As Chris Walker wisely states, "Organic growth isn’t just about traffic—it’s about creating lasting value that attracts, engages, and converts over time." When it comes to demand generation, owned media —your website, blog, and social media channels—is the backbone of sustainable growth. Unlike paid media, which requires ongoing investment, owned media builds long-term traffic and authority that can pay dividends over time.
This section explores how to optimize your owned media with advanced SEO tactics and social media strategies, while also diving into SaaS-specific techniques to convert that traffic into paying customers.
1. Optimize Your Website with Advanced SEO Tactics
SEO is the cornerstone of organic growth. But it’s not just about sprinkling keywords across your site—it’s about making sure your website is optimized in every way, from technical SEO to content quality and user experience. Advanced SEO tactics help ensure that search engines not only find your site but rank it higher, driving more qualified traffic your way.
Action: Conduct a comprehensive SEO audit of your website to pinpoint areas for improvement. Focus on these advanced tactics:
Example: If you’re a SaaS company offering marketing automation tools, a blog post titled "How to Implement Marketing Automation for Small Businesses" could be optimized for keywords like "marketing automation software" and "small business marketing tools."
2. Leverage Social Media for Organic Engagement
Social media platforms are invaluable for driving organic traffic and building a loyal audience. While paid social ads amplify your reach, an organic social strategy focuses on creating and sharing content that resonates with your audience, encouraging engagement and fostering community.
Action: Develop a social media strategy focused on organic growth through consistent posting, engagement with followers, and leveraging platform-specific features like LinkedIn Articles or Twitter Threads.
Example: A consulting firm could share insights on LinkedIn about the latest industry trends, participate in discussions on #B2Bconsulting, and use relevant hashtags to boost engagement and reach.
3. Implement SaaS-Specific Conversion Optimization Techniques
Driving traffic is great, but it’s not enough—you need to convert that traffic. For SaaS companies, conversion optimization is key to turning website visitors into free trial sign-ups, demo requests, or paying customers.
Action: Optimize your website and landing pages with these SaaS-specific tactics:
Example: If a user visits your SaaS company’s pricing page but doesn’t sign up, an exit-intent popup could offer them an extended free trial to encourage conversion.
4. Create Content That Drives Long-Term Traffic
Great content doesn’t just attract visitors once—it keeps them coming back. Evergreen content remains relevant long after it’s published, driving consistent traffic and engagement over time.
Action: Create in-depth, evergreen content around key topics that matter to your audience. Regularly update this content to ensure it stays current and valuable.
Example: A blog post titled "The Ultimate Guide to Choosing the Right CRM for Your Business" can be updated yearly with new insights and tools, making it a go-to resource for your audience.
5. Monitor and Adjust Based on Performance Data
Your organic growth strategy isn’t set in stone—it needs to evolve based on performance. Continuously track key metrics like organic traffic, bounce rate, and conversion rate to see what’s working and where improvements are needed.
Action: Use tools like Google Analytics and SEMrush to monitor your SEO and social media performance. Regularly review the data and adjust your strategy as needed.
Example: If certain blog posts are getting high traffic but low conversions, you could optimize the CTAs or adjust the content to better align with your audience’s needs.
1. SEO-Driven Content Hubs
Create content hubs —clusters of related content around a central topic or keyword. This improves SEO by boosting internal linking and creates a comprehensive resource on a key subject, which attracts more traffic and increases engagement.
2. Social Proof and Reviews
Incorporate social proof like customer reviews, testimonials, and case studies into your owned media. Positive feedback from real users builds credibility, especially in the SaaS space, where trust is essential to conversion.
3. Consistent Content Audits
Regularly audit your existing content to identify opportunities for updates, repurposing, or optimization. Keeping your content fresh and relevant ensures it continues to drive traffic and contribute to your organic growth strategy.