{"id":34707,"date":"2020-03-31T06:29:00","date_gmt":"2020-03-31T06:29:00","guid":{"rendered":"https:\/\/mention.com\/?p=34707"},"modified":"2025-01-10T09:59:51","modified_gmt":"2025-01-10T09:59:51","slug":"influencer-marketing-saas","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/influencer-marketing-saas\/","title":{"rendered":"Influencer Marketing: Is it Really Compatible with SaaS Companies?"},"content":{"rendered":"\n<p><strong>Influencers are the new cool kids<\/strong>.<\/p>\n\n\n\n<p>We see them work every day with the best sports, snacking or traveling brands out there. And many times, the results are pretty cool.<\/p>\n\n\n\n<p>Remember this EPIC ad from Volvo featuring Van Damme?<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Volvo Trucks - The Epic Split feat. Van Damme\" width=\"660\" height=\"371\" src=\"https:\/\/www.youtube.com\/embed\/M7FIvfx5J10?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>How cool is that\u2026?!<\/p>\n\n\n\n<p>Now, you\u2019re probably wondering how can something like this apply to a SaaS business, right?<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"478\" height=\"264\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/influencer-marketing-saas.gif\" alt=\"influencer-marketing-saas\" class=\"wp-image-34712 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 478px; --smush-placeholder-aspect-ratio: 478\/264;\" \/><\/figure>\n\n\n\n<p>Well, fellow SaaS marketers, we @mention feel your pain. Having said that, we also know that <strong>influencer marketing isn\u2019t only a privilege for world-famous sports brands<\/strong>. All brands can benefit from it.&nbsp;<\/p>\n\n\n\n<p>That includes SaaS companies.<\/p>\n\n\n\n<p>In this blog post, you\u2019ll learn how successful SaaS businesses already leverage influencer marketing to promote their products and services (and how you can do the same). &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How can SaaS businesses benefit from influencer marketing?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Influencer Marketing: What should you expect?<\/h3>\n\n\n\n<p><em>Did you know almost 1 in 2 consumers will believe anything an influencer says online? <\/em>According to <a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/realbusiness.co.uk\/sales-and-marketing\/2017\/01\/18\/trust-issues-putting-influencer-marketing-failure-risk\/\">Nielsen\u2019s Global Trust Report<\/a>, a whopping 46% of us do.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>What are influencers anyways?<\/strong><\/h4>\n\n\n\n<p>Influencers are social media content creators who are often dedicated to a niche market. We call them so because their voices are carefully listened to by their loyal followers. They are usually compensated by money or other benefits to promote a brand.&nbsp;<\/p>\n\n\n\n<p>Influencer marketing isn\u2019t a <em>nice-to-have<\/em> anymore. <strong>Many brands are already leveraging it,<\/strong> and those using it right see, on average, a <a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/influencermarketinghub.com\/the-rise-of-influencer-marketing\/\">7 fold increase in their ROI<\/a>. In fact, in 2019 alone, it\u2019s estimated that brands spent over <a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/www.businessinsider.com\/influencer-marketing-report\">8 billion dollars<\/a> to have influencers advertising their products and services online (it is predicted to reach $15B <a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/www.businessinsider.com\/influencer-marketing-report\">by 2022<\/a>).&nbsp;<\/p>\n\n\n\n<p>Now, most average and smaller-sized companies simply can\u2019t afford to spend thousands on a tweet or an Instagram post. <strong>Besides, they most likely won\u2019t have access to popular and highly coveted influencers &#8211; which isn\u2019t the end of the world.<\/strong><\/p>\n\n\n\n<p>When it comes to influencer marketing, we believe here at Mention that <strong>bigger isn\u2019t always better<\/strong>. More often than not, working with <em>smaller <\/em>influencers is far more interesting as they have <strong>focused and engaged audiences<\/strong>. Besides, they, themselves, will appear more involved in partnering with your brand. <strong>This is why we\u2019d recommend to all SaaS businesses to partner with micro-influencers<\/strong>.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Who are micro-influencers?<\/strong><\/h4>\n\n\n\n<p>Micro-influencers are (just) <em>regular people<\/em> with an average of 10 000 followers or less (<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/www.socialmediatoday.com\/news\/micro-influencers-vs-macro-influencers\/516896\/\">Social Media Today<\/a>). They are a golden choice for brands in niche markets, where influence often depends on quality rather than quantity.