Your SaaS company needs a social media presence. You know this, but you don’t have the time to build your social media calendar, much less post to Facebook or Twitter.
I hear you. Writing a social media calendar is a big task. It requires thoughtful planning and a deep understanding of your audience. Even though it’s time-consuming, it’s very worth it. Having a social media calendar will help you stay organized and keep your content consistent.
In this blog post, I’m going to walk you through the 11 steps you need to take to build a social media calendar for your SaaS company.
1. Set your goals and objectives
The first step in any social media marketing strategy is to set your goals and objectives. Your goals will help you to define what you want to achieve from your social media campaigns.
Common social media goals for SaaS companies include increasing brand awareness, generating leads and improving customer satisfaction.
Your goals should be specific, measurable, achievable, relevant and time-bound (SMART). This will help you to stay on track and ensure that your social media efforts are working towards your overall business objectives.
2. Review your social media performance
The start of a new month is a great time to review your social media performance from the previous month.
Reviewing your performance can help you identify what’s working well and what isn’t. This can help you make data-driven decisions when planning your social media content for the upcoming month.
When reviewing your social media performance, you’ll want to look at key metrics like engagement, reach and conversions. You should also take a look at your top-performing content and identify any trends.
3. Know your target audience
Once you know what you want to say, you need to figure out who you want to say it to. This is where your buyer personas come in. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
If you haven’t already, create a buyer persona for your SaaS product. When you know who you’re talking to, you can tailor your content to meet their needs and answer their questions. This will make your content more relatable and engaging.
4. Research social media trends
Before you start filling in your social media calendar, take some time to research social media trends for the upcoming year.
A new year is a great time to do this, but you can also do a quick check any time you need to fill in your calendar.
The more you know about the platforms you’re using, the more effective you’ll be.
You can also use this time to research any upcoming trends or events that might be relevant to your audience.
For example, if you’re a SaaS company that targets small business owners, you might want to know about Small Business Saturday.
Or, if you’re a SaaS company that targets parents, you might want to know about the latest trends in parenting.
5. Plan your content mix
There are a lot of different types of content you can share on social media. By mixing up your content types, you can keep your audience engaged and interested in your social media profiles.
Here are some of the most popular content types you can include in your social media calendar:
- Blog posts
- Videos
- Infographics (which can be created using AI image prompts)
- Quotes
- Customer testimonials
- Case studies
- Product announcements
- Webinars
- Podcast episodes
- eBooks
- White papers
- Checklists
- Templates
- Free tools (e.g., cold email outreach software)
- Contests
- Giveaways
- FAQs
- Behind-the-scenes content
- User-generated content
Pro tip: When you mix up your content types, you can also take advantage of the different features and tools each social media platform offers. For example, you can share videos on Facebook, Instagram, and LinkedIn, but you can’t share videos on Twitter. Instead, you could share a GIF or a carousel of images.
6. Create a content calendar
A social media content calendar is a calendar that helps you plan your social media content in advance. It allows you to schedule your content and make sure you’re posting regularly and consistently.
Your content calendar should include all the content you plan to post on your social media profiles, as well as the date and time you plan to post it. You can also include any other relevant information, such as the caption you plan to use, any hashtags you plan to include, and any images or videos you plan to post.
Creating a content calendar will help you save time and stay organized. Instead of having to come up with content ideas on the fly, you can simply refer to your calendar and see what you have planned. This will help you post more regularly and consistently, which can help you grow your audience on social media.
7. Schedule your posts
Once you’ve created your social media calendar, it’s time to schedule your posts. This will help you save time and ensure that your posts are published at the best times for your audience.
There are many different tools that you can use to schedule your posts, including Sprout Social, Hootsuite, Buffer, and more.
Most of these tools will also allow you to schedule posts across multiple social media platforms. This is a great way to save time and make sure that your content is reaching as many people as possible.
8. Engage with your audience
Social media is a two-way street. It’s not just about sharing your own content — you also need to engage with your audience.
This means responding to comments and messages, liking and sharing user-generated content, and even reaching out to potential leads.
Engaging with your audience is a great way to build relationships and show that you care about what they have to say. It can also help you increase brand awareness and drive traffic to your website.
Be sure to include time in your social media calendar for audience engagement.
9. Track your results
The last step in the social media calendar planning process is to track your results. This is an important step that many SaaS teams overlook.
By tracking your results, you can see what’s working and what’s not. This will help you make adjustments to your social media calendar so you can get better results.
There are many different things you can track, from engagement to website traffic to leads and sales. Use the data you collect to make informed decisions about your social media marketing strategy. This is the same feedback loop SaaS teams use when deploying AI agents—performance data informs what gets adjusted, automated, or scaled next.
10. Iterate and improve your strategy
The most important step of all is to review your performance. You should do this on a regular basis, and especially at the end of any campaign.
Look at your analytics and review your content. What worked well? What didn’t? What could you do differently next time?
Use what you learn to make improvements to your strategy. This is how you’ll get better and better results over time.
11. Plan social content that supports referrals and advocacy
Many SaaS social calendars focus heavily on reach and engagement but overlook advocacy-driven content. Posts that highlight customer stories, referral milestones, partner wins, or community participation often drive higher-quality outcomes than promotional updates alone.
If your SaaS company runs a referral or ambassador program, your social calendar should reflect that. Tools like ReferralCandy make it easier to identify advocates and referral activity that can be turned into social content—such as customer shoutouts, referral reminders, or campaign-specific posts that encourage sharing.
By intentionally planning social content that supports referrals and word-of-mouth, SaaS teams turn social media from a broadcast channel into a growth loop that compounds over time.
Conclusion
It’s time to get your SaaS content calendar in tip top shape. By using these 10 steps, you’ll be on your way to putting your social media content out there in a more cohesive and strategic way.
