Unfortunately, paid advertising only contributes to the cost of this model and fails to bring on new customers outside of your narrow window of focus.<\/p>\n
Instead, what\u2019s needed is an omnichannel strategy that builds awareness organically through multiple channels.<\/p>\n
2. Levels Of Service<\/h3>\n
Many SaaS providers use varying business models, including self-service, managed service, and automated service models for customer support.<\/p>\n
These models relate to the amount of support the SaaS vendor provides, which greatly affects the cost of managing and running their platforms.<\/p>\n
In some ways, a managed or automated troubleshooting model could be a positive piece of marketing material.<\/p>\n
But if your SaaS platform has a notoriously high learning curve, such as Salesforce, and you use a self-service model for customer support, you may need to invest heavily in educational materials and tutorials to assist customers as they learn about your products.<\/p>\n
3. Customer Acquisition Vs. Retention<\/h3>\n
While we focus heavily on customer acquisition to grow the network of a SaaS provider, keeping customers on the network is equally important.<\/p>\n
Whether you rely on a one-time purchase or a subscription model, constantly iterating with new products, releases, and continual customer support is critical for maintaining steady growth for your business.<\/p>\n
For this reason, SaaS companies need to invest in a wide-range marketing strategy that appeals to new and existing customers in different ways.<\/p>\n
4. Competing For Branded Keywords<\/h3>\n
Most of your keywords may be branded, which can be difficult to scale if no one is aware of your software or brand.<\/p>\n
For this reason, a mix of PPC<\/a>, link building, and high-level content<\/a> will be critical to growing your brand\u2019s name and people\u2019s affiliation with your products.<\/p>\n Finally, when you\u2019re dealing with branded products and multiple keywords, it can be difficult to decipher intent.<\/p>\n As we\u2019ll discuss, optimizing your funnel and content strategically around intent will be important for your overall SEO strategy.<\/p>\n Since SaaS companies rely on building economies of scale to reduce costs and increase profit, a long-term strategy like organic SEO makes the most sense for SaaS businesses.<\/p>\n Some of the benefits of SaaS SEO include:<\/p>\n The last point is interesting because most SaaS companies will typically use email marketing and paid media to attract and retain customers.<\/p>\n As a result, high-level content serves as great marketing material to advertise over these channels and entice user engagement.<\/p>\n As a final point, increasing brand visibility around your software is perhaps the most important aspect of SEO.<\/p>\n Many products like Microsoft Office and G-Suite benefit from having more users on the platform because it reduces friction for people trying to communicate through two different products.<\/p>\n So by establishing yourself as a thought leader and building a loyal customer base using a mix of content and SEO, you can build out a wide-scale network of users that reduce hosting costs and accelerate your growth.<\/p>\n To get started, let\u2019s discuss seven actionable SEO strategies for SaaS businesses.<\/p>\n First and foremost, you need to build a user-friendly site for people to download your products, contact customer support, and just read content.<\/p>\n Some technical fundamentals your website needs include:<\/p>\n Once established, it will be easier to rank your website for authoritative content and keep users dwelling on it once they visit.<\/p>\n Next, your team should develop a list of buyer personas<\/a> you will pursue using multiple conversion tools. Input for buyer personas could be based on the following sources:<\/p>\n Now, your buyer personas or avatars will differ whether you\u2019re targeting a B2C or B2B space.<\/p>\n In a B2C space, your buyer persona will be based on several demographic and psychographic inputs, including:<\/p>\n For example, if you were selling photo editing software, you would likely create separate avatars for professional\/freelance photographers and also hobbyists.<\/p>\n On the other hand, your B2B persona will likely target specific people in an organization, such as managers, founders, or daily users.<\/p>\n For example, one marketing campaign and persona may focus on a software solution for sales teams and sales managers. At the same time, another campaign in the SEO space may target SEO managers looking to switch from existing products.<\/p>\n Once you have a list of buyer personas and avatars, you can create strategic campaigns with actionable solutions that appeal to these personas on both paid and organic channels.<\/p>\n As a SaaS provider, you will likely need to create separate content for separate buyer\u2019s personas, but also for new and existing customers.<\/p>\n In terms of acquisition, creating specific content at each stage of your individual sales funnel will increase your chances of conversion.<\/p>\n Awareness<\/strong><\/p>\n Create awareness that the user has a problem and that your software can solve it. Common marketing materials include:<\/p>\n Interest<\/strong><\/p>\n Build interest in your products and find ways to engage with users.<\/p>\n For example, encouraging users to sign up for your newsletter or email service can be a great way to engage with users over time.<\/p>\n At this stage, you could send emails to users or hit them with a pop-up advertising a free ebook, white paper, or any other high-level content<\/a> that speaks to your products.<\/p>\n Evaluation\/Decision<\/strong><\/p>\n Engage with users further to push them closer to a conversion. Some common tactics include:<\/p>\n5. Optimizing For Search Intent<\/h3>\n
Benefits Of SEO For Sustainable SaaS Growth<\/h2>\n
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7 Actionable Ways To Scale SaaS Businesses With SEO<\/h2>\n
1. Establish The Fundamentals<\/h3>\n
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2. Create Your Buyer Persona<\/h3>\n
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3. Optimize Content For All Stages of the Funnel<\/h3>\n
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