Crafting a SaaS marketing strategy that drives long-term traffic to your website requires hard work and smart decision-making.
Here’s how a leading VoIP SaaS company managed to triple its organic traffic by making the most out of keywords with great search traffic potential.
Nextiva is a connected communications company that combines business applications, automation, and AI to bring all communication channels (e.g. video, voice, chat, collaboration) together on one platform.
Before diving into Nextiva’s SaaS marketing strategy, let’s take a quick look at their homepage.
Overall, the company has done a good job at creating a homepage that expertly leverages cognitive biases (e.g. ‘#1 Rated Business Phone Software in 2021’ in the title tag), highlights the product’s benefits, and stands out with a clear design.
Right away, visitors are presented with two different options – identify as a small business or as an enterprise. While this adds up to Nextiva’s straightforward design, it might be confusing to some mid-market players interested in the product.
Nextiva’s Small Business Homepage
Clicking on the ‘small business’ button, visitors are redirected to almost a new homepage that is redesigned to include unique copy specially tailored to small businesses.
Here, prospects can choose to ‘get started’, or ‘see all products’ if they need more information.
Enabling Value-Based Bidding
Nextiva’s ‘Get Started’ CTA takes you to a fairly unique sign-up form. While still requesting basic information such as name and email, the form is also asking for the number of employees.
For companies that offer per-seat pricing, capturing this number is a smart strategy for setting themselves up for doing value-based bidding with Google Ads and estimating the annual contract value (or the lifetime value) based on the number of seats.
In essence, value-based bidding for SaaS allows you to “productize” your conversions with unique values so that Google can bid on a Target Return on Ad Spend (tROAS) instead of a fixed target cost per acquisition.
Offering Unique Communication Paths
Another great feature found on Nextiva’s ‘Get Started’ landing page is the different communication paths that they offer.
Effectively, the company is doing an excellent job at driving customer actions by offering 3 distinct methods of communication. Here, prospects can use the traditional fill-out form, call a ‘real human’, or initiate a chat.
Leveraging Cognitive Biases
In an online environment where choice and information are limitless, people’s shopping behaviors are often influenced by cognitive biases.
As an eminent player in the VoIP industry, Nextiva has won quite a few awards and is collaborating with a number of well-renowned companies, and is doing a good job at displaying that. Let’s take a closer look at some of the cognitive biases that the brand is leveraging.
Oftentimes, when we don’t have enough knowledge on a subject to make an informed decision, we turn to trusted sources for relevant information.
Leveraging the authority bias can be a powerful tactic for proving to prospective customers that your business can be trusted. On their small business homepage, Nextiva has displayed their partnership with other well-known companies.
While showcasing successful brands that use your product is an almost fail-proof strategy, for it to be successful, your prospects should be able to relate to these brands. In this case, Taco Bell and Buffalo Bill are larger companies, which might make the use of this bias less effective.
In today’s highly saturated digital world, users tend to look for reviews, recommendations, and ways that others have used a product before making a purchase. The best way to use this to your advantage is by displaying social proof on your website.
In the example below, Nextiva has strategically featured a testimonial from a highly credible customer right above their CTA. By doing so, the company is enabling the visitor to visualize their success after making the purchase and prompting them to get started quickly.
For many SaaS businesses, leveraging the category heuristics bias is a way to make data more accessible, simplify the process of weighing information, and narrow down the alternative choices.
In the case of Nextiva, they’re utilizing the bias by showing product characteristics that are top-of-mind for their users and displaying the features that they would value the most.
Establishing Branded SERP Presence
As a rule of thumb, if you have a decent amount of search for your brand, it’s a good idea to also include your brand as a keyword in your ad campaign. While it might feel counterintuitive at first, it’s important to note that brand bidding can cost you valuable traffic and conversions.
Bidding on your brand name helps you stay on top of the page, giving you the opportunity to tweak your message regardless of the search term.
In the SERP, Nextiva is doing just that. They are claiming that above-the-fold real estate, so if any competitors try to bid on their name, they’d still be at the top of these ads.
Nextiva’s SEO Hack: Pursuing Keywords With Search Traffic Potential
Going to ahrefs and looking at Nextiva’s organic search traffic trend, you can see that in just about a year and a half, the company has more than tripled its organic search traffic, going from under 200K to almost 750K.
So how did they achieve this remarkable growth?
To get a better idea, it’s worth investigating their organic keywords. Looking at their ahrefs’ data, you can see that they are consistently ranking number one for big volume keywords, specifically area code queries.
While these might appear to be mostly informational searches, the brand is still ranking on top as featured snippets.
Fundamentally, ranking top of results as an instant answer is an incredible strategy for satisfying information queries, while ensuring that most users who do click are going to be actually interested in your product.
Here’s an example of Nextiva’s area code 216 landing page. Right off the bat, you can see that the area code is in Cleveland. The page is accustomed to the city of Cleveland and the content appears to be unique.
That said, scrolling further, the content seems to be trying to justify a certain word count requirement and the majority of it might not be necessarily helpful for users who need a phone number.
Nextiva’s benefits and sales content appears again at the bottom, as well as their 3 unique communication options.
Keeping up With Market Traffic Trends
Without a doubt, Nextiva is doing an outstanding job at creating content that drives tons of traffic.
With that in mind, it’s always good to remember that not all traffic is created equal. Many a time, high-quality traffic including users that fit your buyer persona is worth hundreds of visits from a general audience.
When working on your organic traffic growth strategy, look at the traffic trends within your niche. Doing so will allow you to efficiently create content with search traffic potential that continues to convert visitors into customers for years after you publish.
Ready for more SaaS inspiration? Check out how DocSend combines account-based marketing with product-led growth to boost conversions and increase revenue.