OKRs and SEO For the Fractional SaaS CMO

That’s a lot of acronyms in that title, I know.

A fractional Chief Marketing Officer (CMO), especially one tasked with growing an early-stage B2B SaaS company, organic search is arguably the most cost-effective and sustainable source of qualified sales leads. But as digital strategy grows more complex, a presence in organic search results is not enough. You need a content strategy that aligns with the company’s positioning strategy and OKRs (Objectives and Key Results) to capitalize on organic-attributed opportunities.

Objective: Amplify Organic-Attributed Qualified Sales Opportunities

Your team’s objective with this strategy is to bolster your organic-attributed, qualified sales opportunities. These are prospects that find your SaaS offerings through non-paid search results, indicating a high level of interest and intent. The goal is not just to generate traffic but to attract the right traffic that translates into tangible business growth.

Increase TOFU/MOFU Organic Traffic

The top-of-funnel (TOFU) and middle-of-funnel (MOFU) represent the stages where awareness and consideration take place. Here, potential customers are exploring their pain points and considering various solutions.

  • Content Creation: Develop 2-4 product-led and pain-focused blog posts weekly. These should address the specific problems your SaaS solution resolves, positioning your product as the remedy.
  • Internal Linking: Implement a robust internal linking strategy to guide visitors through your content ecosystem, subtly nudging them down the sales funnel.
  • Content Refresh: Update existing content to improve search rankings. This includes enhancing pages to rank within the top 3 search results, ensuring your solutions remain front and center.
  • Content Syndication: Repurpose blog content across social platforms to broaden your reach and capture a larger share of your target market.

Improve Conversion Rate from High-Intent Traffic

Attracting visitors is only part of the equation. The real magic happens when high-intent traffic converts into sales opportunities.

  • A/B Testing: Regularly test key landing pages to optimize for conversion. Small tweaks in your call-to-action (CTA) or page design can lead to significant improvements in conversion rates.
  • Customer Insights: Engage in customer interviews and sales team feedback to understand the customer journey better. Align your site architecture and content with the user’s search intent and experience.
  • Journey Mapping: Review and update the customer journey flow throughout the site to ensure a seamless transition from visitor to lead.

Increase Non-Branded Conversion Traffic

Non-branded search traffic is gold for SaaS companies. It represents users who are in the market for a solution but have not yet been introduced to your brand.

  • On-Page Optimization: Refresh your key conversion landing pages to provide comprehensive, in-depth content that resonates with non-branded search queries.
  • Internal Linking and Assets: Use internal links wisely to support your conversion pages, and create link-worthy assets that attract inbound links naturally.
  • Backlink Acquisition: Aim to acquire new backlinks from journalistic sources or partners that bolster your domain authority and improve your overall search rankings, driving more non-branded traffic to your site.

In Summary

By focusing on nurturing TOFU/MOFU organic traffic, enhancing conversion rates from high-intent traffic, and boosting non-branded conversion traffic, with goals set according to your company’s OKRs, you can drive the right traffic at the right time and capitalize on conversions.

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