I started working at a niche SaaS market 2 weeks ago (software is being sold to big corporations already for more than 20 years with high customer retention). All competitors including my company are doing the same digital marketing strategies (bet on same keywords, produce same webinars, whitepapers, testimonials, and the websites all look the same). The audience is older and don't respond to social media. Also, both the company and audience are conservative with a long sales cycle (1 year) and it's done through sales. I'm responsible for generating leads and improving website conversions. We are using a good marketing automation software. Competitive keywords don't generate qualified leads and competitors have 3x the money to invest. I'm thinking on trying long-tail keywords and building nice looking landing pages to match them, thoughts ? I'm not sure what will produce the fastest results. It seems that this type of software is sold through RFP process. Any other suggestions? I also though about using industry specific "mini apps" such as calculators or free online courses, but I need to produce results faster.
This may be worth pursuing:
"I'm thinking on trying long-tail keywords and building nice looking landing pages to match them, thoughts ?"
It's a strategy I've looked at in some detail from the domain-industry vantage point. Whether it would work for you or not, I can't say without knowing specifics about your business, the competition, prospect customers, and the keyword verticals of interest.
But it's worth evaluating. Even then, much depends on execution. That includes trial and error ... or A/B testing. With the right landing pages, positioned efficiently, it works for some people quite well.
You mention "I'm not sure what will produce the fastest results." This approach isn't the fastest. It's a mid-term or even long-term play.
But you also say, "Competitive keywords don't generate qualified leads and competitors have 3x the money to invest". In that case, maybe a long-term, outside-the-box, experimental strategy would help you find ways to punch above your weight.
Answered 9 years ago
Access 20,000+ Startup Experts, 650+ masterclass videos, 1,000+ in-depth guides, and all the software tools you need to launch and grow quickly.
Already a member? Sign in