How to Align Your SEO and Sales Teams

Have you made any progress on formulating a plan for your digital marketing strategy for 2022?

I have a fantastic suggestion for you to consider: Participate in cooperative forms of marketing. The alignment of your company’s various teams is likely to offer up a large number of new doors of opportunity for your company.

Recent research conducted by Convince and Convert and Ascend2 found that fifty percent of marketers believe that integrating marketing and sales teams has been very successful at achieving strategic goals.

This is a massive deal.

Here’s how to bring together two of your most separate teams: sales and search engine optimization.

Collaboration in content marketing should be encouraged.

Content is the driving force behind all marketing, including search engine optimization and direct sales. The material is extremely important to both of the teams. If there is no content, there will be no ranks, and there will be no sales.

• Google uses a page’s content to determine whether or not it is relevant to a search query and whether or not it satisfies the purpose of a searcher. Two of the most important factors that determine ranking are relevance and search intent.

• In the world of sales, content is the single most essential factor that influences the path that purchasers take. Numerous studies demonstrate that content can directly influence consumers’ judgments regarding purchases. More than sixty percent of B2B buyers, according to Forbes, claim they are able to make their purchase choice solely based on digital information, without speaking to sales staff or going through demos.

The question therefore is why there is such a massive gap between sales content and SEO content. Why do these two content strategies typically operate independently of one another, without sharing information or assisting one another?

The term “Content is King” has been used as a marketing catchphrase for a very long time, particularly in the B2B sector. Having said that, content is only King if it can generate sales.

Too frequently, there is a disconnect between the teams inside an organization that are producing content and the teams that are attempting to use that content.

The consequence of this is a two-fold problem:

• Sales representatives do not have access to the appropriate content, which prevents them from properly engaging with prospects.

• SEO content developers lack the understanding of sales professionals, which would allow them to create material that tackles the real issues of their target audience. This would allow SEO content creators to better serve their target audience.

Ways to Integrate Search Engine Optimization and Sales

It’s possible that your organization’s content is the bottleneck that’s keeping cross-team collaboration from happening as effectively as it could.

How can search engine optimization (SEO) teams and content marketing teams work together to develop an integrated content strategy?

• Instruct both the customer service and sales teams to maintain a record of the questions that actual customers are posing to them in a format that can be easily shared; • Inspire both teams to collaborate on the generation of ideas for new content. Any one of these can and should be considered to be potential content ideas for the SEO team to examine in terms of demand (search volume) and level of difficulty.

• Encourage inventiveness on the part of both of the teams: What are their perspectives on the many opportunities for content promotion? Do they have any ideas for content that could go viral?

• Permit both teams to investigate any further possibilities. For example, let your SEO team work out methods to reuse sales enablement content for ESP purposes. A good portion of those sales demonstrations can be repurposed as public content and utilized to target a wide variety of long tail ranking opportunities.

Assist Them in Acquiring a Better Understanding of Your Clientele

It is all too easy to forget that there are real people on the other side of those numbers when you spend all day working on traffic statistics.

Both the search engine optimization (SEO) team and the sales team have exclusive access to vital knowledge about who your company’s ideal client is and how to better serve them:

• On a daily basis, your sales teams should communicate with both your existing and potential new customers. They are aware of their challenges and what it is that they are trying to solve. By revealing this information to the SEO team, you will be able to strengthen your SEO approach with additional data that your rivals do not have access to.

• Your SEO staff is fully aware of the searches that your clients are conducting and the questions that they are looking for answers to. They are aware of the demand that is associated with each search phrase, and they are able to report on the strategies that your competitors are doing to target each search query.

Text Optimizer enables you to have a better understanding of the concepts that lie behind each search query and assists you in locating the means by which you can more easily fulfill the requirements of your customers:

Please Share Any Insights You Have Regarding Web Analytics.

Permit the SEO team to discuss the findings of their web analytics: What are the most efficient routes that those leads can take via the site in order to move farther down the conversion funnel? What strategies have proven to be the most successful in terms of engaging site visitors and converting them into leads?

Your sales staff will be able to concentrate on what works the best and ace their lead generation and onboarding plan with the assistance of all of that information.

Inspire the members of your SEO team to design bespoke analytics dashboards and schedule regular meetings to discuss the results. Your sales staff will now have access to statistics from web analytics that are easy for them to understand. The first possibility that springs to me is using Google Analytics. However, in addition to the solutions for web traffic statistics that are provided by your hosting provider, there are also other alternatives to Google Analytics.

Whatagraph is a straightforward method for generating customized reports that are sent out on a weekly basis and are very simple to comprehend, especially for non-technical individuals:

Open up More Business Opportunities

Collaboration amongst different teams will almost certainly uncover more unforeseen prospects for you and your company. If you give your sales staff access to your SEO data, for instance, it may assist them find gaps in the industry and define the distinctive value proposition that your product offers.

You might also find chances for developing new products or services. For instance, an SEO lead creation tool can make it rather simple for you to extend the scope of your services.

The most effective method of integrating search engine optimization (SEO) into the sales process can be aided by widgets such as this one.

Conclusion

The power of working together across multiple teams is virtually unbounded. The combination of search engine optimization (SEO) and sales can provide the competitive advantage that your company need. Both of the teams can be given more strength if you combine the use of numbers with actual sales expertise.

After the COVID outbreak and the subsequent relocation of numerous teams to remote locations, the concept of unified communications has taken on an even greater significance for the continued existence of businesses. It is more necessary than ever before to find more ways to let your (remote) teams keep in touch with one another and interact. We can only hope that some of these suggestions may be helpful!