In the age when a new SaaS solution goes to the market daily, marketing differentiation and a strategy that considers each step in the customer decision journey are more important than ever.
The cornerstone of your marketing differentiation efforts should have a bespoke SEO strategy.
You may be asking yourself, Why’s that?
Before we tell you, let’s hear what other marketers have to say:
An intelligent SEO strategy is the most consistent way to generate quality traffic because, let’s face it, who bothers to go past the first page of search results anymore? Only 0.78% of searchers according to Backlinko.
If you’re still deciding whether SEO is the most effective marketing channel, you’re in the right place. We’ve broken down the business case for implementing a bespoke SEO strategy into four functional components that cement it as the backbone for all marketing efforts.
These aren’t just random reasons I came up with in the shower; they’ve been battle tested with other SaaS businesses that Alo Media Group has partnered with.
The business case for SEO is two-pronged; its growth is both predictable and scalable but also reduces other marketing expenses as it drives decreased paid advertisement costs.
With a bespoke SEO strategy, your website will become an efficient lead-generation vehicle that compliments your holistic marketing strategies and reaches customers at each point in their decision journey.
Here are the top 4 reasons why you should start leveraging SEO for your SaaS product.
The best thing about SEO is that it is predictable. This is in contrast to other advertising channels such as PPC and affiliate marketing which are often too unpredictable, and calculating how much revenue a winning campaign will generate is difficult.
It is hard to predict traffic as so many factors are out of your control.
Every webpage is not created equal, and its ability to generate traffic depends on its relevance to your Ideal Client Persona’s (ICP) searches.
Though, unlike other marketing channel indicators, the search patterns and trends of your ICP are highly predictable.
When you leverage these trends and search patterns to inform your SEO strategy, you can predict all the opportunities to effectively scale organic traffic and convert the traffic to leads and revenue.
While plenty of analytics tools monitor your SEO campaign's success, without the support of a trustworthy SEO subject matter expert, it can be challenging to implement effective strategies based on these trends.
Since SEO is the most predictable marketing strategy, it is easy to establish a budget and a timeline to define ROI over FYs instead of quarters quantifiably; resulting in long-term exponential growth and market traction.
Building a holistic marketing strategy in an increasingly competitive SaaS industry defines your ability to scale in the future.
With the ability to reach customers through dozens of channels, positioning yourself as an industry leader amongst search results is more than a competitive advantage; it’s necessary.
With SEO, regardless of other channels' successes or failures, you’ll always retain the brand reputation of being positioned at the top of the search engine without pay-per-click.
The best brands are built around being recognizable, reliable, and relatable. So, why should your SaaS product not be the same?
One of the most affordable and effective ways to build your SaaS brand is by building a comprehensive SEO strategy.
The goal is to gain as much traction as possible for the targeted keywords relevant to your ICP.
Your strategy should go beyond placing a few keywords in the content. That won’t do much for your search engine rankings or building your brand.
The proper approach to your SEO should include:
As an SEO-specific consultancy, we pride ourselves on integrating these practices to implement agile SEO foundations. These foundations are scaled on ongoing compounding efforts that directly correlate to a quantifiable increase in bottom line revenue.
Do you know your current Customer Acquisition Cost (CAC)?
Is your Cost Per Acquisition (CPA) higher than you’d like it to be?
Are you worried about what the new iOS update will do to your PPC campaigns?
A strong SEO campaign lowers both of these costs.
How’s that possible?
The answer is Compounding Efforts. All of your SEO efforts will continue to build upon the work that you’ve done in the past.
You won't need to spend as much on advertising if you can generate qualified leads through SEO.
The result is inevitable, your CAC and CPA going down dramatically. In addition, you won’t need to invest as heavily into other marketing channels or depend on PPC due to your success with SEO.
Generally, paid ads tend to be a short-term solution to generating leads and traffic. They are great for a short-term strategy but extremely unreliable and challenging to scale profitably.
SEO is the opposite; while it requires continued effort to scale appropriately, the quantifiable increase in bottom line revenue and decrease in customer acquisition costs are enormous. You’ll continue to receive more traffic and leads and close more deals while your CAC and CPA go down.
As mentioned throughout, a robust SEO Strategy creates growth and cost reduction opportunities. However, that’s not to say that you should forgo all other acquisition strategies to go all in on SEO. On the contrary, your SEO will complement and enhance your other marketing channels.
SEO is most effective when marketing strategies are well-rounded and cover multiple channels. For example, email marketing, social media, and influencer marketing are just a few channels that can be supported by SEO.
For example, you can have a squeeze page where you try to capture user email addresses. Then, you can build an email list to market your SaaS solutions.
If your SEO generates meaningful organic traffic - you’ll capture more email addresses and broaden your marketing collateral/email lists reach.
Another example is sharing blog posts you have written across various social media platforms if you focus on creating revenue-focused content that informs your audience - that will increase your engagement on social media.
Beyond that, optimizing your services/products pages have a two-fold effect. Not only will there be a boost in traffic, but it also will increase your conversion rate. A clever SEO Strategy combined with carefully optimized content on relevant pages delivers a powerful effect.
So if you want to increase the effectiveness of your other acquisition channels, you need to be utilizing SEO. As a result, you can increase conversion rates while engaging with a new audience. This steady stream of traffic will ensure that your SaaS business capitalizes on all your marketing efforts regarding customer acquisition.
Why your SaaS Company could use a reliable SEO Strategy? The entire point of SEO is setting up a long-term lead generation vehicle. Once your efforts are up and running - the results will only get better. You’ll gain more traffic and spend less on paid advertisement channels while generating more actionable leads.
If you're interested in speaking with one of our SEO Consultants to discuss how SEO can increase bottom line revenue for your SaaS Company, We’d love to help you. If you’re ready to meet your SaaS business goals and scale through your current revenue bottleneck - reach out to us to chat.