Free trials don’t work for all SaaS companies, but if you offer one, you better promote it through Facebook while emphasizing the benefits!
Promoting a free trial of your product is even better than promoting your product alone. Free trials are actionable, and customers make micro-commitments, increasing their chances of committing to a paid plan in the future.
Emphasize the benefits of your product.
10 UpContent: Reel Customers in with a Free Demo
As we said, the free trial or the freemium road is not for every SaaS company. But you can always offer your customers (preferably those that have shown interest in your product in the past) a demo.
If you don’t want to waste time on demos, you could link your ad to a series of videos which function as a demo.
Advertise your demo, instead of making customers feel like they have to commit to paying for the subscription right away.
Educate your customers on the benefits of your software, and tease them in the ad.
11 Proposify: Use Strong CTAs
Sometimes, the best way for your potential customers to understand your product is to download it.
This is the case with Proposify, who encourage customers to download the app and get started right away:
While this kind of ad works best for middle-of-the-funnel customers who have been aware of your company for a while, it also shows us the importance of strong, actionable CTAs.
Your CTA has to tell your leads what to do next. Avoid “Learn more” if you can use “Book a demo,” or “Download the app.”
If retargeting, urge your leads to take action right away.
Create ad creatives that show every lead that you’re keeping their unique needs in mind. If your product serves different purposes to different audiences, create separate ad campaigns instead of trying to cover it all with one.
14 Dubsado: Increase Brand Awareness
If you want to become a household name, Facebook ads are going to work great for your SaaS’ brand awareness.
Clearly explain the benefits like Dubsado does. However, make sure your destination URL is descriptive, and reaffirms the ad intent!
Create a landing page with a CTA, even for your brand awareness ads. Dubsado use a generic ‘Learn More,’ so you get bonus points if you ask your viewers to take action.
15 MailerLite: Show Why You Are Better than Your Competitors
A lot of people lookup comparisons between similar software before committing to one. The best way to reach those customers is to target them with a relevant content piece.
Help your leads make the best decision by advertising middle-of-the-funnel, comparative content. The best part is: it’s evergreen! You can just update it when something changes.
Use numbers. How many people use your product? How are they similar to the leads you’re trying to attract? Leverage that knowledge to create a super-specific ad.
16 JotForm: Your Offer Is Great, and Your Ad Should Be Engaging
The very best of offers can get lost in an over-saturated Facebook feed, so make sure yours stands out.
JotForm uses targeting and carousel ads to highlight their offer. It’s a win-win!
Make your offer specific. Who is it for? Personalizing your offer makes it seem more exclusive, pushing more target audience members to click through and take you up on it.
Use carousel ads with engaging visuals. One of the best ad types for SaaS companies on Facebook are carousel ads, as they allow you to highlight multiple benefits.
17 ActiveCampaign: Promote Offline Events
Using digital to promote local, and vice versa is especially charming.
In this particular case, ActiveCampaign both notify their customers that they’ll be running a workshop (adding extra value to their brand and increasing brand loyalty), and offer them an early bird discount.
Promote your events with Facebook Ads, but give your customers something special for clicking on it right away (e.g. an early bird discount).
Target existing customers to maximize their LTV and retain them.
18 Proposify: Educate Your Customers with Webinars
Are you noticing a pattern here?
Yep, a lot of successful SaaS companies advertise their content!
It’s a great, although indirect, way of increasing your sales.
Create additional content for existing and new customers alike. Your existing customers will want to maximize the value of their subscription (and you’ll show them you care). Your leads might want to learn something new, and when they see how useful your software is, they’ll be hooked!
19 Toggl: Creativity Wins the Race
Depending on your branding, you might go further than just memes. The team behind Toggl are well-known for their interesting comics:
This comic not only adds something extra to the conversation, but it also pulls new customers in. It’s a great example of out-of-the-box branding and content marketing!
Business in the front, party in the back. Don’t be afraid to use creative materials for your advertising. Your customers will appreciate it. We know we do!