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Influencers vs. brand advocates vs. organic influencer marketing<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Macro-influencers<\/strong>: These are typically celebrities or highly popular social media users who have tens of thousands, sometimes millions, of followers. Due to their high demand and market prices, smaller brands usually won\u2019t get to work with them.<\/li>\n\n\n\n<li><a href=\"https:\/\/mention.com\/en\/blog\/instagram-influencer-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Micro-influencers<\/strong><\/a>: These are \u201cregular people\u201d with an average of 10 000 followers or less. They are the preferred choice for brands in niche markets, where influence often depends on quality rather than quantity.<\/li>\n\n\n\n<li><strong>Brand Advocates: <\/strong>Brand advocates are people in the online community that rave about your brand; they aren\u2019t necessarily influential. The share your content, interacting with you, and <a href=\"https:\/\/mention.com\/en\/blog\/leverage-online-reviews\/\" target=\"_blank\" rel=\"noreferrer noopener\">sharing reviews<\/a> of your products with their peers \u2013 they aren\u2019t motivated by money or any other kind of compensation.&nbsp;<\/li>\n\n\n\n<li><strong><a aria-label=\"Organic Influencers (opens in a new tab)\" href=\"https:\/\/mention.com\/en\/blog\/influencer-brand-advocates\/\" target=\"_blank\" rel=\"noreferrer noopener\">Organic Influencers<\/a>: <\/strong>Organic influencer marketing is the result of <strong>turning influencers into brand advocates<\/strong>. They\u2019re the perfect choice for brands with limited resources as the influencers promote your brand and products <em>simply because you have a great relationship with them.<\/em><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3 benefits of running influencer marketing campaigns<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Build trust and gain credibility<\/strong>: This is the #1 reason to work with micro-influencers. Their followers trust them for their judgment and expertise. Sending the right message through the right micro-influencer will reflect effectively on your own brand.<\/li>\n\n\n\n<li><strong>Reach out to new audiences<\/strong>: working with influencers is a way to expand the reach of your messages to new audiences. What\u2019s more, working with the right influencer, you\u2019ll even amplify your message to your <em>core<\/em> audience.<\/li>\n\n\n\n<li><strong>Share engaging stories<\/strong>: influencers usually are great storytellers. Use it to your advantage and pick their brain to share your message in a way that matches both of your values and your target audiences\u2019. What\u2019s more, this will contribute to giving more character to your brand.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Where to find the right influencer for your brand?<\/h2>\n\n\n\n<p>There are essentially 2 ways to encounter influencers:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Through agencies<\/strong><\/li>\n\n\n\n<li><strong>Through social media, blogs, and forums they\u2019re active on<\/strong><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why consider agencies?<\/strong><\/h3>\n\n\n\n<p><strong>Working with an agency is <em>the<\/em> ideal way to get in touch with influencers<\/strong>. Great agencies will have contacts and established a trust bond with them as they will usually only suggest gigs that make sense for them and their image.<\/p>\n\n\n\n<p>This means that you will not spend countless hours trying to find someone who\u2019s both the right fit and who\u2019s willing to work with you.&nbsp;<\/p>\n\n\n\n<p>The downside?&nbsp;<\/p>\n\n\n\n<p><strong>It can be very pricey<\/strong>. You will need to pay both the influencer AND the agency for they may take care of everything from researching the influencer to running the campaign with them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why consider looking for influencers yourself?<\/strong><\/h3>\n\n\n\n<p>First, <strong>not all influencers work with agencies<\/strong>. The vast majority of micro-influencers are managing their own agenda and brand and the only way to get in touch is to reach out directly to them.<\/p>\n\n\n\n<p>Now, you don\u2019t want just any influencer. <strong>You want to find the right one for your brand<\/strong>.<\/p>\n\n\n\n<p>Using a listening tool, you can crawl through social media, blogs, and forums and identify influential people who also happen to be experts on your topics.<\/p>\n\n\n\n<p>However, you\u2019ll have to hunt influencers down yourself and try and convince them to work with you.