Launch a new B2B SEO strategy with our experts and start realizing the untapped inbound leads your SaaS product deserves.
Mint Position is a B2B SaaS SEO agency that excels at intellectually and emotionally connecting with the highly educated executives that decide whether to buy your products.
We understand the buyer psychology behind their decisions and use it to produce evidence-based copy that speaks directly to them.
Here’s a breakdown of our scientific approach that SaaS companies respond to:
Today, a targeted SEO-focused content marketing strategy can be so effective for SaaS companies simply because so few actually have one.
In a recent in-depth study headed by the Content Marketing Institute, it was unveiled that 57% of all B2B brands don’t have a documented SEO or content strategy. A missed opportunity when you can see that the majority of the most successful companies have an optimized content creation process in place.
Yet, it’s one thing just saying this. Going out there and doing it is another.
At Mint Position, our expert SEO services have helped multiple B2B SaaS startups vault up Google rankings and achieve the organic growth that leads to a surge in conversions – for many, unrealized potential that is just waiting to be tapped.
Just ask our B2B SaaS clients who:
* Data taken from 3 of our B2B SaaS clients
Request your free SEO strategy call to find out how Mint Position’s SEO content experts can increase your brand’s online visibility and increase qualified conversions.
Our experts apply a holistic approach involving a range of strategies taken from both the SEO and content marketing worlds.
Here are 7 of them below, and each section comes with a pro tip you can start applying today.
It’s easy to get lost in all the metrics, testing, analytics, and tools of the digital marketing era. As important as these are, we must always remember that content marketing needs to appeal to real people.
At Mint Position, empathy is at the very core of everything we do. This is why we take a buyer-focused approach to create your personalized SEO strategy, which requires aligning your customers’ top problems with how you can uniquely solve them. This naturally means that we must work closely with your marketing, product, and sales teams to deeply understand your unique B2B SaaS business.
First, we do this by putting ourselves in the shoes of your B2B customers to understand what’s bugging them, what they’re looking for, and what will make them click that ‘buy’ button.
When marketing master David Ogilvy said “the consumer isn’t a moron; she’s your wife”, he was referring to how we must communicate in a very understanding way to sell effectively.
This is double true for B2B SaaS SEO. The worst advice to give is try to sell like your explaining the technology to your aunt. B2B buyer personas are sophisticated and knowledgeable, so we need to use a lexicon that they are familiar with and not treat them like children.
And as with any successful marriage, clear communication that addresses people with understanding is key in customer relationships.
To get to this point, we speak extensively with sales teams to find invaluable nuggets that we can develop into sales triggers, asking client-facing questions such as:
Understanding the psychology of B2B customers is at the heart of the best marketing copy. The most authentic B2B SEO copy comes directly from what they tell you, so ask them! Interview your customers and understand why they choose you.
Every B2B SaaS business should have an idea of what’s bugging their decision-making customers, but letting them know that your product can solve them, or even making them aware that it exists, has traditionally been a huge challenge for B2Bs.
This is the job of an SEO agency dedicated to B2B SaaS companies. Rigorous research into B2B content marketing trends and your target market helps us map out detailed buyer personas, which in turn gives us clues about their search intent and the specific keywords they’re using. Often those keywords are incredibly specific and have little volume. Let’s explain.
Precision is key here. Yet many marketing agencies employ a scattergun approach to keywords in the hope that one sticks.
Here’s the thing: according to SEO experts Ahrefs, 95% of keywords hold a volume of fewer than 10 searches.
What’s important is going after keywords that solve the specific problems of your B2B buyers, which by nature are smaller in volume than B2C.
Low volume isn’t necessarily a bad thing as long as we understand the buyer’s search intent and hit the exact terms that your decision-makers are looking for. This is much more preferable than attracting scores of irrelevant traffic with popular terms that don’t lead us to our target buyers – indeed, this is a common problem that B2B SaaS companies come to us with! Their previous agency or in-house marketing team has built lots of traffic, but even though it’s large in volume nothing is relevant.
One example is our client Reloadly, a mobile payment platform provider. In this case, we targeted keyphrases about their API products, specifically with the word “API” in the keyphrases, instead of what seemed like (and is often true) random articles about end-users in Latin America and Africa.
This successful strategy required communicating more to B2B buyers, which are usually CTOs and developers that need to propose a new usage-based API product to their CEO.
Keyword research makes or breaks an SEO campaign. Basing them on your target buyer’s search intent rather than simply choosing the most popular is the way to build valuable traffic.
