Software as a Service (SaaS) was once a differentiator. Today it defines the whole software market.
Back when the Internet was in short trousers, SaaS was the future and PR campaigns revolved around cutting through the jargon; explaining the concept of ‘Cloud’ solutions and the promise that one day we wouldn’t have to install applications using CDs.
SaaS is now the whole market. Journalists no longer care about faster implementation, easier upgrades and lower maintenance costs. Effective SaaS PR campaigns focus on the real benefits. Our campaigns delve into the technicality of the software to bring out the human aspect to focus on how the software will improve or change the life of its users.
Who cares about SaaS?
As end-users we come across SaaS technology in every part of our daily working lives. Salesforce, Slack, Office 365, G-Suite, Zoom, HubSpot, Xero, Eventbrite, SurveyMonkey, Shopify...the list goes on and on. But what makes Zoom better than MSTeams? Or Office 365 better than G-Suite? When boiled down, it comes down to buyer preference and their brand perception of each SaaS provider in the marketplace.
This is why PR for SaaS providers is so important, but now so highly competitive. It has become a crowded marketplace, but a targeted PR campaign can position your business ahead of the rest and get journalists talking about your solution over your competitors.
Increasing the profile of your key spokespeople through a content driven, thought leadership-based PR campaign will showcase the human element of your business and make them the ambassadors of your brand. You don’t need to explain the technical intricacies - content campaigns should be explaining why the technology has revolutionised a business process or delivered savings to the bottom-line. It is these insights that interest journalists and will ultimately provide and boost the awareness of your business.
Successful SaaS PR campaigns are built on:
Craft unique content that cuts through
Cut out the jargon and cut to the chase. What are the business benefits and who is set to gain the most impact? An amazing software feature that whizzes and glows is of little importance - how will it make the user’s life easier?
Put personality into your content
It’s an old cliché, but people buy from people. Position your people as experts and make them the interesting ambassadors of your brand. This will make your brand more memorable and more attractive to prospects.
Gain notoriety the right way
Telling people you’re great is a turn-off. Having other people say that you’re great is a positive referral. Being at the forefront of industry topics and latest developments allows you to be part of the industry conversation.
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