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to select the right influencer for your brand?&nbsp;<\/h2>\n\n\n\n<p>It\u2019s worthless to spend thousands to partner with an influencer if their audience isn\u2019t a good match for you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>It\u2019s not(only) about the money<\/strong><\/h3>\n\n\n\n<p>An influencer, especially, smaller and more niche ones &#8211; won\u2019t work with your brand unless it makes sense for them. There are a couple of things you need to keep in mind when shortlisting a couple of influencers you should contact.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Aligned values and audiences<\/strong><\/h3>\n\n\n\n<p>An influencer marketing collaboration can only work if there\u2019s a match between your values AND the influencer\u2019s. If your images are too far apart and have very little to do with each other, the story won\u2019t sound genuine and your collaboration will come off unnatural.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Audience size on specific platforms<\/strong><\/h3>\n\n\n\n<p>Another thing to keep in mind is the size of the influencer\u2019s community on each social media platform that matters for your business. This is also another way to spread out your message on platforms you\u2019re struggling with. Say you know that your target audience is actively using Instagram, but you\u2019re having a hard time getting them to interact with your content &#8211; working with a niche Instagram Influencer could unlock the situation for you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Budget<\/strong><\/h3>\n\n\n\n<p>Lastly, you need to keep the budget in mind. So that you know what to bargain for, here is an example of market prices you should expect when negotiating with an influencer.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Social platform<\/strong><\/td><td><strong>Price for a post<\/strong><\/td><\/tr><tr><td>Facebook<\/td><td>$25 \/ 1000 followers<\/td><\/tr><tr><td>Instagram<\/td><td>$10 \/ 1000 followers<\/td><\/tr><tr><td>Twitter<\/td><td>$2 \/ 1000 followers<\/td><\/tr><tr><td>YouTube<\/td><td>$20 \/ 1000 subscribers<\/td><\/tr><tr><td>Snapchat<\/td><td>$10 \/ 1000 followers or views<\/td><\/tr><tr><td>Blogs<\/td><td>$60 \/ 1000 views<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Source: <a target=\"_blank\" href=\"https:\/\/www.webfx.com\/influencer-marketing-pricing.html\" rel=\"noreferrer noopener\">https:\/\/www.webfx.com\/influencer-marketing-pricing.html<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Those who are doing influencer marketing right.<\/h2>\n\n\n\n<p>Understand SaaS influencer marketing better with examples from Adobe and Nord VPN.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Example 1. Adobe working with influencers to spread inspirational thoughts<\/strong><\/h3>\n\n\n\n<p>\u201cThis is who we <em>really <\/em>are\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/instagram.com\/p\/B6gNpEzplLV\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/B8wb6zLpmXf\n<\/div><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4 reasons why we like these initiatives<\/strong>:<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Puts a face on the company<\/strong>: It can be a tad dull to be SaaS company on social media. Adobe wants to stay a vibrant, colorful and <em>human<\/em> company &#8211; working with influencers is perfect for this.<\/li>\n\n\n\n<li><strong>Share <\/strong><strong><em>shared<\/em><\/strong><strong> values with their community<\/strong>: in 2019, <a href=\"https:\/\/clutch.co\/pr-firms\/resources\/how-corporate-social-responsibility-influences-buying-decisions?utm_source=hs_automation&amp;utm_medium=email&amp;utm_content=68755276&amp;_hsenc=p2ANqtz-9J5FswiJ-mGOS0wA2Sfd7syQbcvg0XTNGZ1SM-ndc4fn1IbZgLVCzQaBjqqyoye5B478lA0_TuYpPx_WFcJxQgqxqsBg&amp;_hsmi=68755276\" target=\"_blank\" rel=\"noreferrer noopener\">Clutch<\/a> reported that 71% of consumers say it\u2019s important for organizations to take a stance on social issues and current movements. What\u2019s more, 75% say they\u2019ll only shop at companies supporting issues they also support themselves.<\/li>\n\n\n\n<li><strong>Entertain their community<\/strong>: everybody likes a good story. Well, HubSpot is doing just that here.&nbsp;<\/li>\n\n\n\n<li><strong>It shows what their tools can do<\/strong> \u2026 and the result is stunning.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Example 2. Nord VPN partnering with Liverpool FC in the US<\/strong><\/h3>\n\n\n\n<p><em>\u201cOur tool is as exceptional as LFC\u201d.