Effective PR Strategies to Promote a Saas Company
With more than 50,000 SaaS companies in the world and many more launching every day, competition is fierce in the industry. This means it can be hard to stand out in a crowd and get people talking about your product or service. A recent Gartner survey revealed that lack of visibility and awareness was one of the biggest challenges for SaaS companies attempting to achieve their revenue goals. Saas PR campaigns are great ways to build brands.
PR is a great way to attract new customers to your SaaS company. It can help you generate quality leads, drive web traffic and increase brand awareness by building trust through third-party credibility.
Software-as-a-Service (SaaS) is a fast-growing segment of the tech industry, with an ever-increasing number of companies vying for a slice of the market. The SaaS world is fiercely competitive, and one of the best ways to get ahead is through PR. As a sector, Saas relies on word of mouth and recommendations for success, so it is critical to building a good reputation that will make people talk about a company. This is where PR comes in.
PR is all about storytelling. It is one of the most effective ways to gain media coverage and interest from journalists and reporters. People like stories because they can relate to more than just facts and figures. Stories make people think and also bring out genuine emotions like anger, sadness, or joy which are all powerful tools when it comes to PR.
How to use PR to help SaaS Companies Stand Out
Start with a PR strategy
A good public relations strategy will move a brand into the spotlight and help it stay there. To develop a strategy, there is a need to think about how a business will be perceived by consumers. The value proposition must also be clearly defined before efforts can be made to develop goals to guide PR efforts.
Audit Existing Coverage
Knowing where a brand stands is important before setting out on a new journey. An audit can help with the identification of gaps in coverage. It also helps uncover opportunities for improvements such as increasing coverage from certain outlets or increasing the number of mentions of specific keywords that are valuable for a business.
It may also help you determine where you should focus your efforts going forward and which stories have been successful for you in the past. Look at what’s being talked about within the media landscape, then determine what isn’t being said about similar companies.
Create a Media List
Once the topics that are important to a company have been unveiled, the next step is to create a list of publications that cover these topics regularly and that reach the particular audience being targeted.
Reach Out to the Right Journalists
It is important to ensure that a Saas company is pitching the right person at the right publication with the right story idea so doing some research goes a long way. Also, make sure that it is really clear why they should care about a product. For editors to assign a story, they must be given a reason to write about it.
To get journalists interested in covering a business, it isn’t sufficient to tell them what the business does, they must be given reasons to care. Did you come up with an innovative idea for new software? Did your business solve a problem for your customers? Did you experience an obstacle along the way that almost made you give up? These are all interesting stories that can generate positive press attention quickly.
Ronn Torossian founded 5WPR, which works extensively in SAAS PR.