When it comes to ROI, every company wants more of it. But what’s the best way to get a higher ROI? Should you use paid search, SEO, or run ads on social media?
At Sure Oak, we strongly believe SEO is the best way to increase your ROI. It’s a great long-term investment that can pay huge dividends for years. Here’s how to sell the value of organic search to the corner office.
As an SEO, you probably get pushback from other departments when trying to implement your strategies. You’re not alone. Many organizations have hurdles that make this difficult including:
To overcome this, ask yourself “who within the organization is best equipped to build engagement throughout the organization”. Here’s how C-level buy-in helps you do that:
Keep in mind that CEOs are decision makers, not problem solvers. Unless they ask, don’t go into all the details of how you’re going to achieve your strategy. They are pretty focused on getting results, so don’t talk to them about schema markup or canonical tags.
Speak their language by focusing on revenue growth: How much new revenue can it bring in?
Start by having a meeting with your company’s leaders to understand where their head is at. Make it a discussion-based meeting to learn what’s important to them. What you and the SEO team think is important might not be important to them. What are the KPIs (key performance indicators) they care most about?
Now that you know what metrics the C-suite cares about, you need to figure out how those metrics fit with your KPIs. While different channels have different goals, remember the overall goal of the company.
One of the most powerful things about SEO is monthly recurring traffic. I define it as qualified and targeted prospects (potential customers) coming to your business’s website every day, week, month, and year. Whether the CEO is looking for leads, e-commerce sales, or new customers, these people are seeking you out and finding you through SEO.
The benefits of monthly recurring traffic are:
Monthly recurring traffic is a primary driver of monthly recurring revenue, as well as monthly recurring revenue growth.
Let’s say you have a SaaS (software as a service) product and customers pay $100 per month. For every new customer you acquire with SEO, if the average customer lifetime is 2 years, then you will have added $100 in MRR for the next 2 years. As you acquire more new customers with SEO, you will multiply the added MRR for the company.
Also, SEO can be incredibly complimentary to other marketing strategies in your company. Take paid acquisition for example. Once consumers have come to your website through SEO, you can retarget them with paid ads on Google. This will help bring them back to your website and potentially convert into a sale.
Paid search provides instant gratification. You put money in and you should immediately get some results. However, the minute you turn off your paid search budget, you lose its leads or sales.
SEO is a long-term strategy that pays dividends. Yes, it takes time to build momentum and is competitive, but one well-ranking blog post can bring in a lot of traffic for years to come.
To get the attention of your executives and get them excited, you can bring up several items. I’d approach them with the following:
Keep in mind, and make sure they know this as well, that SEO is an investment. It usually takes several months to see improvements. But, once the site is gaining more visibility, it can continue to rank for a long time.
When you’re trying to sell SEO to the executives at your company, teach them about the benefits of it and focus on the metrics they care most about, such as revenue growth and the bottom line. Show them data to back up your argument so they can see how SEO will benefit the business in the long term.
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