If you are like most mid-size businesses or larger corporations, you have likely heard of SEO services, and this is to be expected. Organic search strategies make you visible so your buyers can find you on Google, and if the strategy is really dialed in, SEO can help you claim stake to highly desired real estate in the SERPs even to the point that if SEO is paused, you can still hold your organic visibility and therefore your CPA (cost per acquisition) would be free, meaning there is zero cost to generate leads from organic traffic. That said, SEO is also the most difficult of all digital marketing strategies to execute, it’s process can take longer to garner an ROI, and as a stand-alone service, the reporting is rather opaque.
Yet for some businesses running SEO is enough and companies with a savvy organic search strategy often see triple (or more) on their investment. Then there are companies with products that have longer sales cycles, and customers that tend to do lots of research before making a purchasing decision, and this type of client would likely need more than SEO to see significant improvements to their bottom line.
So which investment makes more sense for your business to achieve its growth goals? This article is intended to help business leaders and marketing managers better understand if growth marketing agencies offering SEO services present the ideal solution to helping them hit their revenue targets, or if a modern SEO approach (even with added paid media services) would suffice.
Stay Goal-Focused and Know How Your Buyers Make Purchasing Decisions
Hopefully, you are tracking your growth and have set revenue targets you intend to hit at specific times partially determined by sales goals. And in order to increase sales, you need to understand how your customers make purchasing decisions for a number of reasons that all play into the overall performance of your marketing strategy. But more importantly, knowing how your buyers make purchasing decisions will help you determine if growth marketing stacks will help you hit your revenue goals and garner the best return on your investment, or if SEO as a solo strategy (or with paid media running at its side) would make the most sense.
If your products attract buyers who make impulse purchases, have a low price point, and your customers do very little research (buying pencils in bulk, random t-shirts or coffee mugs) then simply ranking well on Google with some paid media would likely garner the best return on your marketing investment and help you hit your sales goals, while businesses with products that have higher price points and longer sales cycles like custom swimming pools, cars and travel packages would likely see the highest return and blow up their sales targets with a custom growth marketing stack.
When SEO and Growth Marketing Work Together
When speaking of growth marketing, SEO is one of many strategies that make up a growth marketing stack. Here, SEO’s goal isn’t to simply rank content for various keywords or search terms; it acts as a top-of-funnel source for driving traffic that enters a marketing automation process where leads are generated, nurtured, and convert. But SEO can also be used to lead specific buyers to precise parts of the funnel, at unique stages of the buyer’s journey. In other words, when used in a growth marketing stack, SEO’s job is significantly larger and the strategy is responsible for lead generation in multiple segments of your overall strategy thus offering a plethora of value.
If you want your SEO to do more than just rank your website and blogs for various search terms but actually capture leads, automate email marketing messages with custom content that addresses the buyer’s needs, and and capture valuable data that can be used to optimize all sectors of the growth marketing stack, then you will need additional strategies and some tech tools to work alongside an organic search strategy, and this is exactly what a growth marketing stack does: generates more leads, through a multi-channel approach, with higher quality traffic coming in.
Learn About the WEBITMD Growth Marketing Stack
Download our FREE guide on the WEBITMD growth marketing stack; learn more about how SEO works to attract and convert leads with the aid of inbound marketing, paid media and social media tactics with marketing automation and buyer-focused email marketing campaigns. Then give us a call so we can learn more about you business and help you determine which marketing solution is best suited for your business.