Top 5 Social Media Marketing Strategies for IaaS, SaaS, and Fintech

Hi, I'm Joshua Feinberg from SP Home Run. And today I want to share with you my top five social media marketing strategies for infrastructure, software, and fintech companies. First up, start with the who and the why. It's super important to know exactly who you're on social media to engage and interact with and why you're there. Who is your primary audience, and why should they pay attention to you? For the kinds of B2B tech companies that I advise, we always start by researching and building out buyer personas for their most important stakeholders.

Before you start posting or interacting on social media, make sure that you thoroughly understand your ideal clients, their goals, plans, their challenges, their favorite watering holes, where they hang out online and offline, what they're up worried about at two o'clock in the morning. What if they get right will get them a huge promotion? What if they get wrong will get them the opposite of a promotion? Nobody wants that. So it's super critical that you analyze the mindset of your buyers and their motivations and their behaviors before you jump on to social. Second, make sure that you create content that is worth sharing on social media. Seems simple, but a lot of people overlook this basic step.

Never approach your social media in a vacuum or an echo chamber. Know who your core buyer personas are, what they care about, and find a way to add value to their lives. Get up to speed on the modern buyer's journey as well. Super critical to make sure that you understand the differences between what you care about and what your buyer personas care about during the awareness, consideration, and decision stages of the buyer's journey. All too often, newbie social media marketers and sales people think that most of their audience is super interested in hearing about how wonderful they are, which can be helpful somewhat at the decision stage.

But for complete strangers that have never heard of you or your company or your brand before, it's just not going to resonate. Remember, everyone starts in the awareness stage. They have a goal. They're trying to achieve a problem they're trying to solve. The better the job you do of meeting them where they are, the easier it is for you to start building a connection with them and getting them to notice you in the first place. Remember, your goal should be to begin the relationship in the awareness stage and be available to your audience throughout the entire buyer's journey.

So step number two is make sure you create content that's worth sharing on social. Third, make sure that you're thinking about building a brand on social media channels. If you work with small business owners that are not professional marketers, you'll almost certainly need to educate and build trust about what it means to build a brand on social media. What is this actually all about? All too often, small business owners think that building a brand is just about their logo, their fonts. The hex color chart that they use and their brand guide. As a result, they tend to entrust social media strategy decisions to the wrong kind of expert. In a small company, if you're an owner, a founder or CEO, you will almost certainly be the one who should still take lead on the strategy, even if you're not the one doing the actual implementation. Make sure your company doesn't suffer from what I call premature abdication. It's OK to delegate, but do not abdicate. And instead make sure that your clients or your internal clients understand that your brand is what people say about you when you are not in the room, your prospects and your clients.

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As a result, the content that you share on social needs to be about them. Super super critical that you answer to the what's in it for me that's going on in the mind of your prospects. All of the interactions that you may can make an enormous difference, but you first have to be tuned into how your brand is perceived and have that empathy. Also, make sure that you're patient. It takes time. Do not try to propose marriage on the first date. The reason that that subject is broached in comedy movies. But unless you're in the comedy business, think about building trust in building up that bank account before you start asking for things In return.
Four: focus on channels that matter most to your buyer personas. Yu can't be everywhere unless you truly have bottomless resources. You really need to narrow down your publishing and interactions to the channels where your ideal clients who are your buyer personas most hangout. LinkedIn is usually super important for infrastructure, software, and fintech companies.

Youtube can be a close second. You can do Instagram and Facebook and Pinterest if it matters to your buyer personas, but make sure that you take the time to do your buyer persona research to validate that actually is the case. If your super resource constrained, it's usually a safer choice to build a beachhead in the channels that matter most to your core bio personas that'll get you the impact the fastest. And your fifth strategy — on the top five list of social media marketing strategies for infrastructure, software, and fintech: use paid social to expand your reach and get hyper-specific on your targeting.

What does that mean? Well, LinkedIn organic, done well, can do great things for building up the reach of your personal profile. However, if your company can only sell to a certain geographic area like certain states or regions, certain countries or certain industries, LinkedIn a lot of times is going to attract attention way beyond what's in your ideal client profile or what needs to be where you want to be getting leads. Linkedin ads, on the other hand, can be a lot more specific and should be in your playbook. if you need to be a lot more specific about your demographics. Along the same lines if you've identified a few hundred target accounts, ideal companies that you'd love to have as your clients, and you think they're a perfect fit for your product, for your service, for getting your company to product market fit.

Account based marketing or ABM should definitely be in your playbook. And LinkedIn Ads is a very time effective and very cost effective, hyper-specific way to make that happen. To get your content offers, your educational content that builds trust in front of the exact stakeholders that matter most to your company. So in this short video, we've looked at five social media marketing strategies that you can apply to grow your infrastructure., software, or fintech company. How do you use social media? Let me know in the comments below, and if you have any questions, feel free to leave them in the comments below. And if you're looking for more one-on-one assistance.

I'm Joshua Feinberg from SP Home Run, I'm very easy to find on LinkedIn, and I look forward to hearing your great success stories with social media..

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