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/instagram.com\/p\/BzPpe8xhIU8\n<\/div><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Why we liked the initiative<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>There\u2019s a real incentive to trigger engagement and grow one\u2019s audience<\/strong>: Liverpool is one of the best, if not the best, soccer teams in the world. Offering tickets to go and see them play is a real incentive that\u2019s hard for the US-based community to ignore. &nbsp;<\/li>\n\n\n\n<li><strong>Nord VPN makes it about <\/strong><strong><em><s>Liverpool FC<\/s><\/em><\/strong><strong> Nord VPN<\/strong>: they\u2019re leveraging Liverpool\u2019s reputation to bring up what they do best. They defend &amp; protect the identity of their users all around the globe the same way Liverpool\u2019s defense pushes all threats away: \u201c<em>the<\/em><em> best defense works around the world<\/em>\u201d.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Influencer marketing can work for your brand too!<\/h2>\n\n\n\n<p>Selecting the right influencer is hard for <em>all <\/em>marketers. We know something about that \u2014 we chat about it every day with our clients and prospects.<\/p>\n\n\n\n<p>The great news is that whatever your business\u2019 focus, there are thousands of trusted experts you could eventually rely on to <strong>reach out to new audiences and reinforce your brand awareness<\/strong>.<\/p>\n\n\n\n<p>Now, this is only one in many tactics that you could adopt to boost your SaaS business\u2019 online performance. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Influencers are the new cool kids. We see them work every day with the best sports, snacking or traveling brands out there. And many times, the results are pretty cool. Remember this EPIC ad from Volvo featuring Van Damme? How cool is that\u2026?! Now, you\u2019re probably wondering how can something like this apply to a &hellip; <a href=\"https:\/\/mention.com\/en\/blog\/influencer-marketing-saas\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Influencer Marketing: Is it Really Compatible with SaaS Companies?<\/span><\/a><\/p>\n","protected":false},"author":30,"featured_media":34715,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[328,323,344],"tags":[],"class_list":["post-34707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing","category-planning-strategy","category-influencer-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencer Marketing: Is it Really Compatible with SaaS Companies?<\/title>\n<meta name=\"description\" content=\"Learn how successful SaaS businesses already leverage influencer marketing to promote their products and services (and how you can do the same).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mention.com\/en\/blog\/influencer-marketing-saas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer Marketing: Is it Really Compatible with SaaS Companies?\" \/>\n<meta property=\"og:description\" content=\"Learn how successful SaaS businesses already leverage influencer marketing to promote their products and services (and how you can do the same).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mention.com\/en\/blog\/influencer-marketing-saas\/\" \/>\n<meta property=\"og:site_name\" content=\"Mention\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/clement.rene1992\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-31T06:29:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-10T09:59:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mention.com\/wp-content\/uploads\/2020\/03\/Influencer-Marketing-Is-it-Really-Compatible-with-SaaS-Companies_-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"934\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Cl\u00e9ment Ren\u00e9\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ClementRene_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cl\u00e9ment Ren\u00e9\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/influencer-marketing-saas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/influencer-marketing-saas\\\/\"},\"author\":{\"name\":\"Cl\u00e9ment Ren\u00e9\",\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#\\\/schema\\\/person\\\/f2c1c507156821d0d6ca9d25462d0986\"},\"headline\":\"Influencer Marketing: Is it Really Compatible with SaaS Companies?\",\"datePublished\":\"2020-03-31T06:29:00+00:00\",\"dateModified\":\"2025-01-10T09:59:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/influencer-marketing-saas\\\/\"},\"wordCount\":1619,\"publisher\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mention.com\\\/en\\\/blog\\\/influencer-marketing-saas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mention.com\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/Influencer-Marketing-Is-it-Really-Compatible-with-SaaS-Companies_-1.png\",\"articleSection\":[\"Social Media\",\"Planning &amp; 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