in brand loyalty, and a 33% increase in viewers feeling that the brand aligns with their personal identity.
7. Personalised Campaigns for Higher Engagement
Tailoring influencer campaigns to address specific audience segments will become essential for engaging and converting diverse customer bases.
These trends, as outlined by House of Marketers, are set to shape the influencer marketing landscape in 2024, offering SaaS companies valuable guidance on staying ahead in a dynamic market.
How to Market your Saas: Making Influencer Marketing Work for Your SaaS Business
As a growth marketing manager in the SaaS sector, leveraging influencer marketing effectively means creating content that connects with your target audience.
- To target tech startups and entrepreneurs, your influencer campaigns should highlight case studies and growth strategies showcasing your software’s potential.
- If your target audience is IT professionals, make sure your content is educational in nature. Tutorials and feature discussions by influencers in your niche will help you generate more leads and interest in your product.
- Small business owners respond well to influencers who present straightforward tutorials and emphasise cost-effectiveness.
- Corporate executives are more likely to engage with content that underscores ROI and strategic alignment, ideally delivered by authoritative influencers.
- And for non-tech-savvy users, influencers who can break down the benefits and features of your product or service will help you convert. Think of simple explanations and relatable testimonials.
Tackling SaaS Challenges and Reaching Business Customers
In the SaaS industry, one of the key challenges is illustrating the practical value of your product to potential customers. This is where influencer marketing can play a pivotal role.
A prime example of effective influencer engagement is a TikTok video by @brent.timm.travel, which masterfully demonstrates the real-world application of a product. Such authentic showcases are incredibly powerful. They bring the software to life, allowing potential clients to see it in action, understand its practical use, and envision how it can be beneficial in their own professional contexts.
This approach is particularly effective in addressing the often abstract nature of SaaS products. By presenting the software in tangible, relatable scenarios, influencers bridge the gap between the product and its prospective users. These live demonstrations not only enhance comprehension of the product’s features but also foster a sense of trust and connection. It’s these elements – understanding, trust, and relatability – that are crucial for engaging and converting customers in the competitive SaaS market.
Image Source: Tiktok @Brent.Timm.Travel
Challenge 1: Complex or unique product
Your software is complex, and your customers might be unaware of the solution you are offering.
What to Do
Select influencers who deeply understand your software and can articulate its benefits effectively. Focus on creating guides, how-to videos, and real-life stories that illustrate how your software optimises business operations and drives cost savings.
Challenge 2: It takes time to see results
In SaaS, selling takes time, and you need to show that what you’re doing is working.
What to Do
Engage with influencers throughout the entire sales cycle, from raising awareness to driving conversions. Consistency is key – maintain long-term collaborations with influencers who can evolve their storytelling as your product grows. Monitor metrics such as engagement rates and conversion impacts to fine-tune your strategy as needed.
Challenge 3: Tech jargon is hard to translate
What you’re up against is the complexity or novelty of your product. Your software is technical, but you need to make it sound exciting and useful and the right influencers do a good job of making the complex parts easy to understand.
What to Do
Partner with influencers who can simplify complex concepts and share their personal experiences with your product. Let them showcase user reviews and success stories to enhance credibility and trust among potential customers.
Real-World Examples of Influencer Marketing in the SaaS Industry
Monday.com and Ann Handley
One standout example is Monday.com’s partnership with Ann Handley of MarketingProfs. In response to the increasing trend of remote work, they collaborated on creating and sharing informational content about the transition to working from home. This content was not only featured on Monday.com’s website but also distributed by the influencers themselves.
The campaign’s success was evident in its impressive reach highlighting the power of targeted influencer partnerships in the SaaS sector.
Campaign Reach – Over 300,000 social media impressions, 17.9 million potential reach. (Source)
House of Marketers Insight – Leverage industry-specific influencers to create and share educational content that addresses current trends or challenges. This approach not only enhances brand credibility but also ensures the content resonates with the target audience’s immediate needs.
Shopify and Mr. Beast
Another innovative example is Shopify’s collaboration with Mr. Beast, a renowned YouTuber with substantial influence among content creators. By partnering with Mr. Beast, Shopify positioned itself as the essential e-commerce platform for creators looking to monetise their content. Mr Beast’s promotion of Shopify across various social channels significantly amplified the brand’s visibility, demonstrating the effectiveness of aligning with influencers who resonate with your target audience.
Image Source: TikTok
Campaign Highlight – Significant brand exposure through a leading content creator.
House of Marketers Insight – Align with influencers who not only have a wide reach but also a deep connection with a niche audience. This strategy is particularly effective in reaching segments that are typically hard to engage through traditional marketing channels.
SAP’s Strategic Influencer Selection
SAP’s approach in influencer marketing focused on partnering with traditional B2B influencers and thought leaders in specific business domains. Prioritising quality content and engagement over mere follower count, SAP used an Influencer Relationship Management tool to strategically identify and engage with influencers aligned with their brand values. This approach underscores the importance of thoughtful influencer selection and fostering long-term relationships for sustained impact.
Approach – Focused on quality content and engagement, using an Influencer Relationship Management tool.
House of Marketers Insight – Prioritise influencers who are thought leaders in their respective fields. This enhances the perceived value of the content and fosters trust among a more discerning audience, which is crucial in B2B marketing.
Canva and Guy Kawasaki
Finally, Canva’s collaboration with Guy Kawasaki exemplifies the impact of influencer marketing in the SaaS domain. Kawasaki, as Canva’s brand evangelist, played a pivotal role in enhancing the brand’s prominence in a competitive market, highlighting the effectiveness of long-term, authentic influencer partnerships.
Image Source: Canva
Impact – Enhanced brand prominence in a competitive market.
House of Marketers Insight – Engage with influencers who are genuinely passionate about your product. This authenticity resonates with their audience and can lead to a more loyal customer base. Additionally, long-term partnerships with influencers can yield sustained benefits over time.
Interested in Influencer Marketing Campaign?
As you navigate the intricate world of influencer marketing in the SaaS industry, having the right partner can make all the difference. House of Marketers stands as a leader in this realm, specialising in sourcing influencers who drive the most ROI and impact for your brand.
Why Choose House of Marketers?
- Expertise in SaaS Influencer Selection – With a deep understanding of the SaaS landscape, we help you identify and engage influencers who align perfectly with your brand’s values and audience.
- Customised Strategy Development – We don’t just connect you with influencers, we craft bespoke strategies that resonate with your target market and fit seamlessly into your overall marketing goals.
- Result-Oriented Approach – Our focus is delivering tangible results, whether that’s boosting brand awareness, or driving leads.
- Comprehensive Campaign Management – From the initial influencer outreach to campaign execution and performance analysis, we provide end-to-end management, ensuring a hassle-free experience for you.
Take the Next Step
Ready to amplify your SaaS brand’s presence and efficacy in the digital market? Partner with House of Marketers to tap into the power of influencer marketing.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.