{"id":16301,"date":"2021-12-28T13:31:00","date_gmt":"2021-12-28T13:31:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=16301"},"modified":"2025-01-14T12:27:20","modified_gmt":"2025-01-14T12:27:20","slug":"saas-pr","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/saas-pr\/","title":{"rendered":"SaaS PR: Bootstrap PR Ideas for Your SaaS from a Founder"},"content":{"rendered":"\n<p>It\u2019s a well-known fact that SaaS companies deliver a unique business model. They might offer both products and services other people need, but they shouldn\u2019t slack on developing a beneficial PR strategy. <strong>PR for SaaS becomes crucial to keep potential and current clients informed of news, updates, and more in order to drive further success.<\/strong>&nbsp;<\/p>\n\n\n\n<p>But as practical and beneficial as they are, SaaS businesses are not the easiest to do PR &amp; marketing for. Things are about to change, though.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#ideas\">Top PR ideas that could drive the success of your SaaS<\/a><\/strong>\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#webinars\">Attend or host webinars<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#clubhouse\">Take part in Clubhouse chats<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#social\">Be active in social groups<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#podcasts\">Go to podcasts<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#host\">Start your own podcast<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#reports\">Launch industry reports and studies<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#ebooks\">Launch eBooks<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#pr\">Send out regular press releases<\/a><\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ideas\">Top PR ideas that could drive the success of your SaaS<\/h2>\n\n\n\n<p>SaaS companies must take a different approach than traditional marketing to reach their core audience and effectively engage their customers to renew their subscriptions.<\/p>\n\n\n\n<p>Usually, an <a href=\"https:\/\/prowly.com\/magazine\/pr-strategy-template\/\">effective PR strategy<\/a> relies on capturing the consumer\u2019s interest at the top of the sales funnel with your product and enticing them down the path to purchase. What\u2019s more, focusing on creating a valuable PR strategy for your company maximizes ROI by getting the most out of your content to drive success.<\/p>\n\n\n\n<p>Keeping a perfect balance between innovation and utility is what differentiates SaaS companies. What they offer must be original and surprising and also make perfect sense. But what about the PR strategy for SaaS? How can they you stand out?&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"webinars\"><br><strong>Attend or host webinars<\/strong><\/h3>\n\n\n\n<p>Although at first glance webinars might seem a tool of the past, the reality is that for SaaS companies, attending or hosting a webinar provides a <a rel=\"noreferrer noopener\" href=\"https:\/\/startnearshoring.com\/it-leadership-insights-by-future-processing\/\" target=\"_blank\"><strong>great platform to help you position your company as an authority in your field<\/strong><\/a> of business.<\/p>\n\n\n\n<p><a href=\"https:\/\/hypeinsight.com\/how-to-use-webinars-as-a-part-of-your-saas-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Over 85% of companies<\/strong><\/a><strong> use webinars to educate their existing and potential clients<\/strong>, which in turn helps them build <a href=\"https:\/\/prowly.com\/magazine\/brand-awareness-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand awareness<\/a> and gain a notable position within the market.<\/p>\n\n\n\n<p>What distinguishes webinars from written content is that they provide your customers the chance to directly interact with leading personalities in your field. And to make sure you truly set yourself apart from the rest, you need to <strong>follow a few steps in organizing your presence in webinars:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Provide valuable insights that your competitors aren\u2019t willing to share. It\u2019ll make your webinars unmissable<\/li>\n\n\n\n<li>Keep your topics as green as possible, relevant, and hardly outdated, so your customers can come back to your webinar and replay it. You\u2019ll also continue to pull in new leads if they share it with their network<\/li>\n\n\n\n<li>Always make sure to follow up with your attendees after the webinars, thus helping you in maintaining a relationship with your