Should SEO be part of a demand gen strategy if our product requires a sales consult?

Yes, SEO should be part of a demand generation strategy even if your product requires a sales consult. SEO helps attract qualified leads by ensuring your product is visible when potential customers search online. This visibility builds brand awareness and trust, setting the stage for successful sales consultations.

Why SEO Matters for Consult-Driven Products

Consider this: your product is complex, maybe a software solution that needs a demo to truly shine. You might think SEO is more for straightforward, transactional products. But in reality, SEO is your silent partner in the sales process. It’s like setting the table before a meal. Your product might need a consult, but people still start their journey online.

Let’s say you’re a B2B SaaS company offering a sophisticated CRM tool. Potential clients will likely begin their search by Googling “best CRM for small businesses” or “CRM with custom reporting”. If your site isn’t optimised to appear in these searches, you’re missing out on the chance to make that all-important first impression. SEO ensures you’re part of the conversation from the get-go.

How to Integrate SEO into Your Demand Gen Strategy

Integrating SEO doesn’t have to be a headache. Here’s how you can weave it into your demand gen strategy:

• Keyword Research: Identify the terms your prospects use when searching for solutions. These keywords should be the backbone of your content strategy.

• Content Creation: Develop content that addresses the pain points and questions of your target audience. Think blog posts, case studies, and white papers.

• On-Page SEO: Optimise your website’s pages with relevant keywords, meta descriptions, and alt tags. This helps search engines understand what your content is about.

• Link Building: Secure backlinks from reputable sites in your industry. This boosts your site’s authority and improves its ranking.

• Local SEO: If applicable, ensure your business is listed in local directories and optimise for location-based searches.

By following these steps, you’re not just boosting your visibility; you’re also laying the groundwork for a seamless transition from online search to sales consult.

The Human Touch in SEO

Let’s be real. SEO isn’t just about algorithms and keywords. It’s about people. People looking for solutions. People who want to trust a brand before they commit. That’s why SEO is essential, even for products that require a sales consult. It’s the first handshake in a relationship that could lead to a sale.

Think of SEO as a way to get better rankings and make your brand a familiar face in a crowded room. When your potential customers see you consistently in search results, it builds familiarity. And familiarity breeds trust.

So, even if your product needs a consult, don’t underestimate the power of being found online. SEO is your introduction, your chance to say, “We’re here, and we know what you need.”

And that’s why it’s worth investing in a search engine optimisation expert to make sure your online presence is as strong as your sales team.