If your company depends on recurring subscription revenue, you’re likely to prioritize customer success as one of your most important ways to build a more loyal customer base.

Let’s look at how your company can build customer loyalty for your infrastructure as a service (IaaS), software as a service (SaaS), or financial technology (Fintech).

So what can you do with social media to generate more loyalty and trust from your prospects and customers?

Like so many things in life and business, it depends. 

For IaaS, SaaS, and Fintech companies, social media can generate tremendous loyalty and trust from prospects and customers. However, to approach this correctly, social media needs to become an overall part of your company's branding investment -- and how it wants to be perceived in the marketplace.

Generating loyalty and trust is usually solved by positioning your company and your team as subject matter experts, trusted advisors, and thought leaders. For B2B technology companies, LinkedIn and YouTube are great social channels for achieving these goals.

For example, the Edelman-LinkedIn B2B Thought Leadership Impact Study found that 89% of B2B buyers see thought leadership (promoted on social media, among other channels) as enhancing the perception of an organization. And just under half (49%) of those surveyed say that this thought leadership influences purchase decisions.

That said, untrained salespeople really can erode trust quite quickly on LinkedIn by one or more of the following toxic activities:

(Or what I call the 6 LinkedIn Mistakes That Make You Look Bad):

  1. Spamming LinkedIn posts with self-serving comments and sales pitches
  2. Spamming LinkedIn inboxes/messages and InMails with sales pitches begging for 15-minute meetings
  3. Making an aggressive sales pitch in the connection request message
  4. Pitching me on meeting (virtually) with them immediately after I accept the LinkedIn connect request
  5. Repeatedly viewing my LinkedIn profile or constantly liking my posts in a desperate attempt to get my attention
  6. Posting about how wonderful they are and how great their products/services are


What have you found helpful for building greater customer loyalty among your IaaS, SaaS, or FinTech subscriber base? Let me know in the comments.

And if you need to create more loyal customers for your SaaS, FinTech, or IaaS company, be sure to enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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