customers<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/K2IubTXJj5OpiLRQkkJfMk4fJaSMPz_zBscWEgslYHQaXDdPL7GMi3ZBOwPMlt1HJeItMhN1H9GFaCLJf1Yz3lWDPJKqNeOJYkwl1NtJ3BEL0L9dbocFghpblkM1QS31RJACuwZZ\" alt=\"\"\/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">SaaS PR example: <\/span><\/em><a href=\"https:\/\/www.semrush.com\/webinars\/\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Semrush Webinars<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"clubhouse\"><br><strong>Take part in Clubhouse chats<\/strong><\/h3>\n\n\n\n<p>If you really want to win the game of PR for SaaS, <strong>you need to keep yourself up to date when it comes to trends and new ideas<\/strong>. And the rise of a new social media platform brings with it new opportunities to help you gain an edge with your PR and marketing strategies.<\/p>\n\n\n\n<p>That\u2019s the case for <a href=\"https:\/\/www.joinclubhouse.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Clubhouse<\/a> - a new &amp; super buzzed social media app rooted in audio communication. To put it simply, it brings the same benefits as a conventional conference, but from the comfort of your home. It has speakers and moderators, but what makes it special is that it happens online, 24\/7. While it requires an invitation from a current user to join, taking part in Clubhouse Chats will help you boost your authority and build authentic relationships with your customers.&nbsp;<\/p>\n\n\n\n<p>You can create engaging collaborations with existing influencers in your field and get invited to join their virtual talks. This, in turn, will help place your brand in the top spot in front of an engaged audience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"social\"><br><strong>Be active in social groups<\/strong><\/h3>\n\n\n\n<p>Social media marketing isn\u2019t about just sharing a message and then hoping that someone, somewhere, will get to it and see its value. It\u2019s more about defining a strategy of leveraging a platform (e.g. Facebook, Linkedin, Discord, etc.) in order to <strong>create better engagement<\/strong> with its users.<\/p>\n\n\n\n<p>Why does it help? Well, because it\u2019s virtually cost-free and quick. So, whether you want to raise awareness around a future product launch or you are just trying to get more people to interact with your content, turning to social media is a great help in your SaaS PR strategy. You\u2019ll be able to build real relationships with your customers, identify any PR threats and reach out to relevant influencers.&nbsp;<\/p>\n\n\n\n<p><strong>You need to go where your audience is <\/strong>- find out which platforms they use &amp; which social groups they\u2019re most active on. Think of relevant LinkedIn groups, Facebook groups, Slack channels, Discord channels, or Workplace groups. Being active on social groups pays off long term because they provide the best platform for you to answer your customers\u2019 queries and help them get complex issues solved quickly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"podcasts\"><br><strong>Go to podcasts<\/strong><\/h3>\n\n\n\n<p>One other powerful strategy in PR for SaaS is <strong>podcasting <\/strong>because it helps you gain exposure in front of highly engaged leads. When people enjoy a podcast, they\u2019re more inclined to hit the \u201csubscribe\u201d button and to make listening to it a regular occurrence in their daily life.&nbsp;<\/p>\n\n\n\n<p>Before you think about starting your own podcast, the easier way to gain similar benefits is to join other hosts. Think about it: their audience will spend roughly an hour listening to you. And after that episode, it\u2019s more likely they\u2019ll be inclined to look into your product a lot more.<\/p>\n\n\n\n<p>It\u2019s important to identify <strong>how you can contribute to the podcast you\u2019re planning to join<\/strong>. Ask yourself: what is something the hosts\u2019 audience will like, that they haven\u2019t yet heard about and that you are in a position to give details about?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/k_b4NxqFARe2DKkxyfk4Cz_UflcravImTKaxmT4h6SMguLLLUju2n8Z_4WHcpJwwrjSkjeoSNfR_BjnYl6l4lsvs5SkvuNXUnVAgxLv5PZ8msIeLG0ut7iC9-gzOhvMcUsxR55s9\" alt=\"\"\/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">SaaS PR example: <\/span><\/em><a href=\"https:\/\/betterproposals.io\/blog\/roundup-media-appearances-ceo-adam-hempenstall\/\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Better Proposals<\/em><\/span><\/a><em><span class=\"has-inline-color has-cyan-bluish-gray-color\"> finds relevant podcast opportunities on Listen Notes and sends about 20 pitches per month. Up to date, their CEO, Adam Hempenstall, took part in more than 20 podcasts (and still counting).