Search Engine Optimization is a critical component of any inbound marketing strategy. Without effective SEO, websites and content cannot perform as intended. You need SEO to generate inbound traffic, and thereby conversions.
Inbound marketing is one of the most popular marketing methodologies in the B2B tech space. The approach is based on building relationships with buyers, rather than immediately trying to pitch your product to them.
This is ideal for B2B SaaS marketing, since many buyers are unaware of solutions to their problems. In this industry, education is key.
So, how do you make sure that your content and inbound marketing perform for your business? Professional SEO services can help you make the most out of your website and your content to drive your lead generation.
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What are Professional SEO Services?
Professional SEO services are typically agencies or external partners that work with your business to generate or improve an SEO strategy for your business. They might be a full-service marketing agency with extensive experience in SEO, or specialists in the SEO space. The right agency for you will then depend on your requirements.
An SEO expert should be able to demonstrate their expertise across both on-page and off-page SEO, as well as technical SEO. Therefore, they may have developers on staff, as well as content writers and SEO strategists. This is why so many SEO services also act as full-service marketing agencies.
However, just as important as SEO expertise, is the ability to product content and implement that across a wider marketing strategy. A partner with experience in content marketing will be able to understand your current marketing set up, and how their contribution fits into that to improve your SEO.
It’s critical to find the right partner for your business. Take the time to analyse potential partners, and make sure they demonstrate SEO best practices themselves.
The Importance of SEO
SEO drives the majority of your inbound marketing effort. Without SEO, your content cannot reach your audience and your website cannot generate traffic and leads effectively.
It’s important to note that effective SEO is one of the most cost effective components of marketing. Ultimately, optimizing your website costs nothing as long as you’re following the necessary best practices. The hosting of your website is the most expensive part of the system.
In the challenging B2B tech space, being as cost effective as possible is critical. The current economy is restricting budgets across tech businesses. Therefore, you need to make the most out of your website and content where possible. If your only leads are coming from expensive outbound and paid ads, that isn’t a sustainable business model in the current market.
A professional SEO service may be an extra expense. However, once your SEO effort is in place, it can continue working for you in the background. SEO and inbound are often considered the foundation of B2B marketing. Ensure that your foundation is strong, before embarking on an outbound or paid advertising campaign.
Benefits of SEO
Why do you need SEO? You could just reach out to your target audience directly. But, how likely are your target buyers to interact with a business that they don’t recognise? Here’s why you need to implement effective SEO:
Credibility and User Experience
As mentioned, your target buyers ideally need to recognize your business during your conversations with them. At the very least, you need to be able to demonstrate some authority in your industry. Your SEO and your website drive your brand identity and recognition.
By focusing on SEO, you’re also focusing on the user experience. Google’s algorithm naturally favors websites that have good UI and UX. This ensures that every experience with your brand is a good one. Over time, your company becomes a trusted resource, rather than just another face in their email inbox.
Build Your Technical SEO
ROI
SEO and inbound are the most cost-effective marketing strategies. The primary costs involved are the website hosting and the expense of hiring or outsourcing content writers, generally. Extra staff may also be involved, but it’s not always necessary.
Therefore, CAC (customer acquisition costs) can be kept low. Regardless of your other strategies, your inbound and SEO can continue operating while you drive forward with other channels. The lower the costs, the higher the ROI.
The Marketing Funnel
Your SEO efforts target leads at all stages of the marketing funnel. Whether your potential buyers are looking for answers to their questions, or a specific solution, making sure your content ranks in search results is the key to reaching those buyers.
By targeting leads at every stage, you ensure that your brand is front and center when the time comes for a purchase decision.
The Right Partner
Some B2B tech companies have entirely in-house marketing teams. Over time, you can train marketing staff in the evolving skill of SEO. However, this isn’t a quick and scalable solution. What if you need to work on your SEO, fast?
Professional SEO services can work with you as quickly as you need, for as long as you need. Avoid the commitment of salaries and training by finding the right SEO partner for your business.
The best services should have an entire team of marketing specialists. These could include content writers, SEO experts, marketing strategists, developers, and more. Consider the needs of your business, and communicate with professional SEO services that meet those needs.
It’s also important to evaluate their previous performance. Always take the opportunity to ask a potential partner for testimonials and portfolios. Any good marketing agency will already have these available, as they are a useful outbound marketing tool. Have they worked with businesses like yours before? How did they perform?
The best SEO partner will be able to demonstrate their experience, expertise, and communicate effectively with your business about your needs. They should also be able to integrate with your existing teams.
At Nituno, we work with B2B tech and SaaS companies that need to cement their SEO strategy. Since it can take between 6-9 months to see the results of SEO, it’s important to spend time working on the right strategy. That’s why we use a test-and-learn approach that integrates other marketing methodologies, including paid ads. Want to learn more? Get in touch with us for a free SEO audit.
