Hi! I’m Keelie at Avalanche Creative. I’m filling in for Lance this week while he is on parental leave.
“Great SEO can make your website your top salesperson.” This is a common saying at Avalanche Creative—but as someone who just joined the sales team, I have to point out that it’s not entirely true. SEO alone can’t solve a sales problem, but paired with your sales team, it can take your business to the next level.
What SEO Alone Can Do for Your Sales
It’s true that SEO can do a lot of heavy lifting on its own when it comes to sales. You can use SEO to power multiple lead-generating strategies, including:
- Great content: A great SEO strategy will provide content for every stage of your buyer’s journey. Between your informative FAQ section, in-depth service pages, and educational blog, your buyer should be able to find an answer to all of their questions within your site. This saves both your potential client and employee time, satisfying that searcher and moving them one step closer to engaging in your service.
- Compelling CROs: Pair your content with a persuasive CRO, and boom, you’ve captured the contact! Your website has just vetted the customer for you.
- A robust CRM: SEO-generated leads will do your company no good if you don’t have anywhere to track, organize, and prioritize them. Add in the powers of a good CRM, and you’re able to find exactly which stage of the buyer journey the customer is in and engage them accordingly.
How SEO and Your Sales Team Can Work Together
Now, I must clarify, your SEO strategy is NOT here to replace your salespeople. Sales must always be a personalized experience, as every buyer is different. The majority of your customers will not fulfill every aspect of your buyer’s journey; many will skip some steps, while others will be on a journey all their own.
With all of the technology we have at our fingertips, it’s easy to get lost in the “Can’t we automate that?” mindset. Automations can quickly become too much of a good thing. If not done correctly, automated email can be perceived as disingenuous—which is not how you want customers to view your company.
In sales, your website is your teammate, your frontline soldier—but not the whole team. Find the sweet spot between automations and personal engagement. This may take some trial and error, but in the long run will make for happy customers and a happy sales team.