<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"host\"><br><strong>Start your own podcast<\/strong><\/h3>\n\n\n\n<p>Then again, <a href=\"https:\/\/prowly.com\/magazine\/start-your-own-pr-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">starting your own podcast<\/a> comes with a whole different set of benefits for your SaaS PR strategy. Besides helping you build brand awareness, it will also establish you as an authority in the field while also providing a great platform to promote your products and services. Plus, many other industry-specific benefits will reveal themselves.<\/p>\n\n\n\n<p><strong>When deciding what kind of content to create for your SaaS podcast, it helps to keep in mind the direction you\u2019re going for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Are you planning on connecting with your target audience &amp; customer persona?<\/li>\n\n\n\n<li>Do you want to be known as a #1 authority in your industry?<\/li>\n\n\n\n<li>Maybe your main focus is to build a community around your product?<\/li>\n\n\n\n<li>Or do you want to simply increase your brand awareness?<\/li>\n<\/ul>\n\n\n\n<p>Of course, they don\u2019t exclude each other. Because if, let\u2019s say, you focus on becoming an authority, then building your community and even generating leads will come naturally afterward.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"reports\"><br><strong>Launch industry reports and studies<\/strong><\/h3>\n\n\n\n<p>Another great PR tactic for SaaS is <strong>creating and launching original content in the form of industry reports or studies<\/strong>. Original content is likely to get the attention of both potential customers and journalists, and get you some <a href=\"https:\/\/prowly.com\/magazine\/prowly-link-building\/\" target=\"_blank\" rel=\"noreferrer noopener\">backlinks<\/a> and <a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\" target=\"_blank\" rel=\"noreferrer noopener\">coverage<\/a> in the process.&nbsp;<\/p>\n\n\n\n<p>Besides, launching a SaaS PR campaign revolving around original content will also bring your SaaS company into the spotlight for eager marketers and researchers that are interested in customer insights and trends. Not to mention that it will also help you get higher in SERPs because <a href=\"https:\/\/www.incredo.co\/blog\/how-to-create-a-pr-strategy-for-your-saas-startup\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google considers your original content as a sign of credibility<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/IJSDk7SCKjUxzZQSvOO8giq8HhMqn79jgRVbW3ZQv1FtM8O36I5KGKWoz10wFLfyw18NSr0g9flX5S3sGdKCnyUGij7nuDZWoPy40yOThzTnzE9-86hJdgoNeC_b2Z1WdTMqWB-l\" alt=\"\"\/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">SaaS PR campaign: Successful media pitch from <\/span><\/em><a href=\"http:\/\/talentlms\/\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>TalentLMS<\/em><\/span><\/a><em><span class=\"has-inline-color has-cyan-bluish-gray-color\"> promoting original research, recreated in Prowly PR Software<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"ebooks\"><br><strong>Launch eBooks<\/strong><\/h3>\n\n\n\n<p>As a SaaS business, you will most probably want to include eBooks in your SaaS PR strategy as well. They\u2019re visually pleasing while being easily readable and, not to mention, shareable, proving to be great B2B lead magnets - if promoted efficiently and consistently. eBooks help you appeal to your target audience, educate them about what you offer, and also provide a great resource to share during your new <a href=\"https:\/\/www.custify.com\/user-onboarding-customer-success\" target=\"_blank\" rel=\"noreferrer noopener\">customers\u2019 onboarding process<\/a>.&nbsp;<\/p>\n\n\n\n<p><strong>If you plan on launching an eBook, make sure you tick the boxes below for a flawless SaaS PR campaign:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Design and create a landing page for that eBook<\/li>\n\n\n\n<li>Create opportunities to showcase the eBook on your website<\/li>\n\n\n\n<li>Insert CTAs that lead your blog posts readers to the eBook<\/li>\n\n\n\n<li>Post about it on social media - this is a given<\/li>\n\n\n\n<li>Make sure to also invest in paid advertising for greater reach<\/li>\n<\/ul>\n\n\n\n<p><strong>Bonus bootstrap tip: Repurpose your existing content into eBooks. <\/strong>You most certainly already have valuable content that can be repurposed into other forms like infographics or even personalized <a href=\"https:\/\/www.custify.com\/how-email-automation-can-drive-your-customer-success-program\" target=\"_blank\" rel=\"noreferrer noopener\">email drip campaigns with the help of automation<\/a>, along with <a href=\"https:\/\/emailanalytics.com\/email-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\">email tracking<\/a> and analytics to provide you with data-driven insights regarding your campaign.