B2B customers aren’t dumb: they are often well-educated and elite members of society that want to see proof of the claims you make. Many of your rivals will fall into the trap of making big promises without evidence to back them up.
This is a surefire way to lose trust, especially in a B2B market where 92% of buyers say they’re more likely to buy after reading a positive review.
People react differently to different types of evidence. You can build validation into your content in two ways, and we recommend doing both.
By this we don’t mean tall tales, but client testimonials, reviews, and case studies.
Your customers are not broad B2C, but they’re still like the rest of us in that they love to hear about other people. They’re still susceptible to relationship bias, where they tend to favor the views of people in the same boat as them, as well as the bandwagon effect, where they are more likely to do something if others are doing it.
These stories are important and we shouldn’t hide them away on a separate page. Instead, put them on your product landing pages, where the traffic most likely to convert goes!
Some of your customers will react better to cold hard figures, so things like customer numbers, monthly recurring revenue (MRR), and percentage increases will hit home for them. Don’t hide those numbers — put them in a highly prominent part of your product pages, and quote them in blogs and CTAs where they’d be apt.
That data should also come with some resources or proof. If you make a claim about the market from a specific study, link back to that exact study. If you have collected data from your clients, tell your readers how you got that data and how it is measured.
While some prefer stories and other data, using both will guarantee that you create the iron-clad credibility your clients are looking for. By using this evidence, every page on your website has the potential to be an homage to your business.
And let’s not forget how much Google values authentic content: trustworthiness, expertise, and high-quality research account for almost half of their 2023 SERP ranking factors.
Stories are important and we shouldn’t hide them away on a separate page but rather put them on your product landing pages, where the traffic most likely to convert goes
When it comes to selling software, convincing your target audience to contact you for a demo or to register starts with helping them visualize what it feels like to use your platform or app.
We need to make the first impression with your software as pleasant as possible for customers, and we can do this by ensuring the user experience your team has built is communicated to them.
Here, specific screenshots of your products are crucial, especially when communicating bottom-of-the-funnel content that’s written to convert. Step-by-step tutorials are the next rung up the ladder, letting people see exactly how your product can help solve their problems.
In fact, video content – usually in the form of software tutorials – is one of the hottest topics in B2B SaaS marketing right now with 95% of buyers saying it influences their purchase decision, according to video specialists BrightCove. Their research put product reviews, demos, and tutorials right at the top of the video content list.
Again, these will be tailored to your audience. For tech-skilled buyers, technical language and detailed screenshots will help them quickly navigate your product. Executives will instead want to visualize its cost benefits, so infographics and charts are often the weapons of choice. These tools also provide multiple benefits: Not only do they educate B2B readers, but they also encourage backlinks to the specific topics we are looking to rank for.
High-quality visuals appeal to Google Images, the world’s second-largest search engine after Google itself. Creating branded screenshots that match keywords directly will give you an opportunity to brand your user experience and platform and get you ranking higher.
When building long-term B2B relationships, patience is key.
Your customers don’t want to be force-fed product-focused marketing copy when they’re not ready, especially if they’re not even sure that they want to make a purchase.
B2B software buyer journeys take time, often several months, and might involve several decision-makers. This calls for “non-sales” top-of-the-funnel content that educates and informs your user base instead of making a sales pitch.
Building thought leadership in the form of SEO-focused journalistic quality articles and blog posts will attract lots of organic traffic. It will also appeal to an educated SaaS buyer searching for a specific topic you’re an expert in, and it’ll push them toward a buying decision, even if it doesn’t mean clicking that ‘buy’ button just yet.
Besides, we still put “call-to-action” (CTAs) links to newsletters, podcasts, or webinars in the middle and end of this content to get them to subscribe to you, providing the opportunity to speak with them more and push them to more conversion-focused content later on.
The best place to put a subscription CTA is in the middle of the page. They don’t dominate the page, but are still prominent enough to give the reader the chance to become part of your email list. Bonus points if you put a CTA graphic banner on the page.
Company products or service pages are the windows to your SaaS product, so they need to be finely tuned for your target market.
A new SEO strategy typically requires a product page overhaul so that they become vehicles in turning organic search into powerful business-building. They should help fill out the bottom of a buyer funnel, which can also include product-focused articles mentioned earlier. Only the can you adequately support these new product pages with tutorial blog posts and other sales enablement articles about how to use all of your features.
Rewriting product pages also provides an opportunity for conversion rate optimization (CRO) updates. This can include big overhauls like adding more data-backed evidence and detailed product descriptions.
