Have you ever wished for a magic marketing formula? One thing that, once properly implemented, of course, would change everything for your SaaS?
Well, usually, at this stage, the person asking would tell there’s no such thing.
But when it comes to SaaS, there really is.
(That said, I still have to point out that the key phrase of the opening sentence wasn’t “magic formula” but “properly implemented,” and you’ll shortly see why that is.)
If you analyze the growth of the most successful SaaS or software companies, you’ll notice that most of their success can be traced to a single strategy – search engine optimization (SEO.)
According to data from SEMrush, for example, organic search drives the marketing for every top SaaS brand in the world.
- For SurveyMonkey, organic traffic makes up for 12% of their traffic.
- Zendesk receives nearly 20% of its total traffic from Google.
- Hubspot – 30%
- Wix.com – 16%
- Twilio – 36%
These percentages mean millions of organic clicks to the site and thousands of new signups, trial users, and paying customers each month for each of those companies.
(In each case, direct visits and referrals drove more traffic than SEO, which only makes sense.)
But it’s not just the SaaS giants who benefit from the opportunity. Many growth stage SaaS businesses achieve similar results:
- Refiner gets nearly 85% of their traffic from search engines.
- SEO powers 41% of traffic for the podcast hosting platform, Castos
- SkedSocial receives 44% of its traffic from Google.
Although smaller than the giants we’ve discussed above, these companies also base their growth on search engine traffic and build organic growth engines for their brands.