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"pr\"><br><strong>Send out regular press releases<\/strong><\/h3>\n\n\n\n<p>Lastly, one other tactic that you should definitely include in your SaaS PR efforts is <strong>sending out <\/strong><a href=\"https:\/\/prowly.com\/magazine\/press-release-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>press releases<\/strong><\/a><strong> on a regular basis. <\/strong>But be mindful of their frequency. The key here is to keep your company top of mind, without sharing trivial information that might weaken the overall impact.&nbsp;<\/p>\n\n\n\n<p>Start by pointing out important timestamps in your product development like a crucial upgrade or a <a href=\"https:\/\/prowly.com\/magazine\/product-launch\/\">brand-new product launch<\/a> and then create your press release around that subject. Just make sure that the updates you share are vital and helpful for your audience.&nbsp;<\/p>\n\n\n\n<p>Regular press releases as part of your overall SaaS PR strategy will also drive sales because they will provide your sales teams with another touchpoint along the pipeline with your customers. Because, at the end of the day, if you aren't <strong>boosting your sales with press releases<\/strong>, then there's not much value in sending them out in the first place.&nbsp;<\/p>\n\n\n\n<p><strong>Press releases don\u2019t have to be based on product updates only <\/strong>- there\u2019re a lot more subjects that you can transform into valuable news: webinars, executive additions, podcast announcements, customer wins, or launching original content.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"staying-top-of-mind\"><br><strong>Staying top-of-mind<\/strong><\/h2>\n\n\n\n<p>There\u2019s no simple answer to how you should conduct your SaaS PR strategy. It\u2019s important to make sure you understand the different benefits of each different strategy, so you can then invest in the platform that makes the most sense for your company, whether it\u2019s launching your own podcasts, starting a recurrent branded room on Clubhouse, or just being a bit more active on social groups.<\/p>\n\n\n\n<p>At the same time, it might take a few trials and errors in terms of optimizing your SaaS PR strategy to help your business stay top of mind for your audience. It helps to stay patient and ready to reposition your tactics at any given time along the way, to make sure your PR and marketing objectives are being met.&nbsp;<\/p>\n\n\n\n<p>Think this all sounds like a lot of work? Well, it\u2019s not going to be easy, but it will be worth it in the long run. Plus, there are plenty of bootstrap tactics here you can already try with close to no budget. So let\u2019s make the best of it!<\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792464109000-7295274974\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792464109000-7295274974\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><span class=\"has-inline-color has-cyan-bluish-gray-color\"><strong>About the Author:<\/strong> As the CEO of <a href=\"https:\/\/www.custify.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Custify<\/a>, Philipp Wolf helps SaaS businesses deliver great results for customers. After seeing companies spend big money with no systematic approach to customer success, Philipp knew something had to change. He founded Custify to provide a tool that lets agents spend time with clients\u2014instead of organizing CRM data.<strong> <\/strong><\/span><\/p>\n\n\n\n<p><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by DocuSign<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a well-known fact that SaaS companies deliver a unique business model. They might offer both products and services other people need, but they shouldn\u2019t slack on developing a beneficial PR strategy. PR for SaaS becomes crucial to keep potential and current clients informed of news, updates, and more in order to drive further success.&nbsp; [&hellip;]<\/p>\n","protected":false},"author":414,"featured_media":16305,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[],"class_list":["post-16301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SaaS PR: Bootstrap PR Ideas for Your SaaS from a Founder<\/title>\n<meta name=\"description\" content=\"Want to make sure your company stays top of mind? 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