Businesses are now showing great interest in adopting technology, which resulted in the boom of software-as-a-service (SaaS) companies. Now, most firms understand the importance of software adoption to streamline processes and drive growth.
Unfortunately, SaaS marketing can still be challenging. One main reason is that SaaS providers don’t consider search engine optimization (SEO) a significant investment. Most will rely on social media campaigns and paid ads, which drives entrepreneurs to spend more and earn less.
While SEO requires consistent work, it can bring great results with no recurring expenses. That said, understanding the role of SEO plays a significant role in unlocking your online store’s potential.
Table of Contents
How SEO Can Drive Sales to SaaS Providers
SEO for SaaS companies can help entrepreneurs gain the following:
Attract More Leads
Consumers are now more open to making digital purchases. But, this customer preference doesn’t mean that customers will readily seek you out. You have to attract them, and SEO can make this happen.
Optimizing websites can help drive leads to your site. Consumers find service providers using a search engine, which directs traffic to web pages. Once the site appears on the search engine results page (SERPs), they’ll know your website exists. SEO helps bring your business in direct eye contact with your target audience.
Here are two points to remember to help you achieve this feat:
- Do keyword research. Target and rank for keywords that your target buyers will search for.
- Identify at least four to five industry targets. Know the industries that will be interested in what you’re offering.
Filter Lead Quality
While it’s great to bring more people to your site, you’d want to make sure they become buyers. Clicks are good, but sales are better.
Pre-qualifying your leads should also be part of your strategy. You’d want to invite visitors who are ready to buy. You can filter them by creating a buyer persona that identifies their pain points.
By incorporating SEO in your marketing efforts, you help your clients better understand what you have to offer. It helps ease their buying journey, easing them into your sales funnel.
Remember that the business-to-business (B2B) buying journey isn’t always linear. In most cases, the process happens simultaneously.
One way to bring your website to the top of the SERPs is to ensure the search engine recognizes your company as reputable and trustworthy.
SEO can be one of the best strategies to increase website authority. Having relevant and reliable information on your website can significantly build authority and put your site at the top of the SERP.
According to Gartner research, customers who receive reliable information from suppliers are more likely to advance their buying journey. In the B2B market, relationships are often long-term. When decision-makers recognize you as an authoritative supplier, they’d be more than willing to keep and extend the partnership.
Aside from increasing your website’s online visibility, SEO can also help multiply your sales. Once site visitors click on your web pages, your chance of converting them into actual customers increases.
Most B2B buyers rely on online searches when making purchase decisions. B2B companies generate twice as much revenue from organic search as other channels. Once buyers know your brand exists, it’s easier to direct them to your product pages.
Increase Bottom Line
SEO may take time, but the investments you make go a long way. SEO marketing will pay for itself and even bring more to the table.
Unlike paid ads where the clicks stop when the campaign ends, an optimized website will keep driving traffic as long as they remain updated and relevant. It isn’t a one-time thing. The results you get from an effective SEO strategy are long-term.
Aside from reducing your marketing spending, you also enjoy an increased bottom line from increased brand awareness and improved sales.
Invest in SaaS SEO
Improving your B2B sales approach through SEO marketing is critical in ensuring your efforts bring fruitful results. Invest in SaaS SEO, know your target audience, and identify their pain points. Incorporate these essential elements of SEO marketing as you start promoting your products and services.
Remember to re-evaluate to see which of your strategies are working for you to help you allocate resources accordingly.