Why Social is NOT The Way to Grow Your B2B SaaS

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Links

Best Resources:

• The CMO scorecard - a fantastic resource for all CMOs.

• The B2B content flywheel - how to think about B2B content.

• How to use AI to create content - a great example here.

My POV

Why You Don’t Need Social to Grow Your B2B SaaS

Most B2B marketers believe they need social media to grow their revenue.

There’s some data to support this:

• Social media is the most common B2B SaaS marketing channel, with 83% of B2B marketers using it.

• The top social media platform for them is LinkedIn, with 96% of B2B marketers using it.

However, these marketers are wrong.

Social media is NOT the way to grow your B2B SaaS revenue.

Here’s why:

1) Algorithms change all the time

There are two specific examples of this that you need to know:

• Facebook changed the algorithm in 2018, prioritizing personal content over business pages. As a result, a lot of businesses couldn’t access their audience.

• LinkedIn’s algorithm is also changing, and the organic reach for many businesses is decreasing.

These two examples prove you can’t count on social media for your growth.

2) You can’t access all of your followers on social media

It’s an open secret that you can only access a fraction of your following with each post.

On LinkedIn, you can reach 10-20% of your followers with each post.

On Twitter, less than 5%.

Social media doesn’t want you to reach your ICP unless you pay for ads.

3) You’re competing for attention with hundreds of millions of people

Social media is crowded:

• LinkedIn has 1 billion users

• Facebook has 2.9 billion users

• Twitter has 335 million users

All of these channels are oversaturated, so you’re consistently competition for attention with people gaming the algorithm with provocative statements, so they can go viral.

It’s a race to the bottom.

“So what’s the solution?”

Focus on the channels you can control, like your blog and email newsletter.

There are countless examples of B2B SaaS companies doing exactly that:

• Ahrefs uses its blog to drive traffic.

• HubSpot’s content marketing strategy is built on getting blog traffic and nurturing/selling their leads with newsletters.

• Buffer runs the exact same playbook.

There are a few advantages to this strategy:

• You can reach all of your email subscribers

With email newsletters, you aren’t a slave to the algorithm Gods.

You have 100k newsletter subs?

You can email them tomorrow that all of them will receive.

Can’t say the same for social media posts.

• Nobody can’t suspend your blog/newsletter

I have been having a ton of problems with my X account.

I’m logged out on a daily basis, get banned for no reason, and the platform is barely usable.

I cleaned my cache, removed my cookies, and reached out to support 3x times, and my issue still isn’t resolved.

I don’t have a big following there, so it’s not a massive issue.

Also, I have this newsletter.

Even if I lose my account, I can reach my audience with my newsletter.

• You don’t need to sensualize your content to views

Your blog and newsletter content can be authentic and still get views without being sensualized.

You don’t have the same freedom on social.

On social, if your headline/hook isn’t attention-grabbing, your reader is gone.

With your blog and newsletter content, you can be authentic without over-sensualizing your content.

This is why you need to prioritize your blog and newsletter content.

You:

• Have a lot more control over it.

• Aren’t a slave to the algorithm.

• Can create the pieces you want without thinking about the algorithm.

If you want to get more leads and sales out of your blog and newsletter content, let’s talk.

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• Follow me on LinkedIn + Twitter to get more insights into organic content for B2B SaaS.

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