Toni J Young

Keyword-Based SEO is dead.

Here’s the biggest mistake B2B SaaS companies are making with SEO 👇

They don’t understand the difference between Entity-Based SEO versus Keyword SEO.

Keywords still play an important role in SEO content.

But they’re limiting when it comes to actually performing in the search engine results pages.

Pivoting to an entity-based strategy means…

👉 more context
👉 robust content
👉 greater Return on Investment.

SEO should be focused on understanding the intent and context of each search in order to drive more qualified leads.

Why?

Because it’s vital for Semantic Search.

Semantic Search is basically a search engine’s attempt to understand natural language the way a human would.

And it’s how Google attempts to generate the most accurate search engine results based on search intent and the semantics (or the true meaning) of the search query.

p.s. What other mistakes do you see B2B SaaS making with SEO?

I recently worked with a B2B company with a 7% monthly churn rate.

That’s THOUSANDS of users lost each year.

Here’s how I reduced their churn rate by 50%…

👉 We made their sign-in process much easier and streamlined using their Google or Microsoft account.

👉 Added an onboarding survey that allowed us to segment our customers journey and add personalization to their entire customer experience. We limited this survey to 2 questions per screen to make it easily consumable.

👉 Eliminated our blank canvas. So now when users log in, they have pre-made templates and steps that they can take in order to get started right away.

👉 Added an onboarding checklist that gives users a step by step approach to start using the product.

👉 Humanized their email sequence and increased the frequency of emails so that we’d stay top of mind.

The goal for all this?

Drive a quick time to value so that users would become early adopters.

p.s. Struggling with your churn rate? Send me a DM.

There are 3 things my B2B SaaS clients tend to struggle with.

Do these sound familiar?

👉 Hitting the bulls-eye regarding their target market.

I’ve noticed that most have a hand on their Total Addressable Market (TAM).

But they’ve rarely discovered their hidden goldmine—their Serviceable Addressable Market (SAM) and the elusive Serviceable Obtainable Market (SOM).

Which means their marketing campaigns aren’t laser-focused on the most profitable segments within their industry.

👉 Determining which short term and long term growth levers to launch based on the core emotions and pain points of their Ideal Customer Profile.

Whenever I first engage with B2B SaaS companies I often find them throwing money at various marketing strategies, hoping for success without clear OKR’s and KPI’s established.

👉 Marketing Intelligence - gathering, analyzing, and utilizing data and insights to make informed marketing decisions and strategies.

This involves collecting and analyzing various data points related to market trends, customer behavior, competitors, and marketing campaigns.

p.s. What are you currently struggling with in your B2B SaaS?

🛑 What’s your Browsers vs. Buyers ratio?

10:1, 100:1 or 1,000:1?

How do you turn your Browsers into Buyers?

Why do I ask?

Because…

There’s only 1 type of lead or website visitor that’s worth anything and that’s a buyer!

In your marketing data collection, it’s imperative that you differentiate your
browsers versus your buyers.

Grow your buyers through audience-based marketing.

And learn how to convert your browsers into buyers by improving the front-end conversions of your convincer model.

The 1st way to make improvements is to understand your buyer’s psychology:

✔ Understand their research process
✔ Decision factors
✔ Cost sensitivity
✔ Competitor considerations
✔ Opinions of others
✔ Timeline to purchase

A quick way to improve your front-end conversions is to understand the Time Of Day someone is likely to browse vs. buy.

We’ve all been there…

It’s Tuesday morning at 9:23am. You’re scrolling through your Facebook feed, right before a meeting.

You see an ad for a product you’ve been thinking about buying. You click on the link, and you’re taken to the website.

But then you get distracted, and never come back to that website to buy the product.

Should you show them your ad again tomorrow at 9:23am, or should you wait until the “Time of Day” when they are no longer browsing but are more than likely ready to buy.

How would you do that?

What if you used the data within your merchant account to help you determine the blocks of time most of your customers purchased your products?

Or

You used the data within your call tracking metrics account to help you determine the “Time of Day” when most of your sales qualified opportunities call in?

Let’s say it’s between 10am to 4pm on Tuesdays & Wednesdays.

During this time, you’re either ROI positive or at least break even.

Outside of those times, you are ROI negative.

Now…

You can take this a step further by examining the data within your Google AdWords’ account:

What time of day does your CTR’s turn into market qualified leads?

What about your conversion events?

This data is pivotal when fine tuning your marketing strategy, as well as your ROAS.

To optimize your browsers journey so that you become ROI positive during ‘browsing windows”, you add a pop-up to your website that only fires during browsing hours.

This will allow you to offer a discount in exchange for email addresses, in order to implement a lead nurturing campaign through email marketing.
The magic of this data give you powerful marketing insights. It’s a window into what’s working and what isn’t so you can test, optimize, and improve.

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🔥 I am Toni Young
🎇 CMO as a Service for DTC, B2B SaaS and Software Development Companies

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