Advertising through Facebook & Instagram has become the primary paid media channel for most businesses in the past few years. It’s no longer a test channel or test campaign. If you don’t leverage it, you’re going to get beaten by your competitors who do.

Facebook advertising can help you drive sales through direct response, generate leads, & nurture your customers through content promotion.

What are the Components of Successful Facebook Advertising?

Lead Generation

Driving email leads is the core component of most Facebook & Instagram Ad Account strategies. Through lookalike audiences & custom audiences, reaching the right customers is more accessible than ever, with a CPL (cost per lead) that rivals all other channels.

As a SaaS company, you need to evaluate if lead gen is a viable channel for you or if you need to focus on different models, such as self-serve. If you’re stuck in the middle of this conversation, let us know. We can work through that to evaluate which is likely better for you.

Retargeting

Retargeting can be done through third-party services but retargeting through the platform is a high-ROI channel becomes really powerful as you dig deeper into who your customers are and how they buy. Facebook and Instagram both have tremendous retargeting capabilities and allow you to leverage the ad platform for lead gen, direct response for self-serve, or content promotion as you go through the Activation cycle–getting your customers to take action and utilize the platform.

Direct Response (DR) Ads for SaaS

For SaaS companies, direct response plays an important role in getting potential customers into webinars, free trials, and buying self-serve software. Pairing with retargeting and your sales strategy, we can improve ROI with the right targeting through Facebook Ads.

Content Promotion

Content distribution is an art. Since any publisher can now reach an enormous audience, engaging with the right audience is incredibly valuable when looking to activate your community. Content promotion is about sharing how your software helps people overcome their current pain points.

It’s not about ego, it’s about empathy.

Video Ads for SaaS Companies

With online video now becoming a core method of delivering content, companies are building their brand based purely on video. Plenty of brands have been built on Instagram Ads alone. If video is a core component of your marketing program right now, you can turn it up with smart use of video in your paid media plan.

It’s important that we don’t confuse your SaaS business with a direct-to-consumer (DTC), low-margin brand. We don’t want to do that. But we can take lessons on how to distribute and reach the people who need to know you exist. The best SaaS businesses have a great brand. Video is an excellent way to build one.

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