Why PR is important for SaaS startups

Public relations can serve as a secret weapon for SaaS startups, especially with the space becoming crowded. These startups may have developed the new HubSpot or Pipedrive, but no one will know about their technology if they’re not getting visibility in the media outlets their potential customers read.

PR impacts a startup’s awareness stage 

In the SaaS industry, startups need to be able to prove why their solution is better than their competitors. But before even reaching out to a salesperson at a SaaS business, potential customers will surf the internet, read articles about their desired product and competitors in the industry, and compare companies. The awareness stage is the buyer’s first touchpoint and one of the most vital stages in the customer journey. It’s crucial that PR teams work on their company’s key messaging and emphasize fine-tuning and relaying their company's values and unique selling points. 

One of the best ways for SaaS startups to boost their brand awareness is to build relationships with reporters. A good place to start is by following the work of different journalists, as well as building true relationships with journalists on social platforms like Twitter, LinkedIn, and Facebook. Get to know their beats and what kinds of stories they’re interested in. Another way to forge relationships with journalists is by answering requests for commentary that reporters frequently issue. Coverage leads to more coverage: the more a company's name and its leaders pop up in industry articles, the more journalists will be inclined to open the email, consider the request being made, and check out the news being shared with them when the company reaches out.

PR shines the spotlight on your people  

SaaS startups will need to win over the trust of potential clients. One way for companies to build the credibility that will earn them that trust is to highlight their leaders as experts in their industry. This can be achieved by contributing guest posts, bylined by the company’s leaders, to SaaS-related publications. 

What SaaS leaders communicate and how they do so directly impacts their business. Opinions that are too generalized will diminish the mission, which is to display intellectual capital and personal perspective on a debatable industry issue or niche subject. Be controversial and share authentic ideas, as long as the advice resonates with the target customer profile. 

Getting leaders booked as guests on industry-focused podcasts and as speakers at major conferences and events will also shine the spotlight on them. In a space where software automation replaces many human tasks, it’s great to have a visible leader presenting the face of the company. 

PR keeps the momentum going

Launching products and services with a bang is an important part of any startups success. It’s also where the real work begins. Product rollout is only one piece of the puzzle. A targeted public relations strategy will ensure a continued increase in visibility and credibility for a SaaS startup. When there are no newsworthy updates for startups to share, SaaS businesses can keep the momentum going through the aforementioned tips like speaking at events and engaging in podcasts. 

There’s always something to do. Map out the most intriguing events for the upcoming year and apply as a potential speaker as early as possible. Speaking at industry events and on industry-related podcasts keeps SaaS companies' names in the media, and oftentimes earns them additional written media if transcribed by the podcast hosts. Reporters requesting commentary is an all-year-round opportunity. Set up alerts to jump on opportunities when you’re not penning guest posts with valuable insights on the industry. 

PR is about more than coverage In an arena where the 30-second sales pitch is an art, connecting with your audience on a human level is essential. Public relations is not only about getting coverage for your SaaS startup in the press but about building industry connections and communicating your value proposition to build a robust presence among not only your community but also the larger tech ecosystem.