Although SaaS companies have started to become more and more important to the information economy, their marketing efforts have often lagged behind. Unfortunately, the ‘build it and they will come’ method of product development does not apply to the internet age. There is no way to distinguish your SaaS offerings from a competitors if not for digital marketing and advertising. While you can certainly run LinkedIn ads or outreach on the platform, there is another method beyond just paid outreach that can work wonders for you. This method is SEO, or search optimization.
When combined with SaaS offerings, a SaaS SEO framework can allow you to rank your SaaS website on Google for relevant keywords. Doing so will help get your SaaS company in front of relevant potential users who are already searching for potential solutions to their problems. In many cases, they may be searching for SaaS solutions just like yours but don’t know of the existence of your SaaS company.
Using SEO, you can flip the script and find relevant search terms for your SaaS company. You can also invest in quality content, which will not only bolster your authority and thought leadership efforts, but will also help you rank for these terms. When creating a SaaS SEO strategy, you will want to integrate these content pieces directly into your company blog’s content calendar to bolster your SEO efforts and get it in front of the right Google searchers. You can do this by studying the search engine result pages and see what type of content is ranking for a particular search term. More often than not, a SaaS company will find themselves creating ‘ultimate guides’ and explainers that will help better position their SaaS offerings as being able to solve problems.
The synergy between solving problems and SaaS offerings is what makes SEO a particular great investment for SaaS companies. More often than not, many companies or individuals looking for solutions to their problems do not even realize that they need to be investing in software. They may just be looking for information on more general terms related to solving business problems. Only after searching for terms related to what your SaaS company can offer will they even realize that a SaaS solution can solve their organizational, logistical, or business development issue.
There is a great opportunity for SaaS companies to implement SEO into their marketing strategy. Unlike paid ads or LinkedIn outreach, a solid investment in SEO really allows them to own the optimizations they make to their website and the content they choose to create. When adding backlinks to the formula, SaaS companies will be able to easily rank their quality content in order to get it in front of the most people possible. When optimization for conversions, this content can do a great job in pitching the benefits of a SaaS solution to a potential user, leading to potentially years of subscription to that particular software.
Once SaaS companies get out of the mindset that what they are delivering in an information service, and not a product, they can think of great ways to rank valuable content on their website and provide better value to their potential users.
