Marketers who over-index on SEO or Paid Search often (incorrectly) rely on “search volumes” and “keyword difficulty” as their guides on what to prioritize.
This leads to companies fighting for market share like a commodity, inevitably inflating CAC and Payback Period metrics.
Instead, starting with Differentiation as the goal changes how you Go-To-Market:
This approach focuses on the customers and the message, not search volumes or keyword difficulty.
It brings down CAC and improves your Payback Period.
It also opens up infinite scale because you can take the message to any channel, not just those where search volumes are the focus.
Ironically, the approach also leads to far more uptake from the market and customers which helps improve SEO and Paid Search performance over time anyways.
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