Software as a service (SaaS) is a delivery model, within the cloud computing and software industry. It can further be understood as operating under the umbrella of the technology spectrum. SaaS, when talking about cloud-based services, means that you do not download software onto your device, but rather access an application via the internet. This software can range from office tools to payment systems. The advantages of SaaS includes, easy access, reach, compatibility across devices, systems management and great user control. The costs connected to SaaS is also much lower. For small scale businesses, this means more opportunities for disrupting existing markets and greater empowerment.
Technology is always on the move, so is PR. With the growth of SaaS, this industry division has become greatly crowded. That’s why SaaS PR is tasked with building awareness around your SaaS business, to creat talking points and brand recognition. The goal is to have you differentiated from the masses, so that you can be realized as the industry leader you set out to be. The emphasis is on positioning. SaaS PR is employed to effectively pitch your value proposition to investors, reporters, publicists and business prospects, so that your streamline media can grow to become the base of your market position. From here, PR builds your story to grow into a tier 1 media opportunity.
It’s key to position your SaaS business as cutting-edge. PR for SaaS has an array of potential. The challenges are obvious: promoting a business with no physical product is a different challenge to more conventional PR. There are, however, constant updates and news surrounding new technology and advancements, so good SaaS PR can weave your story into the current newscycle across all platforms, ensuring your content is in line with industry updates, giving you maximum visibility.
The SaaS industry has been growing substantially over the last few years. In 2021, the industry as a whole was worth $212.20 billion, and is estimated to grow to $240.61 billion by the end of 2022. With new technology, advancements and companies entering the space constantly, SaaS is a lucrative industry, with never-ending potential.
Despite the recognition that PR is supposed to craft an enticing story to sell the company’s personality, SaaS is still heavily focused on promoting service attributes and benefits. The problem is that the baseline workings of SaaS is more or less the same across all companies. For example, pitching “faster implementation” to a journalist is not the unique selling point that will make them want to publish you. Rather SaaS PR should aim to tie your business into greater industry news. This means to demonstrate why you’re the industry leader that adds value to the wider industry’s growth and innovations.
Campaigns for SaaS businesses must position your company as an original and exciting option, whilst also ensuring all of the content is digestible and understandable by the masses. The nature of SaaS also means your business already has a wealth of data available, so your PR campaign can incorporate engaging statistics and insights, showing just what sets your brand apart.
Our team has years of experience working with tech companies. Our experts understand the nuances of the SaaS industry and just how to make your brand stand out from the competition. We have our finger on the pulse, know what’s newsworthy, and have an extensive network of media publications in both the SaaS/tech space and with an even wider reach, so whatever your narrative, update or thought piece, we can ensure it reaches the right audience for your brand and helps you achieve your goals.