Fanprime, a B2B SaaS fan rewards platform, found product page rewrites to be particularly valuable. After an in-depth competitor study, Mint Position SEO experts rewrote their key product landing page using a new hero image and highlighting what their customers said were their most impactful USPs, all backed up by solid evidence and effective CTAs.
After several weeks, the new product page reached the top position on Google’s first page, and Fanrpime got new conversions from top brands, including Mercedes Formula1 and LVMH.
Research by software company HubSpot has found that CTA buttons are 200% more effective in the first person. “Create My Account”, for example, converts better than “Create an Account”. It’s small things like this that make a big difference in CRO.
The decision-makers who will make the call on whether to jump on board with you or not tend to be highly educated people. They like to stay ‘in the know’ and will judge you by how much informative content you can give them.
This is where academically researched content like white papers and ebooks come into play.
Not only does this give you a chance to show off your deep knowledge of the SaaS industry you’re working in, but it also gives you an invaluable leads and backlink magnet, helping your business to grow and rank better at once. Now that’s a power strategy!
In exchange for their business email (and a place on your company’s emailing list), your target users get a piece of quality content at no cost. You get a potential lead and a chance to build a strong brand identity among your target market.
Mint Position has had repeated success in advertising specialist long-form content on Linkedin Lead Generation Forms. Your target customer downloads this academic content in return for their contact details: the easier you make the exchange, the more rapidly you’ll increase relevant B2B leads.
Reloadly, a Miami-based payment API platform, generated over 900 leads through a Linkedin Lead Generation form for a white paper on Payments as a Platform, a topical and timely subject for their target audience.
Within one month, those leads started to turn into converted customers, with a conversion rate of over 3%.
You may have already come across SEO companies that promise to boost SaaS brands like yours up the rankings.
However, the above holistic approach that we have outlined – which combines SEO tactics and content marketing strategy – is the most proven today. Separating SEO and content will leave a gaping hole in your strategy, and we don’t advise it.
These days, it comes down to understanding how your market thinks, how your product works, and writing web pages in a way that connects them. It always starts with our experts asking you the right questions.
Without specific knowledge of the unique problems that customers in your SaaS industry face, it’s very difficult to formulate SEO-focused content marketing strategies that can accurately speak to your target buyer and can convey your product’s technical USPs to them. In fact, we’d say it’s almost impossible.
Mint Position has a proven track record of helping B2B SaaS brands like yours hit Google’s first page, boost engagement rates, and increase conversions.
Get your free SEO-focused content strategy consultation to find out how our B2B SaaS approach can help you build long-term business relationships.
A successful SEO strategy requires several roles, ranging from technical SEO specialists to on-page SEO experts to content strategists. Assuming you don’t have to train existing employees in these areas, you’ll be taking them away from other areas of the business that may suffer as a result.
With Mint Position, you’ll work with a ready-made B2B SaaS SEO team that is not only prepared to hit the ground running, but also has demonstrated experience in helping B2B brands dramatically improve their content marketing ROI.
Mint Position has helped its B2B SaaS clients achieve double the industry average SEO conversion rate using an effective three-part approach.
For B2B SaaS companies, the first step is to write to the highest journalistic standards: top-quality writing backed up by rock-solid evidence and expert interviews. This must then be underpinned by the latest SEO techniques, including buyer-focused keyword research, strategic link-building outreach, and molding content to meet search intent. We then fit the content into a buyer-focused marketing funnel that guides the reader from unawareness down to the MQLs that drive conversion. This strategy is effectively a conversions-focused content hub.
The point at which these three areas overlap is what we call the “Mint Position”, and it’s in this sweet spot that B2B SaaS conversions are most likely to occur.
When done correctly, SEO strategies can greatly improve how B2B SaaS companies understand their target audience’s needs, how they search for your product, and where internal link opportunities can reduce friction in the buyer journey. This knowledge feeds into other marketing channels and helps generate more qualified leads within those, too.
Take paid advertising for example. If we apply what we know to optimize company product pages, we can write its content to better speak to your market’s actual buyer intent, as well as place internal links to pages like case studies and relevant blog articles to back up your claims.
B2B SaaS SEO agency pricing varies according to each project, depending on several factors. These include company size, business model, SaaS website maturity, and the type of content marketing strategy you’ll need.
The bottom line is that SEO services are a sustainable solution that leads to a much lower pay-per-click (PPC) figure and an ROI of several times their cost compared to paid advertising over time.
For a customized quote, contact us for your personalized SEO consultancy call.