Effective PR Strategies to Promote a Saas Company

2022-04-24 by Ronn Torossian
SaaS promotion

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.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities